Your Guide to Social Media Advertising
Social media advertising is one of the many tools the modern-day business owner is using to connect with their customers. With organic reach trending down and the amount competitors are willing to spend ever rising, many businesses have turned to paid social media advertising to get them the clicks and customers they’ve been looking for.
But with limited time and money on the line, how can you really be sure you are getting the most out of your digital advertising dollars? Here are some things today’s business owners should know before embarking on a paid social media advertising strategy.
Determining your objective
It’s crucial that businesses determine their goals before embarking on a paid social media advertising strategy. Failing to do this can easily result in wasted time and wasted money. By first determining your goals, you’ll be able to craft a clear path forward that sees you utilize social media ads wisely and with purpose.
Typically, your paid ad strategy will seek to do one of the following:
Engage Your Audience
Each of these might be useful for different phases of your business. For instance, a newly established business might want to run an awareness campaign to get their name and services out, while a business that just launched a new website might want to drive traffic directly to it. To hone your connection with your audience, you can run an engagement campaign, or help out your sales team with a lead generation campaign. Carefully evaluating your goals before launching a campaign gives it a greater shot at effectiveness.
Solidifying your channels
While not all social media platforms are created equal, all of them have some sort of paid advertising platform for businesses hoping to connect with audiences. Which platform makes the most sense for your business will depend largely upon your target audience and what platforms they utilize most.
Should you invest in Facebook ads or Instagram ads? Snapchat ads or LinkedIn ads? To determine which platform makes sense for you, you’ll first need to determine your audience. Once you narrow down your target audience, you can then consider advertising on the platforms they use most frequently. Some factors you’ll want to consider when determining your audience and social media advertising channel include your organic reach, channel demographics, competitors’ presence on the platform, and whether or not your creative content is properly formatted for the channel. All of these can help you determine where your ad dollars will be most effective.
One of the reasons a paid social media advertising strategy can be so successful is because of the incredible targeting capabilities of today’s most popular platforms. By targeting the right audience based on demographics and interests with a hefty ad budget, you might see your sales skyrocket. If you want to start off with a smaller ad budget and build your way up, that’s OK, too. The point is that without a clever targeting strategy that will reach your biggest audience, you can’t expect your ads to perform well. What’s more, you can even re-target users based on your previous interactions with them, such as from e-mail subscriptions or your website’s Facebook pixel. Bottom line: invest time in your audience targeting and you’ll reap the rewards.
Understanding ad formats
Many businesses make the mistake of “one size fits all” ads they attempt to use across multiple platforms. While this sometimes might work, you must consider ad formats when creating content for your ad strategy. From photo and video size to ad copy regulations, familiarizing yourself with the different ad platforms and their unique stipulations will ensure you don’t unnecessarily spend time or money reformatting, correcting rejected ad copy, and the like. If you’ll be using multiple platforms, then make sure your creative content is formatted for each unique platform. A paid ad strategy is not the time to cut corners, and your audience may very well notice if you try.
A systematic approach to your paid social media strategy will help you see larger returns in the long run, so you’ll definitely want to map things out once things start rolling. By taking your audience through a customer value journey, they’ll get to really know your business and services over a period of time, which will help build trust and, eventually, sales. Once you get into the swing of paid social media advertising, you can work on building funnels that get you the results you want.
Testing your content
Paid social media advertising is constantly evolving, and so your ad content will need to be adjusted accordingly. By split-testing your content, you’ll begin to find what your customers are most interested in, allowing you to tailor your creative work going forward. By experimenting with different visual elements and creative copy, you can be sure your content is always relevant and effectively benefits your audience. Some advertising platforms can even pair your written copy with different creative visuals automatically, giving you an even greater chance of your ads really resonating with your customers.
The world of paid social media advertising can be complex, time-consuming, and expensive. OnServe provides effective social media campaigns design to increase customer base and get your company known. Send us a message to schedule a free consultation, and we will create a plan to take your company into the next level.