Suppose you want to advertise on social media networks but wonder what they can be used for and how it works. In that case, this article will allow you to discover the objectives of the three largest social media networks in the US: LinkedIn, Facebook and Twitter.
Finally, in this article, you will also find the different formats and objectives of possible advertisements according to each social network.
WHAT ARE THE BENEFITS OF ADVERTISING ON SOCIAL MEDIA?
- Qualified targeting
- Development of your image and your notoriety
- Prospecting and acquiring new customers
- A strong return on investment
- Measurable performance indicators
- Lower costs than other marketing levers
ADVERTISE ON SOCIAL MEDIA NETWORKS
Why advertise on social media?
Thinking about advertising on social media networks but not sure if your campaign will be effective and reach your goal?
Social media networks let you work on your visibility in a way that can help you in the future. For example, putting ads there can help you reach your sales goals! Digital advertising campaigns are a great way to boost sales because they bring people to your business’s website. This traffic brings more people to your site and makes them more likely to become new customers.
You can also reach the exact people you want with advertising on social media networks based on certain criteria.
Lastly, you need to include social media networks in your marketing plan because they are an important way to talk to people today.
How to advertise on social media?
Each social network has its advertising network and offers services that fit its platform. The main benefit of using these agencies is that they offer precise segmentation, a high configuration level, and a full dashboard.
Since this type of campaign costs less, it’s important to focus on targeting and segmentation to increase your chances of conversion, even if that means running several campaigns simultaneously.
To run an ad campaign on social media networks, you need to develop a marketing plan, set goals, and set aside a budget. Once you have decided on all of this, you need to find the social media networks that meet your needs. If you choose more than one social network, tailor your campaign to each one’s rules, and use different advertising messages, you will have a better chance of making a sale.
ADVERTISE ON LINKEDIN
Why advertise on LinkedIn?
With more than 150 million users and 2 million company profiles, LinkedIn is today the largest professional social network: a godsend for companies wishing to develop their digital marketing in B to B!
Many groups on professional themes are present there, which offers you the possibility of contacting qualified prospects. The chances of conversion are, therefore, high if the targeting of your campaign is successful.
Its LinkedIn Ads management allows you to create advertisements in different formats to choose between image, text and video. Using LinkedIn in your digital marketing strategy is a good option for targeting leaders or senior executives, thanks to targeting professional experience or even sectors of activity.
The main advantage of LinkedIn, therefore, lies in its professional community and its targeting.
How to advertise on LinkedIn?
To advertise on LinkedIn, go to its LinkedIn Ads advertising network. This space will allow you to manage all your advertising campaigns. Creating an advertising campaign is relatively easy and quick to set up. First, you must create an advertising account for your company in the “Campaign Manager” and associate a company page with it.
Once all this is in place, you can choose the advertising format you want to set up from the catalog offered:
- Sponsored updates: to create an advertisement that appears in the news feed. It is the richest and most visible format but also the most expensive one!
- Text ads: this format allows you to create text-only ads. This type of format allows precise targeting and a wider display.
- Sponsored in Mail: these are advertisements in the form of messages, which appear directly in the mailbox of the targeted user.
After choosing the advertising format, then comes the choice of your targeting. The delicate step that will determine whether or not your advertising campaign on LinkedIn will be a success. It is, therefore, important to identify your target upstream.
Always upstream, allocating a budget to your campaign is a criterion of choice to guide the optimizations.
All that remains is to launch your LinkedIn ad campaign!
ADVERTISE ON FACEBOOK
Why advertise on Facebook?
The American giant Facebook is an excellent platform for reaching a wide audience. With more than 31 million active users in the US and 2 billion worldwide, Facebook is THE leading social network!
Facebook’s advertising network now offers various advertising formats, which allows you to diversify your campaigns and reach a wider target.
Advertising on Facebook also makes it possible to generate visits to your website and promote your business at the local level, thanks to the targeting by location of the “Facebook Locator.”
Therefore, Facebook’s main advantage lies in its huge community, which targets qualified surgeons.
For more information you should visit an internet marketing agency like Mavenup Creatives
How to advertise on Facebook?
- Promote (boost) an existing post
- Create an advertisement from the Facebook advertising network.
Promoting an existing publication is done by “boosting” the publication chosen in the publication parameters. This button will give you access to all the parameters, particularly those of targeting. It will also be necessary to allocate a budget and a duration to this boost. This format is the easiest and fastest way to advertise on Facebook.
The second way to advertise on Facebook is through the Facebook advertising network. This advertising campaign management platform will allow you to fully personalize your content, your targets and your budgets, with the possibility of creating ad groups.
To go further, see our article on the 10 steps to implement an effective Facebook Ads campaign.
ADVERTISE ON TWITTER
Why advertise on Twitter?
With more than 140 million tweets exchanged daily, 20% directly related to products or brands, Twitter is the perfect social network for interacting with consumers.
Twitter is an opportunity for companies to establish a real-time marketing strategy to improve their notoriety and reach a large audience. Twitter Ads, the advertising agency for this social network, helps companies to do this.
Many targeting criteria are allowed by this control:
- areas of interest,
- users similar to followers,
- the localization,
These criteria allow fine targeting increasing the chances of conversions of the prospects.
Several advertising solutions are also available to meet your objectives:
- Community recruitment,
- improving visibility,
- the increase in traffic.
Therefore, Twitter’s main advantage lies in its huge community and target qualified surgical.
How to advertise on Twitter?
To advertise on Twitter, you need to create a Twitter account and go to the agency’s website, Twitter Ads.
Three advertising formats are available to promote your brand, with very different objectives:
- Sponsored accounts make it possible to recruit a qualitative community thanks to the improvement of the visibility of the Twitter account. These sponsored accounts highlight the company’s account in the “suggestions” and “who to follow” sections. This type of campaign remains accessible with an average cost per follower of €0.85.
- Promoted tweets, on the other hand, get better visibility in the news feed. They, therefore, reach a larger audience than their community.
- Finally, Promoted Trends drive better engagement and conversion rates. This type of format is used in particular during television broadcasts.
As with the other two platforms seen previously, you can refine your audience and allocate your budget by campaign or ad group after choosing and creating your advertising formats.
Then comes the last stage in the life of your social media advertising services campaigns: performance analysis and optimization.
ANALYZE PERFORMANCE AND OPTIMIZE YOUR SOCIAL MEDIA ADS
And yes, it is not enough to create ads on social media networks and let them run, hoping it works. After a certain period (in the best case, three months), it is possible to analyze the performance of your campaigns thanks to the tables generated by the networks.
The whole point is to understand the performance of your campaigns based on key performance indicators (KPIs) to optimize them and achieve your marketing objectives.
Your KPIs flow directly from your objectives:
- The click-through rate on your ads
- The conversion rate, thanks to your ads
- The engagement rate on your ads
- The number of impressions of your ads
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