The Results-Driven Paid Social Liverpool Agency
Embryo is a full-service digital marketing agency based in the North West of England, covering areas that include but are not limited to Manchester, Liverpool, and Leeds. As a company, we have built a reputation for creative and impactful social media marketing campaigns for Liverpool businesses that drive results. Integrating our social media marketing services into our multi-channel strategy that involves SEO, PPC and Digital PR, we are able to ensure we consistently achieve your goals.
Our strategies span a wide range of social media platforms, from brand awareness adverts on Facebook and Instagram to lead generation campaigns on LinkedIn and video adverts on YouTube. You can feel confident that our talented Paid Social Media team are reaching your target audience in numerous ways whilst carefully managing your budget to achieve the highest return on investment possible.
The importance of social media management for your business to stay relevant cannot be overstated. With over 49% of the world’s population having a social media account, the different platforms can be a great way to reach your audience across the world and engage with them 24/7. However, it’s not as simple as just having an Instagram account or LinkedIn page, you need to make sure you’re consistently sharing content and engaging with your followers and other users. Using social media marketing correctly, you can showcase your business’ culture, discuss topics that are important to you, and build brand awareness and customer loyalty, which will then increase your website traffic and conversions.
With many social media channels to choose from, all with their different benefits and creative ways to share content, it can be difficult deciding which ones are best for your business. This is where our team can use their experience to help you decide and develop a strategy that will help you best showcase yourself and stand out within your industry.
With social media in Liverpool being so popular, it can be a challenge to cut through the noise to gain your customer’s attention. This is how social media advertising can be beneficial. Allowing you to choose specific content to share with your ideal customers and grab their attention in a more direct approach. Pairing a paid strategy with organic content will increase your social media presence being a success.
Our organic content strategies are what we believe make us stand out from other marketing agencies. We use our curiosity and innovation to ensure we are always staying up to date with the latest changes in the industry, and producing new and engaging content for your followers to enjoy.
Many companies tend to use organic strategies that just involve sharing daily content. It is this way of thinking that leads to content being washed down and lost in the crowds of posts. However, by our team carrying out extensive research into your industry, they are able to create a bespoke social media plan that encompasses a range of mixed media and posts that are different to your competitors.
When many companies think about social media marketing, they hope to create posts that will ‘go viral’. However, unfortunately, it isn’t just a case of pushing a button and watching the engagement come in. Instead, it’s a case of thinking outside the box and creating content that is so unique and eye-catching that your followers and a wider audience can’t help but engage. This can be done by truly understanding your audience type and applying innovative thinking, which is something our team can assist with.
Our Award-Winning Social Media Strategies
As a business, we create social media campaigns that use strategies combining your brand authority, user targeting and industry insight into what’s trending. Whatever your objectives are, we will ensure your social messages generate engagements that create customer loyalty.
Unlike other companies who manage social media for Liverpool businesses, our team operates as consultants who act as the perfect extension to your internal team. From the initial consultation to identify your business goals and objectives, our highly talented and experienced team follows a careful process to devise a detailed and creative strategy that will achieve results in the most cost-effective way.
Using our innovation, we ensure all of your content is created to be optimised for the relevant platforms, whilst incorporating trending hashtags and emojis. Social media marketing isn’t just a one-way street, which is why we’ll increase the effectiveness of your campaigns through regularly engaging with other social media users. We can even work alongside influencers and social media ambassadors to make sure your messages are amplified to their full potential.
Managing Your Accounts and Measuring Your Performance
Having the knowledge of understanding how your social media profiles are performing and the types of engagements you are receiving can have a large impact on your business and the results you receive. Through regular reporting, we can use analytics to further understand your audience, including the best times of day to share content to get the most impressions and engagements to highlight the strengths and weaknesses of your social campaigns.
The main benefit of having a social media presence is that you can grab the attention of your prospective clients 24/7. However, in order to make a real impact, you need a high-quality strategy that will grow your following, engagements and conversion rates.
Our team can ensure this through monthly reporting and feedback discussions with you and your internal business team.
Creating a Following and Communicating with Your Audience
Social media platforms like Facebook and Instagram enable you to reach a wide audience of other social media users, your company stakeholders, potential customers and even your competitors, all at the same time. Our amazing team uses a variety of tactics to manage your campaign performance. By using the data the different platforms gather on their users, such as personal interests and their geography, we can create groups of users to target with different messaging that is more relatable and likely to receive engagement.
