Social media advertising is a term used to describe online advertising (paid efforts) that focus on social networking sites. One of the major benefits of advertising on a social networking site (e.g. Facebook, Twitter) is that advertisers can take advantage of the users demographic information and target their ads appropriately.
Social media advertising combines current targeting options (like geotargeting, behavioral targeting, socio-psychographic targeting, etc.), to make detailed target group identification possible. With social media advertising, advertisements are distributed to users based on information gathered from target group profiles.
To better understand Social media advertising (SMA), it’s best to start by explaining Social media marketing (SMM).
Social media marketing (SMM) is a form of Internet marketing (unpaid efforts) that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help .
SMM is a lot like socializing in your hometown. You join groups, clubs and organizations based on your interests. The number of online communities is mind boggling. The main problem with social media marketing from a business perspective is that it can be incredibly time-consuming. Social media marketing is not a one-shot affairs; they need to be nurtured over time. Nothing looks worse than a social media page that hasn’t had a new post in 6 months.
- Drive Traffic to your Website
- Broaden Customer Reach
- Develop Relationships
- Increase Your Brand Presence
- Provide BasicSEO
Always keep in mind what will keep your target interested when creating content for your social networks. People generally tend to gravitate towards posts or pieces that they identify with, so knowing your target audience well will help. In addition, intriguing graphics and design are another way to really draw the crowd in. Back that up with killer content, and you’ll have consumers sold.
The goal of all paid advertising should be to generate leads. Each social media posted created should be connected to a landing page and the landing page should include a call to action. The link to the landing page that includes a call to action will maximize the effectiveness of the campaign. It’ll also allow you the ability to monitor the effectiveness of the campaign.
Increase Your Visibility
Promoting posts on Facebook is a great way of increasing the visibility of your content. Your post will appear nearer to the top and in more people’s News Feeds than if it wasn’t promoted.Increase Brand Awareness Customer Loyalty – When you create a Facebook page for your business and then promote it through Facebook advertising to accumulate more “likes”, you increase brand awareness.
Reach an Engaged Audience
Social media users tend to be highly engaged. Because people visit social networking sites several times per day and spend a lot of time on them, ads on social networks are more likely to be seen, clicked and shared.
Target Specific Audiences
Users on social media sites tend to divulge a lot of personal information in their profiles. Businesses can use that information to target users based on specific criteria, including their geographic location, personal interests, gender, and age. On Facebook, advertisers can even have their ads placed on pages that mention specific keywords.
Increase Brand Awareness Customer Loyalty
When you create a Facebook page for your business and then promote it through Facebook advertising to accumulate more “likes”, you increase brand awareness. Facebook fan pages help to increase customer loyalty because they give you the opportunity to interact directly with your customers, which keeps your business at the forefront of their minds and makes you seem more approachable.
Test Drive Promotions
Advertising on social networks is cost-effective because you only target people who are interested in your products and services, you’re only charged when someone clicks on your ad, and you’re only paying for clicks from people who are ready to buy. It’s also incredibly cheap to run tests and determine which ads work best and which ads need tweaking, so you don’t waste your advertising dollars on campaigns that aren’t performing up to par.
The length of the ad descriptions that Facebook and other social networks allow are longer than those offered by Google Adwords. You have the option to use images in your ads, which helps to attract more attention to them. You’re also able to stop and start campaigns at will, something that’s next to impossible to do with conventional advertising campaigns.
What does Social Media Marketing (SMM) mean?
Social media marketing (SMM) refers to techniques that target social networks and applications to spread brand awareness or promote particular products. Social media marketing campaigns usually center around:
- Establishing a social media presence on major platforms
- Creating shareable content and advertorials
- Cultivating customer feedback throughout the campaign through surveys and contests
Social media marketing is perceived as a more targeted type of advertising and is therefore believed to be very effective in creating brand awareness.
Techopedia explains Social Media Marketing (SMM)
Social media presence is a necessity for many customer-driven enterprises as it gives the impression of a more immediate connection between the customer and the seller. Moreover, campaigns spread through social media are believed to have more resonance because they are usually discovered through links shared by trusted sources. The rich data available through social media can allow advertisers to target their message to very specific audiences, providing the potential for better
The experimentation era in social media marketing is long over. Social media has proven to be a viable and potentially lucrative marketing channel for B2B and B2C companies of all sizes, across the globe. As more and more companies jump on the social media bandwagon, it is more important now than ever that you provide value, not add to the clutter already on the social web. The reigning champions of social media are the brands that listen to their community, and deliver worthwhile information based on what they hear.
At TopRank® Marketing, we understand that your company’s success in social media requires a deep understanding of your customers’ needs and their journey throughout all stages of the buying cycle. We specialize in crafting targeted, high quality content that serves to attract, engage and even convert customers as they factor their social relationships into their purchasing decisions. Many agencies and companies offer social media marketing, yet we are one of the few with experience and proven results to consistently reach goals in branding, social PR, and even lead generation using social.
A successful social media strategy ties outcomes to overarching business goals and connects you with the right prospects and customers on the proper platforms. It engages your loyal fans, friends, and followers through a combination of organic and paid media.
Our social media marketing experience at Top Rank Marketing spans all of the major social networks and a variety of niche sites, including Google+, Facebook, Twitter, LinkedIn, Pinterest, Instagram, SlideShare, YouTube and more.
Social Media Strategy
A social media strategy is your brand’s roadmap for building awareness and engagement on social media channels. While we customize the approach for each customer, a social media strategy should include an audit of existing social media profiles, goals and objectives, audience targets, approach and implementation recommendations. The approach should be guided by the needs of your customers to ensure social media marketing success.
Listening is a huge component of strategy and understanding goals and objectives acts as a starting point. Top Rank Marketing partners with brands to make recommendations for improving a brand’s social media visibility, reach and engagement with specific targeted audiences.
Social Listening & Real-Time Monitoring Services
Social listening and real-time monitoring work hand-in-hand to help brands better understand the quantity, quality and sentiment of mentions online.
Integrating social listening and real-time monitoring into a social media strategy will help you get more in-tune with your audience, based on what they’re already saying. By monitoring constantly, you can identify what’s working, quick wins for improving your approach and potentially harmful online chatter that can be addressed immediately.