One of many ways that businesses generate organic traffic is through a combination of digital marketing strategies. They attract potential customers by regularly coming up with fresh content for their websites or blogs, which are linked to their social media pages. While access to social networking sites are generally free, you may have to shell out a bit if you plan on extensively using it as an online marketing platform.
Here are best practices for making sure that your paid social media marketing incorporate well into your digital marketing strategies and help produce favorable results for your brand:
Find out the best platform/s to use
The best social media platform to use to reach your target market can vary. It largely depends on many factors, including your campaign's message, the product, service, or event you're promoting, budget, and the specific demographic you want to target, among many others.
Experts generally recommend the use of Facebook and Instagram when introducing products to millennials. Smart Insight says that Facebook remains to be the most popular social networking site in terms of account ownership and active use – especially among individuals aged 18-27.
Instagram, on the other hand, is the fastest growing network and perfect for engaging millennials with brands.
Allocate a budget for paid social marketing
Once you've identified the audience you want to reach and the platforms you will be using, you'll need to set a budget for your paid online promotions. This can be tricky, considering the aforementioned factors, your desired results, and the length of the campaign. You may have to combine educated guesses and previously measured data to determine just how much you want to spend on your campaigns.
Create effective social ads
Focus on creating effective content that will catch the interest of your targeted consumers. Make sure to use brief and concise texts and call-to-action prompts, as well as take time to create compelling graphics and quality images.
The tricky part is making sure that your advertisements and marketing content don't come off as promotional materials. Nobody wants to be sold to, so stay away from aggressive advertising tactics so you won't turn off potential customers. Focus on producing content that tells a story. If your narrative is sufficiently immersive, people will be compelled to consume it, engage with your brand, share it with their friends, and maybe even buy your products.
Reach customers through post-targeting
Through geo-targeting tools on social media, your advertisements can become especially visible to your desired customers. On Facebook, for instance, you can customize and localize content for the right people by segmenting ads according to gender, relationship status, age, location, and language, among many others.
Conversion is improved through localized ads. A Search Engine Watch study shows that "50% of mobile searches make use of local elements for finding local results, which could end up with a purchase by as much as 61% of the time."
Understand important metrics and measure progress
Before your outline your campaign's social media-driven digital marketing strategy, you must be familiar with the important metrics that gauge the effectiveness of your ads. Some of these include Audience Growth Rate, Average Engagement Rate, and Assisted Social Conversions to determine reach, brand engagement, and conversion, respectively.
During your campaign period, you'll need to constantly measure your progress using these metrics to understand your strategies' effectiveness. Doing this can help you anticipate potential roadblocks along the way, and reshape your campaign accordingly.