How to Use Paid Social Media Advertising

Social media is an important part of online marketing and when done right, can drive traffic, enhance your brand and improve sales. For most people, social media marketing is about Twitter, Facebook and LinkedIn. However, we should get the right definition of “social media” to ensure we are on the same page. Social media includes all forms of web 2.0 properties including blogs, social network sites, bookmarking sites and so on.  To have a successful social media campaign, you need to follow a proven plan to attract prospects. What if you are executing on your plan and not reaching enough customers?  Paid media can supercharge your social media presence by increasing your brand visibility and ensuring your message reaches the right audience. Here are four steps to follow to supercharge your social media presence with paid media:

Identify your audience

Identifying your audience and their online behavior is crucial to knowing how to approach them on social media. Ask yourself the following:

  • Who is my ideal buyer?
  • What problems does my audience face?
  • Can I solve the problem more efficiently than my competition?

Business is all about solving the problems in your market. Understanding your market demographics, buying behavior and other metrics will help you formulate a paid social media strategy that will deliver your value proposition more effectively.

Identify the right promotion channels

Determine which advertising channels you will use. Look for channels that will reach most of your prospective customers and make them take the action you want. Social media paid advertising can be effective in getting you more subscribers, followers and fans. For example, you can use pay per click within Facebook to drive users to your fan pages and Twitter to gain followers.

Experiment with Facebook Sponsored Stories, Google AdWords as well as Twitter Promoted Tweets. Social media paid ads can provide a higher ROI than other traffic avenues since users are already on the social media channel where you are looking to establish your presence.

Get the content right

Your message can make or break your advertisement. Create thoughtful content that speak to your prospects and have clear calls-to-action. After reading your content, prospects should have no doubt on what to do next. Your content should educate prospects on how they will benefit by following you on your target social media channel.

For example, if you place a banner informing visitors to subscribe to your blog, tell them what they’ll get by subscribing. Offer an irresistible proposition or valuable content that will make the prospect take action and look forward to more content from you. For instance, you can offer prospects a free eBook when they subscribe to your blog.

Measure the Paid Media ROI

Measuring your paid social media campaigns to determine the ROI is simple. Check these metrics to determine the success of your campaigns over specific durations. Some of the metrics you should measure include:

  • Number of new followers to your social media channels
  • Percentage increase in traffic resulting from the paid media campaigns
  • Number of new leads and sales generated
  • Brand awareness and mentions across different social media platforms
  • Click through rate, Conversion rate, Reach, Bid Price, etc.

It is important to monitor your campaigns regularly to know which paid media channels provide the best ROI and which ones result in unimpressive outcomes. Reallocate budget toward the best ROI sources and pull it from the weakest ones.  Measure your campaigns regularly to determine whether you are on course to achieving your business goals.

Increasing your brand’s social media presence can mean more traffic, leads and sales. While it is possible to increase you presence through organic growth, the method can take time and needs a lot of work to result in positive ROI. Paid media can help you establish your brand and reach more prospects on social media faster.

Ryan Wilson
Founder & CEO
Ryan has his hands in a bit of everything, but he mostly focuses on client success and the technical aspects of advertising. Ryan likes 90’s hip hop, heli-skiing, and spending time with his family.