Social media audiences are easier to segment than other traditional marketing audiences, meaning we can ensure our clients’ content is being shown and their budget is spent for the best return on investment. According to studies, 77% of consumers are more likely to choose a brand after having a positive social media reaction to them.
Therefore, when it comes to your social media marketing strategy, it is important you are consistently sharing authentic content, without your audience feeling like it’s overkill and spam. It can be a challenge to get the right balance, but by utilising their years of experience, our team have perfected it.
Creating Social Media Ambassadors
The success of your social media strategy depends heavily on your audience and creating a loyal following. A loyal following is more likely to consistently engage and return to your business, helping you to achieve your goals. A really loyal following can become your social media ambassadors who are the best type of fans to spread your messages far and wide.
Remember though, this can only be done by having your followers interact with real people, who create and build a relationship, not bots.
Capturing Their Attention
As of July 2021, there were 48.5 million Facebook users in the UK, an increase of 24% since 2018. With this being just one platform, you can easily see just how saturated and competitive the Liverpool social media market is, making it more essential to stand out from the crowd.
By creating a bespoke campaign plan for your business, we have a track record of creating content that will not only grab your audience’s attention but make them want to interact.
A great way to improve the authenticity of your social media marketing is through using user-generated content. Allowing other users to see that your brand is interacting and listening to your audience, gives them more trust and respect for your business.
Your campaign should incorporate bespoke imagery and videos in order to stand out from your competitors. This can be a bigger investment, both in terms of time and money, but it is worth it for the results.
If you’d like to find out more about the creative and unique content our team can create to ensure your platforms stand out from your competitors, then get in touch with our team today.
Measuring Success – Reporting
By identifying your Key Performance Indicators (KPIs) at the start of our partnerships, we are able to make sure your social media management is driving the results you need to succeed.
Each month you’ll receive a highly detailed report that looks at your key metrics and explains how our work achieved them. Regular reviews of your campaigns and social activity can ensure a constant analysis of your strategies and how they can continue to be optimised.
How Does Paid Social Media Work?
We can run social media campaigns in Liverpool that produce results by combining your budget with target audience techniques that make the most of your investment.
Who Can You Target?
There is a range of characteristics and metrics that you can use when deciding who to target. Just some examples include:
- Geographical location
- Email data
- Personal interests
- Customer lists
- Lookalike audiences
What Campaigns Can You Run?
Depending on your budget and goals, some examples of campaigns you can run are:
- Brand awareness
- Website traffic
- Acquisition campaigns
- Video views
- Event promotion
- Website conversions
Why You Should Compliment Your Organic Strategy with Paid Social Ads
As we previously mentioned, social media marketing can be a noisy and competitive channel, which is why supporting your organic strategy with social media ads can emphasise your results. This is because the targeting of your messages can be much more laser-focused and direct.
The only way your business can make sales is if your customers are aware of your brand in the first place. Therefore, you want to advertise in places where your target audience is regularly looking, which is where social media on mobile devices comes in.
Our team has years of social media marketing experience for a variety of industries and businesses. This is why Embryo is the perfect full-service social media agency for your business.
What Paid Social Media Platform Should You Use?
There are many platforms that you can choose to run adverts on, with the main ones being LinkedIn, Facebook and Instagram. Our talented team has experience in all three and more, including Pinterest and Twitter. Choosing a platform depends on what you’re trying to achieve, as well as who you’re trying to reach. For example, an Instagram ad can be more suited to e-commerce businesses looking to target younger consumers, where B2B businesses might be better to use LinkedIn ads to target professional roles. Sometimes our team may also suggest using multiple platforms in order to get the greatest return on investment (ROI).
How Should You Target Your Campaigns?
After our team has helped you identify your target audience and choose the most suitable platforms for your campaigns, we will then use the tools each platform provides to refine and optimise your campaign audience. Data is essential for effective and efficient campaigns, and so we need to make the most of all the targeting capabilities as much as possible and ensure your ads are shown to the correct people.
When it comes to Facebook advertising, we use a Facebook pixel that tracks any movements or conversions on your website so we can correctly report on your social advertising. This data then allows us to retarget website visitors, as well as create a lookalike audience and custom website audiences. Likewise, the insight tag on LinkedIn works in a similar way and enables us to capture more data that will strengthen your Liverpool social media advertising campaigns and conversion rate.
