Unknown Facts About Paid Social Media Marketing

Unknown Facts About Paid Social Media Marketing
>Unknown Facts About Paid Social Media Marketing

 

With organic social media marketing done, let’s move onto paid! When discussing paid social media marketing, each platform must be approached differently. Now let’s walk through the paid advertising offerings of each major social platform, as well as the analytics capabilities available to effectively report on your ad performance.

Upon completion of this section, you will be able to apply social media concepts and best practices to paid marketing activities on key platforms in order to run successful campaigns that yield ROI and meet business objectives.

 

 

First, I will discuss general campaign concepts, starting with how to build a social marketing campaign and the best practices for campaign development. Then we’ll walk through the different types of campaign objectives and how to align your business goals with the appropriate campaign objectives and KPIs. Lastly, we’ll discuss the different types of campaign metrics and some of the 3rd party tools available to measure and analyze your campaign.

Unknown Facts About Paid Social Media Marketing

Let’s start with the fundamental steps necessary for building a social marketing campaign.

1.First, you must set social media goals which align with your company’s goals – we’ll talk through how to map your business objectives with social media goals shortly.

2.After you these set these goals, you need to break them down into specific tactics. To do that, you should consider the objectives and their corresponding KPIs.

3.Once you outline the tactics, you should take time to prioritize your plan – align with your team what goal is likely to be the most impactful and make that the priority of your campaign.

4.Set timing estimates and assign tasks to your team – it’s important to get your team invested in the goals and make them accountable for the success of the campaign by assigning tasks.

5.Once the campaign is underway, be sure to analyze and adapt the plan as you go – part of the beauty of social media is that it provides results much quicker than traditional marketing tactics like TV or print advertising. Be sure to take advantage of the real-time nature of social media by reviewing campaign performance regularly and optimizing based on the metrics.

 

Aligning campaign objectives with KPI

Here’s how each objective aligns with your campaigns Key Performance Indicators, or KPIs. It’s important to assign KPIs as they are the metrics you will track to understand whether your campaign is meeting your business goals.

  • An objective of Awareness can be tied to Reach and Impressions, Social Engagements, Follower Growth, Views, and App Downloads
  • A Site Traffic objective can be measured by Clicks and Sign-Ups
  • Purchase objectives can also be measured by Clicks as well as App Downloads
  • If your objective is to generate leads for your business, you can track Signups and App Downloads
  • Finally, if your objective is to increase brand affinity, this can be indicated by Social Engagements, Follower Growth, Content Views, Sign-Ups, and App Downloads

 

We’re going to discuss, in-depth, the variety of ways you can analyze campaigns on each social media platform. But for now, it’s good to understand the difference between vanity metrics and key metrics. Vanity metrics are social engagements – metrics that are exclusive to social media and don’t really have meaning unless you tie them to larger business marketing objectives, like the ones we discussed earlier: awareness, site traffic, lead generation, etc.

Key metrics like click-through rate (CTR), engagement rate and conversion rate are more actionable and make the efficacy of your social campaign more tangible because they give more context to your social media return on investment (ROI).

 

What tools can you use to track these metrics? There are platform-native analytics that we will dive into in more detail later, but there are also a few 3rd party tools that you can leverage to view and analyze campaign performance such as:

  • Google Analytics – which measures website traffic and performance
  • Tweet Reach – which measures performance on Twitter
  • Simply Measured – a comprehensive social measurement platform which has free and paid tools for analyzing all platforms
  • Sprinklr, HootSuite and Buffer – which are community management, social advertising and post scheduling tools that also offer analytics.

 

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Action Point

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

 

 

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About Adeniyi Salau 724 Articles
I am an IT enthusiast and a man of many parts. I am a Certified Digital Marketer, Project Manager and a Real Estate Consultant. I love writing because that's what keeps me going. I am running this blog to share what I know with others. I am also a Superlife Stem Cell Distributor. Our Stem Cell Products can cure many ailments.

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