Being seen on the Internet among the multitude of offers and sponsored publications is the workhorse of any player in the web, whether you are a small business or a large international group. A passage through advertising on social networks becomes unavoidable if you want to be known to its public. Nevertheless, we often ask ourselves the question of exactly how much to invest in advertising on social networks …
This point is even more crucial when resources are limited. It is important to be able to efficiently optimize your return on investment and have a positive effect on your sales even with a small budget. Finally, whatever the amount, it is good to consider different points for a better result.
I invite you to follow the following tips.
1. Set your goals
This may seem obvious, but before embarking on post-sponsored campaigns, one must go through the preliminary stage of analyzing one's needs and objectives.
This step is essential to have better management of your budget afterwards. Define your strategy social media and setting up an online presence takes time and certainly money.
Planning will save you time and money. By previously defining your goals and strategies, both for SEO and for paid advertising, you can then have a better vision of the type of content you want, to have a better engagement rate, better SEO and campaigns sponsored effective.
At this point you will need to decide:
- On which social network do I concentrate my efforts?
- What mix social marketing I will put in place both for the organic part for the paying party?
- Who will publish the content and track the engagement rate?
- What human, technical and financial resources can I allocate for these activities?
- What will my publication frequency be? When will I publish?
- Where will I direct traffic from social networks?
- What impact will the engagement rate of these social networks have on my business?
- What KPIs, or performance indicators, will I monitor to measure the effectiveness of my campaign?
2. Work on targeting
Take inspiration from the past!
Once the strategy is defined, the first work to do is to define a fine and precise targeting on each social channel where you decided to publish.
To help you, take inspiration from what you already do. You certainly already publish very regularly on Facebook, Twitter or others. Some of these posts have a better reach and a better engagement rate than others. Likewise, you already have a view of your audience through the statistics of different social media. Use them! All of these networks provide access to their statistics dashboard with all the information about your previous publications and campaigns. These are valuable statistics that will guide you in your strategic choices for social media advertising. It is an excellent basis for reflection. So, you do not start from scratch. You have a first level of information on the ROI of your publications, their impact on your audience and the level of reaction they engage.
Also analyze your fan base or followers (or others depending on the social networks on which you published). On the dashboards of these networks, you'll find demographic information, geography, hobbies, activities, and more on your fan audience.
Also rely on analytics statistics from your website. Indeed, it gives you valuable information about visitors to your site who will most certainly be interested in what you post on social networks. It is important to cross the information of all your sources of data, because we must not forget that your customers today are multichannel and they do not seek information only on your website or on your Facebook page or Twitter.
Define your target audience
Depending on your activity, your audience is already more or less sensitive to digital campaigns. Analyze and regularly follow the general statistics that can be found in the specialized press. It gives you an indication of the general practices according to sectors, social media.
Cross all these elements with the objectives that you have defined to widen your field of action. For example, you can use your own customer email database to do accurate targeting and thereby reduce campaign and acquisition costs. You can also decide to target only in your geographical field of intervention to avoid that your publications appear on the wall of a user on the other side of the world.
In short, this precise targeting makes it possible to refine the scope of the sponsored publications, to optimize their engagement and thus the ROI. The finer the segmentation, the more the budget can be mastered and corrected quickly.
Watch the competition
Competition is often not only a source of greed, but also of inspiration. Observing the activity of your competitors on social networks, and especially their sponsored publications, can help you identify a niche. Indeed, if your competitors are very aggressive in advertising social mediayou will certainly increase your budget to maintain your visibility. In parallel, you can reduce your investment to a particular target to focus on a niche used by your competitors.
3. Highlight its best content
A point that can prove to be obvious for many of you. Of course, it goes without saying that to attract the visitor and make him want to stay on your pages, it is necessary to show the best of yourself. By sharing your best content, you will make yourself known, you will be appreciated by your know-how and your level of skills. You will bring confidence and desire to buy your products or services.
To highlight your content, you can do a combination of multiple audiences like your fans on the page, the interests of your audiences or directly your list of customers.
When you invest in social networks, and especially in the collection of fans, make sure to feed them regularly, every week for example, with quality content. This content will make them want to visit your website, to know more about you and your activity, to share with their circle of knowledge. In short, you will gain notoriety and therefore visibility.
The content can take all its forms: blog articles, videos, computer graphics, testimonials, commercial offers, etc. Test them and see what gets the best results.
The more you work on the quality of your content, the better the engagement of your audience. This point can be very relevant when you want to work with a limited advertising budget. Not only the sponsored publication attracts the user, but also the added value of your publication.
4. Follow to adjust
At this point, you will already have in mind an idea of your budget for advertising on social networks. It is important to constantly monitor your results to adjust your budget accordingly. Despite excellent planning, you can have campaigns that underperform and others that exceed your expectations. You must be able to reassign the budget based on campaigns that have better ROI.
The fluidity and the perpetual change of the social networks can bring you a great flexibility in your actions and a reactivity almost in real time. Take advantage of this advantage to use your investment to the best and allocate the budget to the most successful campaigns.
Test your campaigns
To optimize your budget, especially when you start advertising on social networks, it is good to test its campaigns on a few days and on a limited audience. Indeed, the advantage of social advertising is to have an almost instantaneous return. You can judge the effectiveness of sponsored campaigns in minutes with dashboards. The ideal is to test different kinds of content and messages to validate what has an optimal profitability. So you can allocate your budget to the campaign that pays you the most.
In conclusion, you must take into account all the factors of your activity and your past performances to adjust your budget as well as possible. The more you test on a limited audience, both in free and paid format, the more you'll get an idea of what you're really paying for, and you'll be able to fine-tune your budget for social media ads.
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