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Social Media Marketing Basics SOCIAL MEDIA MARKETING: As a social media marketer, it’s crucial you determine which platforms you’re going to share your content on. There’s not necessarily a right or wrong answer when it comes to which social channels your business should use — it’s more about the needs of your target audience and where they tend to spend their time. SOCIAL MEDIA METRICS: Social media metrics are data related to the success of your posts and your impact on your audience and customers on various platforms. Let’s dive into details of these key metrics: Engagement: Overall report of clicks, comments, likes, and replies on your social media posts. On Instagram there is one different metric “saved posts” and “pinned post” on Pinterest. Reach: It is the number of people who have seen your posts, stories and profile on their timeline or newsfeed. Followers: This is the number of people who have followed your page/ profile/ account. Impressions: This is the number of times a post from your profile or page is seen, whether or not your audience members click on it. This is often what happens when someone is scrolling through their newsfeed, but not clicking on anything. Video views: On Facebook, Snapchat, Instagram, or any other social channel with video capabilities, this is the number of views each gets. Profile visits: The number of people who have visited your social media page or account. Mentions: This is the number of times your profile has been mentioned by your followers in their posts or stories. Tags: This is when your audience adds the name of your company’s profile or your hashtag to another post. Reposts: This is when a member of your audience posts a piece of your content on their profile. Shares: These are the posts your followers and audience take from your profile and share with their network. MEASURING THESE METRICS: These metrics can be measured by analytics tools built in each platform
  • Facebook analytics
  • Instagram insights
  • Twitter analytics
Other great options:
  • Google analytics
  • Other social media scheduling programs
Facebook Marketing: Facebook has over 2.2 billion users and it is a great platform for creating brand awareness and advertising. Let’s start with the most potent advertising tool on Facebook known as Facebook Ads. Facebook business manager: This is a tool designed by Facebook to manage your page and ad accounts. The Ads manager is where you go to create and manage your campaigns, of course! In full, you can use the ads manager to:
  • Set up Facebook ad campaigns
  • Create new ad sets and ads
  • Manage Facebook ad bids
  • Target many different audiences
  • Optimize your ad campaigns
  • Keep track of your campaigns’ performance
  • A/B test your Facebook ad campaigns.
This address will navigate you to the Facebook Ads Manager. Facebooks Ads and how they work? According to Facebook, “Facebook ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them. Advertisers create campaigns that have specific goals, which we call advertising objectives and they create ads within those campaigns to help them reach those objectives”. You can simply start an ad campaign in Facebook business manager by following simple steps. But the question is if running Facebook campaigns is so easy then why they fail to bring results for most of the people. Every Ad is directed to set of audience as discussed before, so now let’s discuss how to set up Facebook Ads that deliver fruitful results. ANATOMY OF A HIGH-CONVERTING FACEBOOK AD Perfectly Set Ad objective: Different types of Ad objectives are available and you need to choose them according to your goals. So you need to align your goals with your ad objective. Let’s say you have a Shopify store and you are hoping to get more visitors to your website where people can learn about your great products. You’ll want to create a Facebook ad, and select Get More Website Visitors as your ad objective. But if you want to hear from more of your customers directly, you would first set up your Send Message call-to-action button on your Facebook Page, and then choose to promote your Send Message button. Here is another one let’s say that you open a dance studio and your goal is to get people to come and see your business Page. In this case, Promote Your Page is the obvious choice. But, if you want to get more local dance learners to learn about your studio, and maybe even come and sweat it out with you, you’d choose to Promote Your Business Locally to promote your business to any and all nearby dance lovers. Ad Creative: You have set the objective of your Ad campaign, You have set a goal, you have all the ingredients of a perfect dish but your dish still needs cooking.  To cook this dish you the flame and spice of Ad creative. Your Ad creative includes the Ads text, call to action button and photos or videos. These three are the key elements of your Ad. Let’s discuss one by one:
  1. Ad Text : 
You have less than 10 seconds to grab your viewer’s attention. When people see ads they skim read it, so you need to deliver maximum information in minimum words.  This is going to be the breaking news of your Ad. Be precise and to the point. For example “Flat 20% off on all stock”, “Our giveaway is ending soon”. Complement your text to your visuals. Your text should be 10 to 20% of your Ad, Test different lengths and see what brings the highest conversions. You can use Facebook text check tool. Keep in mind no one would stop at your Ad to read lines.
  • The Link Headline: Include only 12 to 18 words to make sure your Ad shows high performance.
