Category: Marketing Automation

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Looking for a solution ( SaaS connectable to Zapier) that can generate certificate files (pdfs for instance), and automatically fill them with a person’s name. Ideally shareable on social media. Any tips or experiences submitted by /u/Olivy_Livy [link] [comments]

Instagram has over 2 billion monthly active users worldwide and is among the top five most-used social media platforms. So, it’s safe to say your organization’s audience is among Instagram’s many users.

But how can you be an effective Instagram manager who can tap into your brand’s target audience on the platform?To help set you up for success, here are some tips, tools, and professional advice that will make you an excellent Instagram manager.
Instagram Management Tips
Instagram Manager Tools
How to Be an Instagram Manager: Professional Tips and Tricks

Instagram Management Tips
Here are a few things you can do as an Instagram manager to boost your brand’s presence on the platform.
1. Follow Instagram best practices.
Make sure all your Instagram posts follow best practices to boost discoverability and engagement. One best practice is to create engaging content. For Reels, engaging content means grabbing the audience’s attention with transitions and effects, timed text, and interesting audio.
To make your photos more engaging, use colors that are consistent with your brand. Instagram suggests using natural light for bright and balanced images. The platform also encourages businesses and creators to highlight their products by showing them in use.
Create carousels with a mix of videos or photos to tell a story. Feature your most compelling content on the first slide and use different angles to highlight your product’s benefits and features.
Make sure all your posts include a compelling caption that starts with the most critical information and is short and to the point. Use a consistent brand voice and encourage your audience to take action (“Call today!”; “Buy now!”).
Finally, use tags to make your posts easier to find. Tags include hashtags relevant to your business, such as #homeimprovement if you sell improvement goods or #fashion if you’re a fashion or clothing brand. You should also tag your partners and collaborators when necessary to include them in the conversation. To help potential consumers find your business, tag your business location.
Pro Tip: Instagram prioritizes Reels, so aim to leverage Reels in your Instagram content often, especially Reels highlighting key features of your product or service.
2. Optimize your profile.
Optimize your Instagram, so it’s easy to find and makes your brand stand out. Include a primary word in the brand’s Instagram name and username. For example, if your brand works in interior design, include the primary term “interiors” to attract users searching the word in Instagram’s search bar.
You should also use keywords in your profile’s bio and captions to optimize your profile for search results and to get on Instagram’s Explore page. Keywords also make for excellent hashtags, which can further help users discover your page.
Pro Tip: Look at the accounts of other companies in your industry to see what keywords they often use in their Instagram content.
3. Respond to comments and direct messages.
Managing an Instagram account isn’t just about posting content — it’s also about building community. To develop and maintain your audience on Instagram, answer questions, thank your followers for their support, keep them informed on upcoming products and services, and be a responsive source of knowledge regarding your brand.
What We Like: Consumers prefer to interact with people and not just brands, so knowing there is a person behind the account who will answer questions, interact, and provide information is comforting and builds trust with your audience.

4. Have a consistent brand voice.
Understand your brand’s mission and develop a consistent brand voice that matches its vision. To keep your brand’s voice consistent, create a style guide for you and your team to follow whenever posting to its Instagram or interacting with followers.
Pro Tip: A consistent color pallet can also be part of your brand voice on Instagram.

Instagram Manager Tools
The following tools will help you effectively manage your brand’s profile to make it stand out.
1. Instagram Insights
Instagram Insights is a platform tool that allows users to track followers and performance. With Instagram Insights, you can get valuable information regarding the accounts you’ve reached or engaged, your total followers, your shared content, interactions, and plays. The information gathered from the tool will keep you updated on trends, the content your audience enjoys, and what kind of content your account performs well.
The tool is only available on the Instagram mobile app.
2. Iconosquare
Iconosquare is a social media analytics and management platform that gives in-depth insights that help users measure, benchmark, and improve both organic and paid performance. The platform also makes sharing key metrics with your team easy by allowing you to create and automate reports. Those reports can also be downloaded and shared as PDF or CSV files for your team.
Iconosquare also provides competitor and industry tracking tools to keep track of competition and show how your performance compares to the rest of your industry. Other helpful tools include an intuitive scheduler and the ability to manage multiple profiles simultaneously.
3. Ads Manager
Ads Manager is Meta’s “all-in-one tool” for creating, managing, and tracking the performance of ads across Meta’s properties — including Instagram. With Ads Manager, you can:

