Improve Your Paid Social Media Advertising with these 7 Easy Steps
When it comes to paid social media advertising, you’re either getting a great return on your investment and connecting to the exact people you need to, or you are spending a lot of money without converting. If your social media paid advertising strategy is more of the latter than the former, the good news is that it is easy to fix.
And you need to fix it if it isn’t working, because paid advertising on social media is more important than ever with organic reach quickly drying up.
If your paid social media advertising requires some repairs, try these seven steps.
Set an Objective (No, not likes.)
Like with all advertising and marketing, you need to know what it is you’re working toward. You need a specific, focussed objective and it cannot be to get “likes.”
Decide what action you want audiences to take when they see your ad and then structure your ad and overall campaign to guide the viewer to take that action. Use data from past campaigns to create target performance goals and continually optimize your present and future campaigns to help you reach those goals.
Rather than just getting people to click on a thumb, try these for campaign objectives:
Traffic – Drive people to your homepage, a specially created landing page or a specific product page.
Engagement – Encourage comments, shares, use of hashtags you’ve created or anything else that will get people to do more than just click on the thumb.
Awareness – Increase awareness of your brand or a product you’re pushing. This is where engagement is especially valuable.
Leads – Promote valuable gated content that people have to sign up for with an email address to access.
Sales – Pump up interest in a product by promoting its features and how they help customers and then push it with sales and specials.
Pick the Right Platforms
Some businesses treat social media as a monolithic entity, forgetting that it consists of many different platforms, all of which appeal to different demographics and are best suited to different purposes.
For example, LinkedIn probably isn’t the best place to promote a contest where people have to share your company profile. That’s more likely to work on something like Facebook because it has less of a professional vibe and users are more interested in consumer products.
If you are targeting people below the age of 25, you should avoid Facebook, where participation is dropping among young people, and get into Snapchat, which nearly 80% of 18-24 year olds use, many of them daily.
While these generalized numbers on social media use in the United States are helpful, the only numbers you can truly trust are your own. So, dig into your own data, identify who you’re targeting and determine which platforms would have the largest number of your target audience.
Whichever platforms you go with, you should get consistent engagement on them and not struggle too much to pull people away from your competitors. Pick your platforms and concentrate your efforts on them.
Find the Middle Ground
We all know that targeting on social media platforms like Facebook can get crazy specific. However, the more specific you are, the smaller the group gets. To avoid going too narrow and having too small of a targeted audience, try broadening your targeting features and finding a middle ground. You could slightly increase the age range by a few years both up and down or you could choose a slightly larger metro area. Collect data on these different targeted campaigns and use that data to experiment and fine tune them.
Offer Valuable Content
Strive to make your content valuable to people and try to make it look organic so people are more inclined to view it. Close to 90% of users say they are interested in following brands on social media, but about 60% of them say they end up unfollowing brands because they get annoying with over-promotion or cringeworthy posts.
The best way to offer valuable content that seems organic is to know your audience and create content in the vein of what they like to view. Do they like animation? (You know they do. Everybody does.) Try an animated video, then. Give them a strong call to action at the end of your content.
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Fit Your Ads into Your Campaign Funnel
Few people purchase something directly after clicking on an ad. They go through a process (or journey, if you prefer, where they have to think about it and do a bit of research before they commit to buying.
What you want your content to do is coax the person into making a purchase. Give them a little bit at a time, showing them the features and letting them know what those features will do for them. The objective is for them to keep getting content as they mull over the purchase and become a little more enticed as they move through the stages of the sales funnel, from awareness to interest to evaluation to decision to purchase.
People at the top of the funnel who aren’t even aware of your brand will need an introduction to it, (which is where an animated explainer video fits in nicely, by the way), while someone lower down the funnel who is closer to making a decision may need something like a free demo.
To really get people to connect with your brand, it’s a good idea to get them to do something interactive, like a 30-day challenge where they can keep track of their progress on an interactive checklist or something like that.
Interaction like this means people will make more of a connection with your brand than just watching or reading something.
Set Your Budget and Bid Strategically
When it comes to bidding for ad space on social media, you don’t want to bid too low or your ad won’t be seen by anyone, but you don’t want to bid too high or you’ll end up overpaying. It’s a good rule of thumb to start in the middle of the bid range you are given. You won’t see as many impressions as you would at a higher bid, but you also won’t end up paying too much for those impressions.
If you want to get mathematical about your bidding strategy, use your historical data to find some numbers that will inform your bidding.
