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How to get social media ads right

Advertising on social media is a tricky minefield. It’s become very easy to do, but it’s harder to do it right. Any Page Owner on Facebook can start advertising literally at the push of a button. That’s a scarily easy way to not only waste your money, but to devalue your brand on social media by doing the wrong things.

Because of how easy it is to advertise, users are constantly bombarded with ill-targeted ads. Almost two-thirds of social media users are irritated by the number of promotions that clutter their feeds, and 26 percent actively ignore marketing content. These aren’t great numbers for marketers. It’s very important you take the time out to understand who your customer is, draw it out on a big sheet of paper by marking all their attributes, likes, dislikes, etc. to truly understand them. Then figure out how to reach them.

In order to truly get it right, ensure you have the right marketing team or digital marketing agency. Here are some tips and tricks that would help anyone new to social media advertising:

Authenticity

Today’s consumers, especially the millennials, aren’t completely closed off to advertising as their previous generation once was. Brands have upped their game to be creative and authentic to reach out to a wider demographic that helps them get noticed. They welcome ads provided the content is useful and relevant rather than disruptive to their experience.

From social media usage statistics, we see that users are most interested in staying connected and entertained. Brands that share news of upcoming trends or offer content that stands on its own merit can add value to users’ social media experience while reaching out to a more receptive audience.

Usefulness

Understanding how your customer uses and interacts with their social media can help you leverage your marketing budgets. This is an important part of “knowing who your customer is”. For example, if your customer spends a lot of time watching videos on YouTube, a good strategy would be to come up with a creative pre-roll campaign to ensure they see your ad and click-through.

Context is Key

Not all social media interactions are alike. Users may look to one network for entertainment or news and to another for technical knowledge or inspiration.

While the current targeting approach estimates user proclivities based on the activity and interests of their network as a whole, determining how users relate to specific networks can enable you to reach out to users when and where they will be most receptive to the marketing content in question.

Credibility

 It’s very important to see who shares what content. Users in general pay attention to the sharer of news than the original source of that news. It’s this behavior that helped fake news become such a massive issue over the last year. But knowing this should help you take advantage of such user behavior.

You can make use of this to proliferate your content, but only if those who share it are perceived to be trustworthy by members of their network. How connections respond to a user’s posts or shares can be more important than how much the user shares.

Accessibility

Brands have to build an audience of active and quality followers that will help spread branded content. In order to this, you need to be accessible to your audience. Brands need to be as easy to get in touch with as a friend. Social media affords brands so many channels to be constantly online and accessible.

Instant messaging can be a powerful tool for answering consumer questions, responding to complaints and building more intimate relationships with followers. Twitter works in the same sense as well. By responding in a more immediate and personal way to users, brands can empower users to take the initiative in building a stronger relationship with them.

Persistent

The most important factor that determines a brand’s success in the world of social media is perseverance. In part, this means being responsive to user feedback and actively working to improve your social media presence.

A majority (some 60 percent) of users need to interact with content between two and four times before taking action, according to a Sprout Social survey. A steady production of quality content will keep users tuned in, translating user engagement with content into tangible results.

Keep Testing

We can’t emphasize enough the importance of testing your ads. Facebook now builds A/B testing into their ads for marketers. Doesn’t matter how granularly you detail out your target audience. You’ll never really know what works without trying a variety of permutations and combinations. You’d be surprised what you think would work and what really ends up working.

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