Create brand-new ads
Define your audience for more intelligent targeting
Set up and manage your ad budget
Run ads across multiple apps

Ad Manager also allows users to adjust campaigns, test ad performance, and get real-time insights.

How to Be an Instagram Manager: Professional Tips and Tricks
We spoke to six Instagram managers to give us their best tips and tricks on managing an Instagram account. Let’s dive into trade secrets that Instagram managers swear by.
1. Focus on engagement.
Instagram’s main value proposition is that the platform brings together people and the things they love. That’s why engagement is a top metric for this platform.
Vana Korrapati, a digital marketing strategist and social media manager, says, “I always try to engage my audience by including some of them in my posts. This brings my audience together for a meaningful conversation.”
Korrapati uses a clear tactic for a particular goal, meaning she’s created a SMART goal — one that’s specific, measurable, attainable, relevant, and time-bound.
You’re more likely to attain goals with those qualities.
For example, your goal on Instagram should be more than just raising awareness. You need to know what tactics you will use and how to measure that precisely, whether it’s through follower count, impressions, reach, or engagement.
Korrapati measures her goal of brand awareness through engagement metrics. She says, “My main motive on Instagram is to build awareness, so I track follower count, impressions, and reach.”
Additionally, she also evaluates her process continuously.
She says, “I use Instagram analytics actively on my campaigns to understand the engagement and continuously tweak my strategy. Not evaluating your Instagram analytics could lead to targeting the wrong audience and driving irrelevant visitors.”
2. Build an emotional connection.
On HubSpot’s Skill Up Podcast, Matthew Brown, a senior podcast producer at HubSpot, discusses how to use Instagram to drive awareness and purchase intent.
One of the main takeaways is to build an emotional connection. Instagram makes this easy because you can directly communicate with consumers and potential customers. You can do this by using interactive features such as polls or by replying to comments promptly.
Additionally, building an emotional connection will help you increase trust with your audience.
You can look at your comments to track the emotional connection with your audience. These are good metrics because it takes a lot of time for the user to do, and it shows the algorithm that people are engaging with your content.
3. Be consistent with your visual branding.
Although we’re past the days of perfectly planning your Instagram grid, visual branding is still important.
According to Leslie Green, a campaign manager on HubSpot’s social media team, “Don’t ignore the importance of consistent visual branding across Instagram — which includes posts, Stories, Reels, live video, and your highlight covers.”
As more people search for products and brands within the platform, consider your Instagram profile like any other landing page.
That means you should use brand guidelines, as we do at HubSpot, to help achieve consistent branding on Instagram.
Green adds, “You want your page to visually communicate your brand as soon as someone reaches your page. Instagram is a highly visual platform, so use that to your advantage with a consistent look and feel to increase brand recall.”
4. Use Instagram Stories.
With Instagram Stories, you can show up for your audience every day — and you should because Stories are one of the best ways to be noticed by your audience.
If your Stories become one your audience is consistently watching, you’ll show up more often in their feed.
According to Kelsi Yamada, on the HubSpot social media team, “We love Instagram Stories, and your audience probably does too. Meet them there by posting your own, and engage them with the platform’s poll, quizzes, and questions. These stickers help make your Stories fun, memorable, and something to look forward to in the feed.”
5. Test everything.
Like any trend, you shouldn’t immediately buy into every fad.
According to Kelly Hendrickson, a social media manager at HubSpot, “Don’t buy into the trends; test them. Everyone you talk to (including everyone in this blog post!) will have their tips and tricks. The important thing to remember is that what works for one account may not work for yours.”
That’s why you need to test, learn, and repeat.
And remember, for every strategy you test and implement, you want to maintain your customer’s focus.
Hendrickson says, “Never forget your audience. People opt-in to be part of your conversation on Instagram. Give them a reason.”
6. Provide value to your audience while working smarter, not harder.
Jennifer Stefancik, a social media manager of the HubSpot Academy Instagram account, says the best thing to do on Instagram is to provide value to your audience.
She says, “Make sure each post — both the creative and the caption as standalone elements — provides value to your audience.”
Once you’ve nailed that, you should work smarter, not harder. But how can you do that?
Stefancik says, “Use Canva (or a similar tool) to create your posts and Stories in advance. Creating them on the fly can be unnecessarily stressful and leaves room for typos.”
When you create posts in advance, you can use the same fonts and colors and plan for interactive features like polls or questions. This helps you make your feed look consistent.
Additionally, Stefancik recommends using a link in bio solution (HubSpot uses LinkTree), so you can drive followers to different parts of your website. This also helps create value for your audience.
These are some of the most successful strategies we’ve used. But you don’t have to take our word for it. You can see how our HubSpot Academy Instagram account conversions grew by 475% for only $6 a month.
While these trade secrets from social media managers are helpful to anyone getting started on Instagram, remember to test them on your account. It’s essential to test any strategy you use for your social media team to see what works.