You’ll need your:
Cost Per Acquisition (CPA)
Average Cost Per Click (CPC)
Average Conversion Rate
Set a maximum CPA that you’re willing to pay for a sale. Let’s say $18.
Dig into your data and find your average conversion rate. Let’s say 1%
You can then multiply your max. CPA by your average conversion rate: $18 x 1% to get an average CPC: $0.18. This would be your maximum bid to attain your set CPA.
This isn’t a set-in-stone formulation that will work for every single campaign. If you have a particularly well converting campaign, you may bump up your bid or you may want to play with different bidding strategies to see what works best for you.
Measure Results, Test Different Content and Modify Ads for Consistent Improvement
Make like a kid at a science fair and experiment. Use past data to make educated guesses on current and future campaigns to make them perform better. Try new copy, different images and a variety of offers to see which version of your campaign performs the best. You can also try aiming the same ad at two different target groups to see which one it works with better.
Something that always works well with people is a good animated explainer video, which WizMotions can help you with. Click here to use our price estimation calculator to see approximately how much your video will cost.
Tips, Trends, Tidbits & Tools: 9 Video Marketing Articles to Help you Slay with Your Video Marketing
Video marketing is all the rage now. Everywhere you look, you see one of those sideways triangles imploring you to click and play a video so you can hear someone’s marketing message. Sometimes funny, sometimes heartfelt, sometimes educational, video marketing is going to continue to dominate business marketing budgets.
If you’re just getting started with video or you have already gotten your toes wet and are now slogging around with soggy shoes, these nine articles will help you with your video marketing:
How to Mimic the Masterpiece Video Marketing of PBS
In this piece by Tubular Insights, Bree Brouer talks about what makes the Public Broadcasting Service so good at video marketing and how you can learn from what they do and use it in your own video marketing efforts. Plus, it has a super cute video starring Cookie Monster, so there’s that.
B2B video marketing trends: firms challenge publishers to help them do more
This NetImperative piece references a study conducted by LinkedIn that says video marketing is the biggest priority for B2B businesses. However, businesses are also not sure about how to measure the effectiveness of video marketing and they want publishing platforms to do more for them in this area.
How To Create High-Performance Video Marketing
From the vaunted (virtual) halls of Forbes comes this offering by Chris Frantz, which suggests that businesses concentrate on one or two high performing platforms for video rather than trying to spread themselves over multiple platforms. It also contains the cute, little phrase: “thumb-stopping content,” which we just love.
Why Your Facebook Videos Need to Be Different From What You Put on YouTube
Kinda sorta related to the last entry (but not really) is this one from Torrey Tayenaka on Entrepreneur, which talks about how you have to differentiate video on Facebook from video on YouTube because people are usually on these two sites for different reasons and in different circumstances. Therefore, you have to adjust your videos accordingly.
11 Ways to Create a Strategy for Live Video Marketing
Specific to live video, this Edgy Labs blog post by Sophie Fitzpatrick goes into detail about how to use live video to draw people into your brand, which platform would be best for your specific business and what you need to do to make it must-watch television. Well, must watch video, anyway.
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Google launches Reach Planner for YouTube & video ad forecasting in AdWords
Straight up news here, as Ginny Marvin outlines the newest tool from Google to help marketers figure out how far their video ads will reach. This sounds like it’s going to be a highly useful tool. It’s currently in beta testing. We bet it’ll see a lot of usage once it gets fully released.
Google expanding YouTube Director onsite video ad service to more than 170 cities
More exciting news from Google, as Amy Gesenhues outlines how the company is expanding its YouTube Director onsite service from just six initial launch cities to a whole heckuva lot more now. If you’re not familiar with YouTube Director onsite video ad service, it’s basically coaching from a personal ad director who will help you create a professional looking ad as long as you commit to spending at least a minimum amount on Google ads.
Stop Thinking of Video Content Like TV: Creating a Modern Video Experience
Apparently a lot of marketers still think of online video marketing in terms of television and Jonathan Crowl implores those marketers to stop thinking of it that way. He instead says brands should take inspiration from Lowe’s on how to come up with a video strategy that employs a connected content creation and distribution plan that puts the brand front and center rather than YouTube or any other platform.
How to Use Video Design To Increase Your Conversion Rate
“Video design” isn’t a term you hear a lot of when talking about video marketing. It’s the general look of your video and how all the shots are set up and what title cards are used, etc. In this Business2Community piece, Anton Eliasson tells you how you can create a professional looking video without having to shell out a buncha money.
