29 Apr Understanding Paid Social Media: Tips for e-Commerce Businesses
If you want to boost your marketing strategy, social media is a must. While organic traffic isn’t impossible to come by, it’s becoming harder for businesses to leverage social media without implementing both organic and paid social media tactics into their marketing strategies. (Long gone are the days of posting and assuming all of your adoring fans will see it.)
Today, social is about targeting your audience and building a customer “journey” or “experience”—after all, a brand is nothing without a positive viewer experience. Fortunately, paid social media strategies help brands accomplish just that.
Paid Social Media Advertising Strategies That Work Across Facebook And Instagram
In the world of social media advertising, Facebook still reigns supreme. This is because Facebook Ads gives you the option to tailor your audience for a fraction of the price of a traditional Google Ad.
New to Facebook Ads? Here are a few tips to get you started:
- Content is King. Poorly-written copy definitely won’t land a sale. Your copy needs to be tight, yet descriptive. Relatable, yet unique. Bonus points if it’s emotionally-charged.
- Track sales, not clicks. Sure, everyone loves a high engagement rate. But what are clicks worth if they’re not converting? Keep in mind that clicks cost money. If you’re getting tons of clicks and zero sales, something is off—it could be your landing page copy, your audience, etc. Figure out what’s working and what’s not, and eliminate the latter.
- Remember, stellar ads are built not created. Think about it, a winning ad doesn’t just pop up out of nowhere. You need to put in the work and find the right info so that you can build a campaign that works. Start with something solid, piece together the rest, and top it off by taking care of the less-important details. It’s all about putting together key points of data that will eventually become the foundation for a rock-solid ad campaign. How do you find data? Through trial and error (i.e. testing and optimization).
Instagram uses the Facebook Ads Manager, so if you already have a pretty solid Facebook Ad campaign, Instagram is a great second step to forming your social media marketing strategy. Unlike Facebook, Instagram gives you the opportunity to tell your story visually through a variety of ad formats, from sponsored posts to Story ads.
Keep these tips in mind when building an Instagram ad campaign:
- Think about why you’re running the ad. The first step to running an awesome Instagram ad campaign is to select the ideal objective. Are you trying to build brand awareness, boost your conversion rate, or drive clicks to your site? Figure it out and then plan for execution.
- Choose the best format for your ad. Once you’ve figured out why you’re running the ad, you’ll need to figure out how to best tell your story visually. Photo ads, for example, are great for building brand awareness whereas Instagram video ads are better suited for immersive, memorable stories.
- Target your “dream” audience. The best way to reach the audience you’re dreaming of is to target audiences that are both relevant to your brand and campaign objectives. If you’re unsure of where you’d like your brand to go, don’t worry. Instagram gives users the opportunity to test different ads on different audiences, so it’s not a one-shot kind of thing. (Just don’t blow your ad budget on random testing.)