Navigating Small Business Social Media Marketing And Online Engagement – With constant changes in social media algorithms and search engine rankings, it can be difficult to get your content noticed. While organic search is a free and convenient option, the chances of going viral without putting some money on the table are very low.
Paid social advertising, which includes ads served to social media users, seems to be the surest way to drive traffic and sales from day one.
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According to a recent survey, 75% of Gen Xers and 48% of Millennials make purchase decisions influenced by social media advertising, and social media advertising in the US is estimated to be worth $40.3 billion in 2020.
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Whether you are a big or small business owner, social media advertising is essential, especially if you want to stand out from the crowd, get more content views and more sales.
Of the three ways to manage a campaign, running it manually will be your cheapest and easiest option. All you have to do is choose an ad platform and set up your campaign.
Running an ad campaign manually allows you to spend 100% of your budget testing and finding what works best without spending extra money on ad management tools or agency fees.
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Plus, owning your own campaigns allows you to track your ad to learn more and make future improvements. You can become an expert and speak the language even if you hire outside advertisers instead of letting someone else do the work.
Becoming an advertising professional takes time and dedication, so the more time you spend on advertising, the less you can spend on other areas of your business. If you’re a business owner, spending a few hours mastering advertising isn’t going to help your busy schedule.
Additionally, just because you spend a lot of time as an advertising expert doesn’t necessarily mean your ads will be successful. If you’re new to the world of advertising, it can be risky to invest that time and not get the results you want.
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If you’re working on a tight budget and can’t afford to hire an advertising agency, running your campaign manually may be your best bet.
However, unless you are an experienced advertiser, you must be willing to invest the time and effort to learn.
With social media advertising expected to exceed $122 billion in the United States by 2026, it’s no surprise that there are plenty of third-party tools to help you manage your campaigns.
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Third-party tools like AdEspresso or Revealbot make optimizing Facebook ad campaigns and analyzing results much easier than using Facebook’s Ads Manager.
Companies can also use automated tools like Adext, which uses AI to manage the entire campaign, freeing you to focus on other areas of your business.
With so many tools on the market, you can save time, optimize campaigns, and ensure their money goes to ads that convert into sales.
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As with running your own ad campaign manually, automated software runs the risk of spending money but not getting the results you want. Since you’re not in control of the campaign process, it can be more difficult for an ad manager to determine where they’re falling short.
For marketers working on a tight budget but lacking the time to invest in running their campaigns, using third-party tools is a happy medium. It is possible to create a successful campaign with automated software and minimal time investment.
While this option is often the most expensive, it is also the easiest and most beneficial. Instead of relying on your own experience or automated software, the best option may be to hire a professional to achieve the results you want.
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The most obvious benefit of hiring an advertising professional is that they know what they are doing. As a result, you are more likely to get the results you want.
Hiring a managed service means no work on your part, so you can focus your time and energy on other areas of your business that need more attention.
Even if you are paying fees and paying advertising expenses, hopefully your advertising will turn into consistent sales and leave you a net positive.
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The main disadvantage of hiring an advertising agency is that if you don’t hire a good advertising agency, you can end up wasting a lot of money.
Be sure to do your research to hire a reliable professional. Unfortunately, some agencies only pretend to be experts, tempting clients to waste their money.
Hiring a managed service is an ideal solution for those looking to sell quickly and on a budget.
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Because social media ads are easily measured, if your ads don’t meet your standards, you’ll know who’s responsible and whether you should hire a new and better agency.
Running a successful social media advertising campaign is one thing, but creating a creative advertising strategy is often another matter. Before you begin, consider the following:
If your e-commerce business only makes and sells one product or you have a clear bestseller, you can skip this step.
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However, if your business has a large catalog, you need to determine which of your products are the most valuable and should be the focus of your promotional efforts.
Once you’ve priced your products, you can see which products are generating more revenue but underrepresented in your ad account and adjust accordingly. Even if you can create a good ad for an average-selling product, featuring a high-selling product can lead to more conversions and sales.
Before you can sell to your audience, you need to understand who they are and what they want. Knowing the functional purpose of your product and what your customers want isn’t always black and white.
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The emergence of social media has opened the door to many new possibilities for digital advertising, allowing businesses to take advantage of the inherent capabilities of platforms such as Facebook, Instagram, Snapchat and Twitter.
Although social media platforms have limitations, they provide opportunities for businesses to be creative in their customer interactions. Whether it’s creating an FAQ section, interacting directly with customers, or building a consistent presence, social media can change the course and direction of your advertising plans.
Once you know your product and your audience, it’s time to make it happen. Here are four steps to get you on your way to creating a successful digital marketing campaign:
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It can be easy to jump into a campaign with a lot of vision and ambition, but if you don’t have a purposeful approach, those ambitions can fall short. Whether it’s brand awareness, more social media followers, or higher SEO rankings, make sure you have a defined goal to guide your decisions throughout the process.
Know your audience clearly and precisely. The better you understand who your customers are and what they want, the better you can tailor your advertising to meet their needs.
A customer persona is a detailed description of your target customer, including their age, location, occupation, income, and other demographics that may influence their purchasing decisions.
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Fortunately, social media marketing is generally less expensive than traditional marketing, so your digital investment will often pay you back.
Return on ad spend (ROAS) helps you know if your ads are working, but it can’t tell you why they aren’t.
You can also use the AIDA system to help businesses understand how consumers view ads and content. Developed in 1898, AIDA is a behavioral model that emphasizes four effects of advertising on consumers:
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When deciding where to place your ad, remember that each social media site has a unique audience—find out where your ideal customers are and meet them there.
As the world’s largest social media platform, it’s safe to say that Facebook is a safe choice when deciding where to advertise. Facebook is popular with a wide variety of demographics, so there’s a good chance your target audience is also engaged with the platform.
In addition to allowing Facebook users to connect and share content online, the platform gives merchants the ability to advertise their products and services online. Here are some Facebook ad options that can help you achieve your campaign goals:
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Image and video ads are the simplest ad formats provided by Facebook and the easiest to design. With a single high-quality image or video, advertisers can highlight new products, services and brands and use them anywhere in the sales funnel.
Event ads are full-screen image, video or carousel ads served on Facebook, Messenger or Instagram. However, unlike regular stories, story ads do not disappear after 24 hours, giving them more scope and freedom of expression.
Carousel ads allow advertisers to display two or more images or videos in a single ad. Each ad can have its own title, description, link or call to action (CTA).
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Slideshow ads are video-like ads that use up to ten ads
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