No matter if you’re big or small, a startup or well established, if you’re in the business of making money, you’re going to need to use video to entice your audience and turn them into customers. One type of video that works amazingly well for that is a 2D animated explainer video. Click here to get started on planning and pricing your very own 2D animation video.
How to Create a Purposeful Video Marketing Strategy
Your MissionAs with any marketing strategy (or pretty much anything you’re trying to accomplish), you should have a mission statement to help guide you. Not some 500 word creed, but just a one-line statement that covers:
- The type of content you will be creating.
- Mainly educational?
- purely entertaining?
- super artistic?
- A mixture?
- The general tone of your brand and the needs of your audience will help you decide.
- Who you’re making these for.
- Outline your target audience in as much detail as you can muster.
- Having individualized customer personas will help you with this.
- What this audience should get out of your videos.
- What is the value of your videos for the people who watch them?
- What will your videos help your audience do?
[Company name] makes [adjective] video content for [target audience] to help them [what you want your videos to accomplish for your audience].
For example: Company X makes educational and entertaining video content for people who want to listen to their favorite music while living an active lifestyle.Often when companies start using video, it’s not just for sales and marketing. Large enterprises may use them for many reasons across many departments, both internally and externally. You may need multiple mission statements for each department that is going to use them. Obviously, your internal videos for your employees will be for different purposes than your externally facing ones. For example, you may have videos for sales, HR, corporate events, internal communications, products, etc.
Your TopicsOnce you know what you will be using your videos for and you have your mission (or missions) clearly outlined, you should decide what types of stories you will need to tell to fulfill each of these roles. Let’s say that you have the following functions you want to use videos for:
- Human Resources
- Corporate Events
- Recorded webinars
- How-to videos
- Thought leadership interviews
- Product explainers and demos
- FAQ answers
- Behind-the-scenes corporate culture videos
- Customer testimonials
- Documentary-like case studies
- Corporate event recaps
Your CreatorsWho will be making your video content will depend on what kind of production quality you want and how much of a budget you have. If you aren’t that concerned with quality and you are on a shoestring, you may be able to just get away with some phone-shot videos. If you want high production value and you can afford it, you might be able to get your own in-house videographer and some equipment. For maximum flexibility, going with a videography agency is a good call. If you’re going to mix in some animation (and you totally should), it’s probably best to go with an animation agency. (We can recommend a good one.) We’ll just leave this here …
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- Who is responsible for coming up with creative concepts
- Who writes the scripts
- How final approvals are procured
- Who organizes the logistics of video shoots or creation
- How you get feedback for the videos
- Who distributes the videos when they’re complete
Your Content’s HomeAlthough it’s perfectly fine to have a YouTube or Vimeo channel and host your videos there, or upload them straight to Facebook for that platform, you will also want them to live on your site. Like any website, the likes of YouTube, Vimeo and Facebook all want to keep people on their site. That’s not good for you because they can easily get distracted. You need to try and get people onto your site and keep them there. Put links back to your site in your video description boxes and have a landing page ready for people to start them on a content journey where they become increasingly immersed in your branding experience and hopefully end with them converting to a sale. A lot of big brands have entire video sections where they either host their own videos or have their YouTube videos embedded on their sites. You can embed your videos on your site in relevant blog posts to start off and then when you create enough of them, you can create a space on your site, organized by category, where they can all live.
Your PerformanceYour brand isn’t just creating videos for the heck of it. You’re creating them to act as a content gateway for people to draw them into your brand. To see if what you’re doing is working, you need to dig into your analytics and make sure your investment is generating a strong ROI. Look at your video data to see which ones are being watched, how long they’re being watched and what platforms draw the most eyeballs. Some of the more important numbers are:
- Drop-off rates – How much of your audience watches all or or most of your videos?
- Click through rates – How many people click your CTA link at the end of the video?
- Consumption rates – How many of your videos do your individual leads watch in a given time period like a day, week or month?
Over a Dozen Easy Ways to Extend the View Time on Your Facebook Videos
1. Upload Videos Directly to Facebook Instead of Sharing a LinkThe subhead basically says it all. In retrospect, I guess I should’ve made it shorter and explained it more in depth here in the body of the post. Here are some statistics: A Quintly study from 2017 found that on average, videos uploaded straight to Facebook received a 477% higher share rate and generated 530% more comments than a shared YouTube link. If you’re currently cross posting on multiple sites by uploading to YouTube and then simply sharing the link, it’s worth the extra time to upload to Facebook separately.
