What You Need to Know About Paid Social ??
Similar to SEO or email, social media serves as an effective marketing channel. For most channels, however, "free" can only take you so far. In addition to organic social strategies, paid social is a must for any business looking to boost its long-term success.
Paid Social vs. Organic Social
Although the benefits of paid social and organic social vary, you may want to include both in your marketing strategy going forward. But how do the two differ?
Organic social, or unpaid social, refers to the free content that businesses distribute on their social platforms. This may come in the form of photos, videos, graphics, memes, etc. Generally, brands use organic social to engage customers, build brand awareness, and create community.
On the other side of social media marketing is paid social, or paid advertising through social channels. Here, businesses will pay digital advertising companies such as Meta, YouTube, or LinkedIn to share their content with intended audiences. What's great is that the users who received these paid social ads are likely to align with the brand and convert. Thus, paid social is the best way to target new markets and reach larger audiences.
Establishing Goals and Strategies for Paid Social
When creating a paid social campaign, the first thing you must understand is the social media landscape. Some social networks may hold a higher number of total users, such as Facebook. Other sites may be tailored towards your target demographic - say, TikTok for 18 to 24-year-olds. Realizing where your intended audience resides is the key step to making a successful campaign.
Once you have an awareness of the social world, dig into the analytics. Find out where your audience resides and interact with them. This may take time, however, as building up your social media presence is no easy feat. You can also research your competitors to make sure no opportunities are missed. With this newfound data, you can then segment your desired audience.
Audiences tend to be segmented into three categories:
Using these three segments, you can develop paid social content that is personalized to each part of the customer journey. Make sure to match your audience with a couple of social platforms that best represent their segment. This is where paid advertising begins. Create a few ads and post them on their respective social channels. Over time, refine, optimize, and expand your paid ad strategy as your social platforms kick-off!
Understanding the Different Types of Paid Social Audiences
Uncovering your business' most fruitful markets is not easy. This is where deciphering between paid social audiences is key. Take a look at how Meta performs social ad targeting with three audience selection tools:
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Core Audiences
This is where you set the rules for ad delivery. Based on the following criteria, you can adjust your target market: location, demographics, interests, behavior, and connections.
Custom Audiences
Custom audiences help you discover your existing audiences among Meta users. Here, you can connect with individuals who have shown previous interest in your brand. Using contact lists, site visitors, and app users, you can get in touch with those needing that extra push.
Lookalike Audiences
This is where insights into behaviors and attitudes are located. For those looking to reach people similar to their current customer base, lookalike audiences are a quick and effective tool.
An Introduction to Influencer Marketing
Have you ever purchased a product because one of your favorite online content creators promoted it? This is influencer marketing. In brief, influencer marketing is the idea of endorsing or promoting a product on social media via an influencer (someone who can affect follower purchasing decisions with their online authority). Examples of popular influencers include Addison Rae, Khaby Lame, and Cristiano Ronaldo.
Influencer marketing is great for businesses looking to target a niche audience, build brand awareness, and generate leads. Whether it is through the creativity of the individual or the sheer size of their follower base, influencers give brands a unique value add.
How to Measure Your Influencer Marketing Campaign
If your business ends up proceeding with an influencer marketing campaign, you will need to be imaginative with how you track your success. Here are a few methods to evaluate your influencer campaign performance:
Although measuring an influencer marketing campaign may take some extra time to plan, it is often worth the investment. If you set achievable goals, evaluate the right metrics, and select a suitable influencer, your business will experience significant market reach and brand success.
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