The 4 Best Ways Small Businesses Can Improve their Social Media Advertising Results
If you are looking to reach new customers and do it quickly, social media advertising is something you need to add to your marketing strategy.
In this blog, we have consistently maintained that an organic (non-paid) social strategy is the best way for many new small businesses to start when first approaching social media marketing.
That opinion has not changed, but as many of you have undoubtedly experienced, broadening your organic reach is getting much harder. Many third-party studies (and even Facebook itself) confirms that organic reach is (largely) on the decline.
So in this article, let’s explore the best ways your business can start using paid social media ads to your advantage – without breaking the bank.
1. Learn from your organic posts
If you are considering social media ads, most likely you or your social media agency are already posting content on Facebook, Instagram, Twitter, LinkedIn, YouTube, or other social media platforms.
If you aren’t sure who your target audience is from organic posts, try creating a buyer persona to help you target your ideal customer.
Next, identify your posts that are getting the most traction (clicked, shared, liked etc.) as these are the ones resonating with your audience. These are likely candidates which you can “boost” or convert into paid ads.
2. Be clear about your ad objectives
Most marketers focus on running lead generation and sales ads. Not only are these ads considered “pushy”, but they’re also one of the most expensive ad types to run.
If you are unsure of your objective (besides just “getting more customers”), you should consult with your social media marketing professional to review the business objectives each type of social media ad can achieve and determine which platform and ad type meet your goals.
For example, Facebook provides a dizzying variety of objectives for each type of ad you can place. Choosing the right one based on your goals is critical to the success of your campaign.
