Social media paid promotion is vital to your content campaigns, but you still need to know how to get it right. Here are four top tips for social success.
Stop selling and start sharing.
In my last blog, I looked at the rise in paid promotion — exploring why it’s an essential element of your B2B social media campaigns.
However, the best campaigns still won’t try to sell something. The way forward is to provide a mix of useful content that draws prospects to your website, rather than overtly trying to push your products.
Take BT, for example. By publishing regular articles about technology to its blog, the company has seen traffic to its site increase by 1,300%.
So, content still has to be your focus. But once you’ve created that collateral, how do you get the message out there using paid promotion? Here are my top tips for getting the most bang for your buck.
Four steps to paid promotion success.
- Make use of your organic content.
Your organic social media might not have the reach you’re after, but you should still use it to beta-test your paid social ads — it’s only worth paying to promote tweets and posts on topics you know will grab your audience’s attention.
- Stay on target to reach the right audience.
Make sure you target your specific audience when setting up a paid ad. You’ll get a lot more return on your budget when you target your ads at people likely to engage with your content, rather than a wide, unfiltered group of people.
- Rotate your ads to boost engagement.
You don’t want to use the same one for more than a few days. If people see the same ad pop up, it creates a negative image of your organisation. So keep your ads fresh, and rotate your paid content regularly.
- Make your ads simple to read.
People only see your ads for a brief moment, so your images and copy should be easy to view and digest — don’t overcomplicate it. Don’t lose your audience with an extended paragraph or a detailed graph that won’t catch their attention.
Choose your content wisely.
I can’t emphasise enough that when it comes to choosing content to promote, you only want to pay to get your best stuff in front of an audience.
This includes videos, infographics, informative articles and white papers. Ultimately, it needs to be content that your prospects find helpful, and piques their interest enough to get them to visit your website.
Follow this guide, and you’ll soon have a selection of content just waiting to flesh out your paid promotion campaigns.
Get in touch with me on Twitter, LinkedIn, or via email at firstname.lastname@example.org — whether to say hi or if you’d like to see how we can help you improve your social media strategy or marketing campaigns.