Have you ever looked back at a moment or event in your life and realized that it was an impactful turning point? I just recently had that experience.A couple of months ago, a change to my main role at Buffer prompted me to re-evaluate how I organize myself and plan my day. The results? They’ve been impactful.I’d love to share a bit of context.I’m a Customer Advocate working in the support team at Buffer. For the most part, my approach to work has always been quite passive. I was able to succeed in my role by consuming information and reacting to questions brought to me. I didn’t push a lot of information outward. Most of my time is spent working directly with our customers or contributing to projects that would impact the customer experience. Most of my meetings (we call them ‘syncs’) were with other members of the Customer Advocacy team. Then, in January 2022, I had the exciting opportunity to jump into a new function as a liaison between the Customer Advocacy team and our Engineering, Product, and Design (EPD) teams. Some of my responsibilities would include making sure our support team is fully informed about what features we’re building, passing along customer feedback and insights to EPD, and helping to plan new feature launches. I was all-in, but I also had a lot to learn about how EPD works, how marketing launches flow, and more. Things move fast, and the relevant information that I need to be effective in this role can pop up in any one of a number of our communications apps. There’s no way I could do all this without being much more organized than I was before.I had no choice but to shake up how I work. I could no longer function in the uncertainty or anxiety that I might have forgotten something important that I was supposed to do. And, while I do love the fresh start that a new notebook and pen provides, this effort required more of me than just a new stationery purchase. Over the last several months, I found that a combination of six mindset tweaks and new habits have helped me keep up with my commitments and reduce uncertainty.*Disclaimer: While all of these habits have worked nicely for me, it could be the case that you’ll want to tweak them or completely ignore them based on your own preferences and work style.1. I have a morning routine to plan my day.Working from home can quite easily mean that not much happens between the bed and the laptop. That’s never felt great to me, and even before we got a dog, I would leave the house for a walk to get a coffee or for a run or a gym session. I needed to feel like I was doing something before ‘going to work’. Now we have Diego, his morning walk is part of a routine that really helps me start my day right.When I sit down to work, I have my list of tasks, which I have set up in a board view in Asana (the tool I use for planning my work). The columns I work with are Today, Tomorrow, and Later. This helps me keep today’s priorities in focus.Then, I have a checklist of all the places I review every day: email, Slack, Threads, and a bunch of bookmarked internal documents so that I don’t miss a thing.I check my calendar and make sure I’m ready for any meetings and syncs that day. For bigger meetings, such as a performance review, I’m sure to have a reminder set days or even weeks in advance in Asana.All of these practices give me a clear idea of what today will look like. Once I know what to expect, I’m ready to dive in.2. I use notification management to keep informed.To make sure I don’t miss any important conversations I should be aware of, I set up notifications to let me know when someone makes a change to a specific document, when someone comments in certain Slack channels, and when new updates are shared in key Threads forums.While checking individual apps for their notifications is a great flow for some people, I’ve found that sending all app notifications to my email inbox is the most thorough process for me to follow because everything is in one place. I hold myself accountable to this by having a daily goal to clear out my inbox.3. I take time to prioritize.Prioritization hasn’t always come naturally