2. Make Videos Square or VerticalPeople love convenience and hate putting effort in. That means even something like turning their phone from vertical to horizontal can be too much for them to do. You can take advantage of this innate human laziness by making videos that don’t require people to rotate their phones 90 degrees. Square Facebook videos get more shares, views and engagement and they reach more people — especially on mobile — than their horizontal counterparts, according to this comprehensive Buffer study on the subject. Facebook itself announced in early 2017 that it was improving the vertical video watching experience for users. Some experimentation is in order.
3. Make Shareable Videos Your FocusObviously, if it were up to a company, all their videos would be shared all the time. But, you can increase the chances of your videos being shared by focusing on content that is more likely to be shared. According to Buzzsumo, who analyzed 100 million Facebook videos, the ones with the most engagement are entertaining, humorous, professionally done and offer value. Also: food. Turns out the fastest way to your audience’s heart is through their stomach. Of particular interest to Facebook users is how-to videos and videos that offer any kind of useful tips. (And food.) Storytelling obviously plays a big role in shareable video. Try creating a story with your brand by supporting a cause or finding something your audience is passionate about and starting a conversation about that. Anything with some human interest and that’s uplifting is sure to get people clicking the “Share” button. (Also food.)
4. Focus on Intros and ThumbnailsThere’s no room for slow starts with Facebook videos. You’ve gotta hit the viewer with something as soon as the video starts to keep them watching (no, not your logo). An interesting camera angle, bold imagery, anything that will grab their attention. If you’re telling a story, you don’t need to start at the start. You can start near the climax, go back and fill the rest of the story in, and then end off with the actual climax. Do what ya gotta do to keep interest piqued. And don’t forget an interesting thumbnail. Never forget the thumbnail.
5. Include TextMost people watch videos without sound and prefer to not have sound on autoplaying videos, particularly ads. In addition to that, captioned videos have a 12% advantage in watch time over non-captioned videos. Include captions. That way, even if people are watching your video with the sound off (and they probably are), they’ll know exactly what’s going on and will be more likely to share the video. Also, you should just include captions to make your videos accessible to everyone.
6. Enhance the CopyEvery video upload comes with the opportunity to add some text.
- Title: Make it descriptive, searchable and compelling.
- Preview text: Use keywords to summarize what your video is about.
- Description: Use more keywords to add information about your video and encourage shares and comments.
7. Get Your Timing DownFinding the right time to share videos on Facebook is a fine art … just kidding. It’s kind of a guessing game. But, several outlets have tackled the question of when to post. CoSchedule compiled a bunch of these studies and found the quick answer to the question of when to post is:
- 1–4 p.m. late into the week and on weekends.
- Saturday and Sunday at 12–1 pm
- Thursday and Friday at 1–4 pm
- Wednesday at 3 pm
8. Get Your Timing Dow — oh wait, I used that for the last oneFiguring out the optimum length of a Facebook video is another area where you’re basically just going to have to experiment and study your analytics to see what length of video gets the best engagement. Facebook’s internal analytics are extremely helpful here, telling you how long people watched your video for. If the majority of people watch up to the 30 second mark and then there is a steep drop off, you’ve got your answer. Common sense would say keep it short, but try some different lengths and see. As we’ve discussed before, for animated explainer videos, right around the one minute mark seems to work best, but you should always aim for clarity regardless of length.
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9. Embed Your Facebook Videos on Your SiteNot everyone is going to engage with your brand on Facebook. Some of them will do it on your website, but that doesn’t mean they shouldn’t be privy to your Facebook video. The native Facebook video player makes it possible to like and share embedded Facebook videos right from your site.
10. Go LiveFacebook Live doesn’t just give you a more immediate and direct connection with your audience, it also gives your non-live content an engagement boost, too. Plus, since Facebook automatically records and publishes your Live streaming video after you’re done, you get the added benefit of that without having to do any extra work. If your brand doesn’t lend itself well to live video, you’ll just have to brainstorm, experiment, brainstorm some more, experiment and throw a few things at the wall to see what’s sticky. While spontaneity is great, you should put some planning into it and make sure you announce it so people know when you’re going live ahead of time.
11. Tag IntelligentlyTag anyone who is related to your video in some way. If they worked on the video, if they’re mentioned in the video or even if they just inspired it. Let them know why you tagged them if it’s not obvious. People are more likely to share and like a video they’re tagged in. Don’t tag a bunch of people who weren’t involved in the video at all. That’s just tacky.
