Original article from the Flevy business blog can be found here:
http://flevy.com/blog/how-to-use-paid-social-media-advertising-to-extend-your-reach/
When it comes to social media, you don’t need to pay to play, but it’s a good idea to know what everyone is up to as you form your own digital marketing strategy. Paid social media ads are increasingly seen as an integrating tactic. Let’s say you’ve spent time and money developing a great new how-to video or article—how do you make sure people see it? How can you increase visibility of your positive product reviews, media coverage, blog posts and educational content like white papers and presentations?
Three Ways to Help You Improve Your Social Media Advertising Games
1# Play the game
Paid social is the only reliable means of building a targeted and effective audience for your brand on the major networks, not only because there’s just so much content out there, but also because the algorithms used by the big players have to favor paid over organic for practical reasons. Survival of the fittest, in social terms, means not only those posts most deserving of engagement, but also those brands most willing to invest in encouraging that engagement. There are many ways to play the game as promoting your posts on Face book, Face book ads, Twitter promoted Tweets, LinkedIn ads, etc.
2# Learn about Organic vs. Paid
When your strategy is focused on only organic there’s a problem. When your product’s target market is in North America, while Facebook is a global network, then organic reach can’t be controlled by region. So a full 80 percent of those fans are of little or no value to you for the purposes of their social strategy.
How to Use Paid Social Media Advertising to Extend Your Reach
1. How to Use Paid Social Media
Advertising to Extend Your Reach
Contributed by Lina Soliman on June 2, 2015 in Strategy, Marketing, & Sales
When it comes to social media, you don’t
need to pay to play, but it’s a good idea to
know what everyone is up to as you form your
own digital marketing strategy. Paid social
media ads are increasingly seen as an
integrating tactic. Let’s say you’ve spent time
and money developing a great new how-to
video or article—how do you make sure
people see it? How can you increase visibility
of your positive product reviews, media
coverage, blog posts and educational content
2. like white papers and presentations?
Three Ways to Help You Improve Your Social Media Advertising
Games
1# Play the game
Paid social is the only reliable means of building a targeted and effective audience for your
brand on the major networks, not only because there’s just so much content out there, but
also because the algorithms used by the big players have to favor paid over organic for
practical reasons. Survival of the fittest, in social terms, means not only those posts most
deserving of engagement, but also those brands most willing to invest in encouraging that
engagement. There are many ways to play the game as promoting your posts on Face book,
Face book ads, Twitter promoted Tweets, LinkedIn ads, etc.
3. 2# Learn about Organic vs. Paid
When your strategy is focused on only organic there’s a problem. When your product’s
target market is in North America, while Facebook is a global network, then organic reach
can’t be controlled by region. So a full 80 percent of those fans are of little or no value to you
for the purposes of their social strategy.
On the other hand focusing on a targeted paid social campaign while maintaining organic
content distribution as well seems like a better solution, specifically, creating ads and
promoting posts targeted by region, age, and interests. This strategy will ultimately increase
the value of audience demographics and generate more qualified sales leads.
3# Pay attention to new players in the field
As much as it is important to pay attention to the big three: Facebook, Twitter and
LinkedIn. It’s also crucial to identify the major new players in 2015 when it comes to image-
centric marketing as Instagram, Pinterest, and Snapchat. Imagery content is becoming the
core of E-commerce. The more capturing your imagery the more likely your ad will stand
out and create a buzz around your brand, yielding greater results from an ROI perspective.
4. The best-performing ads are relevant to the target audience and written with clear,
compelling words and employ vivid images.
In comparison to organic social media engagement, paid social offers advantages in
exposure, targeting, analysis, scale, and eventual ROI that make it essentially a necessity in
today’s highly competitive market.
About Lina Soliman
Masters of science in marketing and communication both theoretical and practical knowledge concerning
key areas in today's dynamic market. The key areas are social media, marketing performance metrics,
analyzing market trends, and creativity in crafting marketing messages. Now is a manager director in
Sphinx Digital, working for brand planning, web development, etc. You can connect with her on Lina
Soliman
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