In 2016, 40% of marketers reported social media has become more challenging — with changes in search algorithms, emerging trends, and a decline in organic traffic.
Organic traffic has especially become difficult for marketers. A Facebook page with over a million likes averages a 2.27% engagement rate, and organic tweets reach approximately 10% of their followers. These changes have made it critical for companies to implement paid social campaigns.
Here are 7 steps to take when executing a paid social campaign:
Determine the Best Platforms to Advertise On.
Of course, the breakdown of a brand’s target audience goes much more in depth than gender and age. A brand should take time to consider target audience specifics (interests, lifestyle, income, education, etc.) when determining what platforms it should put its marketing dollars in.
Set Measurable Goals.
One useful tool for marketers is Facebook pixel. If a brand installs this before a campaign, it can monitor actions Facebook users take after seeing an ad. There’s also other tracking software brands can invest in to measure ROI.
Create Content to Fit the Platform You're
Make the Most of Targeting Features.
Test Your Content.
First, brands can look at their organic posts that are already doing well. These posts are perfect candidates to use in the paid arena.
Brands can also do A/B testing for a few ad options with a small media budget and sample the audience to determine the best ad to use in the main campaign.
Make It Easy for Your Target.
Brands should also lead their targets to landing pages with content specific to the ad. If targets are led to a webpage that does not match the content or call-to-action a brand was advertising, it leads to frustration on both sides — the targets didn’t go where they were hoping to go, and the brand didn’t meet its full objectives.
Constantly Review and Look for
Opportunities to Improve.
Interested in implementing a paid social media campaign? Reach out to Ryan Laffler, digital director, at email@example.com to see how The Goss Agency can help! You can also read about our digital services here.