Social Media Advertising on Facebook, Twitter and LinkedIn
Have you considered advertising on your favorite social media network? Are they cost effective advertising platform? Facebook, Twitter and LinkedIn all offer a good opportunity for advertising and each one has a different demographic profile that can fit with your brand.
In fact, 62% of small companies say social media actually reduced their marketing expenses and 25% say they were able to measure their return on investment. Up to 80 percent of Facebook users connect with brands on Facebook. LinkedIn has the highest visitor to lead conversion rates.
All three of the major platforms are creating new and advanced ways for you to create target messages. One platform will most likely be more useful than others, depending on your business objective.
Facebook allows advertisers to target messages through different criteria that come from the user’s profile.
Facebook’s recent changes to their paid advertising program are good for small businesses, especially B2C markets. The Facebook ad process has been simplified by objective-based ad buying.
The most common objectives on Facebook advertising are Clicks to Website, Website Conversions, Page Post Engagement, Page Likes, App Installs, App Engagement, In-store Offer claims and Event Responses.
Their ad creation dashboard starts with your marketing objectives. Then Facebook will recommend the right ad format for you.
If what you want are more “Likes” on your Facebook page, then you need to optimize your ad for page Likes.
Once you’ve identified your objective, Facebook guides you to the ad type that is most appropriate for you. You can decide where you want the ad to appear for example in your News Feed. Facebook can also help you determine where your ad will most likely perform the best.
Choose a headline, and image and text you want on your ad. Facebook allows you to upload up to five images to rotate. Facebook recommends your copy be friendly and conversational but brief.
Now you need to decide who you want to see it. This is where you can target by demographics like age, gender, interests or education. You can target people who are or are not already connected to your page. Or you can target the friends of those who already like your page.
This is the kind of targeting that is unique to Facebook. Do some careful thought before deciding. For example, a gift shop may want to target local women in the 20-to-35 age range who have children in the same play group.
The final piece is your budget. You can go for a daily or lifetime budget. The daily budget gives you the option to space out your ads over a wider timeframe. Decide how you want to pay as well, either for specific actions the user takes such as a website purchase or a Like or per thousand impressions. Pricing will vary among the demographics you target.
You can track your ad campaign through Facebook’s analytics dashboard. You can quickly see which ads and images are working best and modify your spending according to what you find.
Promoted posts are another form of Facebook advertising. Basically it is paying to promote a specific post. Promoted posts occupy up to a third of your news feed making them highly visible.
Promoted posts can be purchased for as little as $5. With the lower budget, though fewer people are likely to see it. The post is labelled a sponsored post and it is limited to the people who like your page and their friends.
LinkedIn paid advertising is a good option for business-to-business sales or services. Your ads might appear on LinkedIn.com as well as on other sites that belong to the LinkedIn Audience Network. Your on-site ads can appear on profile pages, on your home page, a user’s LinkedIn inbox, within search results page or on group pages.
What is the LinkedIn Audience Network? This is a group of websites that partner with LinkedIn in order to display ads on their pages. Your ads in the network sites will appear to the same LinkedIn users who fit your LinkedIn-specific targeting. Some of these network sites include The New York Times, BusinessWeek and CNBC.
LinkedIn gives you the ability to pay for promotion of your company updates in content feeds a lot like Facebook’s promoted posts. These are called Sponsored Updates.
Your targeting options relate mostly to career details like the company or industry, the job function or skills. You can also target location, gender and age.
The lead collection feature enables users who click on your ad to request you contact them. The lead is then collected with their name, profile and email address.
Make sure there are relevant groups you can use for targeting when you are setting up your LinkedIn campaign. LinkedIn groups are what draw users back for longer sessions. It’s a great way to reach targeted individuals.