If you haven’t established a paid social media strategy, now is the time. With the decline of organic reach and the focus on “meaningful interactions” on Facebook (and other channels), it is getting harder for brands to reach their target audiences without paying for some coverage.
But before you jump in to the paid digital space, it’s important to build a strategy and understand a few key points. Even if you are currently running paid social media campaigns, the four following areas are essential to review and update throughout the year as you tweak your plans.
As with all advertising campaigns, digital advertising campaigns will only be successful if you focus on and know your audience. The beauty of social media advertising is that you can get specific in your demographic settings. For example, if you want to target women, ages 35-45, who live in Palo Alto, California, graduated from Stanford University, and indicate nursing as a job title, you can do that.
Many platforms like Twitter, Facebook, Instagram, LinkedIn and even Google (to a point) provide you with the opportunity to save/name those audiences once they are set. So, if you do your research up front and keep track of what you find/who you want to reach, you won’t have to re-invent the wheel each time you want to run an ad campaign on these channels (unless said campaign is for a completely different audience).
I have found that keeping a spreadsheet or other document with tabs for each channel where you can track and update your audiences’ demographic lists is helpful for when it comes time to plan additional campaigns. It’s also helpful for you to see at a high level which demographic positions are available on each channel,...
This content is available to IABC members only. To continue reading, log in below.