When social media began, it was known for the connection it brought to people. You no longer had to pick up your phone and call someone to wish them a happy birthday; you could simply post on their wall with your best wishes. Social media platforms made it easy to keep up with the lives of those you cared about and have everyday conversations without worrying about formality. As social media became its own identity, some platforms were forgotten like Myspace and others began to grow such as Facebook. The more time that passed, the demands for social media rose. People wanted platforms that would keep them connected to friends, protect their privacy and would allow for creativity. As needs arose, platforms like Instagram, LinkedIn, YouTube and Snapchat sparked interests with users. Suddenly, companies began to notice that there was great potential to grow while using these platforms. Companies began to develop accounts with the intention to reach their current customers and expand by reaching new customers.
As more and more companies joined the world of social media, different opportunities were created for these companies. Among them, the possibility to develop visual advertisement to communicate and motivate users to take some type of action. With a budget, knowledge and creativity, companies now have the opportunity to expand their reach. At first, social media advertising was a matter of trial and error. However, each platform became more specific, had more data and the tools to advertise on each platform were redefined to maximize investment. Today, advertising on social media is no longer a process of trial and error. It is specific and requires knowledge and commitment. Companies have to understand: targeting, multiple platforms and analytics.
Target your Prospects
Whether people accept it or not, social media platforms have a significant amount of consumer data. By stating what age, what gender you identify with, where you went to school, what you like to listen on Spotify or even where you like to go visit, social media knows a lot about you. Pixels on the internet browsers allow companies like Facebook, Instagram, LinkedIn and many more develop an archive on you. Then, these companies begin a process known as categorization, where they take your personal information and habits and pile them up with others similar to you. When companies like architect firms are ready to explore the world of social media advertisement, these social media giants are ready to offer all of this data. While your individual data such as your name is not given, companies are able to select filters to better “find” their ideal customer.
When advertising on social media, companies have the opportunity to select who they want to advertise to. They can pick from demographics such as age and country to ensure that their product is the right fit for these users. Then, they can pick from behavioral factors such as showing interests in certain topics, which allows to accurately speak to these users. Overall, when advertising on social media, companies have to create a social persona for their ideal users. This persona will highlight why these users can benefit from developing a relationship with the company. If done adequately, by categorizing and targeting, companies are not longer putting out an ad and hoping they reach the right person. Now they are putting money to show their ad to the right candidates. At that point, it is up to their content and budget to do the rest.
Post on Multiple Platforms
The second factor that goes into advertising on social media is understanding different platforms. Many companies assume that Facebook is the social platform that their consumers are using. However, they fail to understand that while Facebook is still the giant in social platforms, there are arising platforms that have drawn the interest and activity of users. Platforms like Instagram, Pinterest, Snapchat and many more have transformed the way consumers are posting and sharing their lives. Each platform takes pride in how they are unique and what type of consumers companies can find actively using their platform.
Just as each platform is different to manage and to have an active presence, advertising on each platform is also different, as is cost. Companies should not jump into conclusion and decide to advertise on Facebook. They need to take into consideration: who are they trying to reach, will they find those customers on that platform, how much budgeting dollars do they need, how long will they run their campaign for, what is the outcome they are looking to gain, what restrictions will that platform present, how will they measure their success etc. By thinking about all of this and having a good understanding of how different platforms work, they can adequately discover which platform makes sense to advertise in.
Additionally, by understanding different platforms, companies will be able to create their content effortless. When advertising, companies have to keep in mind the type of ad that consumers will respond to. Each platform is different and will require different types of ads. You need to understand what will work on what platform and avoid making costly mistakes that will diminish your ROI, return on investment.
Use your Analytics
As in everything about social media, when advertising, you need to pay attention to the numbers. When launching advertisement campaigns, you will receive data on what you are paying, who is seeing your campaigns, what actions are being taken etc. It is not enough to pay attention to these reports, you have to know how to interpret them. Each platform has its own jargon and its own way of measuring things. Your job is to understand these numbers and evaluate them.
By knowing where and how to get these reports, you’re a step closer to understanding how your campaigns are doing. You then have to sit down and analyze the data. Those numbers have to answer three things: how much money have you spend, how successful is your campaign being and what do you need to change to maximize on this opportunity. By making analytics your friend, you will learn how to effectively invest on social media advertising.
It is not easy to advertise on social media. This process if not about posting and boosting. It’s a process of truly understanding your firm’s need, who you are trying to reach, how you will reach them and what to do once you reach consumers. Today, you need to have an active and persistent presence on social media platforms and understand how to optimize the tools provided to you.
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