How to get noticed with paid social media
Paid social media marketing is an effective way to generate leads online, especially if you don’t have broad organic reach yet. That said, it is not a lead generation magic wand. Social media advertising, like all paid advertising, must be carefully and strategically executed.
Every business is different, but there are benchmarks you can use to determine how much to spend on paid social media posts.
First, determine how much you want to spend on marketing (this includes everything from traditional marketing to digital marketing to event marketing). Businesses typically spend anywhere from 5% to 15% of their budget on marketing each year.
Second, determine how much of that budget should go towards digital marketing. Businesses spend anywhere from 35% to 45% of their marketing budget on digital marketing. Still, this number could be even higher depending on your business model and where your audience spends most of its time.
Third, determine how much of your digital marketing budget you’re willing to spend on social media marketing and paid advertising. Companies typically spend about 15% to 25% on this.
If you carefully track your social media metrics, particularly the ROI of your social media campaigns, you’ll have the data to win a larger slice of the marketing budget the following year.
Ads are incredibly lucrative for social media companies. As a result, they’ve built incredibly helpful tools for marketers. Make sure you take advantage of all of them.
First, identify where your audience spends the most time. Once you’ve identified where your target audience lives, ensure your target audience sees you. Make sure you target based on all applicable demographics, including age, gender, education, interests, area of work, and especially geography.
You want your paid social ads to be as relevant as possible. This is particularly important for small businesses with a limited budget or companies trying to ramp up brand awareness quickly.
Be clear about your social media advertising goals. The best way to do this to set S.M.A.R.T. goals like: Increase purchases of our women’s apparel line by 30% after six months with a Facebook ad and Instagram ad spend of $3,000.
Once you’ve done this, articulate associated Key Performance Indicators (KPIs). What do you need to do to meet this objective? One KPI may be to A/B testing your ads every two weeks to ensure you’re getting the most bang for your buck.
Paid social media ads have a high chance of getting in front of your audience, but that doesn’t mean your audience will automatically pay attention. It’s essential to involve your creative team in the creation of your ad campaigns.
- High-quality graphic design: Your paid ads should align with your visual identity. Ask your graphic design team to create re-usable icons, graphics, photos, and videos that you can re-purpose for your social media advertisements.
- Clear and concise copy: Don’t assume fewer lines means reduced effort. You only have a couple of lines to convey to your audience why they should learn more. Engage your copywriting team to write compelling copy that converts.
- Create coherent campaigns: Avoid a throw-everything-at-wall-and-see-what-sticks approach to your social media advertising. Instead, create coherent campaigns that make your target audience to take notice. For instance, a couponing app might highlight the gifts people can buy for themselves with all the money they saved holiday shopping for others. Each ad would highlight one gift, but there would be a familiar visual style and copy style for every campaign asset.
Social media is no longer a nice-to-have. It allows you to have a one-to-one connection with your key buyer, where they enjoy spending their time online. If you haven’t yet integrated social media into your digital strategy, it’s time to get started.