No matter how much you gain from your organic social media marketing, paid social media will consistently reward you more. Wonder why?
Because they help you accurately target your audience under your niche or industry. Not only paid social media is increasing day-by-day, but it is also a very critical part of marketing. Paid social media, if done correctly, can perform your business a massive boost and draw attention to prospective customers.
The only way to rock paid social media is through planning correctly and if you’re missing the critical elements or your strategic planning, it may lead to loss and no result.
Let’s begin with What is social media advertising?
What is Paid Social Media Marketing?
Paid social media marketing is a way to target specific audiences on networks through demographic information so they could your brand in their feeds. That way you don’t put your brand in front of random people who don’t care about your brand. And you see results when you do it right. You have to be strategic with your ad content, design, targeting, audience and spend.
To make your ad creation painless and give you required results I have created this article which will help you choose which network to use, what works best with them and how you can get 100% benefit from not spending too much on paid social media. Let’s begin with what you need to know about social media advertising.
Define your audience
One of the best parts of paid social media marketing is it lets you specify the audience by segments – such as gender, location, age, preferences, and other demographics. These segments depend on independent social networks being used.
Targeting the right audience is not that easy, you need to do a lot of stuff. But one way we figure out our audience is through Facebook Ads Manager. As ads are getting more complex, it’s important to spend your time and spending wisely on targeted ads.
If you’re unfamiliar with ads, then I would recommend you to go through facebook as it will give you a great introductory space on your core audience.
Furthermore, you can narrow down your audience by using audience behaviors, purchasing behaviors or traveling. There are more which can be related to your business and can help you niche down more.
It’s also necessary to understand the reaction of your audience for your ads. If the ad returns out to be great then Facebook, Twitter, and LinkedIn have the ability to save and alter your targeting audience afterward.
Let’s be honest, if you’re new to social media advertisement, then you’re not going to nail down your audience in one shot. But that’s ok! Building an audience is an ongoing process. And you will learn by making changes and finding a better way to build an audience. But if you’re still struggling with it, I would recommend you hire a professional, like us (contact us for free consulting.).
Choose the best suitable network
Most of the new businesses don’t have enough finance to spend on paid social media marketing. But if you choose the right social media platform for your ad campaigns, that will do good to you.
There are plenty of social networks available to you. However, each platform has its own unique audience and reason to promote. Make sure you consider these questions when picking a social network.
- Does this platform have the audience for my business?
- Do our competitors use this network?
- Does my targeted audience consistently engage here?
Let’s give you the insides of each social media network. Though you don’t need being on every platform. For starters, you can choose 1 or 2 to begin and focus on building your brand on it.
- Facebook – One of the most popular social networking sites, its format makes it perfect for business-to-consumer campaigns. But B2B can also make a scaleable audience. It’s ideal for getting deeper into your audience and uncovering potential customers through awareness and social reach.
- Instagram – Instagram is popular for the youngster. Its high-visual content gets users to engage with your brand and you get to show off your best product. It’s highly recommended for B2C businesses.
- Twitter – Twitter ads let brands work on getting new followers for a product launch or simply starting a new channel. You can use promoted tweets and cards as inexpensive was to advertise your products on twitter.
- Pinterest – Ads on Pinterest are often used by mostly women age between 18-34. For example, a brand develops craft kits or DIY items based on Pinterest trends will lead to more save pins.
- LinkedIn – LinkedIn is more ideal for B2B interaction. Your LinkedIn campaigns help gain visibility, generate awareness and boost traffic to your website through leadership content.
The most important decision of your ad campaign should be setting goals. What do you want to achieve from your campaign? Your paid social media should always establish measurable, realistic and attainable goals.
Doing paid social media with specific goals and strategies will only cost you time and money. But it’s not like you have to be a pro to start with paid social media to see results.
Instead, it’s all about prioritizing your goals and choosing the best one to attack first. Here are some common goals that you can consider for your ad campaign:
- Increase Engagement: How can you usually tell your audience likes the content you share? By measuring engagement; the way they interact with your content through like, comment or share.
- Increase brand awareness: Highly awareness will lead to more sales, recognition and loyal customers.
- Increase traffic: If you need your audience to visit your online store, blog or landing page, then traffic can help you. Traffic goals boost your total unique visitors and page views.
- Lead generation: Many brands use paid social media to generate leads. This is great for brands to promote their content or resources that can help users attract towards your brand.
- Increase sales: This is really important for online stores. Online stores have plenty of paid social media options to help sell products or services. This can help brands release new products or features.
While creating the ad make sure, you share your best content which matches your brand’s voice, so it can attract new users. To get the best result make sure your content has the potential to get viral.
