10 FAQs about Social Media – asked by real clients

1. What social media channels should businesses be active on?

We get this a lot. Here's our to-the-point take. If your business is B2B, LinkedIn and Twitter are most relevant to you. For B2C brands or cos., Facebook and Instagram are the right platforms. To reach a younger audience, you can prioritise Instagram and Snapchat over FB.

2.  Should I do paid advertising?

When advertising as a business, most platforms limit the reach of your communication. If you’re putting effort in creating good content, you should invest in paid advertising to reach a larger audience and folks beyond your network.

3.  How often to post?

You can always share stories (retweet or repost or share) or interesting content from your industry, influencers and partners 2-3 times a week.

Original and interesting content is necessary to establish your brand authority. If you’ve resources for content development post min. 2 times a week; if you’re constrained, we’d say 2-3 times a month. However, you don’t need to post every day as your quality will suffer. Quality is better than quantity – think along those lines.

4. What is the best time to post?

There are numerous theories, and nothing proven (in our humble opinion) on what’s the best time to post. We suggest, post regularly, and post quality content, and don’t worry about “when” to post. If you’re doing paid advertising, timing is even less relevant.

5. How to drive engagement on your pages?

Social Media isn’t just about posting. It is also about interacting and reaching out to your direct and indirect audience. If you can spend 30 mins. on your main platform 2-3 times a week to comment or like other people’s content, you could attract eyeballs to your page. Plus, you can post in various communities or groups.

6. Will Social Media drive sales?

Social Media helps build brand awareness and recall for everyone. If you’re consistent, social media can certainly drive business – the results vary depending on your business and effort.

7. How to track ROI of spend?

For some businesses, it’s easier to track ROI versus others. For example, if folks walk into your physical location after viewing your social media ads, unless you ask them, you wouldn’t know if FB or Insta drove them.

For eCommerce businesses, where you’re driving traffic to your website, it’s easier to track. You can always measure no. of “calls” to your business or inquiries (more direct ROI), and impressions and reach (indirect) via most platforms.

8. How does spending on social media compare versus traditional media?

We help clients advertise on newspapers, magazines, radio and on social media. In every situation, we’re able to reach 10-100 times more people with the same spend on social media versus traditional channels. Plus, one can argue, with audience targeting, you’re able to reach your audience more precisely.

9. What type of content to post?

If you’re a B2B business, case studies and white papers establish your credibility. If you’re B2C, posting video testimonials, even candid images of your business or client interactions can go a long way.

Maintain a balance – make it about your experience and services beyond just direct selling of products. At the end of the day, ask the question, did you provide new or useful information to your audience?

10. Should you outsource social media marketing to an agency?

You’re the best when it comes to establishing your brand on social media, especially organically. With a ton of easy to use tools available (like Canva, Adobe Spark, Mailchimp), you can pave your destiny.

If you are too busy to post quality content consistently, go with an agency. Also, paid advertising is getting trickier every day – so, an agency could help you with better targeting and maximizing ROI of your spend.

We’ve tried to simplify the answers, and obviously there is much more context behind each FAQs. If you’ve a question, drop a comment below or drop a line here.

1. Canva
Posting visual creatives is the best way for businesses to engage with their audience. Of the many free graphic design tools on the market, is one of the most intuitive and easy-to-use. It's free library of fonts, illustrations, templates, and images give you a pool of graphics that you can easily drag-and-drop, and create beautiful visuals. Visit Canva


2. MailChimp
Email is a great way to nurture your leads. With MailChimp (this email was created and sent via Mailchimp), you have a user-friendly tool that creates great templates and allows basic automation. Say, you want to send a series of emails after a new user registers on your website, you can automate that via MailChimp. For up to 2000 email subscribers, MailChimp is free. Visit MailChimp.


3. Grammarly and Hemingway Editor
Grammarly and Hemingway are your best buddies to make sure your text content is grammatically correct and reader-friendly. Get your punctuations right, and reduce passive voice and long sentences with these tools. You can even use these for writing regular emails (just as we did for this newsletter). VisitGrammarly and Hemingway.


