Posting personal updates, pictures, videos via our social media is easy, partially because it’s free and targeted to mainly our friends and family. With a buy-in so minimal, we are prone to share and update whenever we get the impulse.
Paid social media casts a much wider net. Using sponsored content in the form of images, videos, carousel ads, and more, paid social ads can be targeted to users based on their location, buying habits, or personal interests. In other words, paid social puts the right content in front of the right audience at the right time.
To do paid social right you need a strategy that determines your audience, the right platform to reach that audience, and the most effective content to boost your website presence in third party feeds and pages.
The advantages are vast. Nearly 40% of the world’s population, or nearly 3 billion people, are active on social media networks in 2019. Marketing via paid social is therefore critical for any organization selling products or services, either locally, regionally, nationally, or across the globe.
Create Your Strategy
Before jumping in, you’ll want to determine who this campaign is for — Which demographics or purchasing habits are most or least important. From there, figure out what kind of content will work for your campaign as well as establish the content’s tone. You’ll also want to understand which topics are best for your audience and the kind of deliverable works best for them: Videos? Thought leadership articles? Presentations? Images?
Once you understand who you’re talking with you can figure out what you ultimately want from them. This will require defining conversion for your campaign — Is it mostly about direct purchasing? Or do you want to build brand advocates for your product or service. Or is brand awareness enough? A good paid social strategy can also focus on how you want to engage with customers after the campaign ends.
Pick a Platform
Now that you have a strategy, where will it live? Determine the social media platform of choice to find a targeted, highly-receptive audience.
For Facebook and Instagram, you’ll need to create a business profile that will give you access to analytics, a tool that allows you to develop insights to your audience such as buyer behavior and demographics and you can leverage those insights to optimize your content so the right content is seen by the right audience at the right time.
Create Your Content
Once you established your strategy and the best social media platform, you’ll need the right content to put everything into action. Content that works best on social media offers values to users through each stage of the buyer journey. To differentiate your content from the competition, your content needs to be informative, useful, entertaining, and, most importantly, shareable.
Understanding when to post the content is also critical. Posting is just not about volume, it should be more about consistency. Users will notice your content more if they become conditioned to expect it to appear at certain times throughout the day. Just make sure your content is rolled out in a manner that engages people enough that so their expectations are peaked each time they see the next post.
Written by Chris Madden.
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