to me. There are often tasks with a similar level of urgency, and picking and choosing which feels more important/urgent isn’t always easy. There can be feelings of guilt for not doing something that you’d planned or committed to, and that cognitive friction just adds to the challenge. I’ve found that the best way to really honor prioritization is to consider the impact of not doing that work. Would it matter?If honoring the true prioritization means that I have to delay another commitment, I’ve learned that the best way forward is to communicate to the other stakeholders as quickly as possible, to ask for help, or to delegate.4. I break bigger projects down.Some projects, such as launching a new feature, can be divided into subtasks and milestones. When doing this, it’s usually quite clear which order things need to be done in, and I’ll add a due date for each task/milestone.If other people are involved, I’ll be clear with them about the timing I have in mind. The beauty of this is that if some unexpected time becomes available, perhaps if a meeting gets canceled, I know I can make progress with a sub-task rather than feeling like I need to wait until I have a whole day clear before I can get started.5. I’m more disciplined.It’s ok to say no, delegate, or ask for more time. It can feel good to say “yes” to requests for help, especially if it’s a task I think I’ll enjoy. I’ve learned that, unfortunately, the pleasure of getting involved in something new can sometimes become outweighed by the dreadful feeling of an uncompleted task getting pushed down the list. I’ve learned that saying “no” or “Is it ok if I get to that next week?” can sometimes be the best gift I can give to the other person. I also like to think through who else might be a better option as the owner of this. Perhaps we can chat with them about taking it on or sharing the work.Tackle quick jobs on the spot and add bigger jobs to the to-do list. Some tasks that crop up can be done then and there, even if they’re not high priority. If something takes 5-10 minutes, I like to tackle it. However, I like to be alert and use discernment! It’s important to ensure that many small tasks don’t derail bigger plans for the day.Strip the to-do list! I’ve found that it’s important to revisit my to-do list– especially if it seems ever-growing – and delete things from it. It feels great! The question ‘what would happen if I didn’t do this?’ normally helps bring clarity to the decision of deleting something. Once finished, I inform anyone else involved in that work.Get started even when motivation is low. Big projects, tasks that don’t feel exciting, and low-priority projects that have been put off can end up as standards on a to-do list. I like to approach these projects by dedicating just 10 minutes. Sometimes this small bit of momentum allows the rest to fall into place.6. I recognize the feeling of overwhelm and act on it.I want to prioritize myself by taking time for periodic mental health check-ins. Am I fed, hydrated, and rested? Would a 5-minute break help? It’s so tempting to push stubbornly against a brain that doesn’t want to function properly, but ultimately it’s unproductive.As humans, if we’re feeling slower than normal, less focused, or have a lack of motivation, it’s important to lean into those cues.Some ways I’ve learned to ease the drag are to:Defer some tasks to tomorrow or another time,Ask for help, orJust step away for a good 10-30 minutes.Once the moment is dealt with, I like to reflect on what happened. When I have a sense of it, I can create a plan to avoid it next time.I’m grateful that this new opportunity afforded me enough disruption to shift my mindset positively. It put me on a journey to becoming more organized and productive. The above are six things that have helped me thus far, but I have a lot of learning still to do and would love to learn from you. Speaking of which…Over to you! What tips and tricks have you picked up that have made a big difference? I’d love to hear the stories behind them, too! Feel free to reach me via the social channels listed on my Start Page.

