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.

social media blogLet’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.

Social Media Marketing

If your social media efforts are not showing results, most likely you’ve underestimated its value. In reality, social media marketing is the most powerful branding and lead generation weapon in your arsenal and if you’re doing it right, there’s less spending and more benefits to expect from it. So, how to chalk out a winning social media strategy? Here are 4 effective tips to help you with this.

Social Media Marketing Strategy
4 Tips to Create Social Media Strategy that Works

Tip #1 Have a clear goal

If getting more likes and shares has been your social media goal so far, your basic understanding of this marketing mode needs a shake-up. Yes.  Social Media Marketing goes beyond the mere calculations of likes, shares or +1s. Instead it should support your business goals and should contribute towards generating new leads, boosting conversions, and making more sales. For instance, creating a Facebook post that directs visitors to your website’s landing page clearly shows what exactly you want this particular post to do for you.

Tip #2 Know your competitors

Do you know what your competitors are doing on various social channels? If ‘no’ is your answer, you are lagging far behind. In fact, doing this can be a great start to your own social media strategy. How? First of all, make a list of your top 5 competitors and jump onto the online social scene to understand how they are engaging their customers, their voice and the response they are getting. This information is crucial to figure out how you can stand apart from your rivals. After all, being noticeable among the crowd is the key to attract more visitors.

Tip #3 Understand your customers

Knowing your customers like the back of your hand will go a long way in ensuring that your social marketing strategy strikes the right chord. Understand their taste and what they like to do when they are on social platforms. For instance, if a fair chunk of your audience likes to be fed with interesting facts and trivia rather than those direct visit-my-website kind of posts, create a healthy mix of both. On the other hand, if they are the busy sorts who do not like to spend too much time online, giving them what they want may hit the bull’s eye. In either case, you have to gain an insight of what your target audience wants.

Again, it pays to know which channels are best for your business since dabbling with multiple channels is neither feasible not effective. Find out 2-3 social networking sites that your target customers tend to frequent and stick to those.

Tip #4 Send out your message loud and clear

Every message that you send out to your customers must be specific. Your messages should be engaging, should speak about the benefits you offer and should have a clear call-to-action. The idea is: after reading your posts, your customers should know exactly what to do.

By incorporating these tips within your social media marketing strategy, you will not just succeed in driving more traffic to your site but definitely see a lot of difference in the way your customers interact with your brand.



Digital Marketing Social Media Marketing