Monday, January 16th, 2017 | 4 min read
Two things are certain this year: ‘80s-era celebrities must be protected at all costs, and brands have to run social advertising programs if they want to reach customers with relevant messages in real time.
The majority of marketers now advertise on social platforms, and 75% of brands increased their social ad budgets for this year. This is no longer a question of, “Should I advertise on social media?” but rather, “How do I take my social ad strategy to the next level?”
You might already be driving big wins. You might even be up on major trends like “Buy” buttons, messaging apps, and ROI measuring tools. But this isn’t the time to hang out and relax. It’s the time to get ahead of the curve, advance your social ad operation, and address any hidden internal issues that may be holding you back.
That’s why we’ve discovered three key ways for brands to take their social advertising to the next level.
A lot of work goes into your social ad program: social listening, content creation, targeting, and analytics. And those are just the basics. That’s why it’s crucial to point to the value of your campaign before you get too obsessed with big numbers and shiny new tools. You might ask yourself: What’s the end goal here? What results does this really provide for my company?
If you can’t clearly answer these questions, you may just be driving blindly and wasting resources. You could also be missing out on key opportunities to reach the right audiences.
Once you define the value of your social ad operation, you’ll be able to communicate it throughout the company and efficiently execute your strategies.
Great technology will only get you so far. You also need the right people operating that technology. This might include highly skilled data analysts, content creators, and social strategists. It’s important for everyone to be properly trained and tuned into the benefits of social advertising.
Make sure you establish reliable communication channels, approval flows, and feedback loops so each person is one the same page. Social advertising teams, in particular, must be able to share insights and results in real time. Otherwise, data remains stagnant and siloed.
Social advertising changes rapidly. New algorithms, ad tools, and targeting options emerge each quarter, and many marketers struggle to keep up.
You can stay on top of these updates by working closely with your publishing partners. That includes reading all those emails from Twitter and notifications from Facebook. You might also want to have a regular sync with your partnership lead or account manager at these platforms. They can inform you about upcoming changes on the network and give you a sneak peek of new features.
This might sound familiar: You’ve already launched social ad campaigns across multiple networks. You’re meeting your key metrics, and building relationships with your audiences. You know that’s a big feat in itself. But you also know that you could be doing better. It’s time to start addressing your problem areas and taking your social strategy to the next level.
That’s where these winning techniques come in. Define the value of your operation. Staff and train the talent to execute your program. And build the resources you need to stay on top of important platform updates.
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