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Social Media – A marketing tool for small and mid-sized companies

A good use of social media marketing can bring you additional revenue and clients and improve the engagement with your existing customers.

Facebook, Instagram or Linkedin campaigns can be used in a well targeted way reaching your target group with the right demographics and interest. Swiss Tomato will guide you from the strategy to the creative part as well as campaign management and presenting results.

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Facebook Marketing

Facebook is the most important Social Media Marketing Channel, it has almost 4 million users in Switzerland. Facebook can be used in many ways to reach your marketing goals.

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Lead collection, sales increase: Reach your target group on Facebook by using different type of ads starting from normal text ads with picture to the slideshows or video ads. You can track the effectiveness of the different ads and this enables you to continuously optimize your campaigns. All the campaigns can be targeted to the smallest parameter like age, sex, geographics, interests, hobbies and much more.

Awareness building: You have a new company, product or service? Reach your potential customers by running a well-targeted Facebook ad campaign. For example if you just opened a new, cool coffee shop in the heart of Geneva targeting the younger generations, then you can run a video ad campaign targeted only to 14-25 people who live in Geneva and specially at those who like coffee.

Loyalty building, long-term communication: Create a Facebook page for your company or brand and slowly build a group of fans around it. This requires continuous interesting content, but you will have a loyal user base on whom you can build on with your social media marketing.

A Facebook campaign can be started from even 500-1.000 CHF a month and already this sum can bring you visible results.

Instagram marketing

If you want to target younger people, people under 29, then Instagram could deliver the best results. Instagram has close to 1 million users in Switzerland and 400 million around the world. This social network is based on the power of images and the hashtags assigned to it.

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Instagram is owned by Facebook, so you can advertise on it via their ad management platform where you can place photo, video and so-called carousel ads (which are essentially multiple images). You can also use Instagram for influencer marketing, as part of social media marketing, where you collaborate with Instagrammers who have 15 or 100 thousand followers and work out with them nice, high quality photos and videos which contain your branded message in a subtle, non-commercial way.

Linkedin campaigns

This Social Media marketing channel is an extremely efficient B2B marketing tool. The usage of Linkedin among the employees of mid and larger sized companies is very high. Linkedin has a very good acceptance among its users that is why the communication coming through this channel is more credible.

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One of the key strengths of Linkedin campaigns is the possibility to target the ads very precisely. Besides the usual targeting like demographics and geographical targeting, you can aim your communication at special industries, at special job types or at seniority level. For example it is possible to reach only the senior marketing officers in the pharma industry with your message.

For the communication there are multiple tools offered by Linkedin. It is possible to use normal text ads with pictures, but it is also possible to send direct inmails to your target group.

Linkedin is more expensive than other channels like Facebook or Google Adwords, but in a B2B campaign this media can deliver the best results.

Youtube Advertising

Unlike any other social media marketing platforms, Youtube is all about video. People are spending more and more time consuming video content on the most popular video sharing channel. If you have a well-designed video of your product or service you can take advantage of this special form of advertising.

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Youtube offers basically 3 types of video advertising forms: Instream Ads, Bumper Ads, TrueView Video Discovery Ads. Let’s see them in more detail.

In-stream Ads
If you use Instream Ads then your ad will appear before, during or after other videos on YouTube. There are 2 versions of In-stream Ads: Skippable and Non-skippable. 

In case you go for a Skippable In-stream Ad, the viewer has an option to skip the ad after 5 seconds. When you choose Non-skippable In-stream Ads, the viewer doesn’t have the option to skip your ad and will see your whole message.

There are 2 types of bidding in case of Instream Ads: CPV bidding  or CPM bidding. What does that mean? With CPV bidding you pay when a viewer watches your whole video or click on it, whichever comes first. With CPM bidding you pay based on impressions. 

That’s why these ads are usually best for generating leads or website traffic and raise brand awareness.

Bumper Ads
Bumper ads are a short video ad format designed to allow you to reach a broader customer base and communicate a short and memorable message. How does it work? Your bumper video ad is 6 seconds or shorter and plays before, during, or after a video. Viewers do not have the option to skip the ad. Your ad is charged by  impressions. This tool is perfect to raise brand awareness. 

TrueView Video Discovery Ads
This tool differs from the previous ones. This ad format is to show up on YouTube search results, on the YouTube homepage and alongside related videos.

Your ad consists of a thumbnail image from your video with some text. The exact size and placement of the ad is depending on where it appears,TrueView Video Discovery Ads always invite people to click to watch the video. 

You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

This ad type is best used in product or service consideration phase.

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