Sure, many companies have massive followings, but that doesn't mean their posts are guaranteed to secure a spot in a fan's newsfeed. In order to reach a larger audience, social channels are giving brands the option to put ad dollars behind social posts. While these posts may be sponsored, in order to succeed, they still need to be as eye-catching and interesting as the cute cat photos that bombard your customer's feeds.
There are many avenues to go down when considering which channels and types of social media advertising will resonate the most with the audience you're trying to target. Deciding which options to purse can be overwhelming. This week, Sprout Social All Star, Andrew Wasyluk, joined us for #Sproutchat to offer insights and best practices.
Remember That Content Matters
Getting your ad in front of your audience is one thing, but actually catching their attention in the newsfeed full of posts by friends and family is a different beast. Bright, colorful images paired with copy that's concise and contains a clear call to action is a must.
If you have the resources, further engage your audience with a promoted video. Ensure the content is worth your viewer's time and clearly defines or shows your product. You'd be remiss to get their focus, but not any engagement to lead to brand awareness, a click to your website or a sale.
A2: Great imagery, well-crafted copy that speaks to your audience on an emotional level, a strong CTA, and keep it short! #SproutChat
- Andrew Wasyluk (@socialeyze) May 25, 2016
A2: You must first very clearly understand your audience, of course, and have a specific goal of the ad campaign in mind. #SproutChat
- Page 1 Solutions (@Page1Solutions) May 25, 2016
A2. A good photo is also key - test your photos til you find the one that works best. #SproutChat
- Reva Minkoff (@revaminkoff) May 25, 2016
A2: Tell the potential customer what you want them to do. #sproutchat
- David Pride (@DavidaPride) May 25, 2016
A2: Remember that your ads are competing with baby announcements & weddings pics in time lines, product images won't do it! #SproutChat
- Katrina Douglas (@KDADouglas) May 25, 2016
A2) It's all about targeting the right audiences and posting engaging and interesting content that people will want to click! #SproutChat
- Alejandra Guillen (@AlejandraGui123) May 25, 2016
@SproutSocial 1-Good plan, 2-nice visuals, 3-Clear call-to-action, 4-addressing pressing needs, 5- simplicity #sproutchat
- Fady Ramzy (@CyberZizo) May 25, 2016
Collect & Measure Data
Ads on social media are effective for driving traffic to your brand website. Be sure to build out each campaign so that you can measure the impact on brand awareness and sales. Google Analytics is a great place to start. Work with your colleagues to ensure the credit is attributed properly to social media advertising and to the appropriate campaign.
A4: Dedicated landing pages, UTM codes, Google Analytics, Google Tag Manager and a properly set up funnel! #SproutChat
- Andrew Wasyluk (@socialeyze) May 25, 2016
A4 I use UTM parameters in the links to allow the GA reports & SFDC dashboards to properly attribute. #SproutChat https://t.co/0Su3qpNzU5
- Erika Heald (@SFerika) May 25, 2016
A4) @adobe Business catalyst has an admin console that can show you where traffic is coming from and what they're visiting. #sproutchat
- Kyle Murray (@TheKyleMurray) May 25, 2016
A4: UTM for the click, pair with ad analytics, and goal tracking for conversions. agencies tend to lose tracking after that… #sproutchat
- Laura Nagler Duncan (@lilnag) May 25, 2016
A4: Retargeting visitors with relevant ads that take them through a funnel. UTMs and FB custom audiences are our best friends. #SproutChat
- Johnny Nieves (@johnnynieves5) May 25, 2016
A4: And don't forget to split test
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