Social media feels to advertisers what the New World felt like to Christopher Columbus: it’s new, unexpected, and they’re still figuring out how to benefit from it.
As with any voyage of discovery, though, there are some pioneers who seem to fundamentally “get it.” They know how to play the game, and they’re making a killing while run-of-the-mill brands continue using old-school methods.
In this post, we explore some social media advertisers who spilt the beans on their most successful tactics. Check them out for yourself.
Improve Your Facebook Quality Score
Do you know that social media platforms apply a “quality score” to your advertisements, controlling who sees them? Well, they do. And how they judge your ads can have a massive impact on your cost-per-impression and share.
High-quality ratings are great because it encourages Facebook to display your ads instead of your rivals’. In fact, it is a strategy that the elite Facebook advertising agency Robben Media has been using for years to grow businesses.
Think of the difference between having an ad that performs in the top five percent compared to the bottom 95 per cent. It’s enormous. By simply posting a lot of organic material on social media and making it interesting, you can expand your reach and send signals to social media platforms that you are a quality advertiser that they should show to their users.
Use Audience Targeting
Not using audience targeting yet on social media? You should be.
Knowing who your customer is and what they’re thinking is the primary benefit of these sites. Platforms like Facebook collect vast amounts of data on their users, allowing you to target prospective customers in an incredibly granular way.
Promote Video Ads
Most marketers believe that video ads are expensive and will crater their budgets. But this couldn’t be further from the truth. Many marketers are now using cheap, unedited videos to give users a “raw” and “natural” backstage pass to their brands. Communicating with customers while posing as a peer may actually help to drive conversions. And it keeps production costs down, allowing you to allocate more of your precious budget to direct sales.
Promote Your Content On Other Social Platforms
We all think we know the big social platforms - Twitter, Instagram and Facebook. But it turns out that there are many other places on the internet for boosting awareness, besides these big names. And engagement on these platforms is often higher.
Reddit and Digg for instance, have extraordinarily active communities of consumers looking for the best products. Many startups actually use these sites to gather ideas about the direction in which they should take their enterprises - they are so important!
Getting involved in these third-party platforms can help direct more traffic to your social media accounts and pages.
Optimise For SEO
Lastly, be sure to keep SEO in mind whenever you post on social media. Google now cares about the bounce rate on individual domains, so if you do use social media, be sure to forward people to high-quality landing pages.
Find out how to optimise your website for SEO
Photo by Bedbible
