More brands and more people are posting on social media. Facebook has more than 1.28 billion monthly active users, while Twitter has 255 million. You do the quick math – with that many users posting and sharing potentially multiple times a day, it’s no wonder it’s harder than ever for SMBs to connect with their target audience via social media. However despite that proliferation of content, these channels are making it easier – and more affordable – for SMBs to get their posts and tweets seen by the right people.
What is Paid and Why Should You Care?
Social media marketing strategies fall into three channels: owned, earned and paid. Owned channels are your profiles on Facebook, Twitter, etc. These are the channels were you share your content and your message. When social media usage was in its infancy, it was easy for a brand to set up a profile and share content – and have it seen organically. If people really liked the content, it would earn the attention of followers and potentially go viral, or capture the attention of media, who then wrote about it. Because the adoption and usage of social media channels have grown so much, there’s increased competition for attention – this is where paid comes in.
Ever wonder why you see posts from brands every day, while others you never see? Paid helps your posts and content be seen. It’s no longer enough to just produce great content – you need to put a little money behind it to ensure you stand out among the baby pictures and BuzzFeed articles users friends are posting. And it’s not that hard to do with self-service platforms designed with SMBs in mind. All you need is a little money (budget is up to you), an image and ad copy, and a link to where you’re interested in driving traffic.
How do you get started?
1. Got goals?: Is your objective to grow engagement on your social channels? Or drive someone to your webpage? Once you figure out what your ultimate goal is, you’ll be able to come up with a tactical strategy to help you reach your objective.
2. What’s your strategy?: The best paid social media programs employ a mix of tactics across Facebook and Twitter. In a Mashable article, HipLogiq CTO and cofounder Adam Root explains: “My strategy is to use Twitter to gain new users, Facebook to build a community. My logic in choosing this strategy is that Twitter is a good medium for targeting moments and encouraging action, Facebook is a great medium for building long-term relationships…”
Keep in mind, Facebook and Twitter offer a few different types of paid social media options –advertisements or promoted posts. Your strategy (and the types of social media paid options you employ) will be influenced by your ultimate goal. If you’re interested in learning more about the different types of social media buys you can execute on these platforms, check out this an easy to understand tutorial from Facebook and this guide from Twitter.
3. Who are you trying to reach?: One of the best parts about paid is that it ensures that the right people are seeing the right content. Going into your campaign, you need to know exactly who you want to reach – even down to the geographic location. Because social media users are sharing a lot of personal information on these sites, it’s easy to ensure that someone who is interested in craft beer in Seattle is able to see your promoted post or promoted Tweet about craft beer in Seattle.
4. Get creative with your content: If you’re going to do a social media paid buy, you’ll need some creative content. The type of creative content you need will be influenced by your strategy, but you’ll need to make sure that the images, text and links you’re utilizing will be relevant for your audience(s). For example, an image of someone running in New York City, won’t resonate if your target audience is runners in San Diego.
If you opt to promote a post or Tweet (vs. execute a social ad), all you’ll need is a link to the piece of content and some text that you would use for an update.
5. Advertise away!: Once your strategy and audience is defined, your ads can be up and running in 2-3 days via Facebook or Twitter’s self-serve platform. You can look in real-time to see how your paid buys are performing and what is resonating with your target audience. Something didn’t land well? That’s okay – you can easily re-allocate your budget to a new ad or post that you know your audience would be interested in based on how the rest of your campaign is performing.
Does your SMB have a paid social media strategy? How are you using it to grow your owned channels?