Sure, many companies have massive followings, but that doesn’t mean their posts are guaranteed to secure a spot in a fan’s newsfeed. In order to reach a larger audience, social channels are giving brands the option to put ad dollars behind social posts. While these posts may be sponsored, in order to succeed, they still need to be as eye-catching and interesting as the cute cat photos that bombard your customer’s feeds.
There are many avenues to go down when considering which channels and types of social media advertising will resonate the most with the audience you’re trying to target. Deciding which options to purse can be overwhelming. This week, Sprout Social All Star, Andrew Wasyluk, joined us for #Sproutchat to offer insights and best practices.
Remember That Content Matters
Getting your ad in front of your audience is one thing, but actually catching their attention in the newsfeed full of posts by friends and family is a different beast. Bright, colorful images paired with copy that’s concise and contains a clear call to action is a must.
If you have the resources, further engage your audience with a promoted video. Ensure the content is worth your viewer’s time and clearly defines or shows your product. You’d be remiss to get their focus, but not any engagement to lead to brand awareness, a click to your website or a sale.
A2: Great imagery, well-crafted copy that speaks to your audience on an emotional level, a strong CTA, and keep it short! #SproutChat
— Andrew Wasyluk (@socialeyze) May 25, 2016
A2: You must first very clearly understand your audience, of course, and have a specific goal of the ad campaign in mind. #SproutChat
— Page 1 Solutions (@Page1Solutions) May 25, 2016
A2. A good photo is also key — test your photos til you find the one that works best. #SproutChat
— Reva Minkoff (@revaminkoff) May 25, 2016
A2: Tell the potential customer what you want them to do. #sproutchat
— David Pride (@DavidaPride) May 25, 2016
A2: Remember that your ads are competing with baby announcements & weddings pics in time lines, product images won't do it! #SproutChat
— Katrina Douglas (@KDADouglas) May 25, 2016
A2) It's all about targeting the right audiences and posting engaging and interesting content that people will want to click! #SproutChat
— Alejandra Guillen (@AlejandraGui123) May 25, 2016
@SproutSocial 1-Good plan, 2-nice visuals, 3-Clear call-to-action, 4-addressing pressing needs, 5- simplicity #sproutchat
— Fady Ramzy (@CyberZizo) May 25, 2016
Collect & Measure Data
Ads on social media are effective for driving traffic to your brand website. Be sure to build out each campaign so that you can measure the impact on brand awareness and sales. Google Analytics is a great place to start. Work with your colleagues to ensure the credit is attributed properly to social media advertising and to the appropriate campaign.
A4: Dedicated landing pages, UTM codes, Google Analytics, Google Tag Manager and a properly set up funnel! #SproutChat
— Andrew Wasyluk (@socialeyze) May 25, 2016
A4 I use UTM parameters in the links to allow the GA reports & SFDC dashboards to properly attribute. #SproutChat https://t.co/0Su3qpNzU5
— Erika Heald (@SFerika) May 25, 2016
A4) @adobe Business catalyst has an admin console that can show you where traffic is coming from and what they're visiting. #sproutchat
— Kyle Murray (@TheKyleMurray) May 25, 2016
A4: UTM for the click, pair with ad analytics, and goal tracking for conversions. agencies tend to lose tracking after that… #sproutchat
— Laura Nagler Duncan (@lilnag) May 25, 2016
A4: Retargeting visitors with relevant ads that take them through a funnel. UTMs and FB custom audiences are our best friends. #SproutChat
— Johnny Nieves (@johnnynieves5) May 25, 2016
A4: And don't forget to split test 😉 #sproutchat
— Dillon Brickhouse (@drbrickhouse) May 25, 2016
GA is also great for a/b testing ad copy/graphic variations. Great to know which content is working! #SproutChat https://t.co/zRTJmxC2Jo
— Josh Schweigert (@joshschweigert) May 25, 2016
Apply Learnings to Future Campaigns
Pay attention to all of the factors in your social advertising campaign. Analyze the medium, audience, content and timing and then brainstorm to figure out which tweaks can help optimize your next campaign. This may take an investment of time and research, but it’s worth the impact. Utilizing A/B testing is a great route to see if any one singular component is adding or detracting from your goal.
A5: I use the data to better target and optimize all future ads, or even to re-optimize and rerun the same ad #SproutChat
— Andrew Wasyluk (@socialeyze) May 25, 2016
A5) If an ad failed to drive significant traffic (i.e. – low visits and/or bad bounce rate), look at the audience to tweak. #sproutchat
— Kyle Murray (@TheKyleMurray) May 25, 2016
A5 You should be monitoring that data in real-time, not after ad completion and optimizing based on the data coming in #sproutchat
— Caitlin Waters (@Cait_Waters) May 25, 2016
A5: consider performance on different devices (eg, mobile, desktop), enhance ads for stronger-performing audiences! #sproutchat
— Laura Nagler Duncan (@lilnag) May 25, 2016
A5: Break it down into data points. Language, audience, timing, psychological trigger words. What worked with what audience? #sproutchat
— Dillon Brickhouse (@drbrickhouse) May 25, 2016
A5: I accepted the fact that spreadsheets have become a major part of my life. And thank goodness for @SproutSocial exports! #SproutChat
— Johnny Nieves (@johnnynieves5) May 25, 2016
Check out These Ads for Inspiration
These social media advertisements caught the attention of our #SproutChat community. See what you can emulate to engage and impact on your target audience.
A6: Also, @geico has some ads that are very, very clever #SproutChat
— Andrew Wasyluk (@socialeyze) May 25, 2016
A6. Typical for me. but see anything @oldspice has done for a crash course in how to do social advertising and outreach #sproutchat
— Chris Desadoy (@EliteYouTubePro) May 25, 2016
A6: Any and all of @Chubbies! They're hilarious but they understand their audience so well #SproutChat http://pic.twitter.com/m5l4NGw6Az
— Searcy Sledge (@SearcySledge) May 25, 2016
A6: Honestly any biz retargeting me with a special/coupon code/discount after I've waffled on their site #sproutchat https://t.co/oq76RKNA8D
— ThinkSEM (@ThinkSEM) May 25, 2016
a6: @Oreo @Nike @netflix @GoPro just to name a few. They all have really great campaigns #SproutChat
— Jessie Simms (@JSimmsSocial) May 25, 2016
A6. Good use of carousel ads on Facebook is a great way to be broad and specific at the same time. #SproutChat http://pic.twitter.com/beAR6uzVlv
— Troy Sandidge (@Troy_Sandidge) May 25, 2016
A6 This beast of an ad by .@dollarbeardclub https://t.co/qwztyBFNJh #SproutChat
— Solé Marketing (@SoleCreativeMkt) May 25, 2016
We’ll see you next week on Wednesday, June 1 for #SproutChat with brand strategist and author Nick Westergaard to discuss how to get scrappy with digital marketing. Join our Facebook community to stay up to date on topics and discussion questions.
This post #SproutChat Recap: Navigating Social Advertising originally appeared on Sprout Social.
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