Social Media Advertising: Choosing the right platforms for your business.
Social media dramatically altered the marketing landscape by allowing businesses to directly deliver marketing messages with customers and engage with them in a more customised way.
Popular social media platforms like Facebook, Instagram, Twitter, LinkedIn, Youtube and Snapchat have the largest number of active users, with a unique user base and environment. You are more likely to succeed as a marketer, when you closely monitor where your customers are focusing their attention and reach them with these popular platforms with a strategic advertising approach.
In most cases, when your target user persona aligns with the user demographics of any social platform, social marketing techniques can provide huge increases in conversions and drive sales for your business.
Investing in a smart mix of social media channels is a more effective approach instead of trying to be everywhere. Focus on channels that are suitable to your business, which align with your customer base and help to achieve your business goals. We are going to cover popular social media advertising platforms and their distinct ways to make businesses connect with their customers.
Facebook continues to be the largest social media site with 2.4million monthly active users. Undeniably, Facebook offers businesses one of the largest user bases who are already active and engaged.
Facebook Ads are the most competent in targeting even the most niched of audiences. Apart from demographic audience targeting options like age, gender and location, facebook ads offer psychographic levels of targeting based on interest and behaviour of users, such as purchasing behaviour, work, lifestyle, financial, life events, etc. Facebook Ads help you engage with your customers in the most effective way if you really know your customer.
Choosing the right ad objective based on your business goals is an important step in Facebook Ads Manager. This helps to improve awareness, consideration and conversion of your business or brand. As your business grows, your campaign goals will also change.
Facebook advertising costs can vary greatly, but on average a Facebook advertising cost of around $0.50 to $2.00 per click for most industries. It is always better to begin by starting with a small ad budget.
Remember, there are some key factors that influence your Facebook ads cost like target audience, marketing objectives, competition, advertising time, ad placement and relevance score.
Instagram serves globally with more than 1 billion people who are active every month. It is a media sharing network that gives people and brands a place to find and share media online, including photos, video, and live video. It’s main user base is community focused and follows carefully designed media assets, usually a specific theme.
Businesses can promote their products and services to a global audience of people who are most interested in what they do. They are able to share and market their offerings visually and build a long-term loyalty with customers. According to surveys, 60% of people discover new products on Instagram. For tangible products like clothing, you can set up ecommerce, run ads and sell them from your Instagram app. Instagram marketing requires great strategy and creativity that incorporates both organic and paid tactics to make great results.
The Google Ads marketplace works based on an auction system. Those who pay more get more clicks, But, the highest bid amount is not the only factor to win the auction, rather the Quality score of your ad too. Google combines the money factor with a quality factor, in order to create the best experience for the user.
Using Instagram Ads, you can show off your product or brand instantly to your target market, and with Instagram shopping, you can even make it easier than ever for people to convert to customers right off the bat.
Instagram gives you the granular control to target specific genders, age ranges, locations, interests, behaviors, and more. You can even target a custom audience or lookalike audience to show ads only to your direct list of leads.
Since Facebook owns Instagram, if you run ads on both platforms, they're managed in one place (on Facebook), so campaigns can be run and analyzed concurrently. Considering the cost of advertising on instagram, both Instagram feed and Story ads are some of the cheapest placement options, ranging from about $0.80 to $1.30 CPC.
Twitter sees 6,000 tweets every second. It is more like a social messaging service referred to as society’s megaphone. As a vital, up-to-the-minute news source for the world’s current events, the platform is best used by the businesses to join trending conversations and communicate with customers one-to-one.
With the ease of conversation between brands and consumers, one of the major benefits of using Twitter is for building and cultivating your brand community, and bringing people together around a common interest or cause.
Majority of users are teens and young adults up to 29 years old from urban or suburban areas. In twitter business profiles, make sure that you keep a tone that aligns with your brand voice and personality. You can target those who have used a particular word or hashtag within their Twitter update in the last seven days.
The sponsored tweets are much similar to regular tweets, it means more eyes on your ads because they're not as blatant as ads on other social channels.
Twitter reports that 41% of users purchase a product after seeing an ad within a month, and when using their Ad software, you'll be able to target your ad to a selected demographic.
There are several sorts of Twitter ads to choose from that suit your social media marketing strategy. You can promote individual tweets or entire campaigns dedicated to specific objectives. Businesses can choose from eight different objectives -- including app installs, video views, and website conversions -- and set audience targeting criteria for every advertising campaign they create.
LinkedIn features more than 630 million professional users. That audience includes more than 63 million decision-makers and 90 million senior-level influencers. It’s an optimal platform for advertising, especially those in the B2B sector.
The main difference between LinkedIn and other social networks is its audience. Unlike other sites, LinkedIn users share information about their profession like Job title, company details, seniority level, industry, past work experience, skills, education etc.
LinkedIn Ads aren’t always a choice for pay-per-click campaigns like Google ads or Facebook ads. But LinkedIn ads can help your business reach a powerful professional audience with many unique advantages in targeting opportunities.
The targeting opportunities with LinkedIn ads are beyond the standard demographic information. You can narrow your targeting based on work-position, education, professional interest and other industry-specific variables
LinkedIn offers a wide format of ads. Sponsored InMail is one of them, which integrates into its internal messaging platform is unique and proven to be highly successful. These email-like messages have high open and click-through rates above those of regular emails.
Tracking Performance in LinkedIn Ads are now more advanced with updated LinkedIn Campaign Manager. With clear goals documented and metrics in place, you can launch your campaigns and track them both on LinkedIn and on your site for impressions, engagement, and other important KPIs.
Snapchat
Snapchat is an extremely popular social platform among millennials, they use it everyday to connect with real friends, have fun with the Snap Camera and Snap Map, discover new content, and get inspired. In fact, Snapchat has 250 million daily active users on average with an average daily spending over 30 minutes.
Even though Snapchat is increasing in popularity, there’s still less competition for businesses than on other platforms. Many brands and businesses are finding that advertising on Snapchat is a great way to become a part of their key audiences conversations. Also mobile advertising through platforms like Snapchat became a key component to any digital marketing strategy.
Snapchat advertising is an effective way to reach and grow audiences with the right strategy in place. Snap ads can take many forms: videos, photos, gifs, etc. depending on your business goal. Upon these, aesthetic stories and behind-the-scenes are a rapport-building form of content that can be considered for brands to boost brand awareness.
You need to carefully consider who your buyer persona is and what type of content they want from you while advertising on snapchat. Target your customers by clearly understanding their online and real world interests and behaviors, their geographic location, and by demographic. Snapchat also offers lookalike audience targeting and audience match targeting by email list, phone numbers, device IDs.
Get started with right Social Media Advertising Strategy
The paid social advertising landscape is dynamic and always shifting, to be profitable in your online marketing strategy, you need to actively look for new channels, tactics, trends and formats on an ongoing basis. Get started with Left-clicks.com with a data-drvien social advertising strategy so you can reach and grow your customers.
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