Social media networks are constantly changing their algorithms and updating features to enhance their platform. These changes will affect your social media marketing strategy. The biggest changes so far for 2015 are the changes Facebook rolled out to their algorithm
In the simplest form, Facebook is changing its algorithm so less promotional content from business pages is appearing in users’ newsfeeds.Why? Facebook believes that these changes will improve user-experience on their platform and provide people with more of what they want in their newsfeed. In this blog post, you’ll learn how to adapt to these changes and the benefits of social media advertising. Most importantly, you'll learn how to convince your boss you need a social media marketing budget.
Keep in mind that people don’t always want to be sold to, but rather want relevant, helpful content from the brands they support. But your boss is most likely interested in the bottom line and ROI. So how should you adapt your social media marketing strategy to stay on top of these trends and ahead of your competition?
First, we suggest saving the promotional content for Facebook ads (or other social networks’ ads) so you can target those that are most likely to respond to the sale or promotion. Then showing measurable results throughout and at the end of the campaign will help you to convince your boss you need a social media marketing budget.
Goal / Objective Marketing
One of the best features of social media advertising is that you can align the goal of the campaign with the type of ad you run. Facebook and Twitter ads are both set-up by objective marketing. For example, if your goal is to increase conversions on your website, you will want to choose this particular ad format. You will receive a conversion-tracking pixel to place on your website to track the conversions from this ad campaign. Tracking the right metric for the goal allows you to more accurately measure the results and show your boss the return on investment (ROI) of that particular campaign.
If your objective is to promote an event and increase attendance, add social media marketing and a social campaign to your marketing mix for the event. Start by creating an event on your Facebook page and then run an ad campaign promoting it. By selecting the appropriate ad type, it will link directly to the Facebook event with the appropriate call-to-action, “Join.” Having the message align with where the ad takes them with a strong call to action typically leads to a higher performance.
Takeaway: Align the type of ad with your goal to help you to measure what is most important for that campaign.
Target The Right Audience
Targeted marketing is an effective way to reach your current customers and attract potential customers. It allows you to share your message with those most likely to be interested in seeing and taking action on your ad.
You’ll be most effective in your marketing if you target the right audience with the right message. This is true for social media marketing and their ad platforms. The data Facebook, Twitter and LinkedIn have through their ad tools is robust and allows marketers to target users by much more than demographics. For example, you can target users’ behavior, interests and social connections through social media advertising.
People respond to things that are relevant to them. Understanding their interests when creating social media ads, as well as content (i.e. posts, photos and videos for your social account), will lead to higher conversions.
Takeaway: Rather than mass marketing messages, target those people most likely to take action and be interested in what your business is offering. When spending money on social media advertising, it’s best to attract a smaller number of quality customers vs. a large quantity of people not likely to convert.
After you’ve identified the campaign goal and the target audience, you will need to set your budget. Understanding the value of each customer will help you to set the campaign budget and your maximum bid for each click, conversion or impression. By evaluating the value of each customer, you can more effectively measure the true ROI of the campaign.
With Facebook ads, you can measure the performance of your campaign based on objective but you can also measure the secondary analytics such as new likes to your page, engagement and reach. Those metrics also have value for your brand.
As you see success, increase your overall budget or cost per click. If you aren’t seeing the desired success, try updating the message, image, call-to-action or target audience. A big benefit to social media advertising is you can see the results in real-time and adjust as needed rather than waiting until the end.
Takeaway: Just like other digital marketing channels, social media advertising has a variety of analytics to help you measure the success of each campaign. Add in social media advertising on the appropriate networks to your marketing mix and measure the appropriate analytics to show your boss the ROI of the campaign.
The changes to the social networks and expectation from consumers for businesses to be active on social media networks are pretty convincing you need to have an active social presence. But if you’re not running social media ad campaigns, you’re probably missing out on potential customers and revenue. This message should help you to convince your boss you need a budget for social media marketing and advertising.
It’s no longer a pay-to-play scenario on social media. But rather, a pay to win your target audience. Need help with your social media marketing and advertising campaigns? Contact us, we can help.