It can be nearly impossible to get your content noticed in a world where social media algorithms and search engine rankings are constantly changing. Even though organic search is free and perhaps more comfortable, it is unlikely to go viral without spending some money.
Paid social advertising is the surest way to attract traffic and sales, regardless of earned and owned media value. In 2021, 75% of Gen Zers and 48% of millennials will rely on social media ads to influence their purchasing decisions, and in 2020, social media advertising will be worth $40.3 billion in the US.
Big or small businesses alike benefit from social media advertising, especially if they want to stand out from the crowd, gain more viewers and drive more sales.
How do social media advertisements work?
Advertisements on social media platforms are known as social media advertising, or social media targeting.
A social network serves highly relevant advertising based on its users’ interactions with the platform. As long as the target market aligns with the demographics of a social platform, social advertising can provide huge increases in sales and conversions with lower acquisition costs.
From managing a campaign to creating different types of ads, this blog post will cover the ins and outs of social media advertising, with examples of how to implement them.
Managing social media advertising campaigns
1.Manually run your campaigns
Manually managing a campaign is going to be the cheapest and easiest of the three options. It only takes a few steps to choose an advertising platform and set up your campaign.
When you run an ad campaign manually, you have the freedom to spend 100% of your budget testing out ads and finding the ones that work rather than paying extra for ad management tools or agency fees.
Furthermore, taking the lead on your own campaigns will allow you to develop a keen eye for advertising so that you can improve your campaigns going forward.
Even if you decide to hire outside advertisers down the road, you can become an expert yourself and speak the language so you don’t have to rely on others.
Being an advertising expert takes time and dedication, so the more time you invest in advertising, the more time you will have for other parts of your business.
You might not have the time to spend hours on end mastering advertising, especially if you are a busy business owner.
It does not mean that your ads will be successful just because you spend a lot of time and energy on becoming an advertising expert. When you’re just getting started in advertising, investing all that time and risking not getting the results you desire can feel like a gamble.
Those who will benefit from it
Running your campaigns manually is your only option if you’re on a tight budget and don’t have the resources to hire an ad agency – but unless you’re a seasoned advertiser, you will have to put in the time and effort to learn.
Then there is a second option that may suit you better if you don’t have the time or the money.
2. Utilize an automated software tool to manage your ad campaigns
With social media advertising spending expected to reach $153,974 million in 2021, it’s not surprising there are many third-party tools for campaign management.
On-site ad managers aren’t always the easiest to use, but third-party tools such as AdEspresso or Reveal But can make optimizing Facebook ads and analyzing results much easier than using Facebook’s Ad Manager.
You could even use an automated tool like Adext, which utilizes artificial intelligence to manage the entire campaign. You can focus on other areas of your business while the platform handles the rest.
Thanks to the many tools available on the market, you’ll be able to save time, optimize campaigns, and ensure that their money is spent on advertisements that will actually result in sales.
Even though third-party tools are often relatively affordable, they are still an additional cost to consider.
Even with automated software, you still run the risk of spending money and not getting results. Due to the fact that you aren’t in control of the entire campaign, identifying where the ads manager is failing might be more difficult.
Those who will benefit from it
Using third-party tools is the perfect solution for merchants who are on a budget, but don’t have the time to manage their own marketing campaigns.
With automated software and minimal time invested, creating a successful campaign is definitely possible, and for entrepreneurs with limited resources, this may be the best option. The easiest option is for those with the budget and who want the best advertising campaign possible to turn to professionals.
3. Outsource your ad campaigns to a managed service
The last option may be the most expensive but it is the most straightforward and will likely reap the most benefits. Hiring a professional is a more reliable option than relying on automated software or your own knowledge.
Advertising professionals, of course, have the obvious advantage of knowing what they’re doing – it’s their job. Therefore, you have a better chance of achieving your desired results.
In addition, a managed service means you won’t have to do anything, so you can devote your time and energy to other areas of your business that need attention.
Despite having to pay a fee and spend money on advertising, the hope is that your advertising will produce consistent sales and keep you in the black.
You could end up wasting a lot of money if you don’t hire a good ad agency. That’s one downside to hiring an ad agency.
Some agencies are only self-declared experts who lure people into wasting their money, so make sure you do your research and only hire professionals you can trust.
Those who will benefit from it
Hiring a managed service is the ideal solution for those who have a budget to spend and are eager for immediate sales. Moreover, since social media advertising is easily measurable, if your ads don’t perform as expected, then you know exactly who is responsible, and you can always hire a new agency.
A Creative Social Media Advertising Strategy in 5 Steps
1. Decide what you want to sell
If you only produce and sell one product, or if you already have an obvious bestseller, you can skip this step.
Your advertising strategy should focus on products that are most valuable to your business if your business has a large product catalog.
