Traditionally, it has been the norm to advertise your brand and company heavily on media like TV, newspapers, outdoor advertising, etc., but with the growth of the digital medium and online advertising, there has been a shift in the way people are now looking at brand promotion.
The use of social media is on the rise now, and with that, there has undoubtedly been a rise in the way brands have found their place in this digital world. Be it interacting with their customers or simply promotion, social media advertising is on the rise and is more popular now than ever.
To keep up with the tradition and emerge out of this cut-throat competition as a victorious brand, here are a few things companies can do in order to advertise better and at a low cost on social media.
1. Set an Objective/Aim
Even before you start working on the campaign or mapping out a strategy, it is better to establish certain goals. What do you want to achieve out of this campaign? What are the goals you have planned to work towards? Is there a certain audience you want to tap into, or are you trying to do something entirely different with a whole new advertising plan?
All these questions and several others like these need to be answered in order to get some clarity on the plan. It will also make it easier to work towards a pre-determined objective that has been set by the company. This ensures that everybody is on the same page and working towards achieving the same set of objectives.
2. Production of Content
When you have finally mapped out a certain objective that you want to achieve, you can work towards producing relevant content that will help you to do so. For that, you might need to put out not just pictures but videos as well on Instagram, Facebook, Twitter, and countless other platforms.
It is always recommended to plan the production of content beforehand and hire the best people to do it. Professional assistance always goes a long way. However, if you are a small business, you can always do this on your own. Take a simple camera and start shooting!
3. Editing Your Own Content
After you have produced a video or any other content, you will need to edit or process it through software to refine it and give a few final touches. This can be expensive as you might need a qualified professional to help you out.
But, when it comes to videos, you might as well edit them on your own using websites like InVideo that provide its users with a free video and photo video maker. If there isn’t a lot of pressure and you have the time, you can choose to do this since it is very easy to do so and also saves you some amount of money.
4. Test Ads and Campaigns With a Smaller Audience
The best part about social media is that you can test the ideas for advertising and promotion that you have with a smaller audience. By doing this, you can not only reassure yourself of the campaign that you are about to launch but also save a lot of money that otherwise cannot be saved on traditional advertising methods.
Not only this, testing your ideas with a smaller audience will help you backtrack any ideas that might not be received well by the audience before it is too late, and the situation is out of control.
5. Improve Your Advertising Quality
Different platforms have different ways of rating the quality of your content. Once you get these scores or insights regarding your advertisement, you can make changes in your campaign and improve it to make it better.
Some examples of indicators of content quality are Google’s Quality Score that basically measures the relevance of your keywords and PPC ads. Similarly, the metric for Twitter is called Quality Adjusted Bid. Using these tools, you can get quantitative data as to what you should change and what is actually working for the brand.
6. Expand to Other Platforms
When you’re just starting your campaign, it is better to start on a single platform that you think will work well and then see if you can manage it. Once you do this, you will find that with time, you will be able to manage more than one platform. This is when you expand your reach to a larger audience and finally open up to other platforms as well.
For eg., if you initially start with Instagram and put up posts or conduct advertising on Instagram stories, you will find that you can be more flexible when it comes to this and eventually make a move to Facebook and Twitter as well.
7. Funnel Your Users
Depending on where you get your views from and where your audience comes from, learn to funnel them accordingly. For eg., some users might reach you through ads, some might find you through word of mouth, etc.
It is important to funnel the former from the latter so that you can transform viewership to definite sales. This is done mainly through three layers. The first one is awareness, which consists of both people who know you and who don’t. The second is a consideration that puts these people into a more relevant category, for eg., are they past customers? And finally, the third one is a transaction wherein you essentially provide them with the final push in the form of an ad to make that purchase.
By using these tips on a regular basis and in a consistent manner, you can step up your social media advertising game. What’s more, it costs almost next to nothing and is definitely a plus when you are a small company that is trying its best to save money on advertising.
Along with costing less, there isn’t anything too difficult about following these tips. Any normal social media user can adapt to these things, and if they pay close attention to the world of digital media, they can easily manage to update your social media content well. This will not only make your content look different from the rest but also give it a personalized touch and make it feel more intimate rather than just a simple advertising campaign.