Are you looking to boost your brand visibility and close deals post-COVID-19? Social media channels are taking over traditional methods of marketing.
Mobile usage has grown exponentially, giving marketers a chance to sell ads promptly to their target customers. Globally, eCommerce spending has reached an all-time high, and the number of people shopping online has been on the rise. Ultimately, most brands are keen on investing in paid social media campaigns.
Spending on social media ads in the U.S. is expected to rise from $40 billion in 2020 to $49 billion in 2021. The current projection for 2022 expects these figures to go over $56 billion. Facebook is the site of choice for most digital marketers, with the estimated revenue from ads expected to hit $25 billion in the current fiscal period.
Before you delve into a paid social campaign, you must understand the rules of the game. These tips will provide clarity to your approach and boost your chances of closing deals.
3 Critical Tips to Develop your Paid Social Campaign
Just like in any other channel of marketing, you must be selective. There is no one-size-fits-all platform. For example, it doesn’t make sense for content writers to create a Medium profile if they are not committed to providing relevant content to their audience.
The same principle applies to matching an audience through social media marketing. Why would you put money into a LinkedIn campaign if your target customers do not spend time on LinkedIn?
There are a variety of platforms to choose from, so pick the one that works for you. Most brands and digital marketers agree that Facebook offers the best return on investment (ROI) for paid social ads. So, it’s no surprise that Facebook is the most popular for ads. However, there are other viable platforms to choose from. Consider Twitter, Instagram, Pinterest, and Youtube. Pick a platform that your target customers spend meaningful time on.
To make a proper choice, think about the people you’re trying to reach with your ad. For instance, if you are a business-to-consumer (B2C) organization selling a product that targets the younger generation, you will most likely pick platforms that will help you connect with young people. In this case, Twitter or Snapchat may be a good option.
On the other hand, if you are a business-to-business (B2B) company that helps businesses source products from suppliers, you may want to consider using LinkedIn. If you have a social gaming product targeting young people, YouTube may just be your best bet.
Both Pinterest and Instagram are great platforms, especially if you can utilize their visual features. These platforms produce great results if you upload high-quality and captivating photos or videos of your products.
Each platform is unique and has the capacity to offer rewarding results based on your target audience and your ability to utilize their unique features.
2. Target, target, and target more
Social media platforms are iconic in terms of customer segmentation and defining target markets.
You can place ads based on very specific criteria. This does not mean you are casting your net in a small area; targeted advertising is a good thing. The point is that you can focus on a unique, niche market. Targeted ads aim at the right users, not just any user.
In the past, you would pay for an ad to be broadcasted to all. Companies just had to hope that it would trigger some people to buy their product or service.
Nowadays, targeted advertising can lead to a significant increase in your return on investment. The social media platform will allow you to choose your target customers’ location, age, language, gender, interest, behavior, and general demographics, such as political affiliation, job title, income level, and education.
Ultra-targeted ads always produce better results.
Broadband Search indicates that 80% of all internet users access social media using their mobile devices. If your ads are not functional on mobile devices, you’re missing out on a large population of potential clients.
Of course, getting ads that are functional on mobile is easier done than said. The design must be one that people can view on a relatively small screen. Here are important pointers:
- The text should be big enough to read while leaving enough space for your product/service image.
- Leave a ready provision for viewers to close your ad should they be uninterested.
- The color scheme should be friendly to be viewed on small mobile screens.
Ultimately, proper maximization of paid social campaigns can lead to a huge return on investment for your business.