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At MCB, we are specialists in social media.
We challenge both our partners and ourselves daily and test a lot of new initiatives on social media. This approach has secured us a large portfolio of clients within both the B2B and B2C segments, advertising across social platforms and creating social communities. Therefore, we utilize social channels daily and work with different types of campaigns, formats, and objectives.
We excel particularly in our work with data and tracking. We are experts in Server side tracking, which is why many of our partners take advantage of its benefits. They benefit from both more and better data, ensuring that we have a larger data foundation to create measurable results and analyses on social media, as well as a unique opportunity to expand retargeting and lookalike audiences.
As your social media agency, we always ensure that we stay up to date with the latest knowledge, and we regularly test new features and ideas on various platforms. Every day, we grow with our partners and become both more skilled and wiser. Therefore, we are also ready to lift your digital marketing on social media with great knowledge of each media, experience with integrations, good strategies, and a plan for the media that you will experience the greatest value from.
We are one of the few Danish companies that have over 20 years of experience in social media advertising combined. Our team consists of sharp profiles who have worked with the entire B2B area, including lead generation and advertising, particularly on LinkedIn. Additionally, we have specialists in B2C who daily set up and optimize branding campaigns across Facebook, Instagram, TikTok, and Snapchat. And we take you on the entire journey from lead ads to email.
We dare to promise you good results and a long-term collaboration when we optimize your social media efforts together. Shall we have an obligation-free chat?
At MCB, we also develop and manage the operations of a large number of webshops and websites on a wide range of platforms. We are one of the country's leading agencies in tracking and data collection, and we can promise you guidance in everything from social media and Google Ads to inbound marketing and e mail marketing automation.
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Utilize paid advertising on social media. All statistics indicate that you and your customers have at least one social media account. Therefore, social media is a showcase where you can promote your brand, products, and services through sharing relevant messages and news with social communities.
This means that no matter what industry you are in, you should take advantage of social media advertising opportunities. They ensure that you can drive relevant and segmented traffic to your website or webshop, and at the same time, you build valuable knowledge about your target audience's online behavior. This can benefit you in several ways.
With an active presence on social media, you build credibility and create relationships. And if you create synergy between your channels, you can address the entire sales funnel and generate a higher return on your marketing budget.
However, it is one thing to know that you should start social media marketing efforts. It is another thing to do it the right way.
In particular, there are 3 things you should be aware of:
And remember, competition is tough on online media. The effort requires an investment both financially and in terms of time, and results often only become apparent after a longer period of time. Everything is constantly changing, and you must be adaptable and ready to embrace new features and trends immediately, otherwise, they will already be over. Therefore, many choose to use an experienced social media agency.
If your target audience is on social media, your business should be too with paid advertising on social media and generally social media marketing.
With paid advertising, you can reach a large part of your specific target audience and thus establish more customers and new relationships. You control which messages reach your target audience, and you can shape very specific target groups that your messages should be targeted to.
And by taking it a step further with retargeting, you can create upselling and repeat purchases with existing customers. You can also keep a hook on visitors who have visited your website or interacted with your other social media channels, thus maturing them for the purchase and conversion you have in mind.
In addition, attribution is also relevant to consider.
With attribution, there are conversions that take place on your website or webshop that can be attributed to one of your paid social media ads. That is, conversions that occur because a user has either seen or clicked on an ad.
The feature is used to understand if your ad has been a decisive touchpoint in a customer journey towards the final conversion based on the settings you use - which provides the best basis for later analysis.
On the various platforms, you have different options for attribution settings. On Facebook, for example, you can choose attribution 7 days after a click or 1 day after a view, on Pinterest, you can choose attribution for up to 30 days, while on TikTok it can be up to 28 days.
When working with advertising on social media, it is essential to install a script from relevant channels that collects data from your visitors. When we talk about Facebook and/or Instagram, we are talking about 'Meta Pixel', and on LinkedIn, it's called an 'Insight Tag'. Here, data is collected on everything from the number of visitors to the number of purchases.
