The role of Social Media at the forefront of businesses remains undeniable. According to Hubspot’s 2023 Social Media Marketing Report, 67% of marketers use Facebook while the other 65% prefer Instagram. This also reported that 53% of marketers plan to increase investment in new, short-form video platforms like TikTok to better engage with a larger audience. With these numbers in mind, you must learn how optimising your social media advertisements can help you get the most out of your business’ online.
Social media advertising is a powerful tool for businesses. Because it allows them to showcase their brand and content, while also attracting new customers with targeted promotions. Optimising social media advertisements facilitates customer engagement through interactive elements like polls and surveys.
Benefits of Advertising in Social Media
- Cost-Effective. Compared to traditional advertising, social media removes the physical form of ads such as flyers, billboards, television, etc.
- Wider Reach. Social media platforms connect businesses with potential global customers by creating culturally relevant content. Not only can this grow your international market, but also provides valuable insights into user behaviour towards your brand through comments and feedback.
- Design Flexibility. You can create user-friendly and visually appealing content, such as bite-sized explainer videos and interactive infographics. Through this, you can boost engagement, brand awareness, and drive conversions.
- Targets Set Audience. Your posts can reach your target audience based on user demographics, interests, behaviours, and more. Because it ensures that your content reaches the target users who are interested in what you are advertising, increasing the likelihood of conversion.
Optimisation is a way to align your social media goals and manage your business branding. It is a digital marketing strategy where your content can redirect users to your business’ website or online stores. Moreover, to fully utilise the effectiveness of your content, it’s crucial to measure specific metrics aligned with your set goals for your social media campaigns and content.
Fortunately, most platforms provide the essential social media metrics to gauge your content’s impact on your target audience. Key metrics include but are not limited to:
- Reach & Impressions. The former indicates the volume of people who viewed your content, while the latter shows the times your post was seen. Through this, you gain insight into your content visibility, and potential reach, among other things.
- Engagement Rate. Measures the level of interaction your audience has with your content such as Likes, Comments, Shares, and Clicks. With this metric, you can gauge how effective your content is in capturing your audience’s attention.
- Click-Through Rate. Shows the number of clicks your content or link received based on your total number of impressions. Tracking this metric allows you to identify where you can enhance your content to encourage users to click on your call to action.
- Conversion Rate. Based on your content’s goals, this tracks if users have successfully made a purchase, subscribed, etc. This metric shows you how successful your advertising efforts are at driving conversion.
Through the data collected based on these metrics, you’ll get a pretty good groundwork in optimising your social media advertisements. Remember, creativity shouldn’t be ignored in terms of content, but neither should the numbers.
Get to Know Your Social Media Audience
Social Listening involves tracking associated keywords. On one hand, social monitoring involves checking out competing brands or responding to negative mentions. Meanwhile, social listening is a more holistic view. It is an ear against the wall of your customer opinions through keywords and indirect mentions.
Tracking the spikes and declines in keywords is incredibly difficult – but social listening tools can help you through it. Tools like Hootsuite, Sprout Social, or Zoho Social are platforms that assist in social listening:
Engagements to Graphs. Social listening tools convert thousands of engagements into at-a-glance graphs for easy overview.
Keyword Tracking. These platforms allow you to set up listening streams – keywords or hashtags related to your business to monitor for any spikes or declines. Which will show you a broad picture of relevant terms.
Public Opinion. These tools give you instant insights that will help in shaping the future of your business from product demands to customer service feedback.
Don’t be afraid to explore the right social listening tool in optimising your social media advertisements . The above-mentioned features highlight the very key areas in which social listening tools can help. Each platform offers something different, so be sure to explore and test them out!
Influencer and User-Generated Content
Social listening tools are also a fantastic way to gain insights into how influencers can help you market your brand on social media. Influencers already have an audience on social platforms – meaning you can extend your reach to new followers. Keep in mind that in choosing an influencer, you must review their content to make sure that it is in line with your branding.
Meanwhile, both social listening and social monitoring can aid in finding User-generated content. This content type comes from your dedicated audience. Evidently, it boosts your business’ credibility through their feedback. This content features customer’s feedback on products/services.
Content Plotting
Plotting your content helps you in optimising your social media advertisements and organises your priorities for your advertisements. Because it ensures posts are scheduled with time for revisions. In fact, some social media platforms offer automated processes that schedule posts, locate target audiences, and manage budget allocation on your ads.
Content Calendars
A content calendar helps you manually plot your posts ahead of time. You can manually section out your content plan through project management applications:
- Trello – this tool allows you to create visual boards with cards representing your content pieces, easily moving them through different stages like “brainstorming,” “drafting,” and “scheduled.”
- Asana – this tool allows you to manage your posting content by plotting your tasks in one location. You can add and assign tasks to different collaborators in your team.
For a traditional approach, you can turn to spreadsheets such as Google Sheets or Microsoft Excel to plot out your advertising content. It all depends on what you prefer!
Automated Content Plotting
While social media platforms have tools to target audiences with paid advertising, streamline reach, and manage budgets. For a holistic approach, tools like Hootsuite or Planable let you manage cross-platform content. For instance, they track performance (clicks, impressions, etc.), and optimise campaigns in real-time for better results.
You can also set the time and date for your upcoming posts to be published. Opening up avenues for your business to post during platform user active times. This ensures that your ads are posted on time and that your budget and resources are in check.
Optimising your Advertising Content
Now that you recognise your dedicated audience and thought out your content plot, you can now piece together advertising content to post for your social media platform. Good advertising content is built on certain aspects:
Graphics and Visuals
As the famous saying goes “A picture is worth a thousand words”, so should your advertising content. Showcase your product’s uniqueness with high-quality videos that highlight its features and benefits.
Don’t have a tangible product? No problem! Use contextual images to showcase your work. A social page filled with before-and-after photos or paired with relevant visuals speaks volumes about your business’ expertise.
Tagline and Copies
Other than visual graphics, your content needs a story that goes along with your brand. It grabs the attention of your audience and it gives you a proper segue to introduce your product or service. A good tagline can boost your brand’s recognition which helps in helping your business’ secure a spot in the competition. You should take note of the differences between Creative and Post Copies.
- Creative Copy – This is optimal for building brand awareness. The text should be captivating and yet easy to understand.
- Post Copy – This is optimal when you want to engage with your audience. The texts invoke a sense of urgency to get your audience to take action.
Knowing these aspects can optimise your social media advertising because you have the key idea and the planned content in mind.
Hiring a Dedicated Team to Optimise your Advertising Content
Hiring social media managers can be a strategic decision for businesses looking to expand their online presence, engage with their target audience more effectively, and achieve their marketing goals while managing costs.
A content team ensures consistent branding, leverages trends, and tailors content for each platform, saving you time and boosting your presence. Offshoring social media managers can be a wise choice for companies trying to increase their online presence. What’s more, is that they can optimise your business’ social media advertising to its fullest extent. To get paired with a dedicated social media team to extend your online presence contact us today!