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The most popular communication tool in Japan is LINE, not WhatsUp, WeChat, and others. L step automates messages to implement lead nurturing effectively through LINE. If you are an influencer, D2C, sports, or school industries, L step may help you make leads to prospects. Interested? Just curious. submitted by /u/kazww [link] [comments]

As any marketer knows, social media is an undeniably powerful tool to reach new audiences and connect with existing customers.
However, while it’s important to meet your audience where they are, it’s equally critical to know which social media channels offer the best ROI for your business.
Here, we’ll explore which channels provided marketers with the highest ROI in 2023. Plus, hear from experts at Talkwalker, Socialinsider, Casted, Brandfolder, LiveChat, Sprout Social, MarketingLabs, Rakuten Advertising, and HubSpot to learn how to leverage those channels to increase engagement and drive sales.
Let’s dive in.
Table of Contents

What is social media ROI?
Which social media channels have the best ROI?
Which social media tactics or strategies have the best ROI?
What is social media ROI?
ROI stands for return on investment. When applied in the context of social media, it’s the return on investment from your social media activities and expenses.
One of the most popular ways to measure social media ROI is through paid advertising. That said, how you calculate ROI depends on the specific goals of your social media marketing and the metrics you use to measure it.

For instance, if your goal is to build brand awareness, you might prioritize metrics that demonstrate reach or engagement — such as new followers, impressions, audience growth rate, social shares, and more. 
Check out this helpful guide to learn more about calculating social media ROI.
Which social media channels have the best ROI?

According to HubSpot’s 2023 Social Media Trends Report, Instagram is the social media channel that provides marketers with the highest ROI. Facebook, another Meta-owned platform, trails closely behind.
Marketers also cite Instagram as the most effective channel for engagement. It’s no surprise that more than half of marketers (52%) plan to increase their investment in the platform in 2023.
By comparison, other social channels in the list — including Twitter, Snapchat, and BeReal — all ranked much lower, with less than 10% citing each platform as the best channel for ROI.
Let’s dive into each of these platforms to uncover why the top 3 social media sites perform better than others when it comes to ROI — and how you can leverage them.
1. Instagram
Recently surpassing two billion monthly active users, Instagram lands the top spot for ROI. Let’s explore why.
Instagram offers marketers the ability to increase reach and boost sales from non-organic content, such as Instagram Ads and branded content. However, it also shines when it comes to generating ROI from organic content.

As Instagram continues to expand its e-commerce capabilities, it’s become an effective tool for generating business. In fact, 90% of users follow at least one business on Instagram, and 50% of users are more interested in a brand after seeing ads for it on Instagram.
Instagram is also top-dog in the influencer marketing space. Last year, it was the most popular platform for influencer marketing in the U.S. – and more marketers are planning to leverage Instagram for their campaigns in 2023.
2. Facebook
Facebook is the most popular social media platform worldwide right now, drawing more than 2.89 billion monthly active users. In short, Facebook has an undeniably impressive reach. It also offers advertising opportunities to more than 200 million businesses, making it one of the most popular advertising platforms.
With Facebook, marketers can advertise on a user’s News Feed, via Messenger or video, and more. Marketers can also leverage Facebook Lead Ads to encourage Facebook users to fill out a lead generation form without leaving the social platform.
One of the major benefits of Facebook’s advertising tools is its segmentation abilities. You can target your ads towards certain audiences depending on interests, demographics, behaviors, or even connection to your business — like whether they’ve attended one of your events, or have friends who’ve liked your Business Page.
Nicole Ondracek, HubSpot’s Paid Advertising Marketing Manager, agrees that Facebook is an incredibly viable channel.
“At HubSpot, Facebook is a valuable channel for us in driving return on ad spend. A main reason why is that we can provide our content to a relevant audience using Facebook’s audience targeting features. For instance, Facebook’s lookalike audiences allow us to go after people who look like our current customers,” she told me.

“Facebook’s algorithm is great at finding similar audiences who are likely to convert, which is why we see a positive return on investment going after these types of audiences.”

