An industry as dynamic as social media has always something new happening. With trends emerging and dying just as soon, marketers have only two options- either take notice or lose their chances. The biggest stir in the social media marketing sector today is the paid social.
Let’s face it – organic reach has almost reached a point of death. Leading companies like Vodafone and Castrol are gradually inching towards paid promotions and campaigns to drive traffic back to their websites. In fact, this shift is quite in line with the predictions of social media veterans such as Michael Stelzner, founder and CEO of Social Media Examiner who predicted that this year- “Social networks like Facebook, Twitter and LinkedIn will slowly introduce special features only to paying customers and reduce the benefits of organic activity.”
If you want to taste success with your social media efforts, you need to keep yourself attuned to the latest trends. Here are 3 useful paid social strategies that will help you to stay current.
Where does paid social fit into you marketing strategy?
To find out how paid social can give the best returns, you need to figure out where your brand stands among the rest of your competitors. For this, you may run a competitive social media analysis which will help you determine your goals and benefits that you want to derive from your paid social campaigns. It’s important to understand from the very outset which goals could work in your favour- is it the paid clicks to your website, sponsored stories or launching an influencer campaign? Knowing your requirements and the kind of brand image that’s suits your purpose is the best way to begin with your paid social efforts.
Understanding your audience is important
Do you know the personality of your audience well enough to understand which social channels they prefer to visit? If not, it’s time that you do. Understanding the online social behaviour of your target group is critical in planning your paid social activities in the most profitable manner. For instance, the Facebook Insights data can help you with the online time, the demographics and the preferred activities of your audience. As an add-on, here’s a small takeaway from the ongoing Social Media Week London: SMW London witnesses “a lot of organic growth” through social media, however, paid marketing gives it the insights to “be more systematic in who you are targeting”. This can be a lesson for you if you wish your social marketing efforts to pay off.
Use paid social media for content distribution
Content marketing is growing in importance and will continue to do so. Paid social can help you market and distribute your content among your audience. With paid social blog marketing steadily growing in significance, you can effectively use this strategy to promote your blog which can draw more traffic to your site and increase the number of your opt-in emails, newsletters and subscriptions.
While a significant part of your digital marketing success can be attributed to your organic efforts in terms of original and naturally engaging content and your performance in organic search results, social media marketing is more about getting what you pay for. Combining both of them, i.e, integrating paid social strategies with your organic efforts can spell out successful online marketing for you.