In the final segment of this 4 part series, now is the time to get ambitious. Here are 6 basic principles to sustain your SoMe presence through social media advertising
I know what you’re already thinking: ‘this is mostly directed at businesses’. Well no, not necessarily. As an influencer, you can also utilise SoMe advertising to promote your posts and build a larger following. We’re basically talking about attracting traffic to your site and creating awareness of you as an influencer or business through your SoMe pages. This means that the ads you create as an influencer or a business can be shared by followers if the content resonates and is engaging. This makes you a trusted source within your field and increases communication, which results in brand awareness and hopefully RIO.
SoMe advertising is increasing among marketing departments and has become a tangible driver for finding leads and execute sales. Knowing that SoMe networks such as Facebook, Twitter and Instagram are all filled with hundreds of millions of consumers, why not take advantage of this market?
Its now time to actually develop a future plan for how you as an influencer or business will move forward, grow and get the social recognition your awesome work deserves. Here I will present 6 basic principles of SoMe advertising, which hopefully will result in earned attention rather than paid attention.
1: Utilise your analytical tools
Since you’re already sending out multiple updates on Facebook, Twitter and Instagram, you’ve probably noticed which ones are performing well and which ones are performing poorly. Track your posts using your analytical tools and pick out high performing posts that would be qualified candidates for native social ads.
2: How are your ads sold?
Social networks has different ways of selling your ads. While Facebook offers the option of paying per post, Twitter can pay on an engagement basis. Especially for Twitter, it is critical that people click on your ads, since you’re getting paid per click. Again, quality content is key. So don’t just attract views, also bring in prospects who are genuinely interested in your posts.
3: Rotate your ads
Seeing the same ad too many times can create fatigue from your audience. If the clicks goes down, e.g. Facebook penalises you by driving up the cost per click making every engagement more expensive. So always rotate your different ads every couple of days to keep the ads fresh with engaging content.
4: Use available data
SoMe ads are great in they way they provide you with instant feedback. You can both see the effectiveness and receive advanced analytical reports in minutes. Use this data to test smaller audiences, track your results and push the high performing ads to larger audiences. This is an effective way of saving some money as well.
5: Don’t forget mobile
A lot of social activity happens on smartphones. Around 90% of people utilise Twitter on mobile, while Facebook is consumed around 70%. This means most of your ads will be seen on a mobile device. Even though it can a time consuming process, always optimise your ads with mobile in mind.
6: Know your audience
There is a reason why this topic comes up time and again. I’ll contradict myself here by saying that advertising on SoMe cannot be lectured. It has today become a means of engaging your audience, meaning that you can ask for feedback from your followers on your social ads through open questions. Sometimes taking an untraditional approach can be more effective, which could potentially maximise your ROI.
To sum up: Experiment with your ads, use tools that are available to you and always remember your audience whenever you construct your SoMe advertisements.
That concludes the Social Media Beginners Guide series for newly started influencers and businesses. Hopefully this has been helpful and started the thinking process of how you want to represent yourself or newly started business online. Naturally, there is no clear approach on how to construct your SoMe presence. Depending on the size of your business, brand, location and demographic, there are endless possibilities when building your strategy. Just remember, the core to a successful social strategy is organic growth, engagement and finding a routine.