Plan, arrange, and optimise your paid social media advertising so that it reaches your target audience where they already spend time online. It is projected that global advertising spending on these platforms is above $200 billion per year, and rising at a double-digit rate. It’s a huge market for ads, but it’s not as big as sponsored search.
With 60% of the world’s population (4.7bn people) now using social media for an average of 2.5 hours per day, paid social advertising has expanded in tandem with usage. The platforms have responded to the demand for advertising by inserting adverts into social media feeds in an effort to monetize the network’s 4.7 billion monthly active members. Meta (marketing on Facebook and Instagram), Tik Tok, Youtube (owned by Google), Twitter, and Snap are the most important paid social media advertising platforms for business-to-consumer sales. Linkedin is the most important premium social network for business.
Where Should I Place My Ads?
Numerous options exist for premium social media sites. You should give some serious thought to the medium(s) you choose to promote on. Identifying your audience is the first step in choosing the best platform for your needs. Each social media site has its own distinct user base, so it’s important to figure out which one has the largest concentration of your intended audience. Tik Tok, which has traditionally catered to a younger demographic, is rapidly expanding to a wider one.
Then, consider the ad forms available on the platform and how they relate to your business. Videos are the only content on Tik Tok and YouTube, therefore if you can’t make decent videos, you shouldn’t utilise them. Make a list of the most important platforms after you’ve determined your audience and the best format for your content. Don’t try to learn paid social media at the same time as every platform if you have the luxury of time. If you want to know what works, test it on one platform and then scale it up before trying it on another.
MOF TOF BOF TOF
Promotion at the top of the sales funnel introduces your group to those who could become new fans. Targeting at the top of the sales funnel involves finding customers who have never heard of your company before but might be interested in what you have to offer. Selling to runners might be an excellent niche to go after if you’re in the running shoe business. Individuals with a general interest in health and fitness may represent a larger subset. And there’s probably a subset of ill folks who want to stay in their pyjamas all day and watch TV instead of going for a run. The middle of the funnel is where you put your ad in front of those folks and see who responds.
People in the middle of the sales funnel are familiar with your brand via previous interactions but haven’t yet made a purchase. They are qualified leads who have already shown interest in your company’s offerings.
The goal of any action towards the bottom of the sales funnel is to ultimately result in a closed sale. People who have shown interest but have not yet converted are the focus of these commercials. Retargeting is the most popular and productive bottom-of-the-funnel action. This is the case when a potential customer saw your website but ultimately did not buy from you. Those at the bottom of the sales funnel will often be retargeted with advertising until they make a purchase.
To effectively transfer individuals from the top of the funnel (awareness) to the bottom of the funnel (buy), it is common practise to mix the three sorts of segments (top of funnel, middle of funnel, bottom of funnel) when putting up your sponsored social activity. Using this method to organise your sponsored social media advertising is highly recommended.
Imaginative Reflection
Precise targeting makes paid social media successful, but poor copywriting is a common pitfall for marketers. They use TOF, MOF, and BOF to set up several targeting segments, but then show the identical creative to all of them. This reduces the efficacy of your efforts. At each level of the sales funnel, the target audience must be presented with an appropriate piece of creative. Knowing what kind of content and messaging will resonate with particular demographic is essential.
Ads at the top of the funnel should be as interesting and thought-provoking as possible in order to increase brand recognition. For sponsored social, this is an exercise in thumb stopping: you’re trying to convince someone to slow down as they’re scrolling a million miles an hour, so your creative needs to do the same. In the middle of the sales funnel, your audience is intrigued but has not yet made a buy, therefore your messaging should reflect that.
Why do people pay for social media advice?
Paid social media gurus like Traktion’s Robin Brooks tend to focus on just one or two networks. Since most platforms update their features on a daily basis, it’s difficult to become an expert in more than three of them. A hired social media specialist will organise your campaign on these sites, offering guidance on demographics, content strategy, and spending limits, among other things. Your analytics and pixel set up, together with the creation and modification of audience segments, should be handled by them. Once your campaign is up and running, a paid social specialist will monitor its progress in relation to your stated goals on a regular basis, and make any necessary adjustments to the platform. A frequent report detailing progress, what’s working, what isn’t, and any adjustments made to boost efficiency is required. At the very least once each week, your hired social specialist will contact to discuss the results and any adjustments that need to be made.