Social media channels have proven to be effective at increasing conversions for PPC campaigns. However, you can’t just place your social media advertising on any social media channel and expect great results. You need to consider where you’ll have the best chance of reaching your target audience. Think about the demographic and correlating channels they spend most of their time on. Consequently, a well-researched audit on each social media website and your buyer persona will create an effective social media advertising strategy. Each site has unique special features that attract their audience and encourage user engagement.
In turn, these platforms have expanded their offerings and grown exponentially since the concept of social media was launched. Members of each channel use them for different reasons, and most users are members of more than one social media site. Social media users share ideas, connect with friends and family, get their news, shop online, and for some, it is their primary interaction with the internet. And you can show them related ads on each site they visit.
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LinkedIn Social Media Advertising
LinkedIn is a great site for social media advertising if you are targeting B2B, technology-based, and service-based professionals for your campaign. LinkedIn was originally developed as a network for businesses who wanted to hire experienced professionals in their industries, and has remained focused on corporate workers. It is still used today by individuals to search for jobs, and by companies to hire new employees.
The platform has expanded its network greatly since its inception. Currently, LinkedIn features groups for people in various industries to better network with their peers. Additionally, content that performs well involves anecdotes about adversity or change, as well as informational articles written for specific industries. Some of the most shared content on the site are posts from high-level corporate leaders on their experiences and career growth in their industries.
The social media posts that perform well on LinkedIn are user-generated motivational discussions of dedication, perseverance, or endurance that result in a positive outcome, such as a career change, promotion, or acknowledgment. Experts in specific industries and general business topics find audiences among members seeking to improve their skills and knowledge. The primary focus of LinkedIn is adding value. So, you must consider how your branded content will become a shareable resource to further education in a specific field.
Social Media Advertising on Facebook
Facebook is the largest social media platform by far. Statista notes that:
Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than 2.89 billion monthly active users. The company currently also owns four of the biggest social media platforms, all with over one billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram.Statista, 2021
That means you can reach a lot of people on Facebook. However, size isn’t everything. If you want to successfully target your audience on Facebook, you need to be very specific about defining that audience. If your target is too broad, your message will be lost in the vast network. Your best bet is to use Facebook as a good starting ground for your small business to build your local presence and grow your brand online.
Facebook pages and groups work well for creating a following for your business niche and then posting engaging content regularly to your dedicated group. Even the most successful marketers on Facebook started with a small following. Eventually, engaging content that prompts likes, comments, and shares contribute to a higher engagement rank which is highly favored by Facebook. Content on Facebook is easy to share both with friends and followers on the platform, and also with people outside the platform. Mobile phones make it even easier to share posts, images, and videos with your friends and family.
B2C Marketing on Instagram
Instagram is primarily focused on individuals, making it a strong social media channel to reach B2C customers. Facebook owns Instagram and you can easily create a social media marketing strategy that advertises on both sites simultaneously and follows the user when they go from Facebook to Instagram and vice versa.
Instagram is easily scalable, making it an attractive channel for both small and large businesses, primarily B2C. Paid ads (PPC) integrate seamlessly into a user’s feed due to the scrolling mechanism. This gives you the ability to insert visually impactful content with a simple, straightforward caption. It’s important to remember that your image or video is the important piece of content that you’re sharing. Text can be an accent or highlight to your visual content, but the visual content is what users are looking for.
Originally, Instagram started as a mobile-only, image-sharing site. But both Facebook and Instagram have increasingly added video content to their platforms. With technology developments, people are able to record videos, edit, and upload them easily from their phones. These include a wide range of quality, from short personal videos and high-quality professionally-made videos.
Mobile devices have become one of the top ways people access the internet, and some people use them for all of their online communication. Statista shows:
The number of smartphone subscriptions worldwide today surpasses six billion and is forecast to further grow by several hundred million in the next few years. China, India, and the United States are the countries with the highest number of smartphone users.Statista, 2021
Social Media Advertising Success
Social media advertising may look simple, but it’s not. Even though many posts on social media are short with a small amount of text or none at all, PPC advertising is carefully crafted using SEO techniques and careful content curation. There are several steps to take to ensure that social media advertising successfully works for you. Seeking the advice of experts will guarantee that you will maximize your PPC implementation as well as test each campaign to find the best ad to drive the results you are looking for.
Social media is a successful way to find new leads and reinvigorate relationships with existing and former customers. By using the expertise and experience available to you, you will find that social media advertising is an exciting way to find new clients.
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