  • The Link Description: When a reader has stopped at your Ad and they want to navigate further they look at the link description to get further information.
  • The Ad Image:
People avoid advertisements, but they like what they see. So many people go wrong here, trying to create an attractive image, they turn up creating a fancy one. Your Ad image should look natural in most possible ways, and it should not look like an Ad. I know this sounds weird but that’s the trick to have people want to stop and spend some time with your Ad.
  • The Call to Action Button
People loved your text and image, they loved what they see, now they’ll do what you wanted. The call to action button will lead them where you wanted them to go. Choose the one that fits best according to your Ad objective. Note: All Ads don’t need a call to action button if you don’t want one you can skip it or you can choose a “Learn more” button. During all these steps you will be able to see a visual preview of your Ad. Use your wits and think like a client/ customer/ follower you are reaching out to. Look out how your competitor is setting up their Ads and do totally opposite and innovative. Creating an Audience for your Ad: In the beginning, we discussed in detail how to make a customer avatar. Now let’s discuss how to use that information in selecting the best audience for your Ad campaign.
  1. Consider your current customer base (if you have one): Think about what they like, how old they are and the interests they have. This can help you identify audience options that will help you reach people like them on Facebook.
Examples: •        If your product is for men, then you can skip women. •        If your product is used by a specific group of people, such as doctors, look to see if Facebook offers that option under demographics. •        Think about what interests your audience might have. If your company makes running shoes, for example, you might look for interests related to running, cross country, fitness, wellness and other related activities. Don’t just look for people interested in shoes.
  •  Audiences can be specific or broad: There are pros and cons to both, so keep an eye on the size of your audience as you’re creating it. If it gets too broad, add additional audience options. If it’s too narrow, try removing some.
Examples: •        A specific, or narrow, audience may be more interested in what you’re advertising than a larger and broader audience. Just be careful. If you use too many audience options at once, your audience may be too small and specific to be effective. •        With a broad audience, you’re going to rely more on Facebook to find the best people for your ads. This approach may help you find potential customers you never would have thought to reach otherwise. A broad audience can be a good approach if you’re new to creating audiences on Facebook and aren’t sure what options to use.
  • Watch the audience meter to see whether your audience is too specific or too broad.
•        If the indicator needle is in the red section of the dial, consider making your audience broader. •        If the indicator needle is in the yellow section, be aware that a large budget may be required to reach a significant portion of your audience.
  • Test and repeat: There’s no one-size-fits-all solution to building audiences. Create one specific audience and another that’s broader and see how that affects your ad results. Adjust and try again as needed. And remember to save your audiences for later use.
Setting up a budget for Facebook Ad: This is the foremost concern for people new to Facebook Ads. There are two types of budgets you can set up:
  • Total/ lifetime budget: A total budget is the maximum amount you’ll spend on an ad until it stops running. For example, if you set a total budget of USD 25, you’ll be charged up to USD 25.
  • Daily budget: A daily budget is the average amount you’ll spend on your ad each day. For example, if you set a daily budget of USD 5 over the course of five days, you’ll be charged up to USD 25 total.
Keep a close eye on your Ad analytics and if that Ad is not bringing you results. You need to stop that Ad and test a different one. Testing is the key to success here. Run 2 to 3 Ads and have a keen eye on what works out best. Setting up Ad duration: It is the duration during which Ad will be functional. You can customize your Ad duration or select the one provided by Facebook. Your duration solely depends on the budget. For example, you have a low budget and you set up a long duration, your Ad is definitely going to suffer in such condition. Adjust both to get high conversions and to see the results you want. Keeping all these things in mind you are ready for your first Ad campaign. Isn’t that awesome? INSTAGRAM MARKETING: You are running Ads on Facebook, LinkedIn, as well as Google Ads but you are ignoring Instagram? Instagram is used by over 800million users, 15 hundred plus business profiles worldwide, 1/3 Instagram most viewed videos are from businesses and has been starting to gain even more popularity among users. Let’s dive into Instagram Ads and their format. Instagram provides a platform to tell visual stories through various ad formats, and many advertisers have seen this channel yielding higher ROI in comparison to their other advertising campaigns. Through Instagram, you advertise your content sponsored by Instagram to reach a larger and targeted audience. Why Instagram Advertising?
  • Grow brand exposure
  • Increase website traffic,
  • Generate new leads, and move current leads down the funnel (and hopefully towards converting).