Take a look at HubSpot’s How to Run Facebook Ads: A Step-by-Step Guide to Advertising on Facebook to learn how to set up your own Facebook ads.
3. YouTube
YouTube receives a staggering 34 billion monthly visits and commands an audience of 2+ billion people. Based on these stats alone, there’s a good chance your audience is on YouTube.
Unsurprisingly, 47% of marketers plan to increase their investment in YouTube in 2023. It’s also no coincidence that more than half of marketers (54%) say long-form content is effective on social media – and YouTube is the undisputed hub for this type of content.
Another notable advantage of YouTube is its popularity across demographics. For instance, in the last three months, 83% of Millennials have visited YouTube, followed by 81% of Gen Z, and 79% of Gen X. For Baby Boomers, YouTube is their second favorite social media app.
4. LinkedIn
Despite only roughly 10% of marketers rating LinkedIn as their top channel for ROI, LinkedIn is an incredibly effective channel for lead generation and nurturing. Over 750 million professionals use LinkedIn for networking, career advancement, and more.
The platform offers a variety of tools designed to increase your business’ ROI, including Sponsored Content, Sponsored Messaging, Text or Video ads, and more.
To succeed on the platform, you’ll want to create valuable content that resonates with your LinkedIn audience. Conduct research to determine which types of content perform best on LinkedIn — and which content will perform best with your target audience — to ensure you’re hitting the mark here.
Additionally, try running experiments when you start using LinkedIn’s advertising tools. For instance, Cellular IoT Connectivity company Aeris set up an ad plan and tracker to determine which targeting combinations worked best for the brand, which failed, and which generated the highest-quality leads. As noted in this post, “It took rounds of testing and optimization to get to [the brand’s] 25% submission rates.”

Now that we’ve explored a few of 2023’s most popular social channels, let’s explore the strategies and best practices you can implement to increase your ROI across platforms, according to experts.
Which social media tactics or strategies have the best ROI? 
1. Conducting extensive research to understand your audience.
First and foremost, it’s vital you understand your audience before creating any social media campaign. If you don’t do your research, you risk spending time, money, and resources on the wrong channels — and missing out on more profitable connections elsewhere.
As Dan Seavers, Content Marketing Manager at Talkwalker, told me, “No matter the social media channel, the best way to increase your ROI is by improving your consumer intelligence. Get to know your customers better than your family, and understand what they’re saying about your products, and where they’re discussing them.”
“That way, when you launch a campaign, you’ll be hyper-relevant. Not a jarring ad that interrupts a customer’s life, but a well-timed, well-targeted experience that people will engage with instantly.”

2. Creating more video content — and testing out vertical videos.
People love videos – and yet, it seems most brands rely on images when advertising their products or services, and that’s a mistake.
Adina Jipa, co-founder of Socialinsider, told me, “The most underused social media post is video content, which boosts engagement across all social media platforms.”

“Facebook wants to become a video-first platform and favors pages with video content, but for most brands, it is [primarily] a photo-sharing platform.”

