Kensington - Social Media Audit

Hello, my name is Enrique, and I am a senior account manager here at Bush. In today's video, I'm running through a social media audit.

As Pete already mentioned we don't have access to our usual channels like meta, Google Analytics, Google Ads, et cetera. So all of my audit will be based on recommendations that came out of a research conducted on your website on Facebook, Instagram, looking

at your pages LinkedIn, Sam, rush as well, and YouTube. So first of all, took kickoff. I understand that you guys would like to promote two main products, which are one, the audio set headset solutions, and then one the biometric products.

So as Pete already mentioned with this products it would be good for us to track leads instead of tracking the sales that come in from from the reseller and then link them back to to the buttons that we would track.

So it would be much easier and a better solution to track the conversion buttons. And you have two conversions pattern here, so we would highly recommend to track both the where to buy button as well as the request.

Business pricing. Same thing goes for the audio solution product. So same, this is the London page. And then if we go through, so apart from improving the the user journey experience as, as we saw, like some friction from the above when clicking on the headset set,

again, critical explore, then we will track again, the same the same buttons. So on this headset specifically, there is just like one button, but I checked all of the other ones and they seemed to be more products.

So yeah, if I go into a headset, 2000, for example, yes, there are still like two products.

So it's only on the other one that there is just one button In terms of social media presence itself. I had a looked at your Facebook page, Instagram page LinkedIn, and also YouTube.

And at the moment Facebook is the most established page. So you have 25,600 people that like to page and follow as well, the page.

So it's the, it's is the page where you account for, for most of the followers. So is is the most established one.

And follow that is the LinkedIn page about 8,800 followers. And Instagram follows with 70,000 hundred and 89 followers. So yeah, Facebook is definitely the strongest.

However, when we looked when we look at the price at the products that we want to advertise, obviously LinkedIn seems to be the, one of the best channels for you to advertise because both the biometrics and headset solutions are mainly targeting B2B companies.

The audio solutions also there's a crossover with b2c, but overall if we, if we had to consider both of the products are mainly, your audience is mainly in B2B rather than b2c, but both channels would, would work really well.

For you on LinkedIn, we do have the opportunity to see your website demographics from this page. So if we go through the end of of your page, we will be able to see to see some insights.

So for example, this is split by job function or by job title. So here is where we can see who engages basically with your site.

So it gives us information about the people we should go after. So for example, in this case, for this, this is what my clients, the, the people that most engage with my arts are senior marketing managers, human resources manager human resources specialists, et cetera.

And then I can do the same with job function. So I can get an understanding of what sectors I can target facts.

If we go at, so this is like looking a campaign. So if we start a campaign and we go at group level you can see that we can target demographics, we can target job experience, for example, we can target, we can target job function, so the one that I showed you from the inside tab

from here. So here we can target information technology sector business development, et cetera, et cetera. We can target people by job titles.

We can target by company industry as well, company category, company industry company size. So so in addition to this, we are also able to target people by interest and trades.

So if I, if I go into member groups and I search for, for example, headsets, I can see a lot of groups on LinkedIn talk, talk about yeah, headsets as a solutions experts headset industry professionals, so all groups that those people with those job titles go into to understand

what are the latest solutions for headset products, for example, or your biometrics products.

And again, if I go into member interest and I can put, for example, auto visual production and so on and so forth.

So there are many different ways we can target our audience. But LinkedIn, it's, it's a great platform for you to start because it focuses very much on B2B audiences as you know.

And also the quality of the leads that are coming from LinkedIn. Although like LinkedIn is a Reno more expensive social media platform amongst the ones that we have at the moment available.

It's also the ones that brings the highest quality leads. So definitely LinkedIn would be my highest recommendation in terms of challenge to start for you in terms of budget.

So as Peter already mentioned if we have 5K per product and we split that 5k by per two channels, so search and social, that would mean like roughly 2,500 pounds for social.

And that will give us enough budget per day to run a normal, like a standard website conversion campaigns where we can track, as I mentioned, the, the buttons, so where to buy and request business pricing.

And then we can assess the performance and later on we can create a more defined marketing funnel for you. So we can create retargeting campaigns we can create looklike campaigns, we can upload your email list.

We can, we can do like many more different things.

However Facebook is also a good channel for you to, to start because as I mentioned in the beginning Facebook is the social media platform where you have the highest engagement.

So the strongest presence. And when I looked at the targeting options for you on the platform, I could see that I could target people that are interested, that have interest in headset solutions audio solutions or people that are in the information technology sector

. So pretty much the same. The same, I have pretty much the same interest targeting options that I have on LinkedIn.

And I think like Facebook for you would be good, particularly to target the audio solution product rather than biometrics. So we can make a decision later on.

If we were to start both channels with a relatively small budget, we can make a decision to invest a bit more on biometrics on LinkedIn, but also have exposure for audio solution products on LinkedIn, whereas Facebook would be mainly focused the solution products.

Also, another thing to mention is when I check to your Facebook page, I noticed that you have connected your store in US dollars, which makes sense because business started there.

So so it makes sense. However, I also understand that at a moment you are running your organic social yourself and the products that you're tagging.

However, send the user to the products with US dollars. So when I clicked on that link, so this one I will send to this page, and when I hopped the Chromebook solutions, I could see the prices in dollars, and I don't have like a choice to change the, the country page.

I could change it from here, but if someone doesn't see it, it would create some sort of friction. So a solution to this.

So I noticed the same thing like on on Instagram.

So if you click on this page, then you'll be, you will be redirected to this link, which has products in US dollars.

So the solution to this would be to create the so-called global Facebook pages. So the group of Facebook pages ensure that your default page is a US dollars whereas you can add sub subpages all in different currencies or in different countries essentially.

So you can create one subpage for the German market, one subpage for the UK market. And basically this will ensure that users that are coming to your Facebook page from different locations will see your products in their own currency also, at least, but not last.

I have a look at your YouTube channels, and I saw that you've got a lot of great videos there. And as you know at the moment we live in the era of TikTok where video ads or u GC creatives are the best and formats for us to use.

So one big recommendation for us would be if we were to start Facebook and and LinkedIn. I will be keen on using these videos on these platforms because they're the best art formats at the moment.

I think that's all. Let me know if you have any questions, and I'm looking forward to hearing from you soon.

Thank you so much.