Along with creative copy, another important element of your ad is call-to-action. A call-to-action is simply compelling you ask your users to take.
Set your spending
You’ve put so much energy and effort in creating paid social media strategy, why waste your work in poor spending strategy. Now its time to bid for your ads, it’s too easy to overspend or spend less on your audience.
It’s necessary to find the right balance between spending and the audience. For starters, your spending goes against a large number of competitors trying to reach the same users.
Keep your bidding minimum in the beginning and avoid higher amounts. Say something around $150 per month would be best. But you can always bid more, if you pay less, you’ll see the fewest impressions. So it totally depends upon you and your brand’s goals.
Almost all social networks work as Cost Per Acquisition which is equal to CPC (Cost Per Click). So this will give you an idea of how it works.
Again, this won’t work for everybody, but its a safe & smart bidding strategy to work with your won goals & budget.
Keep on experiment
Remember, if you’re a newbie to paid social media marketing, it’s going to be tough (I know it’s a hard truth.). Your first campaign might be unsuccessful, but don’t lose hope.
It’s essential too continuously refreshing, altering and testing your content to get the most out of it.
Refreshing ad campaigns can help your audience be engaged, and you might catch their attention.
Types of Paid social media
One of the most popular social media sites offers you advertising, and it’s actually the best place to start for any business or niche. The ad formats you get here:
- Facebook photo ads include 125 characters of text plus a headline and link description. They can also include a call-to-action button like Shop Now or Send Message. Facebook photo ads work really well for showcasing new products or services. Show people using your product, rather than a simple photo of the product itself.
- Facebook video ad options range from short mobile video ads up to 240-minute promoted videos designed to be watched on desktop.
- Carousel Ads lets you include up to 10 images or videos, each with their own link, all in one ad.
- Showcase Ads create a video from several static images—your own or stock images that Facebook provides.
- Collection Ad highlights your products right in the Facebook feed. The ad includes a cover photo or video plus product images with pricing and other details and allows people to learn more about your product without leaving Facebook.
- Messenger Ad is simply Facebook ads placed on the home screen of the Messenger app. You can use them to encourage people to connect with your business on Messenger, but they can also link to your site.
- Lead Ads are mobile-only that include pre-populated contact forms. This makes it easy for people to sign up for your newsletter, request a free trial, or ask for a quote. They’re a great tool if you’re looking for leads to pass along to your sales team, or to build your online sales funnel.
Instagram works directly from Facebook, so when you create Facebook ads you can choose whether you want that ad to run on Instagram or not. Some of the ads that work on Instagram:
- Photo & Video Ad will look like a regular Instagram post, except that it will say Sponsored in the top right. Depending on your campaign objective, you may also be able to add a call-to-action button.
- Carousel Ads viewers tap the arrows or swipe to scroll through different images.
- Instagram Stories ads can use photos or videos up to 15 seconds long. These ads display in full-screen format between people’s stories.
Read how to promote business on Instagram.
Twitter ads can improve your brand goal with six objectives: website clicks, tweet engagement, gain followers, increase brand awareness, Video views & app installment.
The Twitter ad campaign, you start by choosing your business objective, which ensures your ads align with your business goals.
Another way is Twitter Promote, the Twitter algorithm automatically promotes your first 10 daily organic Tweets to your specified audience and promotes your account to attract new followers.
Pinterest is really awesome and one of my favorite social media. Every pin you create lasts long and almost never dies. You can promote your pins, called Promoted Pins. They look and behave just like regular pins, the only difference is that you pay to have them seen by a wider audience.
Pinterest claims you can use the promote button to create a Pinterest ad in only nine seconds. All you have to do is go to your profile, select the Pin that you want to promote, click the button, and set your daily budget. Promoted pins are always pay-per-click, so you only pay when someone clicks through to your website.
This is a really easy way to get started with Pinterest advertising. Try promoting some of your best-performing Pins to get a sense of the kind of reach you can achieve with your desired budget.
I hope you find this article on paid social media marketing helpful. I have given you an idea on social media ads, now it’s your time to create a successful ad campaign. In the coming days, I’ll be writing an in-depth article on each paid social media: Facebook, Instagram, Twitter, Pinterest, LinkedIn, and Snapchat.
Learn your own best practice and always test with your ad campaigns. Because practice makes a make perfect. Also, work on design and content development.
Other posts that you might be interested in:
- 13 SEO Mistake You Might Be Making And How To Correct Them
- How to Promote Your Business? 34 Best Ways to Increase Traffic.
- 21 Best Social Media Marketing Tools Every Marketer Should Have