Online content has reached something of a breaking point. More pages hit the internet each day than there are readers to consume them. However, this isn’t a thesis on content overload. What’s pertinent about this in the context of this feature is that it is more challenging to get your sales letters, web content and anything else you place online noticed. The most challenging part for those that rely on being found is that no matter when you read this article, the chances are that the same applies.
If you’re genuinely proud of your content and its capabilities, you have two main options. First, you could opt for the cheaper, slower approach and wait to be found. If your content is as good as you think it is, the chances are it will rank highly in the major search engines and people will arrive – eventually. However, if you have a budget and ambitions to jump the queue, advertising makes perfect sense. In terms of return on investment, there is no better online option than social advertising for consumer products and information. The following tips will fill you in on everything you need to know to make your social advertising pop.
1. Before Social Advertising, Focus on Quality Social Content
While it is possible to take social media by storm with social adverts alone, you’ll likely have a better time if you put effort into building your social presence. A new scandal in online advertising never feels far away and major brands like Facebook seek to be more transparent about their advertisers – you included. If it looks like you take social media seriously, you are more likely to build that initial trust with anyone that views your ad.
2. Consider a Professional for Your Ad Copy
If you’re looking to achieve just about anything online, the chances are that there’s a specialist out there. For more straightforward tasks, you can often do them yourselves and many successful online entrepreneurs fit the jack of all trades, master of none profile.
You could write your own ad copy, but success can come down to luck more so than skill if you have little experience in conversion copy. Even if you do well, someone could potentially do better. As you start to reap the rewards of your ad campaign, consider reinvesting some of the profits in an ad overhaul.
3. Don’t Ignore the Scoring System
Social media networks know how their advertising platforms work, and they have more information than you’ll ever have on what works and what doesn’t. Facebook uses a ‘relevancy score’. The higher the score, the more impressions you’re likely to receive and the less you’ll pay. In effect, you’re doing them a favour by giving them something relevant to fill their ad inventory with. More views at a lower cost sound like a magic formula, so try to get your share.
4. Spend Time on Audience Targeting
If you’ve done any online marketing before, you’ll know all about target audiences and ideal customer avatars. If you don’t have one for what you’re selling right now, it could be an excellent time investment – especially with the detail you can go into on social media. They have extensive information on members, so once you identify who needs to see your ads, you can home in on them effectively.
5. Be Selective with Available Campaigns
Consider your end goal and tailor your campaign accordingly. On Twitter, you can carry out campaigns to encourage followers, retweets and all sorts of other results. However, if your goal is to get people to your sales page, the added expense is rarely worth it. The only time to deviate from this is when you wish to grow your social presence as a whole, although even that requires nuance and strategy.
6. Focus On Your Best Content
Social advertising offers faster gratification than SEO and many other online marketing techniques, but the chances are you already have content out there. If you have a video on YouTube with tens of thousands of views, the chances are it resonates with people. Could that video be repurposed into an ad? The same goes for written content. Your best-performing articles are popular for a reason – could they be tweaked to incorporate a clear call to action?
7. Spread the Message – and the Ads – Far and Wide
So far, we’ve mentioned Facebook and Twitter by name in this feature. As you know, they’re not the only social networks out there, and certainly not the only ones with a favourable advertising profile. Reddit, Digg, Instagram and many more also present advertising opportunities. Even if you don’t need them now, it is worth familiarising yourself with the respective ad platforms in case your niche gets saturated and your costs rise.
8. Constantly Improve Your Destinations
Your ads can ultimately lead potential customers to sales pages, direct affiliate offers and any other online location. Tracking is as vital as converting, if not more so, as once you know what works, you can build on success. Split testing, different ad formats and even a different tone in your landing page copy can make all the difference to your results.
9. Never Underestimate Retargeting
If you’re unaware of retargeting and its usefulness with Facebook ads, it’s time to brush up on it. We won’t go into too much detail here, but it turns your Facebook ad spend into an investment rather than a unique opportunity. Add the code to your site and use the retargeting pixel to continuously and automatically refine your campaigns.
10. Expand into Search Ads
We haven’t touched on search ads much in this feature as they’re mostly irrelevant. However, search and social together can make for a potent marketing combination. Social ads will get people familiar with your brand and onto your site, while their related search ads will target those that have already visited. It cuts costs and increases engagement – another holy grail of the online advertising world.