Paid social media is defined as the method of displaying sponsored marketing messages and advertisements on social media platforms while targeting a particular group of audiences. With a paid social media strategy, a marketing budget can be optimized for substantially promoting a brand. Working with a limited budget but determined to reach handsome ROI goals, you have to be acquainted with the chief factors to implement with care.
Before setting up a paid social media marketing campaign, let us be acquainted with the factors to focus on. These are the specific factors to emphasize for setting up successful paid social media campaigns
and reaching out to a mass scale audience.
1. Decide the Audience for Targeting
The very first never-to-miss factor is exploring the detailed audience's target from the social media platforms. Targeting is a must since people click on the ads when they find the ads are relevant. Through targeting and retargeting, the ads find relevant audiences.
For instance, on Facebook, you could target the audiences according to their –
• Relationship Status
• Educational Status
On LinkedIn, you can target the LinkedIn users as per their –
• Company Size
• State / Province
Different social media networks are having different options, so ensure choosing the right platform before going any further.
2. Begin With Setting Up An Objective
The first question you need to answer is "What is your objective?" when you are starting to build paid ads with Facebook Ad Manager or LinkedIn Campaign Manager. Your choice will be influencing your ads options.
There are three objectives categories on Facebook; representing the stages the customers have to pass through from being unknown about your brand, gathering knowledge, taking the first step and being the repeat customer. The entire phase is the customer journey. Campaigns do focus on the journey stage, or else all the three can be put to use.
Typically, these categories and stages are referred to as Top of Funnel Awareness objectives, Middle Funnel Consideration Objectives and Bottom of Funnel Conversion objectives. All combined, they form the “full marketing funnel”.
a. Top of Funnel – Awareness
Objectives aim at generating interest in your company products and services, so the target is at reaches, views and impressions.
b. Middle of Funnel – Consideration
Objectives are generally built around engagements or interactions as in traffic, video views lead generations, app installations for inspiring the customers to search for detailed information.
c. Bottom of Funnel – Conversion
Objectives are to influence prospects to purchase or sign up, like sales, demos, store visits as well as a common CTA like "Contact Us" or "Buy Now".
3. Strategy Selection
Before you start posting on social media platforms, you need to formally document a strategy. In the strategy - outline your business goals, display your target audience and highlight your plans for long term growth. Using this documented strategy, you can base your decisions and improve every time.
4. Creating Evocative Contents
Engagement worthy contents are the first step for succeeding on social media. The attractive content engages the audiences better and then they take a chance to visit your website. Enforcing and intriguing call-to-actions provokes the users to take actions.
5. Maintaining Consistency
Consistency is a must for paid social media marketing – treat it as a compulsion and you shall be done with posting significant matters every week. Likewise, the followers will know what should they expect when you are consistent.
6. Targeting The Audience
Forget the boost button for boosting your posts since it will reduce the chances of your posts being sent to the interested target audiences. So, narrow down your precise targeted audiences by going to the back end and creating a custom audience.
7. Building Up Relationships
Connecting with the other individuals on social media, that is by starting with establishing a relationship with each customer for your brand marks the initial step. Your social media strategy should be approached as an individual and not as a company. If you are posting for your company brand, then make adjustments and amendments to tone and voice. Do not forget to include the personal touches.
8. Provide A lot of Value
The chief element offered by social media is a platform for exchanging values. When you have to make your customers buy from your, share comments, hit likes, then in exchange you have to provide value. This value comes in several forms, say "value" when taken literally for providing special deals and discounts, and in the form of practical yet entertaining content.
9. Responding to Comments
Being attentive to the comment made on the posts helps the customers to remain better connected with your brand experience. Then you will be able to regularly engage your followers through sharing content, conversations and questions.
10. Data Analytics
Data analysis and results optimization show how will you be able to succeed with paid social media. You can receive detailed data regarding your paid campaigns, so you can make necessary changes for deriving the results to set up better ad campaigns in the future.
11. Set Up A Clear Call To Action
Social Media helps to earn money, but you must have a strong call to action so you can take advantage of a strong audience on whom you have made investments. With your goal to call your audiences to take up occasional actions – give them the chance to visit your website and buy something. Regardless of your intended action or destination, get your brand a step closer to earning better revenue.
12. Concentrate on Creating Fun
The complete process of social media is creating a platform where individuals can find amusement online by engaging with the content. Exciting contents interest the readers and likewise, social media will generate revenues for you.
Paid social media advertising is fast-paced and pays to play world. Transparency, ease of control and clarity are the chief matters to include and create paid social media ads. First, you have to understand the performance in the context of your clear overview, objectives and control strategy to go ahead.