We can also use audience demographics and interests provided by the different platforms to drive your campaigns. If you’re looking to target 20-25-year-old males who are interested in football and live within a 20-mile radius of Anfield in Liverpool, we can do that.
Building Your Brand
Social media advertising is a great marketing channel to achieve a wide range of objectives. One key objective that should be incorporated into all social media advertising strategies is increasing brand awareness. If you’re wanting to use paid ads to increase your website conversions then at first you need to build your social presence and your audience’s knowledge and trust of your brand. Getting a new audience to convert at the start of a campaign can be incredibly tough; however, incorporating brand-building campaigns makes it easier. By using campaigns that initially drive your audience to engage with your brand in some way starts the customer journey by getting them in your marketing funnel. This then manages your marketing budget more efficiently and improves your return on ad spend (ROAS).
Thanks to the highly detailed and focused targeting options of the different social channels, there is a range of ways brands can get their messaging in front of new customers and achieve results.
Using Creative Designs
Social content should be informative, engaging and, in order to drive the best results, unique. If your paid social adverts don’t match the above, then your results will not be what you’re aiming for. With paid social ads, you only get a quick chance to catch your audience’s attention; therefore, your content should be short and sweet, using minimal text and some sort of visual (images or videos).
It’s important to realise that not all content formats work across all the different channels. For example, vertical content that is less than 15 seconds is better for Instagram stories, whereas videos on LinkedIn work better if they are horizontal and subtitled, as many users don’t actually watch videos with sound.
Our experienced team will recommend the best creative types to use for your campaigns and can help with the content creation, so you don’t have to worry about a thing.
Using Data-Driven Reports
As we mentioned, data is really important when it comes to social media advertising, and to our team. This is why we create monthly bespoke reports that break down in detail the success of your paid social media campaigns and outline the strategy for the upcoming month.
Each of your reports will focus on your ROI, enabling you to see just how efficient, effective and valuable our campaigns are in achieving your business goals.
Focusing on Results
Paid social advertising isn’t just about sharing some content in the Liverpool area and hoping for engagement. Our team follows a careful process to ensure each organic post or social advert is carefully checked, regularly reviewed and optimised to guarantee results. Our team stays up to date with the latest industry changes to ensure that, if something happens that could impact your results, we are prepared.
All of our campaigns are focused on results and ensuring you get the best results in return for your investment. For our e-commerce clients, we focus carefully on return on ad spend (ROAS), ensuring it is kept high and any conversion costs low. Alongside running any lead generation campaign, we regularly review the quality of the leads we are generating to increase your conversion rate. By having this mindset, our team has built a reputation for paid social media results that exceed clients’ expectations.
Embryo Are Creative Experts
Social media has changed the day-to-day lives of millions of people as they log onto their profiles each day to communicate with friends, families and businesses. As the interest in the different social networks grows, so does the competition for businesses to stand out and receive the engagement they need to drive their results. That is why creative and compelling content is essential to your success.
This is where our team comes in to be the perfect extension of your business and to use their expertise to drive results with this ever-growing marketing channel.
Social Media Questions Answered
Should my business use social media?
Social media marketing is a very powerful tool that your business can use to interact and engage with your clients and reach potential customers 24/7, on a global scale. With organic social media being free, it’s an easy way for businesses, especially start-ups, to create brand awareness. Pairing an organic strategy with paid social media can help you reach your business goals. If you’re unsure where to begin with social media or if you’re worried about a lack of time or knowledge, that’s where a full-service social media agency like Embryo can come in and help.
We’re new to social media, what platform should we choose?
Each of the different social media platforms comes with its own benefits, so choosing a platform depends on what type of business you are, what type of content you want to share and what you’re trying to achieve. For example, if you’re a B2B business that has lots of information that you want to share, then LinkedIn with its less restrictive posts would be ideal for you. Whereas, if you’re a B2C business with an online website, then Instagram with its visual posts and shopping features is more suitable. Of course, you can use more than one platform; however, it’s important to remember that whatever platforms you choose then you should be consistent in your activity and stick with them. Inactive profiles can be frustrating for customers and look worse than not having a profile at all. If you’re unsure what platforms are right for you, then our team will be more than willing to help you find the ones that suit your needs.
Is an organic social media strategy enough?
