The retargeting options on Instagram and Facebook are excellent. You can build certain target groups based on their behavior on your website. For example, has someone spent a long time on the page of a particular service – let us take SEO for instance? Then it might be smart to reach this person in a specific retargeting box. Later on, you can advertise very accurately, at the moment that you will sponsor interesting content about SEO.
Planning is critical when it comes to your ads. Many people are at work during the day and are therefore less present on social media – except on LinkedIn. You could move up or down for those times. But if students are your target group, it may be true that they are actually on Facebook in a boring lecture.
For your organic range, it is also important to include proper planning. This basically goes hand-in-hand with your content planning: when are you going to publish something new? And to what extent do you want to bring this to the attention on social media?
Of course, make sure that you remain relevant in this aspect. Nobody is looking to get spammed.
It is important to know that most social media work with an algorithm. For example, content posted hours ago may still appear in someone’s feed sooner, just because this message is more relevant than the more recently published posts.
So keep this in mind with your planning, both organic and paid! Although the channels work with an algorithm, old messages will really be displayed less often than new ones.
Keep track of what is happening on your social channels. Not only whether it goes in the right direction regarding traffic or engagement, but also all reactions, questions, complaints, etcetera. If you want positive engagement, you can choose to buy 50 Instagram followers. It is vital that you keep that in mind because wrong or late response can have serious consequences. All this ultimately has to do with your social proof.
Tip: you can set up notifications for many social media if something happens. Think of a mention of your company name, a response to a message, etcetera.
Do you have any idea how your performance on social media has been in recent months? Have you experienced real growth? And are there actually the desired conversions from your social channels?
Most channels have powerful solutions for analysis. Based on these analyses, you can ultimately make good choices about your social media commitment.
Using a dashboard for this is useful. In such a panel you have visually directly the most important data at your disposal, where you can then immediately make choices. Instagram calls this panel ‘Insights.’
The critical analysis that you have to make about the social media you are active on:
- How much did you spend in total in the past period? And what has been achieved regarding traffic and/or reach?
- Which channel is most important to you, as far as conversions are concerned?
- Has the range on a particular channel decreased significantly? Is that because of the number of posts you have placed?
- What about your planning? Do you post your messages at the right time?
And so on.
Advertising on social media
The opportunities for advertisers on social media are enormous. You have official ads, but you can also choose to use influencers to give your brand name visibility. In the images, videos and ad texts you can use your creativity, and the targeting possibilities are also excellent. You can specify your target group very well, set up retargeting and use user data on your website, using, for example, the Facebook Pixel. You can also use e-mail addresses to target in for example LinkedIn.
We take a close look at the largest four advertising channels: Facebook and Instagram
Advertise on Facebook & Instagram
Facebook offers a massive range of advertising opportunities. You can make use of videos, images, carousels, lead generation forms. The targeting options on Facebook are also outstanding.
Keep in mind that Facebook and Instagram are from the same company. Facebook is, therefore, the largest and most used advertising channel, in the field of social networking sites. This is partly because Instagram ads are also accounted for as Facebook ads.
- Advertising in Facebook works about the same as in Google AdWords. You work on the following levels:
- Account: this is the business page you advertise for. You can manage multiple company pages per individual Facebook account. You can also have various advertising accounts under one administrator account: a so-called MCC account (My Client Center account).
- Campaign: At the campaign level, you set up your advertising sets, just like with AdWords. In those campaigns, you process your objectives, your purchase type, and your spending limit. For example, you can set up a campaign if you want to promote a certain kind of content, such as an article or an offer.
- Creative set: multiple advertising sets fall under your campaigns. These are merely nothing more than different sets for your ads. In your advertising set, you can indicate what your budget is for those ads, the targeting, the planning, and the placements such as Facebook’s feed overview, Instagram, and other places like in Facebook articles.
- Advertisements: these are obviously the advertisements that you show to your target group. This is where the creative part comes in: you decide what type of publicity it will be, where you choose between images, videos, carousels, and so on. You also determine to which site you want your target group to go, which text belongs to it, and possibly which tracking data you want to include, such as the Google Pixel.
Those who are smart create multiple ads per ad group. Facebook will namely see which advertisement works best, based on the objective you have indicated. For example, if you want to generate as many clicks as possible, Facebook keeps track of which advertisement best contributes to this goal. The best post will be shown more often.
You can also choose to promote an existing message that you have already posted. This can then be provided with an extra button or an additional accompanying text.
Author Bio: Madiand Janden – I enjoy writing and I write quality guest posts on topics of my interest and passion. I have been doing this since my college days.
More on this topic: Options of SMS Marketing for Non-profit Fundraising