On the respective social media, the associated ad tool is used to collect all data on campaigns and ads. That means you get an overview of budget, click rates, and overall performance on your campaigns. That way, you have a good data basis to optimize your campaigns from.
The data that comes from the installed scripts is subsequently used for retargeting target groups on the channels so you can shoot relevant messages. At the same time, it can also be used for lookalike target groups that contain people on social platforms who are similar to your target audience.
An ad tool like Business Manager is inevitable if you want to work with social media marketing. This is where you gather all your assets related to social media advertising - i.e. your Facebook page, your Instagram account, your ad account, your Meta Pixel, and your product catalog if you are a webshop. With your Business Manager, you correctly link all these assets together, and you control who from your company should have access to your company page on Facebook, who can create and edit ads as well, as you can give access to a partner if an external social media agency is to manage your advertising. A Meta Business Manager also allows you to separate your personal Facebook profile from your company assets.
Although you can track a lot of data in the ad tools and analysis tools directly through social media, there may be benefits to having all the numbers collected in Google Analytics. Here, you can see numbers and performance across all your marketing channels and thus compare performance.
Therefore, you should always add UTM codes to your links in ads so you can find the specific campaign and ad in Google Analytics. To add UTM, you can use Campaign URL Builder, while in Facebook's ad manager, you can create UTM codes directly in the tool.
Facebook is currently the largest and most popular advertising platform among social media. 80% of the Danish population has a Facebook profile, while 66% check the channel daily.
The massive usage means tough competition among advertisers, and therefore it is important that you are sharp on business goals, target audience, budget, and your content before launching a campaign.
Facebook is used across all industries, and whether you are B2C or B2B oriented, you can reach your target audience. Facebook is often the first choice, later supplemented by other channels - whether you want to reach your existing customers and create more sales, or you want to experience new conversions.
Closely followed by Facebook is Instagram. Thousands of Danes have a profile, which they update several times a day. However, Instagram is inextricably linked to Facebook, and there are a number of synergies that you can take advantage of.
For example, you can set up your ad via Facebook Business Manager and then publish the same ad on Instagram. However, it is best to create different ad sets for each platform, as users consume content differently.
On Instagram, it is about inspiring and capturing your audience through creative visuals like photos and videos - the platform is visually oriented. And especially the story format is popular, as it can create a personal connection and show momentary situations.
LinkedIn is the largest social platform for business professionals, and serves as our professional presence through online networking, B2B marketing, professional knowledge sharing, and recruiting new employees. In contrast to other platforms like Facebook and Instagram, LinkedIn is the place for connections that can strengthen one's professional life.
If you are involved in B2B, LinkedIn is an ideal opportunity, where you can target your ads to company types, specific job positions, and decision makers, in order to create valuable leads for your business. Having said that, LinkedIn offers completely different advertising opportunities based on professional relationships, and the tone also appears more thoughtful, targeted, and focused.
And that's why LinkedIn is also the ideal platform for Account Based Marketing (ABM).
If you want to experience the greatest value from your social media marketing and increase your exposure, advertising on social media is the way to go.
To succeed, it is important to have the correct setup regarding choice of platform(s), target audience(s), formats, and budget. And of course, content. You should have creatives that catch your target audience's attention and convey the right message to experience how your customers and potential customers see, click on, and interact with your ads.
At MCB, we always ensure thoroughly developed content and a well-considered strategy. And a part of this includes a focus on the current trends and tendencies, which currently include video production.
Today, video is one of the best performing content types on social media. They can catch attention in the feed in a split second and also ensure that your target audience remembers what you have told/shown them.
The right focus on target audiences and the use of remarketing can also mean increased exposure. When you create the most accurate target audience based on interests, gender, and age, you not only target the right group of potential customers but also a smaller segment that may seem more manageable to approach. Your retargeting work is thus made easier because you have a greater knowledge of who to target to buy your products or interact with your services.
