Your paid social media marketing efforts allow you to start thinking more about calls-to-action and conversions. That said, you still have to be smart about your methods. Platforms like Facebook, Instagram, and Pinterest are still communities where users are resistant to aggressive sales pitches. Use the following strategies to turn the social aspects of social media into an opportunity for major business growth.
Establish Clear Objectives for Your Social Media Campaigns
Every ad you put out in the world should be targeted towards a specific customer segment at a specific phase in the digital marketing funnel with the goal of inspiring a specific action. Hopefully, paid social media advertising is part of a larger digital marketing strategy, which means you already have some sense of what the priority goals are for your business at this point in time. Some social media platforms like Facebook even ask you to specify an objective as part of the ad creation process. This helps you narrow your focus and tailor campaigns toward the greatest needs of your business in this moment.
Take Advantage of Targeted Advertising
Social media is an especially effective advertising platform because you get to choose who sees your ads. You can select your audience based not only on demographics, but on interests as well. Facebook even allows you to target a Lookalike Audience—potential buyers who are similar to the customers who already love your brand. And of course, you can’t forget retargeting. Make sure your social media ad campaigns are set up to reach people who have interacted with your brand in the past, especially as you move further along in the marketing funnel.
Be Strategic in Your Social Media Advertising Content
A lot of the content strategies for organic content apply to paid content as well. Make sure your ads are compelling, appropriate for the platform, and likely to resonate with your target audience.
With paid content, however, there are a few additional strategies to keep in mind. First, consider repurposing some of your best and most popular organic content as paid content. When you already know a post is performing well, you might as well extend its reach as far as possible. Plus, the more sponsored content looks like organic content, the better your relationship with buyers. 45% of social media users say they’re likely to unfollow a brand that advertises frequently. While paid advertising is essential, the key to maintaining a healthy organic following is to make sure your followers don’t feel bombarded with ads.
Finally, make sure your content is mobile friendly. This means the journey from ad to landing page to conversion should be an easy one for someone to make using only a thumb while sitting in the pick-up line at their child’s school.
Regularly Refine and Optimize Your Social Media Bidding Strategy
Bidding strategy is one of the more difficult aspects of social media advertising. The perfect bid depends on multiple factors, including your advertising budget, your current objectives, and the level of competition for ads like yours. You don’t want to place your bid so low that your ad is hardly ever seen, but you also don’t want to kill your ROI with an over-the-top bid. Take the time to research what’s standard within your industry and use that insight to determine your bid and budget for your social media ads. Then watch those metrics like a hawk. Keep an eye on your ROI. Adjust and test different bids until you find the sweet spot.
Monitor and Optimize Your Social Campaign
On that note, here’s another tip: Don’t just monitor to optimize your bidding strategy. Regularly evaluate the effectiveness of the campaigns themselves. Notice which ads are most effective at driving sales or shares or sign-ups. Pay attention to the ways in which customers engage (or don’t engage) with your content. Regularly ask yourself, “Is this campaign successfully achieving its objective?” If not, stop wasting money on it. Look at what is working, do a little more research into your audience and competitors, and refine your approach accordingly.
Both paid and organic social media strategies require you to be as attentive to human response as you are savvy about business. Because social media is so interactive, these platforms offer valuable insights into what your customers are thinking, feeling, and hoping for. From trending hashtags to user comments, there are countless ways to find out what buyers want, what they hate, and what they value. You just have to keep your eyes open.
And if you’re ready to go full steam ahead with a social media marketing strategy, you may want to seek out professional assistance from outside your company. Social media is a huge undertaking. If there’s anything we can do to help, please reach out. We’d love to help you grow your business.