SOCIAL MEDIA ADVERTISING   

4 Best Practices for Social Media Advertising



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by Vamshi Eppanapally
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CONTENTS
Identify your audience and target the platforms that they primarily use
Test different strategies
understand customer reactions and change or maintain the content you put out accordingly
Track overall engagement analytics
Create a coherent tone that speaks to your audience

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If your business wants to remain relevant, you have to invest in a proper social media marketing campaign. Nearly every single demographic in all parts of the world use social media in some form. Social media platforms make it easy for you to use their services to showcase your business and products. However, there are a number of practices that you should make a habit of in order to make the most of your social media presence and marketing efforts.

Identify your audience and target the platforms that they primarily use

    First and foremost you need to figure out who your customers are. Before you engage in any form of marketing, you must have a goal in mind. Are you trying to penetrate deeper into your existing market? Are you trying to expand horizontally into tangentially related customer segments? Each of these are questions you must answer before investing a single dollar into a social media campaign; otherwise you’re wasting your time and money. Once you identify your customers and what strategy you’re going to use, then you can focus on targeting specific social media platforms.

    Test different strategies, understand customer reactions and change or maintain the content you put out accordingly

      Once you identify what platforms your customers primarily use, you can start testing out different content to see what they like. It is very difficult to pinpoint exactly the right type of content that your customers enjoy at first. It will take time, effort, and attention to detail to hone your strategy. What makes this even more difficult is that as your customer base grows and changes, your marketing strategy has to as well. What worked in your initial target markets may not be as relevant anymore once you expand into other groups and demographics. You have to adapt, keep a constant eye on your customers’ responses, and change as needed based on feedback.

      Track overall engagement analytics

        Data is a big buzzword today. Everyone has access to it, but what you do with it is what sets you apart from your competitors. Many social media platforms have the analytics dashboards available so you can track customer engagement with your posts. There are also premium features available for businesses looking to target their advertisements towards specific groups which can further help establish your social media presence and expand your customer base.

        Create a coherent tone that speaks to your audience

          Now that you understand what your customers like, you can begin developing a brand presence specifically catered to them. In general, people tend to like things that are clean, well-organized, and aesthetically pleasing. Keeping with a consistent theme is important to maintain your existing customer base. For some companies, that presence may differ from platform to platform. The message should be clear and your customers should understand what you are trying to do; there should be no miscommunication or confusion about your intentions.

          There are countless tips and tricks to have a successful social media presence and advertising strategy. However, following this basic four-step process will provide you a strong foundation for getting started. That being said, you can never become complacent once things start to work. You must always be vigilant and stay on top of trends. Understand what’s going on in your customers’ worlds and think about if and how you should respond to that using your social media presence. Your business is constantly evolving, and your marketing efforts, especially when it comes to social media advertising, also should adapt to the world around you.