Home / Internet Marketing News / Boost Your Social Media Advertising Success with These 6 Pro Tips!

Boost Your Social Media Advertising Success with These 6 Pro Tips!

Social media has become an important and necessary tactic within the digital marketing strategies of companies large and small—and it’s not hard to see why. Social media is part of the fabric of our daily lives, which gives brands and marketers the opportunity to create important connections with their desired audience.

But with nearly every brand using social media—as well as frequent tweaks to platform algorithms—brands and marketers are finding it increasingly difficult to stand out using organic tactics. As a result, more are paying to play these days by investing in social advertising to drive awareness and engagement, as well as sales and other conversions. In fact, late last year Statista forecasted worldwide social advertising spend to nearly double between 2014 ($16 billion) and 2016 ($31 billion).

But like every marketing tactic, social media advertising needs strategy and deep audience knowledge in order to be effective. Below we offer a few tips and tactics that can help you hone your strategy and get more out of your social advertising efforts.

#1 – Use organic tactics to test what resonates with your followers.

Your existing audience of followers can be one of your greatest social advertising tools. These people and businesses have clicked follow or like for a reason—and they’re likely a good representation of the larger audience you’re trying to reach.

Since you’re probably already posting on a regular basis for “free”, use that as an opportunity to test out different types of content to see what resonates most. Track which posts are getting the most clicks, likes, shares or comments so you can draw some conclusions of how a similar promoted post or ad would fare when released to a larger, targeted audience.


Your existing audience can be one of your greatest #socialadvertising tools. @CaitinMBurgess
Click To Tweet


|125b11b5985f9eb533062f7ffce64eea|

Each social media platforms offers an array of ad types. As a result, if you want to keep your budget under control and get the most bang for your buck, you need to be able to choose the right format for your objective.

For example, if you’re looking to boost brand awareness, choosing a campaign based on the number of impressions—or how often your ad is shown—may be the right path. However, if you’re looking to engage a specific group of people who would benefit from your services, an engagement campaign—based on interactions such as clicks, shares, likes and comments—may be the way to go. In addition, ad text and the type of content you’re driving will also depend on the type of campaign you’re running.

|99bdea5736619bbe8df0f191a67b57ae| |a2161cba59ef06ec37daa31a0ac0e771|

Simply put, if you don’t target the right audience, it doesn’t matter how compelling your ad copy or imagery is because it won’t resonate—and then you’re wasting money.

Use the deep audience knowledge you’ve gained from your other marketing activities to create highly-specific, granular audiences to target. While this approach casts a much smaller net, you’ll likely see more success since you’re hitting a more specific audience.

In addition, don’t limit your ad to just one specific audience. Create multiple granular audiences to connect with the unique subgroups you want to reach.

For example, let’s say you’re promoting a pre-summer sale on grills. A specific audience could be urban-dwelling male and female vegetarians between the ages of 25 and 35, and another could be rural dads between the ages of 35 and 45.

|b0e683d6f44c27b67112657033ae4451|

Once you have your specific audiences defined, the next step is to create unique imagery and ad copy.

To go back to our grill example, for your vegetarian audience, your imagery could show a spread of delicious seasonal veggies roasting on the grill. For your rural dads, your imagery could show a similar-aged male manning the grill while family hangs on the patio overlooking open green space.

Also, don’t limit your creative to just one version. Consider creating two or three with the same text, but different imagery—and vice versa. This will allow you to further understand what your audience finds most compelling.

|6cf163c5c44b812ceae81e0169dd79a5|

I think it’s safe to say that we’ve all experienced the creepiness—and effectiveness—of retargeting. Retargeting, or remarketing, allows you to keep your brand top of mind for those who’ve left your website without converting. And, of course, social media platforms provide you with a great retargeting opportunity.

However, that opportunity is not limited to simply reminding your audience to check their abandoned cart or to download your new eBook. It can also help you accomplish the previous recommendations in this section. In fact, simply getting ready to retarget social visitors have its rewards.

Facebook allows you to build custom audiences based on who your current website visitors are. To get this up, you simply place a Facebook pixel within your website code to start building.

