How To Advertise On Social Media – Are you looking to drive sales and increase your customer base through social networking? Social media advertising (paid content on a social media network) is one of the most profitable forms of digital advertising. With 2.8 billion people using social media (37% of the world’s population), it’s a marketing opportunity that any small business can take advantage of. But where do you start and how do you ensure you get the best return on your budget?
For a number of reasons, social media advertising is quickly becoming one of the most effective advertising channels for small businesses. Here are some tips on social media advertising.
How To Advertise On Social Media
The amount of people you can reach through social media advertising is huge – and growing.
Social Media Ads For Realtors [infographic]
As of June 2017, there are two billion monthly active Facebook users, with one billion logging in daily. According to the statistics portal Statista, as of January 2018, 45% of women and 55% of men use Facebook actively globally. This suggests that no matter who you are targeting, you will likely be able to reach them through this channel and maintain a huge online presence.
If your target audience is 65+ that doesn’t mean you shouldn’t use Facebook ads, as they are more likely to be there than Instagram, Twitter or LinkedIn anyway.
It all comes down to where your target audience spends most of their time online. Instagram has 800+ million users, Twitter has 330 million monthly active users, while LinkedIn has over 546 million users. The opportunity is huge but you must first be clear about your target audience.
Social platforms offer content marketers demographic and psychographic data so they can target users based on age, gender, personality, values, attitudes, lifestyle their and more. This means you can completely control who sees your paid ads and free ads and create your own custom audience, make the most of your budget and time, and drive traffic all the best for your website. Filters include:
Social Media Advertising Services
So, even if you are operating in a very niche market, there is a strong possibility that you can still target customers through social ads.
Paid social media follows a pay per click (PPC) format (similar to Google AdWords), which means you have full control of ad budgeting and only pay when users complete your desired action e.g. click through to your website. This is one advantage of digital marketing. So don’t worry about the cost of advertising, it’s not something you can escalate – you set the goal posts. Setting a ‘lifetime budget’ will describe the amount you are willing to spend for the duration of your ads, so you are in full control.
Social media ads can align well with any existing type of social media activity you are doing and vice versa. This is all to ensure that a clear brand message comes across. If a new customer discovers you through an ad, they may want to review your organic social activity before forming a final opinion. Make sure everything you post on social media reflects your brand – whether it’s organic or paid activity.
Once your ads are fine-tuned, you can stop them and let them run and tick. This means you can spend less time and effort on online marketing and focus elsewhere in the business. However, it is important to continue to monitor and refine them to continue to make them successful.
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Each social media channel offers built-in analytics to help show you what’s working best and areas for improvement. You can then correlate your ads with your site’s traffic and sales figures.
Don’t forget to keep an eye on your competition – are they running ads? Where? Are they using Twitter advertising? Advertising on Instagram? Maybe they are using LinkedIn Advertising? Are they having a highly visible engagement? Research as much as you can so you can give your first set of ads the best possible chance of reaching your target.
Paid search like Google Adwords helps potential customers find you, while paid social ads are more pro-active – helping your business find new customers. You go to them. If the budget is available, it is worth investing in both. If a choice must be made, social advertising makes a strong case because of the scale and targeting options.
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What’s The Cost Of Social Media Advertising?
Facebook ads appeal to businesses of all sizes because of its low costs and expansive database. If you have a tight marketing budget and want to experiment with social ads, Facebook is one of your best options. The benefits include:
You set the parameters. Two primary factors that influence the cost of your Facebook ads are your target audience and your ads Relevance Score. The more desirable your target audience is, the more expensive it will be to target them above your competitors to get those click-through rates. Your Relevance Score is based on the success of your ads. You receive a score between 1-10, which is determined by how users interact with it. It is Facebook’s way of ensuring that pay per click ads are relevant to who they are being targeted. The higher your score, the less it will cost to deliver the ad impression. Seasons and holidays can also increase your spending as competition can increase during a certain period of time.
You can start with as little as £100 for a simple campaign. If your results are profitable, you can add more budget easily.
If you’re not yet advertising on Facebook, it’s definitely worth considering how to fit it into your marketing strategy.
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Facebook acquired the photo-sharing app Instagram in 2012, so its ads use the same system as Facebook. With 800+ million users and growing, this is another channel with strong marketing potential and can be great for certain types of small businesses – e.g. those in the food and hospitality industry and lifestyle based businesses. Using news on these sites is a great way to advertise on social and you can’t waste money.
You shouldn’t treat Instagram ads like Facebook ads since people use the platforms for different reasons (Facebook is used to connect with friends, articles, funny posts, etc. while Instagram is all about visually pleasing photographs). It’s free and easy to set up an Instagram Business Account. The benefits include:
The average cost per click is between £1-2 (costs vary widely depending on the type of ad, industry and size of your audience). A good idea is to start small at £5/day then increase once the ads are refined. After that, increase your daily budget and increase how many people see your ad. Facebook charges businesses to run ads in exactly the same way: You decide what to spend each day/over a set period of time. You choose whether to be charged back on how many users CLICK on your ad, or how many people VIEW your ad. Having the right advertising strategy is essential. Use ad manager for tighter control.
With 330 million monthly active users, Twitter is the third largest social media platform on the internet. Twitter claims that 80% of its users are “affluent millennials”, with the main reason for using the platform being “to discover something new and interesting.”
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Types of Twitter ads include Promoted Tweets, Promoted Accounts and Promoted Trends. ‘Promoss’ means your ads show to users who don’t follow your Twitter account yet. Here’s a handy summary from Hootsuite on how to use the different Twitter ads.
There is no minimum spend and you can choose a daily budget for your ads. Ads are run on an auction system. Here’s more information from Twitter on how to set up an ad and how much it costs.
With over 546 million users in 200+ countries, LinkedIn is the largest social media network for professionals. One in three professionals has a LinkedIn account.
LinkedIn’s Campaign Manager is a self-service advertising platform where you can deliver relevant and targeted messages through sponsored content, sponsored InMail and Text Ads.
Meta Marketing » Advertising On Social Media
You can target people using a number of filters including location, company name, company industry, company size, job title, job function -work, skills, degrees, fields of study and more.
There is a minimum daily spend of £2. Ads are priced on a pay-per-click (pay-for-performance) or pay-per-1,000-impression (ad-viewed) basis (this is available for campaigns managed through a Marketing Solutions representative). Campaign Manager allows you to set your own budgets, control your costs by setting a maximum budget you want to spend per day and set maximum bids, which is the most you want to pay per click or per 1,000 impressions. Here’s more information from LinkedIn on how to set up an ad and how much it costs.
Who should use it: Everyone. The diversity and amount of active users on Facebook offer the best probability for you to reach your target audience on a large scale.
Most effective content: Copy + image (although you can fine tune what works best with your client by running split text ads). Images account for 75-90% of Facebook advertising performance.
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The most effective ad title length is four words and 15 words for a link description. Include an attractive offer to encourage interaction (39% of users like or follow a