Using Social Media Advertising to Win More Customers
Updated: Dec 15, 2020
Organic reach isn’t dead, but we have to admit that it’s getting increasingly harder and harder to achieve. You can’t pick who sees your posts. It might be buried. And though some might score a ton of engagement, it’s highly inconsistent. On the other hand, social media advertising gives you the controls. You can drive your business’ content to the right audience without worrying about algorithms and such. They can also speed up growing your social media presence. Rather than thinking of it as a replacement for organic social, though, think of it as a supplement that will help boost your existing content and help you grow.
How Does Social Media Advertising Work?
To reap the full benefits of your social media advertising, you need to plan it thoroughly up until the smallest details. Before launching a campaign, it’s important to know about two essential aspects of ads: targeting and bidding.
You must know your audience. Only by that can you take full advantage of the targeting options each social media platform provides. Besides that, you have to determine how much you’ll be willing to spend since this will help put your ads in front of your most relevant audience. To avoid overspending, try starting with small test campaigns first. A few examples of social media advertising formats include your static image ads, video ads, carousel ads, and Instagram story ads.
More often than not, people think ads are just for making more sales. But each business has different goals, and ads can be easily reshaped to adapt to these goals. Aside from making more sales, ads can increase brand awareness. It can introduce you to new potential customers or get you back to people who are already familiar with you. Ads are also useful for driving more traffic to your website.
How To Use Social Media Advertising To Create a Compelling Customer Journey
A lot of small details make up a successful campaign. That’s why you must keep up and understand proven tactics and strategies in the market.
1. Create an omnichannel social presence
Hopping onto just one platform isn’t enough.
Each platform has a different variety of audiences, and each platform also gives you a different way of connecting and interacting with your customers. For instance, you can use Instagram and Pinterest to share enticing and stunning product photos while you can use Twitter to address customer concerns directly and give shoutouts.
It’s important to note, though, that not all channels might work for your brand. Choose carefully and develop a strategy to promote content through all these platforms.
2. Supplement Your Existing Marketing Campaigns with Social Media Advertising
Product launches, promotions, time-sensitive offers - you can’t just leave these to themselves for your customers to hopefully stumble over. You need to place these in the most accessible place for them: social media. Discounts, offers, and the like can easily catch attention. If you don’t want to be too aggressively sales-y, you can also put a little bit more creative flair to your ads for them to double as great content.
3. Keep up with Trends
There are always new ways to engage with your customers. And to avoid drowning in the market noise, you need to keep up with what’s working with the customer. Monitor mentions, hashtags, and industry-related keywords and adjust your campaigns accordingly.
4. Provide Social Customer Service
Social customer service isn’t just about answering a query, and that’s it. It’s also about showing you care for your customer and that you’re willing to put in the effort to keep them for the long haul. That means personalizing your replies as well as giving your customers shout outs. It’s not as direct as an ad, but it advertises your company’s values.
5. Listen to Customer Feedback
More than your products, you should aim to sell your brand for the long haul. This means making a connection with your audience. The best way to do this is to listen to their feedback and consider it for your campaigns. This can not only improve your strategies but also give you a new way to connect with your customers.
6. Don’t Skip on User-Generated Content
What better way is there to promote your brand than with the words of a satisfied customer? Whether it’s an influencer or an anonymous first-time buyer, give your customers a chance to talk about your product. Create hashtags or feature their posts. Doing so allows you to create conversations around your products and increase engagement for your brand.