  • More control over who can see your Ad
Format of Instagram Ad: Instagram is all about visuals, create great quality visuals (accompanied by some text) Starting Up with Instagram Ads: This address will navigate you to the Facebook Ads Manager. Setting up Ads goal: This is similar to setting up a Facebook Ad objective, but with Instagram you can select the following goals only.
  • Brand awareness
  • Reach
  • Traffic (for clicks to your website or to the app store for your app)
  • App installs
  • Engagement (for post engagement only)
  • Video views
  • Conversions (for conversions on your website or app)
Select your Ad goal wisely. Now you have a goal in mind you can continue further with your Ad. Selecting Target Audience: The good thing is you can set up your Ad targeted audience the same way you did for Facebook Ads. Scroll above and see how you can select your target audience for a high-profit Ad. Choosing Ad placement: This is where you select that you want to run your Ad on Instagram only if you skip it your Ad will be placed on both Facebook and Instagram. Edit the placements and select Instagram only. Selecting Ad budget and schedule: This process is the same as Facebook, however, we suggest that you explore the options and choose to bid manually instead of letting Facebook to automatically select charges for you. There are two options of payments lifetime and daily, there are both pros and cons of both. However, if you select a lifetime budget you’ll have more control over your Ad including when it will be live and which days of the week. But lifetime payments drains your budget quickly. Select wisely and choose the most appropriate option according to your targeted audience. Ad Creation: You probably have content in your mind, now it’s time to select your Ad format. You can select following Ad formats for stories and feed.
  1. Image Feed and story Ads
  2. Video Feed and story Ads
  3. Carousel / Slideshow feed Ads
  4. Canvas story Ads
Congratulations, your Ad is about to go live! Tips for creating high converting Ads:
  • Personalize your Ad: it should have a human effect and should be emotional enough for your audience to make decisions impulsively.
  • Make sure your Ad is contextually relevant: Don’t forget people use Instagram for entertainment
  • Use hashtags: Hashtags are a more powerful Instagram Ad tool to reach your target audience. You can use up to 30 hashtags. Make sure they are well researched, popular and relevant to your niche.
  • Giveaway contests: Giveaways are very popular for Instagram audiences and they are a great way to drive people to your account. You can put your desired link in bio and ask followers to visit the link in bio for more details.
  • Posting at optimum hours and days: Most of the Instagram audience is youth and by carefully observing the interests and schedule of your target audience when you chose the optimum time for your Ad to go live you get maximum results.
LINKEDIN ADS: LinkedIn has nailed it’s Ad marketing services due to their B2B targeting options. Because this is where all the professionals’ are. The only drawback of LinkedIn Ads is that they cost much higher than Facebook. Why LinkedIn?
  • You can target your ad to specific professionals
  • Easy to reach CEOs and investment firms
  • Post job advertisements and target them to college graduates
  • Brand awareness.
  • Website visits.
  • Engagement.
  • Video views.
  • Lead generation.
  • Website conversions.
  • Job applicants.
Open the LinkedIn Campaign manager to get started. LinkedIn Ad objectives:
  1. Sponsored content: Through these, you can promote an article or post from your company page that appears in the LinkedIn feed. These have the highest CPCs (Cost per Click)
  2. Text Ads: These are the tiny little ads you may or may not notice on the right side rail of a LinkedIn feed. They sometimes appear under you may know option. Make them super-specific.
  3. Sponsored InMail: You can send spam mails through these types of Ads and can get really higher conversions if you do them right.
  4. Video Ads: you can easily show your videos to your target audience. Test for various lengths of video and see what gives the highest conversion rate.
How to Target Audience: LinkedIn is a professional forum and unlike Facebook, you won’t have the option to select people interested in dance. You will target your audience based on the following parameters:
  • Employment history
  • Educational History
  • Number of employees
  • Type of company
  • Demographics
  • Seniority level
  • Number of years they stayed on their job
  • Field of study/ profession
How to select a budget and schedule? There are three options here:
  • Cost per click (CPC)
  • Cost per impression (CPM) for the messages in a user’s view, or…
  • Cost per send, for Sponsored IN Mail ads (pay only for the messages received)
For CPC and CPM, set a daily spend limit and a bid price. This states the max you’ll pay per click or impression. Choose a start and finish date for your campaign, too. Analyzing Ads: Campaign Manager helps you measure and optimize your campaigns. Metrics include impressions, clicks, and spend. And, measure “social actions,” seeing how members interact with your content. That’s it. You’re now ready to create, run, and optimize ads on LinkedIn.

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