Marketing strategy

Approach your social media marketing strategy the right way

Social media marketing, simply put, is any marketing that takes place on social media. Needless to say, this is a key tool in any entrepreneur’s arsenal these days. Typically, paid ads are shown to new people who are unfamiliar with your brand. So, in a sense, it’s a kind of cold approach.

Earlier I talked about a social media posting strategy. This covered the organic aspect of a social network. In this blog, I’m going to talk about how to approach the paid aspect of any social network for marketing.

It is important to plan social media ads correctly because it involves spending money. Here are some of the things I recommend you do.

  1. Clearly set your goals: What exactly do you expect from an ad on social media? This is the first question to be answered. Maybe you want to increase awareness of your business. Or you want to grow your mailing list. Or maybe you would like your social media accounts to generate more sales this year. Your goals will determine your advertising strategy and the time and energy you need to devote to your campaigns.
  2. Know the landmarks: For marketers, making assumptions about costs and expected results is bad news. Most of the information you need to develop a social media marketing plan is already available. Before you start your campaign, do some research to find out the typical cost of campaigns on different platforms for your industry. You’ll also find conversion percentages, which will help you calculate how many people you need to show the ad to before running it.
  3. Know your audience: Before reviewing campaigns, determine who your target audience is and make sure they represent your target market. Your campaign should be directed to those who are most likely to be interested in what you have to offer. Defining an audience by age, location, and interests is the most common method. You can add more granularity by adding filters for income level, education status, job title, etc.
  4. Find out which platform is right for you: There’s a perfect media platform for every business, and it doesn’t have to be the most popular platform. Don’t overload your budget or yourself. Instead, focus on social media platforms where your target audience is already active.
    1. Facebook: Typically used by B2C brands. Facebook has the most comprehensive interest-based targeting available on the market. You can easily create different audience groups to get good results. However, it is not considered a good platform for B2B companies that target people based on their professional profile.
    2. Instagram: An extension of Facebook, it offers the same interest-based marketing options. However, the audience on Instagram is younger and prefers eye-catching ads.
    3. LinkedIn: The only platform that exists for targeting by job profile. It’s a great platform for B2B businesses, allowing them to show ads to people by their company name, job profile, seniority level, and more.
    4. YouTube: YouTube ads require high production quality to create eye-catching video ads. If you are able to deliver your message in the first few seconds, then YouTube can be a good option for building brand awareness.
  5. Create a user-friendly value proposition: If you want to stand out from the competition, work on your value proposition. A value proposition is what your audience will get if they click on your ad. Often companies are so focused on sales that this is what their advertising is all about. But remember that it takes many interactions with a business for a user to buy from them. So, the objective of the ad should be something that brings the user closer to sales. Brand awareness and free content distribution works great on social media for marketing. And to add more appeal to your value proposition, use simple visuals and language to convey your message.
  6. Keep an eye on analytics: Using the analytics section of your social media campaign can be a big help. The analyzes provide useful information to detect gaps in your strategy and to identify strengths and weaknesses. Even the best ads stop working when the audience size runs out. Tracking analytics will help you identify performance drops early on.
  7. Know your KPIs: KPIs are key performance indicators, which tell you how your ad is performing. When looking at your analytics, know which metrics you need to look at. Don’t look at all! Your metric will depend on your goal.
    1. Brand awareness metrics: Reach is the most common metric for this objective. This is the number of unique users who have seen your ad.
    2. Engagement Metrics: Likes, video views, and website clicks are the usual metrics for measuring engagement.
    3. Conversion Metrics: Downloads, lead form fills, messages, and sales are the conversion metrics to track.

When running paid campaigns, a daily or weekly evaluation is required to track the progress of your campaign. These real-time campaign metrics allow you to make small changes to your social media marketing strategy rather than making massive, time-consuming changes all at once. You can use a variety of tools to analyze and measure the progress of your ongoing campaign to track its progress. But in my opinion, the built-in analytics tools for each platform are usually sufficient.

There’s no doubt that a lot of social media marketing is a learning process. But having a clear and focused view of your digital business can help you put things into a strategic plan. Start with a small budget, but allow plenty of time for the campaign to run before evaluating the results. Once you’re sure your ad is working, you can scale it to take advantage of it.