4. Giphy
"Moving" pictures, i.e. GIFs, something that was meant to be only in J.K. Rowling’s fantasy world, is a trend these days. You won't believe that GIFs have been around for 30 years already, and they are getting sexier by the day. We recommend using giphy.com. It allows you to create your own GIFs, or search for interesting GIFs to include in your digital media. Visit giphy.com.


5. Freepik.com
Visuals are the best weapon when connecting with your audience--yes, we're repeating ourselves. Often, you'll need stock images and vectors (design graphics) to make your visuals better -- that's where Freepik comes in. Visit freepik.com

Instagram has 700 million daily users.
And much to every marketeer's delight, this Social Media platform has towering user engagement levels.Instagram users are younger than Facebook's and much more engaged versus other social media platforms.  
That's why, even if your brand skews to a Facebook or Twitter demographic, you should still get onInstagram. We bring to you 4 DIY tips to grow your brand's awareness on Instagram.


Vishal, our in-house Insta guru has these ideas for you. Feel free to reach out to him with questions. 

1. Follow and Get Followed
Follow those Instagram profiles that can become potential customers in the near future. When you follow people or brands, by virtue of "reciprocity”, a good portion of them will follow you back. The more the followers, the more your brand gets noticed. 

Example, if your business is about furniture, you should follow architects and interior designers. Many of them will follow you back, and now they become part of your audience you can influence.

2. Engage with your Audience
Like, comment or regram (similar to sharing or retweeting) posts of your audience. Use the Direct Message (DM) feature to send personalized notes. Example, when we run contests for our client’s brands, we send personalized DMs, and our participation rates are typically high. 

Respond to questions or complaints. If someone isn't happy with your product or service, respond to them openly rather than deleting the comment. 

3. Create Casual Posts 
Number one reason why busy business-people are not able to be active on Social Media is they think they don’t have content. Vishal, from our team, has some handy ideas

  • When you’re meeting new or influential people, take a picture, tag this person and post
  • Post pictures of your team (or processes) in action
  • Regram posts which are pertinent to your brand. Say, you’re into healthcare, regram posts of well-known health and wellness influencers.
  • Instagram has amazing photo filters. Use them. Take a picture of your product, enhance with a filter and post. Insta folks appreciate the candid content.
  • Use a free photo-editing tool like Canva to make simple posts.


4. Make Your Posts Fun 
Use catchy Call To Actions like Double Tap (same as “like”), Tag a Friend, or ask for Comments in your posts. Make it fun for your audience to engage with you. Mix up fun and humour once in a while to let your personality come out. 

Scientific Diagnostic Centre (SDC) is Gujarat’s (the state in India that we're based out of) 1st ultramodern pathology testing laboratory and diagnostic center. They are known for reliable and affordable health-related testing. They have been our client since July 2016 and we handle their Social Media marketing, Website optimization and Ad hoc design work. SDC's goal is to increase its pie of direct (B2C) consumers leveraging digital media.

Social Media
We built SDC’s Facebook and Instagram presence from scratch. We continue to create and share informational content, at times in a light-hearted way, to help consumers avoid, identify and control chronic issues. Along with this, we promote special offers on various tests in an engaging way. The posts are well-thought, smartly designed, and effectively targeted to SDC's target audience. We've also produced video content showing consumer experiences, SDC’s services and lab infrastructure.

We built SDC's website from scratch with a focus on quality content, and features like “Book an Appointment” for Home Blood Sample Collection. We understood SDC's business so well, that client gave us a high degree of liberty in terms of content and design.

Social Media campaigns designed by us helped contemporize the brand, and reach new and younger audiences. We drive traffic from Social Media to their website which is driving a significant volume of queries and client appointments. Previously SDC spent a significant amount of advertising in local newspapers - post-Social Media, this has been cut down by 90%.

Overall, what we learned
It's important to have a balance of educational/informational and product-related content. Selling-only content can turn off viewers. Also, pathology testing/ diagnostic services may not sound "sexy", but, there is an audience out there wanting to learn more, and there is a way to make marketing communication around it interesting

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