Improve Your Paid Social Media

From Facebook, Twitter, LinkedIn, and more, the list of social media channels goes on and on. In order to capture future customers, it’s important to have a thorough social media strategy so you can get the most bang for your buck. Understanding the difference in how social media advertisements work across the web will lead you to see more success in your paid social media campaigns.

Determine Your Objective

To pick the proper type of social advertisement, you first need to determine what your end goal is. What are you trying to achieve for your brand by putting these ads online? For most, the goal is simply selling your product, but increasing brand awareness is also a great way to use your paid media dollars. Social media is perfect for building relationships with your audience so they not only purchase your product, but also trust your reputation and become repeat customers. Social media advertising can also help you to identify loyal customers who may be great brand advocates and influencers.

Types of Social Media Advertisements

Taking a look at the purchasing funnel will help you decide what type of investment to make when it comes to your paid social advertising. The funnel is broken down into three categories: attract, commit, and close. 

• Attract: These consumers are higher in the funnel and they may be new to or unaware of your brand. Types of paid social media advertising include: awareness, reach, and traffic.
• Commit: Consumers are nearing getting ready to make a purchase. Types of paid social media advertising include: lead, engagement, conversion, or app installs.
• Close: Also considered remarketing, these consumers are aware of your brand or are repeat customers. Types of paid social media advertising include: engagement and conversion.

Define Your Audience

Social media advertising is not a one-size-fits-all approach. As the internet has evolved over the last decade, nearly everyone has found their niche online. Each group uses social media in different ways and for different purposes. As a brand, you’ve likely determined what your ideal customer looks like.

Take into account your audience and demographics including age, location, and interests. The type of platform will differ from audience to audience as well. For example, younger generations are more active on platforms such as Snapchat, Instagram, and Tik Tok due to the creativity associated with these apps. Professionals and adults use LinkedIn to network and build their career. 

Start Creating Social Media Ads

Once you’ve selected the platform best for your audience, it’s time to think about how you would like to present your ad. The creative aspect of your social media advertisements is extremely important and often overlooked. People are on social media for three reasons: education, entertainment, and inspiration. 

Take time to focus on a way to tell your story without using text. Since social media users want to process information quickly, this provides an opportunity for you to become creative and reach your customers in a different way. 

There are many types of ad creative for you to choose from, but video is truly the way of the future. Platforms like Tik Tok and IGTV are growing in popularity, making users more comfortable and interactive with video content. Consider incorporating both paid and organic video strategies into your marketing plan.