When it comes to social media, consistency is really important so organic content that focuses on a mix of information and content types will help you build your audience and gain engagement. However, for especially competitive industries, paid social ads will help increase your success in gaining the results you desire. This is why we recommend that your marketing strategy includes both organic and paid social media to complement one another.
Can you promote any content on Facebook?
Unfortunately, you can’t promote everything through paid social marketing on Facebook. All of the channels have various rules and policies that we’d be happy to help you understand. Facebook is strict with its rules, especially those on drugs, alcohol, profanity, weight loss and body image. For example, if your business is an aesthetic company, it can be challenging to run adverts, as idealised content, such as before and afters, is restricted. Whilst this can be frustrating for you as a business, it’s important to remember the platform is just doing what it can to ensure all of its users are safe. Again, our team will be more than willing to help you with what content and copy is and isn’t allowed.
How do you manage Facebook ads?
The Facebook Ads Manager is a useful dashboard where you can manage all of your adverts, set up your target demographic and control your budget. All good digital agencies will always suggest you have and use Facebook Ads Manager, and if you don’t have an account already, set one up for you.
Does a boosted post count as paid social media?
A boosted post is just one type of paid social media marketing and simply works by amplifying (boosting) your posts to a wider audience. You can boost posts off a Facebook page without Ads Manager and it is relatively simple and straightforward. However, just boosting posts is not a paid marketing strategy and is unlikely to achieve the results you desire in the long run.
What budget should I set for social media marketing?
Social media marketing is useful for a wide range of businesses as it can work for a variety of budgets. Something we have been seeing with Facebook ads recently is that larger budgets are being required to drive results due to the competitiveness of the platform. This is something businesses should be aware of when setting a paid social budget.
Should I post on social media every day?
Your organic strategy should incorporate sharing content consistently. It doesn’t have to be every day, as long as you’re sharing eye-catching and engaging content your audience wants to see, you’ll still experience results. When it comes to paid content, you don’t need to share this every day – instead, you can run campaigns over a period of time, monitoring them regularly to see if any changes to optimise them can be made.
How do I grow my social media following?
The best way to grow your following is by sharing content that other users, and particularly your target audience, want to see. There are various strategies that can also help grow your following, such as using hashtags, running ad campaigns and even launching competitions. Embryo’s Paid Social team will be able to create a strategy most suited to you.
Do I have to use video as part of my social media strategy?
Video is really engaging and particularly useful content for social media as you’re able to quickly grab the attention of your audience and share messages. If you currently don’t have any video content, our team can work with you on creating assets. They can also help to edit or make any suggestions for existing content in order to optimise it.
Should I invest in social media influencers?
Social media influencers are essentially users who have a large following and/or high engagement rates that brands can pay or collaborate with in order to promote their business, products or services. This can be another way to increase your brand awareness, grow your follower count and drive results through social media marketing. Businesses should do thorough research into an influencer, their following, content they already share, and their engagement rate before creating a partnership to ensure actual results will be achieved.
Are hashtags still a thing?
Social media uses hashtags to group relevant content together, thus allowing users to search for a particular hashtag or trending topic and then be shown useful content related to what they were looking for. For organic posts, hashtags therefore can be really helpful for pushing your content that much further. However, it’s important to note when posts have too many hashtags they’re regarded as spam. So yes, use hashtags, just don’t go overboard.
Is paid social media worth the investment?
We understand that social media marketing might seem like a large investment, but by creating and managing campaigns correctly, the return on investment can be extremely high. Before you commit to social media advertising, you can always consult with our team to see how the channel could work for your business.
How can you use paid social media to retarget?
Retargeting works by showing your adverts to a target audience of people who have already engaged with your brand at some point in the targeting funnel. By doing this, you can create different stages to your marketing funnel – for example, brand awareness, consideration and then conversion. This is essential for improving the success of your campaigns.
What is the difference between B2B and B2C for paid social?
The basic principles of paid social advertising are similar whether you are a B2B or B2C business. However, when it comes to paid social strategies, our team creates them bespoke for our clients, so even comparing two B2B clients together, they will be very different.
Why should I choose Embryo as my social media agency?
Embryo is an award-winning, full-service digital agency with years of experience in social media advertising. We have created a reputation for generating campaigns that have outstanding results for a wide range of clients across multiple industries. If you have any questions or would like to find out more about how Embryo can help your business, then get in touch with our team today.