Being seen on the Internet among the multitude of offers and sponsored publications is the workhorse of any web player, whether you are a VSE or a large international group. Going through advertising on social networks becomes essential if you want to make yourself known to your audience. Despite everything, we often ask ourselves the question of knowing exactly how much to invest in advertising on social networks…
This is all the more crucial when resources are limited. It is important to be able to effectively optimize your return on investment and have a positive effect on your sales even with a small budget. Finally, whatever its amount, it is good to take into account different points for a better result.
I invite you to follow the following tips.
1. Define your objectives
This may seem obvious, but before embarking on sponsored post campaigns, you must go through the preliminary stage of analyzing your needs and objectives.
This step is essential for better management of your budget afterwards. Define your strategy social media and setting up your online presence takes time and most certainly money.
Planning will save you time and money at the same time. By defining your objectives and strategies beforehand, both for natural referencing and for paid advertising, you can then have a better vision of the type of content you want, to have a better engagement rate, better SEO and campaigns sponsored effective.
At this stage, you will need to decide:
- What social network do I focus my efforts on?
- What mix social marketing I will set up both for the organic part and for the paying part?
- Who will publish the content and track the engagement rate?
- What human, technical and financial resources will I be able to allocate for these activities?
- How often will I be published? When will I publish?
- Where will I direct traffic from social networks?
- What impact will the engagement rate of these social networks have on my business?
- Which KPIs or performance indicators will I follow to measure the effectiveness of my campaign?
2. Work on targeting
Take inspiration from the past!
Once the strategy has been defined, the first job to do is to define a fine and precise targeting on each social channel where you have decided to publish.
To help you, take inspiration from what you are already doing. You certainly already publish very regularly on Facebook, Twitter or others. Some of these posts have better reach and better engagement rates than others. Likewise, you already have a vision of your audience through the statistics of different social media. Use them! All of these networks provide access to their statistics dashboard with all the information about your previous publications and campaigns. These are valuable statistics that will guide you in your strategic choices for social media advertising. It’s a great place to think. So you don’t start from scratch. You have a first level of information on the ROI of your publications, their impact on your audience and the level of reaction they engage.
Also analyze your fan or follower base (or others according to the social networks on which you are published). The dashboards of these networks include demographic, geographic, interests, activities and many other factors about your fan audience.
Also, use your website’s analytics statistics. Indeed, this gives you valuable information about visitors to your site who will most certainly be interested in what you post on social networks. It is essential to cross the information from all your data sources, because it should not be forgotten that your customers today are multichannel and that they will not seek information only on your website or on your Facebook page or Twitter.
Define your target audience
Depending on your activity, your audience is already more or less sensitive to digital campaigns. Analyze and regularly follow the general statistics that can be found in the trade press. It gives you an indication of general practices according to sectors, social media.
Combine all these elements with the objectives that you have defined in order to widen your field of action. For example, you can use your own customer email database for precise targeting and thereby reduce campaign and acquisition costs. You can also choose to target only within your geographic scope to prevent your publications from appearing on the wall of a user on the other side of the world.
In summary, this precise targeting makes it possible to refine the scope of sponsored publications, to optimize their engagement and therefore the ROI. The finer the segmentation, the more quickly the budget can be controlled and corrected.
Watch the competition
Competition is very often not only a source of lust, but also of inspiration. Observing the activity of your competitors on social networks, and in particular their sponsored publications, can help you identify a niche. Indeed, if your competitors are very aggressive in advertising social media, you will certainly increase your budget to maintain your visibility. At the same time, you can reduce your investment with a particular target to focus on a niche little used by your competitors.
3. Highlight its best content
A point which may prove to be obvious to many of you. Of course, it goes without saying that to attract the visitor and make him want to stay on your pages, it is necessary to show the best of yourself. By sharing your best content, you will make yourself known, you will be appreciated by your know-how and your level of skills. You will bring confidence and desire to buy your products or services.
To highlight your content, you can make a combination of several audiences such as your fans on the page, the interests of your audiences or directly your list of customers.
When you invest in social networks, and more specifically in attracting fans, make sure to feed them regularly, every week for example, with quality content. This content will make them want to visit your website, to learn more about you and your activity, to share with their circle of acquaintances. In short, you will gain notoriety and therefore visibility.
Content can take all forms: blog articles, videos, infographics, testimonials, commercial offers, etc. Test them and see what gets the best results.
The more you work on the quality of your content, the better the engagement of your audience. This can be very relevant when you want to work with a limited advertising budget. It’s not only the sponsored post that attracts the user, but also the added value your publication brings.
4. Follow to adjust
At this point, you will already have an idea of your budget for advertising on social networks. It is essential to continuously monitor your results to adjust your budget accordingly. Despite excellent planning, you can have campaigns that underperform and others that exceed your expectations. You should be able to reallocate the budget based on campaigns that have better ROI.
The fluidity and the perpetual change of social networks can bring you great flexibility in your actions and reactivity almost in real time. Take advantage of this advantage to make the most of your investment and allocate the budget to the best-performing campaigns.
Test your campaigns
To optimize your budget, especially when you start advertising on social networks, it is good to test your campaigns over a few days and with a limited audience. The advantage of social advertising is that it has almost instant feedback. You can judge the effectiveness of sponsored campaigns in minutes using dashboards. The ideal is to test different kinds of content and messages to validate what has optimal profitability. So you can allocate your budget to the campaign that earns you the most.
In conclusion, you must take into account all the factors of your activity and your past performance to best adjust your budget. The more you test on a limited audience, whether in free or paid format, the more you will have an idea of what really pays off and you will be able to define more precisely your budget for your ads on social media.
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