Social media marketing is a great way to get more exposure for your brand and reach more of your audience without ever having to spend a penny.
Just imagine the reach you would have gotten if you had posted a video of yourself trying on a Chewbacca mask and laughing with glee? Or if you had posted a video of your twins laughing hysterically while dancing?
Unfortunately, most of us don’t just go viral after posting a status update or a video. There is a seemingly magical combination of elements that have to be in place for something to go viral, and most of us don’t get the mix just right.
Fortunately, there are many other ways to reach more of your audience on social media, including paid ads.
Advertising on Facebook has been shown to be more effective even than Google ads at driving traffic, though not necessarily at driving sales. You can also purchase ads on Twitter and other social networks.
Before you launch your campaign, here is a paid social campaign checklist to improve your success:
Establish a Sales Funnel
You are losing out on profits if you do not have a sales funnel established before you begin your paid social campaign.
Without a sales funnel, your customers may come to your site and purchase one item — most likely the one you were promoting in your ad. However, with a sales funnel, they will come to your site and be more likely to purchase multiple items, giving you a bigger ROI without having to do more work.
You can create a sales funnel by implementing a tool that recommends other products. It could be a similar product of another price point or it could be multiple complementary products.
For example, if someone buys a backpack from your site, you might recommend a higher-end backpack with better quality materials or you may recommend a water bottle, camping stove and heating blanket.
Your funnel must be in place before your campaign begins to get maximum benefit.
Understand What Ad Type is Best for Your Goals
You have two basic ad types on social media: Display ads and text ads.
Before you start your campaign, you should understand the differences between these ad types and how they can affect your goals.
Display ads are banner ads that are often shown on the side of the page, and they get high visibility thanks to their images, videos and colorful fonts. However, they can also be considered intrusive by customers, who may ignore them.
Text ads show only a few lines of text and a link. These don’t grab attention as easily, but they do get better click-through rates if they are used appropriately. Often, these ads can also be less expensive.
Determine Goals and Tracking Strategy
How can you know if your paid social campaign is successful if you don’t have a defined goal?
You may not get a ton of traffic from your campaign, but if your goal is to increase sales, you can still be successful if the fewer number of people visiting your site are actually purchasing or making multiple purchases. Conversely, you may be getting a ton of traffic but few sales, which would make your campaign a failure if your goal is to get more sales.
Define your goals before you begin and decide how you will track your success. Goals like increased traffic or sales will be easy to monitor. Just make sure you set parameters, such as sales within a certain period of time. Then use a reliable tool to monitor things like traffic and conversions.
Focus on One Platform at a Time
Don’t dilute your efforts by trying to focus on multiple platforms at once. Instead, stick one social media platform at a time and master it.
Each social media platform has a different audience, different ad types, and different rules of engagement. You cannot apply the same strategy to all of them and be successful, and trying to focus on multiple strategies at once can be confusing.
It is best to focus on one platform at a time so you can learn by trial and error and focus your campaign as you go along. Once you feel like a master of one platform, you can move on to mastering another platform.
You’ll feel more comfortable handling the first platform once you know what strategies work and what don’t. You can set that strategy on “auto-pilot” while you experiment with how to be successful on the next site.
Paid social campaigns can help you get the results you need when your organic strategy isn’t working. You shouldn’t abandon your organic campaign, but you should supplement it while you are still building it and waiting for results. Follow these tips and you’ll be well on your way to success.