You can also experiment with Account Based Marketing (ABM) for this purpose. It is a strategy primarily used by B2B companies aiming to target their marketing messages towards selected businesses. Instead of casting a wide net like with inbound marketing, a focused strategy is created that targets a carefully specified audience. The intention is not to generate a large number of leads but to directly address a few pre-selected, right, and potential customers.
ABM is, therefore, a focused and powerful approach aimed at converting specific valuable leads into customers. It involves using personalized campaigns that take into account the unique characteristics and needs of each targeted account, and it may even involve tailored messages for each individual company.
More than 200 billion pins are saved on Pinterest, yet few Danish companies are represented on the platform - which means almost no competition, cheap advertising, and low click prices. However, advertising is gaining ground, and as a medium that mostly resembles a visual bulletin board and search engine, Pinterest can be invaluable to you when you want to inspire and create new needs among your target audience.
On Pinterest, the user is at the top of the funnel, and often a search here comes before a Google search.
Almost all searches on Pinterest are without a brand, so for a brand owner, you can experience great impact on Pinterest.
Snapchat has grown to become a giant media in Denmark with over 2 million profiles. And from being a media used by the young audience, it is now also popular among older generations. The many filters and fun possibilities are a natural part of everyday life.
When you want to reach your target audience across gender and age with visually appealing content consisting of small quirky videos, Snapchat is therefore a good place to turn to for social media advertising.
Currently, Snapchat is the cheapest platform in terms of CPM prices. This is due to the still low competition on the media.
Many are convinced that a larger setup is needed for filming the small videos. However, the reality is different, and you can experience significant growth with just small handheld videos recorded on your smartphone.
TikTok is a fast-paced social universe. It is based on videos with accompanying sounds and music, and especially among the very young users who make up the majority of the target audience, the medium is a time-consuming activity. However, the older generations have also begun to make their mark on the medium, and gradually a more diverse range of users can be seen.
The medium is characterized by fast and passing trends, and your advertising on it should therefore not require many editing phases and much consideration before publication.
On TikTok, you are hit by all sorts of videos - the funny, the serious, dance videos, DIY, and many others, so if you have a young target audience, you should get started with video production and advertising on TikTok. And especially if you are in the B2B segment, you should test your options on the medium.
For many, social media is associated with awareness - and nothing more. Fortunately, the reality is different. Social media marketing can actually strengthen your sales. Especially on Facebook and Instagram, you can increase your sales without any additional advertising spend.
On both Facebook and Instagram, you can create a shop (completely free) through which you can showcase your products or services. This means that you can not only let your followers and potential customers see what you offer, but also let them buy directly through their social media app. It couldn't be easier - your shop is suddenly directly represented through the app your users already check multiple times a day.
For your social media ads, you can also attach a product catalog and thus use product advertising, which allows you to target your audience where they are in the sales funnel. For example, present the most important or popular products to attract new potential customers, engage them with great offers, and combine your retargeting audiences with your product ads to see how you can increase your conversions.
If you want to take it a step further, dive into live sales via Facebook and/or Instagram. Live sales are here to stay, and in a short time, both the use of it and the measurable results have escalated. Especially during the Corona pandemic, it was a unique opportunity to create sales in your closed store. Now it is a format that can be hard to do without.
At MCB, we always make sure to stay updated on the latest knowledge, test trends within the different social platforms, and react when new ones emerge.
We always conduct in-depth analyses of each campaign track, so we gain insight into which content and target groups perform best within your budget.
In close collaboration, we ensure that a realistic strategy is laid out for your social platforms, after which we test and analyze to arrive at the best possible setup.
We ensure that everything from Business Manager / Business Center, Ad Manager, pixel, product catalogs, and tracking are correctly set up and linked together.
Based on your existing campaigns, we analyze how you can make the most of your ad spend, and how your campaigns should be optimized.
We ensure that we continuously monitor your campaigns, maintain and adjust content and budgets based on performance.
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