5 Tricks for effective paid for social media marketing
As an agency we manage an average of $30,000 per month in social media advertising, some months that figure rises to over $100,000. While this is a tiny spend compared to some brands out there the reality is that because the campaigns we work on are so varied in sector, size, goals, and demographics our social media buying team should probably be awarded degrees in the subject, so in depth is their knowledge. This is not to say they are not learning all the time, every platform is constantly releasing new features, and keeping up can sometimes be hard.
This week I spent some time with our buying team, and asked them for their top 5 tricks I could pass on to others that would help ensure their social media advertising was as effective as possible. I ignored the obvious points such as targeting demographics, dismissing them as the basics, and instead focussed on the points I thought were a bit more unique. Here they are in no particular order.
1. Using unpublished posts to sync with other media
Marketeers have for years spent time on Google trying to outdo their competitors whether it be by focussing on their own off/on page tactics, PPC keywords or indeed targeting their competition directly.
Social Media advertising has always been seen as a little different, with a bit more focus allowed on targeting a certain demographic the focus is usually much more on how to choose your audience and your own message. Or so we would like to think.
Big brands have actually been targeting their competition for ages, without the competition or the consumer knowing anything about it. Let me explain.
It all started when facebook allowed advertisers to create posts that were never published to your page, but rather were only delivered to a certain audience in their feed. This makes sense, since there are a lot of occasions where there is no need to clutter your feed with 20 different posts, for example when you are split testing an ad.
The second trend that has grown exponentially over the last 5 years is media stacking. The practice of viewing or checking multiple media types at the same time. In the past this may have been reading the newspaper while watching the TV, but in todays world its more likely to be tweeting along to your favourite tv show.
What brands have started to do is utilise unpublished or dark (as some ppl call them) posts by syncing them with other media. So for example your largest competitor is running a million dollar ad on tv at 9pm, why not flood facebook and Instagram with nice easy to click buy links for your own product at the same time? They might be watching your competitor but their finger is on your buy button!
2. Geo targeting customers
Here’s one for all you brick and mortar establishments out there, we all know about targeting customers by city, or country, but did you know that facebook lets you get a lot more granular than that?
Yes indeed, one of the best marketing tips out there for restaurants, local stores etc large and small is to use addresses in facebook and target customers travelling past your establishment.
An additional trick for non restaurants is to geo target your competitors. Ill let you use your imagination on how to make that effective.
3. Linked In, the shy hero
With Google you target keywords, with facebook and instagram you target pretty anonymous demographics, but with Linked In you can target job titles, and even companies that people work for.
Linked In also has a lot less competition for ad space so is relatively better value for money, although due to smaller reaches will probably not be as effective as the other mediums, that is unless you are running a medium to small sized campaign where the target audience can be perfectly matched on Linked In. Then it may just be the silver bullet you were looking for.
Need to get your product in front of all supermarket buyers to re-enforce every other form of communication you have been hounding them with? Linked In is Perfect!
4. Snapchat is for brands
Does your product or service target 18-34 year olds? If so snapchat could be an amazing platform for you. You can choose between:
– Video Ads: These can be swiped up to reveal content such as microsites or articles, and its is a proven fact that swipes are 5 times more likely to happen than clicks!
-Branded Geo Filters: Want to deliver your brand message to a specific location? Look no further, Snapchat’s Geo filters make this both easy and fun.
– Sponsored lenses: Touted as ‘the most playful way to make an impact’ Snapchats lenses are definitely different. Could your brand benefit from the creation of a lens?
While Snapchat is still finding its feet in the paid for space, the tools it provides are unique, fun and talk to their audience in a way that traditional social media ads cannot. Definitely a platform to watch over the next year, and play with now.
5. Don’t just boost your posts
nine times out of ten I see clients boosting their facebook posts and sitting back proud of the fact they have gained 2000 likes, and 20 comments.(please insert any numbers that make you proud) nine times out of ten I shake my head in disbelief.
Boosting your post to a specific audience has its place, and engaging that number of people is brilliant from a brand perspective, but what about when you have other objectives? You may sell product online, or indeed offline,or you may want to drive leads instead of likes. Thankfully facebook (and in turn Instagram) make this easy.
Firstly you must sign up for facebook’s powereditor. It really is where the magic happens. Once your in, and acquainted with powereditor you have a plethora of post options, from sign up buttons, to lead generation or website clicks and video views. (Not to forget Canvas)
But to run an effective campaign you must ensure you tackle the following at the very minimum:
1. Choose the type of ad that makes sense for you, if you want leads either use a lead generation ad or if you need specific info then direct your users to a well optimised microsite.
2. Track, Track, Track oh and compare: I don’t care how small or big you are there are no excuses when it comes to not tracking and split testing your ads. Every time you run a campaign without doing either of the two activities you are throwing money down the drain and ignoring valuable learnings that could help you improve the campaign, and every future one you undertake.
3. Re-market: This is such an underused tool that most organisations I visit stare at my blankly when I suggest it. When someone visits a specific product or service on your website the social platforms offer you the ability to serve them posts or ads when they return to their online social activities, re enforcing your product, service or brand for potentially weeks at a time. The effectiveness of re marketing cannot be overestimated. Imagine you are looking to buy a new product and you browsed through several sites to research it, then got sidetracked. While browsing the web the next day you are reminded about the product you were looking for by a post in your newsfeed so you click on it and buy it. Now imagine that post was your competitors and not yours, even if the customer had spent the most time on your website researching it.