When it comes to advertising on social media, you probably know already how effective it can be for businesses – and you probably know several, including potential competitors, that are making the most of it. However, for many, they don’t have any training or real idea of where to start. Social Heroes can help, and we’ll start by sharing with you some of the basics in this blog posts.
Managing your budget
Whether working for your own company, or being presented the budget by a boss, it can be scary knowing where to start. Our first piece advice would be to not panic – social media advertising is incredibly easily measurable, so you’ll know where each pound and penny has gone and whether it has worked for you.
We’d suggest starting small with your adverts – getting a trial pocket of money, whether £10 or £100 or £1000 depending on your overall marketing budget, and running them entirely experimentally for one month so that you can gather the data, make your optimisations, and see just how much the traffic the adverts are generating really costs. Try out different bid amounts, and work with your team or staff to consider how much you can afford to spend to convert a customer.
Using the month of experimentation can inform your future social advertising strategy, and help you learn what you need to know to integrate this type of advertising into your budgets in future.
Choosing your platforms
OK, so once you know you’ve got a budget to work with, where do you start? There are more and more social platforms now allowing social advertising for businesses – from Facebook, Instagram, Twitter and Pinterest through to others such as TripAdvisor – and you need to choose exactly which ones will work for you.
We’d advise you to choose the social platforms that are most likely to be used by your target audience demographic. As a marketer or a small business, you’ll have a good idea through all research that you do and your customer data exactly who your customers are. If you’re running organic social campaigns, you’ll know which ones engage the most customers and are most likely to work for your ads too. We’d start small, choosing one or two key players, and then start to expand into more platforms as you become more comfortable with the process.
Creating your adverts
This can sometimes feel like the easiest part – simply choose your picture, type in your offer, and press go. After the budget worries and the whole host of targeting options that you’ve worked through, it can seem like a welcome relief when it comes to pulling together the creative. However, we hate to break it to you, but this part is just as important as the others and can even be more so.
Your adverts need to capture your audience on their social platform, and draw them away from interactions that they are having with friends and family and colleagues to look at and pay attention to your ad. It’s got to be engaging enough to make them react, and it’s got to have a strong enough call to action to make them click through and move to complete the desired goal.
Our key principles, when we are creating adverts for clients, are to choose the perfect image or video that will really stand out on the news feed and yet still demonstrates the product or service simply and clearly, to use short and snappy text that draws customers in, and to use a strong call to action usually coupled with an exclusive social advertising offer.
We’d recommend setting up a series of adverts as split tests, and rotating these every single week to keep it fresh – using the best performing adverts with the highest conversion rates, lowest cost per click, or highest engagement to create new ones with elements of them all. Learn from your metrics, week on week, to ensure that your adverts are in keeping with your audience and really working for them.
Are you wanting to start with social advertising, but not sure where to start? Don’t worry! Social Heroes are here to help. Get in touch with us today for advice, a full consultation, or to speak with us about some of our bespoke training.