How Paid Social Media Can Target More of Your Audience
The marketing funnel
In order to visualize the journey of the consumer you must understand the marketing funnel. The funnel can show was is creating awareness around your brand to show what leads to a conversion or doesn’t.
4 Stages of the Marketing Funnel
Organic vs. Paid Social Media
Social media is one of the most effective ways to bring awayness around your brand. Organic social media is the free content that is posted by a brand on its social media accounts. The users that witness the content tend to be followers of your brand's social media, users who follow a hashtag you use, or users who witness a repost of the content.?
Paid social media is another version of advertising your brand where they pay a social media company to have their content shared with a target audience who might be interested in your brand. Brands can have their organic content boosted or have designed advertising content targeted to users.
Ultimately the difference between paid and organic social media is that paid social media is designed for bringing more eyes to your brand while organic is to build brand relationships.?
3 Ways to use Paid Social Media Through Facebook
An example of paid social media working in action is through meta and in particular Facebook. Users are automatically targeted for ads based on what Facebook deems most relevant but they can give your brand the ability to further target users. These audience selection tools are your core, custom, and lookalike audiences.
Core Audiences
Using a user's location, behavior, demographics, connections, and interests based on data that Facebook has gathered can further develop your brand's paid social media advertising. Core audiences give you the ability to be as specific or broad as you want when it comes to whom you target. If you want to grow your brand’s awareness in a specific area or target a broad range of users through demographics, core audiences can bring you smarter ad targeting.?
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Custom Audiences
Getting back in touch with previous users who have engaged with your brand is another way Facebook allows you to use paid social media with custom audiences. Creating contact lists, app users, or site visitors to push content in front of users who have already used your brand's website can progress them down the marketing funnel leading to more conversions and building brand relationships.
Lookalike Audiences
Creating targeted ads towards customers that you know will likely interact with is another effective strategy in paid social media. Lookalike audiences are previous customers or users who are similar to those customers and by targeting those users they will be closer to making a conversion with your business. This is obtained by creating a sourced audience of people who are most likely further down the marketing funnel.
Influencer Marketing Campaigns
One of the fastest-growing customer acquisition models through paid social media is influencer marketing. If an influencer's audience shares similarities with your traditional target audience then influencer marketing could be a beneficial tactic to engage in. Testing to see how effective the influencer's reach towards your product can be measured by tracking impressions, engagement, and the use of affiliate links. Monitoring before, after, and when ads are posted can show you how effective the ad campaign was for your brand.
Final Thoughts
In an ever-growing social media era, using organic and paid social media to increase awareness is a vital tool that can lead to more conversions. Being able to expand your brand's outreach through paid social media can generate more connections and build better brand relationships.
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