Social media has become a staple of running a modern business. Without a social media presence, you effectively lose the ability to give your business a voice, cutting off a communication channel and the vast engagement potential it represents. However, we know that setting up a working social media presence is not easy, which is why paid media and adverts on these platforms are essential.
This paid media is only as successful as the effort you put into them - which is why we’re going to discuss how you can get the most out of paid media by following a simple, 4-step, process in this blog.
By the end of this blog, you’ll be able to growth-hack your way to success through paid media. So, let’s get started!
4 Steps to getting the most out of paid social media
So you have created your accounts, you have done a post or two but you haven’t as yet seen too much of an effect on your sales or customer base? It’s time to run some ads!
Here’s a process you can use for each paid media ad you create to generate the most value every time you post.
It consists of 4 easy steps:
- 1. Question
- 3. Optimise
- 4. Learn
Let’s get into each one, below.
Before you consider any posts of your own, you need to figure out what you can afford, where you should post, and what the purpose of your paid media will be. Without answering these questions, you won’t be able to get a clear direction of what you should say, who you’re talking to, or where your money would be best spent.
We use three questions to help identify a clear direction:
- *What is your budget?
If you have the money to overwhelm your competition on a certain platform, then great - but most companies don’t have that kind of budget. By gaining a clear understanding of your budget, you can assign resources where they will be most effective.
*Where is your audience?
Advertising where your audience spends their time is how you create an effective media strategy. Think about which platforms generate the most engagement and consider where your ideal customers may browse. For formal brands, this may be LinkedIn, while less formal may gravitate towards Facebook or Twitter.
*What is your absolute goal?
Do you want to get more website conversions, newsletter sign-ups, visibility on a certain platform, or something else entirely? Your ultimate goal will dictate what kind of content you will use and the tone of that content.
Everything you implement must help you achieve your absolute goal as defined above, and each implementation will change depending on this. For example, if we segment the funnel into Awareness, Consideration & Action, everything we do in each step needs to serve a function on the path to the ultimate goal.
In general, if your goal is to educate, you will want to drive leads to more sources for more engagement. On the other hand, if you want to sell more products, you will use a lot more hard sell CTAs like ‘buy now’, ‘contact a consultant’, or ‘visit the pricing page’.
Additionally, you need to address the following, when implementing your paid media:
Placement - If you have multiple social media platforms to choose from, try to select the one that reaches your persona in the right mindset for your particular message.
- Objective - This needs to be carefully decided upon, what are you trying to achieve with this set of ads? This will be related to the stage of the buyer journey you are targeting, ensure the messaging aligns with this too. This is not necessarily the absolute goal but more the goal of this stage of your journey.
- Segmentation - Group your audiences into groups with common characteristics for more effective messaging.
- Creative Content - Ensure that your content is appealing, is branded, suits your topic, and takes advantage of communicating your message visually wherever possible.
- Ad Copy - Your copy should always be short and sweet to grab attention and communicate quickly.
- Alignment - Ensure that you keep each message pushing towards the ultimate goal, you should be able to nail your implementation.
- 3. Optimise
You can do everything right, but how do you know if it’s working? And, more importantly, if it could be more effective?
This is where optimisation comes in. To perform optimisation, you want to look at the metrics that relate to your absolute goal. For each of the goals you may have in mind, there are probably a few metrics to look at, ranging from engagement to bounce rate to click-through rates and impressions. It’s critical that you only consider the metrics that relate to your goal, otherwise you could wind up optimising for the wrong purposes or reach the wrong conclusions.
For example, if you’re looking at conversions, you should only look at which ad landed the most and which ads brought in the highest accounts. You should also keep in mind how much it costs per conversion to get an idea of the value of each ad.
Here, you want to reflect on your work and results. If your goal was achieved, you want to know which platforms responded well and where you got the most responses. You must also look at what creative elements worked best and what kind of audience you attracted through it.
With these insights, you can begin a new implementation plan with greater insights and better results.
Want more? Take the next step!
With the above process, you should be closer to creating a paid social media strategy that works the more you use it. However, it’s one thing to theoretically explain a system and another to practically use it. Sometimes, you need additional tips and tricks that can’t be covered in a single blog post. This is why we’ve created a Paid Media Kick-starter Guide to help you make the right decisions no matter your industry, company size, or objectives.
The Paid Media Kick-starter Guide is full of helpful resources, tips, tricks, and tactics; and, it’s available for free. If you want to keep learning and take the next step on your way to social media success, download the guide here, or contact us for more information.