18 Jul A Beginner’s Guide to Social-Media Advertising
By Cici DeWaal
Getting the most from your marketing dollar isn’t as straightforward as it has been in the past. Social media has changed dramatically over the past few years, and marketers have had to quickly learn the art of using social advertising as part of an effective digital strategy.
Why have social platforms evolved? Simple — they need to make money. And, most of the big ones — Facebook, Twitter, and LinkedIn, for example — are turning to their communities to secure advertising revenue. Paid social media is a fantastic avenue to reach your desired audience, but if you’re not smart about how you go about it, you could lose ground quickly. New to the pay-to-play space? Try these tips to get started.
Develop the Skillset for Paid Social.
Doing social advertising well on the major platforms requires a basic foundation in ad buying and bidding. Part of your learning strategy can include borrowing skills from other departments within your organization. The search or SEO team likely has experience bidding on different platforms, using handy techniques for setting up paid campaigns on social channels. Audience targeting is another useful skill for serving your social ads to the right audience.
Many of the social networks are beginning to publish their own resources — check out Facebook, Twitter, andLinkedIn. A lot of the learning will start as you begin to test and create your own campaigns. Though each of the networks have slightly different terminology and set up, a lot of the functions are similar.
Learn From the Platforms Themselves.
In the absence of available formal strategies for implementing paid social, the platforms themselves are improving resources for those just starting out. Facebook and Twitter have comprehensive resource centers — and occasionally, helpful training webinars — with information on how to create and manage paid campaigns. Consider recording a session or two to play back as needed. Of course, if you spend enough money, many of the platforms will assign your company its own representative. LinkedIn also has a helpful section on marketing solutions for the beginner looking to implement paid features. View Full Article >>