Best Strategies for Paid Social Media Marketing

Paid Social Media Marketing

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.

Conversation Rate

How To Improve Your Conversion Rate With SEO

For years, business owners have struggled with one major question regarding their website:

Should they tailor their site design to satisfy the humans who visit it, or should they tailor it to satisfy the search engines that lead visitors there in the first place?

It’s not an easy choice to make. You need the search engines to love you in order for people to find your site. But you need humans to have an excellent experience on your website if you want those visits to turn into conversions.

Fortunately, there’s no longer much need to choose between SEO (search engine optimization) and CRO ( conversion rate optimization). In fact, the more sophisticated search engines become, the more SEO and CRO go hand-in-hand.

After all, search engines have one objective: to identify the web pages that will be most useful to the human beings searching for them. With advancements in technology, the bots are increasingly sensitive to the nuances of the user experience. They’re no longer just trolling for keywords (though keywords are still important!). Now search engines collect hundreds of clues to determine how informative, intuitive, and engaging your site is.

This means search engine optimization is also a stellar guideline for improving your conversion rate.

If you’re still just keyword-stuffing in an attempt to get more eyeballs, you’re a couple steps behind. The good news is that there are countless moves you can make that will boost your search engine rankings and inspire more conversion rate at the same time.

Here are some game-changers to start with.

Add Video Content

If you’ve been following our blog regularly, you know we love video. It’s such an incredible tool for raising brand awareness, inspiring a more personal brand-customer connection, educating users about your product or service, and ultimately boosting conversion rate.

Another great benefit of video is that search engines love it. They love it because they know people love it. Plus, video increases the duration of visits to your site. Generally speaking, you’re doing fairly well if people spend 30 seconds to 2 minutes on your site. If you can get above 2 minutes, you’re really rocking it, and the search engines notice.

And what’s one reliable way to get visitors to stick around that long? Providing something that will keep them engaged so they don’t go anywhere. It could be a longer video that’s deeply compelling, or it could be multiple short videos on the same page. It could even be a combination of video, infographics, and really killer content.

So video engages your visitors and gives you more credibility with search engines. But what about conversion rate? Well, here’s a fun fact:

77% of buyers say they’ve decided to purchase a product or service after watching an explainer video.

Video is an essential part of the strategy. And don’t feel intimidated if you’ve never tried video before. There are now tons of beginner-friendly video content tools like Animoto and Biteable to get you started.

Create Content with Real Value

On that note, it helps to make sure all your content has value to a human audience. Use a combination of written content, images, infographics, and video. Provide information that’s useful or ideas that are entertaining. Not only does this help increase your average duration of visits, but it’s also important to write for humans because the search engines scan for things like relevance and readability. Search engines love blog posts that are around 1,000 words or more. They prefer short, simple, easy to read sentences.

Frequent paragraph breaks are great, too.

Another idea worth considering is whether there is a way to create dynamic content for your website. Dynamic content is content that adapts depending on the locations, needs, and behaviors of the individual visitor. An example of dynamic content would be an ecommerce store featuring a banner advertising free shipping to the visitor’s specific state. Dynamic content also includes purchase suggestions we see so often on sites like Amazon.

Dynamic content is AI at its best. It helps search engines connect your site with people looking for the very specific goods and services you provide. And once those people find you thanks to stellar search engine rankings, they’ll see the specific answer to their specific pain point laid out in black and white. Boom. Conversion.

Focus on Long-Tail Keywords

While we’re on the topic of providing very specific solutions, let’s dig into long-tail keywords.

Long-tail keywords are those specific phrases Internet users search for. Rarely does a human being type “used cars” into the search box. They’re much more likely to search for “used cars in San Jose,” “pre-owned BMW in San Jose,” “how do you know you’re getting a good deal on a used car” . . . you get the idea.

People search for specific solutions, not a general theme. Which means the more you can tailor your content and keyword strategies to resolve a specific search request, the better your chances at getting on the first page of the search results. And, in turn, the likelier you are to get visitors who are actually looking for the very services you provide.

There are many keyword tools that can help you figure out what your prospective customers are looking for and which words they’re using to search. We recommend Google Keyword Planner and KW Finder.

Increase Site Speed

Nobody likes a draggy site. Human beings don’t have patience for it, and neither do the bots.

Optimizing your loading time is one of the simplest things you can do to boost your SEO and your CRO in one step. It’s one thing business owners all-too-frequently underestimate. But we’re willing to bet you’ve abandoned a website before because you just weren’t willing to wait for a sluggish page to load. You can assume your target audience would do the same.

If you’re not sure how well your site performs, speed-wise, run it through Google PageSpeed Insights. This should give you some idea of whether it’s time to look into kicking your speed up a notch.

Optimize for Mobile

How does your website perform on mobile devices? If it looks sloppy or is confusing to navigate, you’re losing yet another opportunity to tell the search engines your site has value.

You’re also losing customers. A lot of them. In fact, nearly 40% of all online purchases made during the 2018 holiday season were made on a mobile device.

If you’re not sure if your page is mobile friendly, run it through Google’s Mobile-Friendly Test. When you run this test, you get one of three results. Your site may deemed mobile friendly, end of story. You may learn that it’s mobile friendly, but there are some issues with loading a specific page or two. Or you’ll learn that you have some major issues to address. Fortunately, Google tells you exactly what they are so you can resolve them without too much guesswork.

This is by no means a comprehensive list. Modern search engines look at literally hundreds of details when weighing the value of your website. But the bottom line is that SEO is absolutely essential for your business . . . not just because it helps buyers find you, but because it shows you how to give buyers the best experience possible.

You should care what the search engines want, because the search engines want what humans want.

That said, we know improving your website’s SEO can be a sizeable and confusing undertaking. If there’s anything we can do to help, we’re always here and happy to talk to you. Drop us a line.

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