July 26, 2019 by Kezia Gollapudi

Top Three Social Media Marketing Considerations for Service Providers


Did you know that today 72 percent of us use social media? Of course, it’s no surprise at all.

However, marketing on social media doesn’t come that easy. It is like eating vegetables for breakfast or getting up at 5 a.m. for a run. You don’t really want to, but you know it’s good for you. The distracting noise, automated bots, and mediocre results have caused a lot of us to shy away from what seems like an unrewarding experience.

But, like applying the rules of healthy nutrition or a training regime, payoff is possible with a targeted approach. You just need to know the right techniques to start tasting success.

First, Facebook or Instagram?

According to Pew Research, YouTube and Facebook are the most-widely used online platforms followed by Twitter, Pinterest, Instagram, and LinkedIn. This represents the broader population as a whole, but where exactly are your subscribers spending their time?

Knowing the right platforms to invest your marketing resources in is key. For example, when Triangle Communications first starting using Calix Marketing Cloud, it discovered that Facebook, not Pandora where it had been advertising, was most popular with its subscribers.

By simply focusing on Facebook, the service provider doubled its engagement numbers within one month. In the first week Triangle saw more than 4,000 engagements. At the end of two weeks it was up to 17,000 engagements!

Going from likes to revenue

Before you even consider a campaign, the first thing to know is that social marketing doesn’t follow the same rules of direct mail, email campaigns, or Google ads.

Research shows that 43 percent of social media users purchased a product after sharing or favoriting it on Pinterest, Facebook or Twitter.

But the more than 1 billion active Facebook users are primarily there for engaging with family and friends, and entertainment — not necessarily to make purchasing decisions. With that in mind, the most successful campaigns are typically soft requests with an educational focus, and hyper-targeted to address an interest or need. 

While Facebook ads let you target by location, age, gender, interests, connections, relationship status, languages, education, and a lot more, Northwest Communications Cooperative (NCC), a premier provider in North Dakota, decided to leverage insights into their subscriber behavior to truly hone their target audience and engage with the most compelling offer.

Cutting through the noise

For many users, social media is part of their daily routine. Roughly three-quarters of Facebook users – and around six-in-ten Instagram users – visit these sites at least once a day. What if you knew when exactly during the day to post for maximum engagement?

NCC uses the Social Channel Heatmap on Calix Marketing Cloud to identify the best times to engage with subscribers. They are not only scheduling their posts strategically, but also exploring Facebook Live to engage with customers in real time.

While social media marketing is maturing as both an art and science, we’re excited to see Calix Marketing Cloud customers breaking the code and getting amazing results.

Check out the ins and outs of how NCC ran targeted Facebook campaigns and get specific tips for improving your own social media engagements in our upcoming webinar “Subscriber Experience Spotlight: Cracking the Social Media Code” on Wednesday, July 31 at 12 p.m. PT.