Facebook Retargeting with Custom Audiences

(Photo Credit: Facebook)

As a result, Facebook can then provide you with a wealth of information about the makeup of your audience. For instance, you may be thinking that you need to target young and hip urban dwellers. But when you take a look at your audience, you may find it’s made up of retired wealthy suburbanites.

In the end, this information can be used to create more targeted ads across all social platforms—and you’re set up for great retargeting on the most popular social platform.

#4 – Launch a test.

Now that you’ve defined your audiences, and the respective imagery and ad copy, launch a test with a small budget. The beauty of this is that you’ll be able to get pretty instant feedback on what’s working and what’s not.

In addition, consider going a step further in your test by experimenting with different ad formats. As mentioned above, each platform offers different types of ads and they should align to your ultimate objective. But it may be worth testing out the different formats (i.e., impressions, engagement or conversions) to see where the best opportunities are.

#5 – Start a campaign with multiple ads in the queue.

If you hit your target audience with the same ad over and over again, fatigue will start to set in and you could do more harm than good.

Whether you’re planning to run a campaign for one week or one month, include multiple ads within the campaign to serve your audience with multiple versions. This not only helps reduce fatigue, but again gives you the opportunity to see what’s working and what’s not so you can make tweaks or abandon ship.


Don’t hit your audience with the same ad over & over. @CaitlinMBurgess #socialmediaadvertising
Click To Tweet


|e3267881aa3bc4efef34c7c5d37b758b|

With nearly 80% of social media time spent on mobile devices, creating social ads with mobile in mind is paramount.

Choose images that are easy to view on a mobile devices. In addition, if you’re attempting to drive users to a content asset on your blog or website, make sure that page provides a good user experience and is mobile friendly.

How have you achieved social media advertising success? Or where are you looking for more insight? Tell us in the comments section below.


Email Newsletter
Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
Boost Your Social Media Advertising Success with These 6 Pro Tips! | http://www.toprankblog.com

The post Boost Your Social Media Advertising Success with These 6 Pro Tips! appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Ads by WOW Trk

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

What Content Marketers Can Learn From an Adept Dungeon Master

Content Marketing Lessons from Dungeons & Dragons

Content Marketing Lessons from Dungeons & Dragons

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own.

After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below.

What Is a Dungeon Master?

For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore.

One thing Dungeon Masters are not responsible for, however, are the players’ actions.

Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions.

“The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims.

Does any of this sound familiar? It certainly resonated for me.

5 Content Marketing Lessons From the Dungeon

Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience.

#1 - Your audience values originality.

If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down.

“Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says.

When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest.

[bctt tweet="When examining your content & the story you’re trying to tell, it’s just as important to stay original & play with your audience’s expectations. - @aleuman4 #ContentMarketing" username="toprank"]

#2 - Appeal to curiosity.

When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelling world that is able to hold players’ attention—something not easily done. In fact, campaigns have taken Patrick days to put together. But that doesn’t come without its drawbacks.

“I’ve spent hours upon hours creating content for a campaign. But 80% of what I create may never see any playtime. It’s ultimately the players’ choice as to what tasks they want to complete and what quests they want to go on,” Patrick points out.

While the D&D world needs to have a unique and compelling narrative, it also needs to appeal to a player’s curiosity to ensure they keep playing the game and play the parts of the game that you want them to.

How does this apply to content marketing? Well, as you know, just because you’re producing content, doesn’t mean that your audience will find it. To find the answers they’re looking for, they might scour the internet, social media, and trusted experts for more information. Having an integrated content strategy that has multiple touch points throughout the buyer journey and an omni-channel approach, helps ensure you’re reaching your target audience whenever and wherever they may be searching.

Weaving SEO, social media, and influencer marketing into your content marketing strategy helps improve the reach and engagement of the content you’re producing. Through SEO, your organic rankings and click-through-rates will start to rise, improving your organic traffic. Social media messages that are well written and value-based help attract larger audiences from their social feeds. And, finally, tapping into industry influencers exposes your content to a wider network of like-minded individuals, as well as adding authority and credibility.

#3 - Avoid corraling your audience.

Nobody likes to be told what to do, including D&D players. While the DM writes the game and serves as a referee, they cannot influence a player’s actions. And if a DM attempts to, they could quickly lose a player’s interest.