Jipa adds, “A recent study about Facebook video strategy shows that only roughly 15% of the content [on Facebook] is video, while photos represent 38.58%.”
To stand out and increase ROI, consider how you might incorporate video into your social media efforts.
Additionally, consider testing out different types of video formats across your channels. For instance, Facebook offers brands the opportunity to create vertical video ads for the mobile-friendly user.
As Jipa points out, “you can use vertical videos on ads to get more clicks. According to this poll, almost 69% of marketers say video ads outperform image and plain text ads on Facebook. 81% of Facebook users only access the platform via mobile devices, so using the vertical video format allows you to get more visibility and increase the chances of getting more clicks. Facebook videos ads can increase the CTR by 2-3X.”
3. Re-using content across channels.
Most social teams create content in silos. Perhaps they tell one message via an Instagram post, and then create entirely different materials for a YouTube video or Tweet.
This undoubtedly requires a lot of time, effort, and resources — which can become frustrating when you don’t see the ROI you need from these channels.
“Far too often, content is created for one-and-done campaigns or promotions,” Casted’s CEO and Co-founder Lindsay Tjepkema says. “This means marketers are working harder and harder to constantly produce more and more, yet ROI and ROE (return on effort) results are disappointing — and social is no exception.”
She continues, “To change this, we must stop creating content for content’s sake and start focusing instead on creating content that educates, entertains, and delights and can be broken down and amplified across all other channels — like social — not just once, but many times over. When you focus on creating engaging content that can be used in multiple ways across channels, you’ll see improved ROI and ROE (return on effort) across your campaigns — including your social activation.”
To repurpose your content across channels, perhaps you post snippets of a full YouTube video on Facebook or Instagram. Alternatively, maybe you take text from a blog post and re-post on your channels to add value from your existing content, repurpose user-generated content across channels.
There are countless ways to refresh and re-use content to appeal to new audiences in unique ways without exhausting your social team.
4. Setting clear goals and devising a social strategy that works for your brand.
It’s difficult to achieve results on social without taking the time to set clear goals for your team, and ensuring you’ve all discussed an appropriate strategy to get you there.
As Brandfolder’s Senior Digital Marketing Manager Amanda Turcotte told me, “In order to achieve a return on your social media investment, you must have clear goals set before any tactical planning takes place. Various social media tactics can be applied differently to each of the platforms, meaning they’ll produce different outcomes. So your goals need to be determined up front to ensure they’re aligned with your social strategy.”

Once you’ve determined your social goals, you’ll want to create a consistent posting strategy so your audience knows when, and how often, they can expect content from your brand. To make this easier, try using a social posting tool like HubSpot’s Social Inbox Tool or Later.

Turcotte told me, “In order to move your team from strategy to action and keep everyone on the same page, it’s crucial to develop a regular posting plan that documents your approach across each channel, located where all team members have access. ”

Agnieszka Jaśkiewicz, Head of Social Media & Community at LiveChat, agrees that creating a strategy and using tools to support your team’s goals is critical for finding success on social channels.
As she puts it, “The greatest area of ‘untapped potential’ for most brands comes in the form of streamlining creative workflows to support the volume needed for quality social activity. Digital workspaces that allow creatives and marketers to collaborate from a central location to stage, revise, and produce content limits back-and-forth communication and unnecessary steps in production.”
Additionally, Jaśkiewicz says, “Digital templates for creative assets — set to the specifications of the organization’s core social media platforms — can also add agility to social media managers’ ability to publish, allowing teams to be more timely and quickly act on new opportunities.”

5. Allow your users to purchase your products or services on social media platforms.  
Over the past few years we’ve seen rise to a new trend: social commerce.
In essence, social commerce is the ability to purchase from a brand within a social platform without leaving the site. Examples include shoppable ads and chatbot checkout.
Rachael Samuels, Senior Manager of Social Media at Sprout Social, told me she sees social commerce as a great opportunity to increase ROI on social channels.
Samuels says, “Social media has quickly become a primary communication channel for brands and consumers alike. As a result, marketers must seek new ways to engage with audiences while keeping other goals, such as lead generation, top of mind.”

“One way we’re seeing this unfold is through offerings like social commerce, which not only provide more seamless buying experiences for customers, but equip marketers with the ability to show direct attribution and ROI as a result of their efforts.”

Samuels adds, “To maintain this momentum, marketers should ensure their tech stack enables them to integrate their CRM and social management tools so they can easily surface social insights with their broader sales and support teams.” 
6. Use UTM tags for tracking. 
One reason you might not be seeing the ROI you’re hoping for? Perhaps you’re just not tracking properly.
As Matt Janaway, CEO of MarketingLabs, told me: “Tracking is now more important than ever thanks to the complications of iOS privacy improvements, so to really yield the best ROI, you have to make sure you are using UTM tags on all links. This way, you can correctly track the performance of your campaigns in Analytics.”
Janaway adds, “This should give you the data you need to make decisions that can drive more engagement and ROI.”
7. Encouraging your employees to become brand ambassadors.
One area of major untapped potential? Your employees.
As Casted’s Tjepkema tells me, “Employee activation is a huge and mostly untapped resource for brands. As consumers, we’re far more driven to engage with user-generated content, yet so many brands spend too much time and money trying to only push content from their own brand instead of enabling their employees (and partners, brand fans, etc.) to amplify their content.”

