Social Media Means
Social Media Means
Photo: Bastian Riccardi
However, all things being equal, the best platform to find success is likely to be Facebook. With more than two billion daily active users and many different ad types available, the opportunities are substantial.
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Read More »Amid constant adjustments to social media algorithms and search engine rankings, getting your content noticed can be challenging. While organic search is the free and more comfortable option, the chances of going viral without putting some money on the table are slim. In comes paid social advertising, which involves advertisements served to social media users and is increasingly looking like the surest way to bring in traffic and sales from day one. According to a recent survey, 75% of Gen Zers and 48% of millennials are making purchasing decisions influenced by social media ads and in 2020, social media ad spending in the US was valued at $40.3 billion. Whether a big or small business owner, social media advertising is a must, especially if you want to stand out from the crowd, gain content views and drive more sales. How to Manage Your Social Media Advertising Campaigns To manage a successful social media advertising campaign, considering the following: Run your ad campaigns manually. Out of the three ways to manage a campaign, running it manually will be your cheapest and most straightforward option. All you have to do is choose an advertising platform and set up your campaign. Pros Running an ad campaign manually allows you to invest 100% of your budget into testing ads and finding the best rather than spending extra money on ad management tools or agency fees. Plus, taking charge of your own campaigns can let you develop an eye for advertising to learn and improve your campaigns in the future. Instead of letting someone else do the work, you can become an expert and speak the language, even if you hire outside advertisers down the road. Cons Becoming an advertising expert takes time and commitment, which means that the more time you invest in advertising, the less you can spend in other areas of your business. If you are a business owner, spending hours mastering advertising might not be conducive to a busy work schedule. Additionally, just because you invest a lot of time in becoming an advertising expert does not mean your ads will succeed. If you’re stepping into the advertising world, it may be a gamble to invest all that time and risk not getting the results you want. Who is it ideal for? Running your campaigns manually may be your best bet if you’re operating on a tight budget and don’t have the means to hire an advertising agency. However, unless you’re already a seasoned advertiser, you will need to be willing to invest time and effort to learn. Run your ad campaigns using automated software. With social media ad spending in the United States expected to reach more than $122 billion by 2026, it should come as no surprise that there are now a plethora of third-party tools to help you manage your campaigns. Pros Third-party tools like AdEspresso or Revealbot can make optimizing Facebook ad campaigns and analyzing results much easier than using Facebook’s Ad Manager. Companies can also utilize automated tools like Adext, which uses AI to manage the entire campaign and allows you to focus on other areas of your business. With so many tools on the market, you’ll be able to save time, optimize campaigns and ensure that their money is going toward ads that will turn into sales. Cons While third-party tools are often relatively affordable, they are still an additional cost to consider. Just like manually running your own ad campaign, automated software risks spending money but not getting the desired results. Since you aren’t controlling the entire campaign process, it might be more challenging to identify where the ads manager is falling short. Who is it ideal for? For merchants working on a tight budget but also don’t have the time to invest in running their campaigns, using third-party tools is the happy medium. Creating a successful campaign is achievable with automated software and minimal invested time. For business owners with limited resources, this is likely the best option. Hire a professional to run your ad campaigns. While this option is often the most expensive, it’s also the simplest and will likely reap the most benefits. Rather than relying on your own expertise or automated software, hiring a professional is likely to be the best option for achieving the results you want. Pros The most obvious advantage of hiring an advertising professional is that they know what they’re doing. As a result, the chances of getting your desired results are much higher. Hiring a managed service also means zero work on your part, so you can invest time and energy into other areas of your business that need more focus. Although you’d be paying a fee and ad spend, the hope is that your advertising will turn into consistent sales and keep you net positive. Cons The primary downside to hiring an ad agency is that you could waste a lot of money if you don’t hire a good ad agency. Make sure to perform your own research to hire trustworthy professionals. Unfortunately, some agencies are only self-proclaimed experts who lure customers into wasting their money. Who is it ideal for? Hiring a managed service is the ideal solution for those who have the budget to spend and are eager for immediate sales. Since social media advertising is easily measurable — if your ads aren’t performing up to your standards — you'll know who is responsible and if you need to hire a new and better agency. How to Build a Creative Social Media Advertising Strategy Making a successful social media advertising campaign is one thing, but crafting a creative ad strategy is often another matter. Before you begin, consider the following: Determine what to sell. If your ecommerce business only produces and sells one product, or if you already have an obvious bestseller, you can skip this step. However, if your business has a large product catalog, you'll need to identify which of your products are most valuable and should be central to your advertising efforts. Once you calculate your product's value, you can determine which ones generate high profits but are underrepresented in the ad account and adjust accordingly. While you can create a good advertisement for an average-selling product, featuring a bestselling product will likely result in more conversions and sales. Research your audience. Before selling to your audience, you must understand who they are and what they want. Knowing the functional purpose of your product and what your customers want isn’t always black and white. To further know your audience, consider the following tips:
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Read More »Whether positive or negative, customer reviews are valuable insights into what your customers want and how they view your product. These reviews can come from your online store, blogs, YouTube videos or Reddit posts. Google Trends and keyword searches can help you understand how customers think about different products or topics. Search for related hashtags on your brand’s social networks. This could be an excellent opportunity to find organic search for your products. Use a creative platform. The genesis of social media has opened the doors to many new opportunities for digital advertising, allowing businesses to take advantage of the innate capabilities of platforms like Facebook, Instagram, Snapchat and Twitter. While there are limitations to social media platforms, they're still opportunities for businesses to get creative in their customer interactions. Whether it's building out a FAQ section, interacting with customers directly or crafting a consistent presence, social media can change the avenues and direction of your advertising plans. Create a digital marketing campaign. Once you know your product and audience, it’s time to start putting the pieces into action. Here are four steps to get you on your way to building a successful digital marketing campaign: Define your goals Setting clear and reachable business goals is a vital foundation for creating a successful campaign. It can be easy to jump into a campaign with lots of vision and ambition, but if you don’t have a focused approach, these ambitions may fall short. Whether it’s brand awareness, more social media followers or a higher SEO ranking, make sure you have a definable goal to guide you in your decisions throughout the process. Identify your target audience Make sure to know your audience, clearly and concisely. The more you understand who your customers are and what they want, the better you’ll be able to refine your advertising to better meet their needs. Create customer personas A customer persona is a detailed description of your target customer, highlighting their demographics such as age, location, occupation, income and other details that may influence how they make purchase decisions. Determine your budget Assessing your budget is key to determining your limitations and how you should allocate your resources. Luckily, social media marketing is generally less expensive than traditional marketing, so your investments in digital will often give you more bang for your buck. Improve your performance. Return on advertising spend (ROAS) can clue you in on whether your ads are working, but they can’t tell you why if they aren’t. You can also use the AIDA system to help businesses understand how customers experience advertisements and content. Designed in 1898, AIDA is a behavioral model that highlights the four effects an ad should produce in a customer:
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Read More »The Final Word In the ecommerce landscape, social media advertising is one of the most efficient and effective ways to reach your target audience and turn them into customers. No other advertising options can deliver the kind of consistent, scalable leads as social advertising. As more and more retailers dip their toes into social media, it’s crucial that you understand the ins and out of this advertising medium and start strengthening your strategy. With these tips under your belt and actionable goals to guide you through the process, you’ll be way ahead of the curve.
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