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Inbound Marketing Blog

6 Things Every Small Business Should Know About Data-Driven Social Media Ads

Posted by Stacie Chalmers on 19-Jan-2017 07:00:00

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In recent times Social Media advertising has emerged as a powerful marketing force, particularly those backed by robust data and solid metrics. 

A new report from SalesForce revealed that nearly two-thirds of marketers boosted budgets for advertising on social platforms in 2016, making it the third largest area for increased investment.

Among high performers, 80% will increase spending on advertising on social platforms. Furthermore, 62% of marketers plan to advertise on social media platforms in 2017.

According to HootSuite, internet advertising spend overtook newspaper ad spending in 2013. An estimated $72.09 billion was spent on digital ads in the United States alone in 2016, a number expected to rise to more than $82 billion next year and more than $113 billion by 2020.

The statistics are hard to ignore, which is why it’s essential that small businesses looking to advertise on social media in 2017 need to take these 6 practical tips into account:

1. Use Your Content As A Compass

If you’re already using social media then chances are you’re creating posts that link back to your website or other marketing platforms. Check the metrics of your most successful posts; the ones that were shared, liked, retweeted, commented and clicked the most. What were the common features or themes of those posts? Identifying the successful features of your most popular posts is a great guide to creating a social media ad that will resonate.

2. Target Your Ads To Specific Audiences

Whereas traditional paid advertising was a scattergun approach, blasted to all people whether they wanted your message or not, social media allows you to be much more precise. Just as you would segment an email list, you can do the same through social media advertising.

Targeting features allow you to hone in on specific demographics, based on age, geographic location and interests. Your ad becomes visible only to the people who are most likely to click-through and are already interested in your product, generating higher quality leads for your business.

3. Test And Tweak

Building on the targeting features mentioned above, you can quickly and easily test multiple advertisements to see which one is the most effective. Similar to the principle of the A/B Testing we outlined in this post, you can set-up multiple ads and test them on small sample audiences.

Using the click-through metrics you can quickly assess which advertisement is the most popular and effective. When you’re ready to broadcast to a larger social media audience simply choose the advertisement that has been the most effective during testing.

4. Know Your Device

When setting up a social media advertisement, you’ll have the option of targeting it for desktop/laptop or mobile device. Traditionally advertisements are most visually engaging on desktop/laptop computers, however recent statistics have shown that 80% of all social media time is now spent on a mobile device. Choose the platform that best corresponds to your desired audience.

Knowing your buyer persona will be a helpful way to determine which device is a better platform for your advertising efforts. 

Learn about matching content with your buyer's journey.

5. Think Through Your Offers Carefully

Most social media advertisements are based around special offers, heavy discounts and giveaways. While it’s a great way to profile your products and services and drive people to your website, make sure you’re not giving away what you can’t afford, or inadvertently creating a financial black hole for your business. 

6. Create A Custom Landing Page

The most vivid and compelling social media advertisement is ineffective if your audience has nowhere to go. A landing page is a website page that is intended to convert people into leads. It usually features a ‘Conversion Form’ designed to capture a person’s email address and basic information in exchange for the content or offer they are trying to download. Landing Pages allow you to add visitors to your email list and send them follow-up marketing material.

Any social media ad will link to a dedicated landing page for the service or product you are promoting.

Freshen up on your Landing Page skills with these tips.

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Topics: Social Media, Data Driven Marketing


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