It is 2018 and marketing through social media is where all the money is going. Facebook advertisements are no longer just about producing good content. It is an important part of it but there’s more to social media marketing or advertising through Facebook.
With the latest changes Facebook has introduced to its algorithm, the organic reach of many pages on Facebook is starting to wither. That raises an important question: how do you get the content out there and to the right people now?
The answer lies in a trend that’s taking hold in 2018. Many companies have now started to resort to Facebook ads in order to give their content more exposure:
- Over 90 percent of businesses are investing in Facebook ads to promote their content,
- Almost 70 percent of the businesses are planning to raise the marketing budget they have allocated to social media marketing.
According to Forbes Magazine, the spending on digital marketing in the US will near $120 billion by the time 2021 comes around. This essentially means that the rate at which investments are growing is increasing right now.
When it comes to Facebook ads and social media marketing, what is it that you need to consider that will make the perfect ad for your business? Here 3 social media marketing tips that’ll help you get the most out of your social media marketing budget going forward with 2018.
1. Observe Performance and Update as you go
The first from the 3 social media marketing tips is the observation of your campaign as you go along.
Communications technology has some a long way since the invention of the radio. We are now able to communicate more easily than ever.
Technological advancements have affected and changed every aspect of how we live our lives. It has also changed everything from the way we communicate with each other to the way that marketing is done by brands all over the world.
In the past – barely even a decade ago – running an ad via local radios, televisions or even on the internet, didn’t offer much of a statistical feedback in real time. With the advent of social media marketing, the performance of your marketing campaign can be tracked from the moment it begins.
It makes sense that many people opt to check on the performance of an advertising campaign once it is done and dusted but the issue with that is of plenty of wasted potential. Checking up on the reception of your advertisement campaign as it’s going along can give you the chance to tweak the campaign and see how the changes impact the performance of y9our campaign in real time.
Observing Facebook ads allows you to see whether or not your advertisement campaigns are generating the kind of interest you need. Monitoring the performance will also allow you to make changes like these while the campaign is live:
- Lower number of clicks? Maybe an updated CTA would help.
- Little to no interest from audience? Revamp the creative aspect of your Facebook
- Not a significant exposure? Change up the targeting parameters on your Facebook
Checkout: Your Guide To Social Media Success
The facility of using the Facebook Ads Manager is a great tool for marketers to be able to track the data pertaining to the performance of their ads.
It allows you to make adjustments to each ad that you have up and running within the campaigns. It allows you to make changes to the ads individually if need be.
So instead of having to formulate a whole new campaign, there are a few changes you can bring about to your existing campaign. You can:
- Change the target audience
- Reallocate your budget and scheduling
- Change the creative aspect of your ads
- Change where the ads are placed
- Make adjustments to improve delivery and optimize your ads
You have to keep in mind that the changes which you will be making are not something that works on the premise of any best practice. There will be a number of combinations that you will have to try in order to find the perfect balance.
Seeing how the performance of your ads is affected by the changes will help you learn how to better deliver your ads in the future as well. Keep it in mind that if the tweaks you are making to your advertisement campaign are not working, you might just have to start up a new campaign altogether—an important tip from the 3 social media marketing tips.
Also Read: Dealing with Facebook’s Change in Algorithm
2. Be Aware of How to Measure the Success of Your Social Media Marketing Campaign
How to measure the success is the second aspect to consider among the 3 social media marketing tips.
When you are considering how to start off a Facebook ad campaign, it is important to know exactly what metrics you will be using to measure the success of your campaign.
A lot of the time, the metrics businesses use to measure the success of their Facebook ad campaigns are only the leads their ads are generating for the sales team. Additionally, some might be prioritizing how popular their brand is getting and how much people are talking about their products. It all depends on your goals for the campaign.
The majority of marketers prioritize consumer engagement to measure the effectiveness of a campaign, the leads come in at second and the number of sales third. For your business, having a clear idea of what you want your campaign to achieve for it to be successful will help you a great deal in making the adjustments to your campaign according to your desired goals.
Until recently, the organic reach of the content on newsfeeds didn’t require many businesses to make use of paid advertisements on Facebook for their marketing. The change in algorithm will reduce the exposure for brands through organic means. To counteract that, many of the businesses will have to make use of paid advertisements in order to attain that level of reach so their business can thrive.
3. Focus on the Story Telling Aspect of Your Ads
The third tip from the 3 social media marketing tips is to focus on the story.
The advertisement campaigns will never be effective if they are nothing more than just 100% sales pitches. In order to engage the viewer, you need to get through to them. Story telling is a very important aspect of communicating for human beings. It is the best possible avenue to explore in order to garner interest.
The campaign that you are planning for your advertisements should be based on the premise of storytelling. It should be done in a manner that it captivates your audience and also conveys the purpose of your marketing campaigns. Go for a long term approach:
- For instance, you’re marketing a website for fashion and lifestyle, you can divide the advertisements into two campaigns. Focus the first campaign on the kind of content which instantly catches the viewer’s attention and gives them a strong CTA that will encourage them to subscribe.
- In the second campaign, focus more on a narrative aspect of it. Base the campaign on a simple narrative which talks about the brand itself, about a product that the brand is offering and a CTA for subscription.
With both of these campaigns, you will see that the one based on a narrative through multiple ads will engage your customers more than the singular ad with a call to action within it.
Because of the organic reach of viral content, there was not much need for using paid advertisements for businesses that were using Facebook for their marketing and sharing viral content. This does not mean that with the change in algorithm, social media marketing has lost its value and potential for success. Creating valuable content coupled with a dash of viral content is still a great marketing tactic. However, given how other businesses are also thoroughly leveraging paid Facebook ads, they are starting to become more and more valuable for businesses across the world.
Social media marketing is crucial for engaging your target audience. AS a business you should be considering the prospect of social media marketing as an integral part of the overall marketing strategy and stay relevant and at the forefront of for your target consumer’s decisions..
These 3 social media marketing tips will help you work out a clear and concise social media marketing strategy. Remember, there is no best practice for every business or even every campaign for different product offerings for the same business. The social marketing campaigns are never created, they are built. By making use of these tips, build up a social media marketing strategy that will be effective for your business.
Allocating more resources of time and budget to your social media marketing campaign will turn out to be one of the best investments you will ever make once you see the returns on your investments.