This diagram can help you determine which of your products have the greatest value based on your gross profit per SKU.
Calculating the value of each of your products will reveal the ones that are generating high profits but are underrepresented in the ad account, so you can make appropriate adjustments. Advertising an average-selling product may be effective, but promoting a bestselling product is more likely to lead to conversions.
2. Conduct audience research
In the end, customers aren’t just purchasing the physical product, but also what it can do for them.
As a matter of fact, Common Thread Collective identifies three levels of product problems:
- A physical product: The item itself.
- Function: How the product helps the customer.
- Identities: How the customer is made to feel by the product.
In order to sell to your audience, the first thing you have to do is understand what they want and who they are. However, knowing what your customers really want isn’t always black and white.
To help answer these questions, here are a few tips.
Read the reviews first! Customer reviews, positive or negative, are valuable insights into what your customers want and how they view your products. A review can come from your online store, blog, YouTube video, or Reddit post.
Take the time to read through them – they could either reassure you that your business is on track, or provide you with insight on how to change directions.
To learn what customers are thinking about different products and/or topics, utilize Google Trends and keyword searches.
By typing in a word or phrase, the “related queries” section will show you which regions hold the highest search volume for that term, as well as related topics and queries, opening up an array of potential opportunities for your business.
Find hashtags related to your brand on social networks – this will give you a chance to discover organic search for your products.
3. Utilize a creative platform
In spite of the fact that social media has opened up so many opportunities for digital advertising, we must admit that all social platforms have their own limitations. Facebook, Instagram, Snapchat — they all have their own limitations.
Although those limitations do not stop you from being creative. There are many possibilities for social media advertising, but social media platforms are different from television and magazines, so you’ll need to keep a few things in mind.
The audience has less time to catch your attention. The average Facebook user spends only 1.7 seconds with a piece of mobile content, in a world of endless scrolling and short-form videos.
As a result, marketers have less and less time to grab customers’ attention before they scroll to the next thing. To accomplish this, we must reject the traditional TV story arc – rising action, climax, falling action – and instead embrace an emerging story arc, which begins with climax. You can then hook customers from the beginning and seamlessly lead them to a call-to-action.
It should be your product that takes center stage.
Even though lifestyle product photography and advertisements are important, the goal should be to sell a product at the end of the day. Avoid focusing too much on the models, actors, and all the gimmicks that go into making ads – instead, let the product speak for itself.
Create mobile ads
With over 98% of Facebook users accessing the app via a mobile device, it’s vital that your ads aren’t only designed to fit a 16-by-9 TV or desktop – they also need to be optimized for mobile use.
In addition to fitting the screen of a mobile device, your ads should be designed with the mobile user in mind. Legible branding, large and clear text, appealing graphics and interactivity are essential.
4. Develop a digital marketing strategy
Once you have identified your product, audience, and platform, it’s time to start putting the pieces together.
Need help figuring out where to begin? These four steps will get you on your way to a successful digital marketing campaign.
Decide what your goals are
Although it might seem obvious, setting clear and attainable goals is a crucial first step to a successful campaign. While it’s easy to jump into a campaign with lots of vision and ambition, if you don’t have a focused approach, these ambitions may fail. Your goal, whether it’s brand awareness, more social media followers, or higher SEO rankings, should guide your decision making throughout the process.
Decide on your target audience
Despite the fact that we discussed this already, it’s worth repeating: know your audience! Your advertising will be more effective if you understand who your customers are and what they want.
Establish customer personas
In this step, you’ll be going a bit more in depth than you did in the previous step. Customer personas are detailed profiles of your target customers, which include their age, location, occupation, income, and other characteristics that may affect their purchase decisions.
Establish a budget
Taking a look at your budget might not be the most fun part, but it will help you understand your limitations and where your resources should be allocated. In general, social media marketing is less expensive than traditional marketing, so your investments in digital marketing will often yield more results.
5. Boost your performance
If you want to know whether your ads are working, the return on advertising spend (ROAS) can help, but it cannot tell you why if they aren’t.
Ultimately, social media advertising is aimed at driving traffic and gaining more sales. A customer must move through several steps before hitting the “Complete Purchase” button – and it’s your job as a marketer to make sure they do it.
Using the AIDA system, which stands for attention, interest, desire, and action, can help you better understand how customers respond to advertisements and content.
Finally, we wrap up
Social media advertising is one of the most efficient and effective ways to reach your target audience and convert them into paying customers, especially in the ecommerce space. The same consistent, scalable leads cannot be delivered by any other advertising channel.
It’s crucial for retailers to understand the ins and outs of social media and improve their own strategies as more and more retailers dive in. By following these tips and setting actionable goals, you’ll be way ahead of the game.