Source: Online Marketing Blog - TopRank® Social media has become an important and necessary tactic within the digital marketing strategies of compa
Social media has become an important and necessary tactic within the digital marketing strategies of companies large and small—and it’s not hard to see why. Social media is part of the fabric of our daily lives, which gives brands and marketers the opportunity to create important connections with their desired audience.
But with nearly every brand using social media—as well as frequent tweaks to platform algorithms—brands and marketers are finding it increasingly difficult to stand out using organic tactics. As a result, more are paying to play these days by investing in social advertising to drive awareness and engagement, as well as sales and other conversions. In fact, late last year Statista forecasted worldwide social advertising spend to nearly double between 2014 ($16 billion) and 2016 ($31 billion).
But like every marketing tactic, social media advertising needs strategy and deep audience knowledge in order to be effective. Below we offer a few tips and tactics that can help you hone your strategy and get more out of your social advertising efforts.
#1 – Use organic tactics to test what resonates with your followers.
Your existing audience of followers can be one of your greatest social advertising tools. These people and businesses have clicked follow or like for a reason—and they’re likely a good representation of the larger audience you’re trying to reach.
Since you’re probably already posting on a regular basis for “free”, use that as an opportunity to test out different types of content to see what resonates most. Track which posts are getting the most clicks, likes, shares or comments so you can draw some conclusions of how a similar promoted post or ad would fare when released to a larger, targeted audience.
#2 – Do your homework on how ads are sold on each platform.
Each social media platforms offers an array of ad types. As a result, if you want to keep your budget under control and get the most bang for your buck, you need to be able to choose the right format for your objective.
For example, if you’re looking to boost brand awareness, choosing a campaign based on the number of impressions—or how often your ad is shown—may be the right path. However, if you’re looking to engage a specific group of people who would benefit from your services, an engagement campaign—based on interactions such as clicks, shares, likes and comments—may be the way to go. In addition, ad text and the type of content you’re driving will also depend on the type of campaign you’re running.
#3 – Get granular with your audience and ad creative.
Select the Right Audience
Simply put, if you don’t target the right audience, it doesn’t matter how compelling your ad copy or imagery is because it won’t resonate—and then you’re wasting money.
Use the deep audience…