Most companies depend on paid social media for business success. in this article, Jarrah’s experts offer tips on improving your paid social media marketing efforts.
Do you use paid social media to promote your business?
Most companies do today.
Are you leveraging it to its fullest?
Maybe not.
This article offers tips from Jarrah’s experts on improving your paid social media marketing efforts.
Most social media platforms have powerful targeting capabilities. Depending on the platform, you can reach people based on income, age, sex, education, location, interests, associations, and much more.
Have you reviewed your social media targeting and campaign results lately? If not, you could be missing out.
· Is your current targeting still aligned with your ideal customer?
· Are you using the full range of targeting options available across all platforms?
· Are you seeing people you don’t want to reach in your results?
It’s smart to review your social media promotion results at least monthly. Don’t just look at simple metrics like clicks, click-through rate, and cost per click. Go deeper and check that the people you really want to do business with are doing those things,
Preparing multiple images and messages when you’re under pressure to launch a campaign can be challenging, especially if you have limited in-house creative support. Still, the best practice in social media advertising is to launch many ad variations (images, headlines, copy, and calls to action), then let the algorithm identify the winners.
Key point: Creative testing in social media advertising shouldn’t be once-and-done. Even when you’ve identified winning elements, testing new things against them is critical. You never know when you could find something that performs. Plus, it is a good idea to give new, good-performing elements when old ones become overexposed and stop earning clicks.
Video is the most popular medium for people today. Yet too few businesses use it in their social media marketing. Plus, videos tend to be more attention-grabbing and memorable.
It only makes sense to add videos to your marketing mix.
Here are some tips to optimize your videos for social media.
Come out of the gate fast. People have limited patience when it comes to videos on social media, which is why so many viral ones open big to get people’s attention. Find a way to connect with viewers quickly and deliver value within the video's first five to ten seconds. If you can’t do this, you may need to shorten and clarify your value proposition.
Be relevant. Ensure your video content is meaningful to the people you are targeting. For instance, if you are selling car parts to Ford owners, don’t have Chevy parts in the background of your video.
Personalize the content. If you are targeting customers, acknowledge their previous patronage and express your appreciation for their patronage. If you know the problem your product or services solve, demonstrate empathy and understanding in your videos. Personalization also allows you to create longer and more meaningful video ads because your audience makes more of a connection and they’re more willing to watch the entire clip.
If you’re not using videos in your ads, it’s time to start. A good smartphone and some affordable professional lighting and sound equipment can produce polished videos worthy of promotion.
If you’re promoting content in your social media ads, is it entirely right for your audience and as good as it can be? People have unlimited content choices and have little patience with anything that doesn’t completely resonate with them. If people are responding to your ads but not taking the action you want them to take, like scheduling an appointment or buying something, it could be because your content is falling flat. You can find out for sure by adding tracking software to your website. The heat maps and other information it provides will show visitors what they like and what turns them off. It will provide the information you need to refine your content so it resonates with visitors. Another option is to test it with people similar to those you are targeting and ask them for their feedback.
The most powerful tool for optimizing paid social media campaigns is data. Go beyond reviewing standard metrics like clicks and click-through rates. Also, move beyond social media campaign data and review website performance, customer interactions, and purchase metrics. Track every step of your marketing and sales process, looking for disconnects and breakdowns. The failure in your paid social media campaigns may not be found on Facebook, Instagram, or X. It could just as likely result from a poor website experience or poorly trained sales representatives.
Tracking all aspects of a social media marketing campaign can be complex. The experts at Jarrah can help.
Most business owners want to do business with more people who are like their best customers. One way to do this is through lookalike audiences available on many social media platforms. You can grow your business by finding people with attributes similar to your best customers and targeting them with digital advertising
Facebook, Instagram, and other social platforms offer powerful tools for identifying lookalike audiences that mirror your best customers. Although these tools can be a little challenging to master, the experts at Jarrah are available to support you.
Social listening tools can help marketers track brand mentions, identify industry trends, and understand what their competitors are doing on social media. This information can inform your organic and paid social media efforts and identify new opportunities to connect with the people you are targeting.
Invest in a social listening tool that monitors conversations across various platforms, including social media, news, blogs, and forums, to gain a broader perspective. This will give you a complete view of what people are saying about your brand and industry trends.
If you’re feeling stuck in a digital marketing rut, the insights gained through social listening could provide the insights you need for a breakthrough.
While not a paid social media tactic, teaming up with influencers can expand your audience's reach and generate brand buzz. When an influencer backs your product or service, it lends credibility and social proof. The endorsement will make your paid social ads more compelling to people familiar with the influencer.
Artificial Intelligence (AI) has been a godsend to marketers navigating the complexities of paid social advertising. Social media platforms have added AI-powered tools to automate, simplify, speed up, and optimize tasks like targeting, bidding, developing creative assets, and analyzing data and campaign performance. When marketers embrace AI tools, they can achieve new levels of efficiency, precision, and return on their investment in paid social activities.
Social media is evolving at a faster pace than ever before. Maybe Instagram was a go-to platform for the people you targeted last year. But is it still hot with them today?
Even if your campaigns are doing relatively well, it’s smart to check in with people you’re targeting to find out where they’re spending time on social media. If you find that they’ve moved on — or are splitting their time with another platform — it’s probably time to move on with them or start building a presence on the new social site.
It’s always possible to up your paid social media game. Fresh opportunities pop up all the time, which means your promotional efforts can’t stay stagnant. Leverage the tips in this guide to constantly push yourself to try new things. It is the only way you can find opportunities to improve campaign performance and drive more sales.
Need help taking your paid social media efforts to the next level? The experts at Jarrah are available to find out what you’re up to now and offer suggestions for improvement.
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