There are a few tips your team can assess in order to get a clearer understanding of what social media advertising can offer. Identifying your target audience and customers is an important element to consider before choosing what platform to use.
Identify your target audience
There are a few tips your team can assess in order to get a clearer understanding of what social media advertising can offer. Identifying your target audience and customers is an important element to consider before choosing what platform to use. Depending on your segment’s buying habits and trends, they will respond differently to the type and location of your ads. Your target audience should include demographics, as well as its size. For example, Facebook is useful if your business intends to reach a larger, less defined audience, because of its extensive user base.
Two types of social media ads
Another important element to consider is the type of ads your business wants to utilize. There are two main types of social media ads: paid and organic.
Paid ads are run using native ad tools, or those offered along with the social media platform, and allow you to create, schedule, and post targeted ads for specific audiences. Incorporating organic ads, referring to the free content you post on your social media accounts, with paid ads will increase your chances of attracting more customers. According to Sprout Social, the top three most engaging social ad content for consumers are ones that are entertaining, offer a discount, or teach them something. Taking this into consideration when creating ad content will increase your business’ chances of successfully using social media advertising to your advantage.
Top 4 social media platforms
The top four social media platforms to advertise on are LinkedIn, Instagram, Twitter, and Facebook. Based on your target audience, each site provides access to groups of consumers that either mirror or clash with your intended customer base. LinkedIn, for example, is useful if promoting goods and services for business professionals and students. On the other hand, Twitter can be used for calls to action or increased website traffic, because of its contingency on immediacy. Instagram allows for the most creativity in ad content, and relies heavily on visual aesthetics, allowing brands to accurately express their brand voice and personality. Lastly, as previously mentioned, Facebook can be a useful platform if targeting a wide range of users. To keep track of the success of your ads, each platform is embedded with advertising tools that provide insights on any user interaction with your ads. Though it may be difficult to understand how it works at first, there are many guides and tutorials on their websites to further explain the intricacies of the tools.
Stay up to date on technology
During these times, it is increasingly important for SMBs to stay up to date on technology and digital consumption trends. To maintain a loyal customer base, while also increasing brand awareness, social media advertising provides an easy (and budget-friendly) way to get started on marketing efforts. If needed, there are also digital advertising agencies such as Ogilvy and WebFx that provide extensive knowledge and support in creating and publishing digital ads. Whether you use an external source or your own team, choosing a social media platform (or multiple) for advertising your business is a great step towards effective marketing and a strong digital presence.