“As a DM, it can be tempting to intervene and make sure that your players are playing the game the way you intended. But this is the one thing you cannot do.” Patrick emphasizes.

This is true in content marketing, too, as making calls to action (CTAs) with zero context can be a turn-off for your audience. If you insert a CTA before your audience can learn what’s in it for them, whether it’s downloading an eBook, listening to a podcast, or subscribing to your blog, they’re less likely to do it. In fact, QuickSprout found that placing a CTA above the fold on a page decreased their conversion rate by 17% and attributed it to their audience not fully understanding why they should complete the action.

Instead, make sure that your CTAs have plenty of context and explain what the audience will gain by filling out your form, reading another blog post, etc. This helps ensure that your content satisfies your audience’s quest for knowledge.

#4 - Customize content for your audience, not the other way around.

As we mentioned previously, the players are in charge of their actions and how they choose to play the game, making it impossible for DMs to have control over the game experience. This makes it important for DMs to know their audience ahead of time, so they can include important sought-after details into different game components.

“I’ll ask players before we start what they hope to get out of the game, whether it’s take down an enemy or just to have fun. Knowing this ahead of time, I can tailor the game to what each player wants to have happen,” Patrick says.

For content marketers, this lesson should hit close to home. You need to know your audience well in advance in order to deliver personalized content. If you create content and worry about your audience later, chances are you aren’t engaging the right people.

After taking a look at your own audience’s characteristics and interests in Google Analytics, create unique personas for each of your audience members. This allows you to create content that is tailored for each person you hope to attract and engage. For example, if one of your target personas is a Director of Business Development, creating custom content that addresses a unique pain points like identifying new business opportunities or tips from the experts on how to strengthen their existing client relationships.

[bctt tweet="If you create content and worry about your audience later, chances are you aren’t engaging the right people. - @aleuman4 #ContentMarketing" username="toprank"]

#5 - Chart your course.

There is a lot going on in a D&D game. And for the DM, that number is amplified as you have to remember every detail about your players, what’s been completed, and what could come next.

“To make sure I’m on top of the game and can portray characters well, I chart the game’s relationships instead of story elements. If I focus on the story, it could quickly become useless as players might do things out of order or in a non-linear fashion. By focusing on the relationships and where they fit in the narrative, the game becomes more fluid and flexible for the players and I can keep track of their journey,” Patrick says.

Tracking the journey isn’t the only thing Patrick notes, however. He also documents player strengths, weaknesses, and stats as the game progresses.

“I keep a character sheet that details each player’s play style. For example, if a player is investing their skill points in intelligence, I can tailor future encounters in the game to focus on problem-solving instead of combat. The opposite is true for a player who invests in raw strength,” Patrick notes.

Through detailed charts, maps, and grids, Patrick is able to make sure that his players have a personalized, seamless experience for every campaign they play, regardless of how they play it.

Customer Journey & Dungeons and Dragons Journey

By taking the same approach with your content marketing, you can identify opportunities for customization and develop a strategy for weaving your content into the buyer’s journey. For example, by knowing which pieces of content attract a larger audience or drive more conversions, you can use that information to inform your content development and map your content to different stages of the funnel (see below).

Grid Assigning Content to Buyer Stages

To collect this data on your content and audience, review your Google Analytics behavior and conversion dashboards to find our which pieces of content excel at attracting, engaging, or converting your audience. Metrics like page views and entrances are good indicators for attraction, whereas time on page or number of pages per session can help you understand engagement. And, finally, the number of conversions through conversion tracking is the best way to find your top converting content. Armed with this knowledge you can create content plans that are tailored for your audience’s unique buyer journey.

Your Audience Is the Hero

A good Dungeon Master enables players to become the hero of the story through a personalized game with a compelling, original narrative. As a content marketer, it’s your responsibility to create content that transforms your audience into heroes as well, helping them solve seemingly impossible problems with your expert, best-answer advice.

Through an integrated content strategy with originality, personalization, and “best answer” content that’s mapped to the buyer journey, you can become the perfect Content Master for your audience.

For more ideas on how to become a masterful content marketer, check out these 25 content marketing tips, including how to tackle writer’s block, repurpose content, utilize storytelling, and more.

The post What Content Marketers Can Learn From an Adept Dungeon Master appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

css.php