12. Specify a Featured and a Cover VideoYou can specify a featured video for the top of your “Videos” tab, which you can find out how to do here, and some brands can now make a video their cover photo … which would make it a cover video, we guess. Since both of these types of video autoplay, they will help capture attention of visitors to your page.
13. Organize PlaylistsAn ideal video marketing strategy will see your brand uploading different types of videos on a regular basis. Maybe a how-to video on Mondays, an FAQ answer on Wednesdays and a short, live Q&A on Fridays, for example. In order to make your videos more organized and searchable, arrange them into playlists on your “Videos” tab. You can organize by subject, show type, week, month, however would make the most sense. An organized “Videos” tab looks better and helps visitors discover more of your content easily.
14. Promote Videos with AdsYou can boost video posts or create specific video ads that point people back to the videos you’re promoting. You’ll of course want to target these ads so they’re being seen by the right people. Facebook allows you to get extremely specific with your targeting.
15. Don’t Forget the Call-to-ActionWhether it’s in the form of copy in your description or a mid-roll CTA, which Wistia found to work best for converting, always include a strong CTA that tells viewers exactly what you’d like them to do next. Even if it’s sharing the video they’re watching, that’s an unambiguous action you’re asking them to take, so it counts. And, in fact, 48% of watch time for Facebook videos is the direct result of shares, so it’s a good CTA to include. Whatever your CTA is, don’t leave people guessing what the next step is. Let them know and encourage them to take that step. Follow along with these 15 steps to getting longer view times on your Facebook videos and you’ll increase your video view time on internet’s main social media platform. If you are looking for a killer Facebook ad ideas, just click here to download The Ultimate List of Facebook Video Ad Ideas and learn the same video ad secrets that businesses just like yours have used to generate 158+ MILLION views on autopilot with zero advertising costs.
5 Easy Ways to Boost Your Social Media Strategy in 2018
Write Down Your Social Media Marketing StrategyJust like with studying, writing down marketing plans makes a big difference. According to CoSchedule, marketing professionals who take the time to document their marketing strategy are over five times more likely to achieve success. In addition to that, 88% of people who set concrete marketing goals achieve them. You can split your strategy into high-level and low-level portions.
High-LevelThis section should include overarching goals for your strategy. It should:
- Describe how social media fits within your overall digital marketing plan.
- Include guiding principles for brand voice.
- State what values you want your brand to express.
Low-LevelThe low-level strategy is more about the nuts and bolts about how things are going to be done. It should:
- State how often you want to post per week or per month.
- Outline what platforms you plan to post to.
- Plan a budget for the next quarter.
- Determine the sources of the content you want to share.
Coordinate Social Posts with Specific CampaignsA lot of social media posting is of the “just because” variety, as in: you post just because you feel like you should be posting something. Of course, you should be posting just because it’s something that businesses basically have to do nowadays, but in 2018, try tying some of your posts to special events, promotions or specific sales campaigns. For these special events, create customized graphics and post ideas that are different from your usual posts. Think visually so you can capture attention and use some strong call-to-action posts to try and collect early sign ups to your event. These specialized, limited time social media campaigns help you evolve quickly with your platforms by getting you to set concrete goals at the beginning of the campaign and monitoring how close you came to those goals at the end. This allows you to make more informed decisions for the next special event campaign. Think of each specialized campaign as a little learning experience and a chance to experiment.
Develop Content Marketing Assets and Landing Pages Just for SocialA lot of business social media is just shooting links at people, but you are doing it wrong if you are just being a link cannon. Make 2018 the year you stop scheduling a bunch of links to be fired at your followers. Instead, make it the year that you start creating content pieces of real value for your audience. Not just blog posts, but content pieces that get actual traction like infographics, which get around 41.5% engagement, on average. Only video gets better ROI than infographics. Along with these content pieces, have multiple landing pages so you can send specific audience segments to different landing pages rather than sending them all to a generic “Contact Us” page. One lead capture landing page might be focused on 18-year-old college students while another one is geared toward 30-something professionals and another one toward new parents. Each of these segments could have their own call to action that would cater specifically to them, increasing your chances for getting them as a lead. Developing specific content marketing assets and tying them to targeted landing pages helps connect your social media posts to revenue generating customer actions.
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Invest in Professional VideoOh, look! This post has something about video. Who woulda seen that coming?
[First we start with some statistics.]Businesses that use video marketing:
- Generate 66% more qualified customer leads than businesses that don’t use it.
- Earn 54% more brand awareness than businesses that don’t use it.
- Experience significant benefits and positive ROI, according to 77% of small business owners who use it.