“Rally your employees around the content you’re creating and encourage them to share it with captions that show their unique and personal perspectives. This is a great way to help each member of your team build their personal brand, while also amplifying your content to audiences in a more authentic way.”
LiveChat’s Jaśkiewicz agrees with this notion, saying, “[You should] give employee advocacy a bigger seat at the table in your social media strategy, especially when it comes to LinkedIn. It takes some time and effort to provide people with the knowledge and imply the ‘brand ambassadors’ mindset in the organization — however, employee engagement is a cost-effective way to increase your reach organically.”
HubSpot, for instance, created #HubSpotEmployeeTakeover on its HubSpot Life Instagram account. The campaign helps show audiences the faces behind the brand, and creates a sense of community and authenticity that you wouldn’t find with branded content alone.

8. Leverage Meta’s Advantage+ Shopping Campaigns.
It’s no secret that Meta’s suite of platforms — namely Instagram and Facebook — packs a huge ROI punch. Yomi Arokoyo, VP of Performance Solutions at Rakuten Advertising, attributes this to Meta’s powerful algorithm.
He tells me, “Each social platform has improved its algorithm over time to be more intuitive and automated, but none more than Meta. With Meta’s new tool Advantage+ Shopping Campaigns, brands can find new customers in places they never even thought to look.”
Launched globally in 2022, Advantage+ Shopping Campaigns largely rely on AI and automation to find the right audience for your ads (as opposed to manual targeting). On top of that, it even adjusts ad formats to understand which format performs best.
To take advantage of this new tech, Arokoyo recommends employing as much creative differentiation as possible. For instance, add old creatives into the mix, or cut up longer videos into smaller, more digestible clips. This gives the algorithm more data to determine which campaigns are effective.
Back to You
Increasing ROI across your social channels won’t happen overnight — but by applying these strategies and remaining dedicated to iterating on your strategy as you collect audience insights over time, you’ll surely begin to see stronger results from your social efforts.
Happy posting!

The assessment is free and provides a breakdown of results across five key areas: Convenience, Understanding, Personalization, Intimacy, and Data

Over a third (34%) of eCommerce marketers across Europe wish they had a standardised method for evaluating customer engagement. That’s why Customer Engagement Platform SALESmanago has launched CUPID Score, the new industry standard to measure customer engagement and experience.

CUPID Score helps marketers to understand how effective their company is in building bonds with customers across five key areas: Convenience, Understanding, Personalization, Intimacy, and Data. Marketers can take the assessment for free and receive a bronze, silver, or gold CUPID Score certification based on their results.

Greg Blazewicz, CEO at SALESmanago, commented: “Understanding your ability and current approach to customer engagement is critical. CUPID Score is an all-encompassing assessment tool designed to help marketers assess their strengths and identify opportunities for improvement, which is vital at a time when customer loyalty is fragile.

“CUPID Score serves as a valuable guide, providing marketers with a comprehensive breakdown and actionable steps to enhance their relationships with customers, giving them a competitive edge in the current climate. There’s been a huge gap in the marketing e-commerce market for measurement, and CUPID Score answers this need,” Blazewicz added.

The company’s recent survey of 250 eCommerce marketers across Europe identified the need for better industry measurement. The survey found that almost a third (30%) would like to have a process to measure customer success metrics against industry benchmarks, and 28% believe having a certification or rating for customer engagement efforts would benefit their business. CUPID Score will help identify successes and failures and provide further recommendations on how to improve customer intimacy.

When asked what aspects of customer engagement were the most difficult to measure, convenience (24%), data insights (22%), and Customer Intimacy (22%) were identified as the most challenging to marketers.

To find out your CUPID score, visit the website here: http://www.cupidscore.eu/