Tips For Getting Social Media Advertising Right

We are now in the age of targeted advertising, social media advertising, promotional advertising and many other types of communications where customers are reached and influenced. But the same customers are said to be getting irritated by the sheer number of ads that clutter their feeds or are learning to just ignore those promos. And now, a  stage has been reached with many users getting annoyed by ads that are intrusive or irrelevant or are just not happy with any targeted marketing objectives. Given all this, it is interesting to note that 65% of users follow at least one brand on social media. Although social media is used mainly to stay in touch with friends, staying updated on current trends or just killing time, 27% of users are said to be researching products or building relationships with service providers as they roam the social landscape. As users are this busy, it doesn’t make sense to annoy them with intrusive ads which they would reject. When data is collected on this and analyzed, more clarity is provided on marketing operations as it gives a glimpse into why users find some advertisements unnecessary, while being open to following brands on any social platform. Consumers demand information on latest trends in technology, and they want to know fast. By following brands, users keep tabs on the latest. This also helps when they want to interact with brands directly. Many users are known to have called out brands when they step in wrong directions, and this has had a positive impact on brand accountability. When brands respond well, users post about the interaction and share their experience. Hard pill to swallow, but the truth remains that these facts draw a clear path for brands who would like more consumers on their bandwagon. Here are a few tips to keep in mind.
1. Authenticity: Consumers have proved that they welcome branded content, provided it is useful rather than disruptive, which makes authenticity all the more important. Brands sharing news about upcoming trends adds value to the consumer’s social media experience while reaching out to a wide audience.
2. Usefulness: Understanding how social media is used by consumers help brands leverage their advertising money in a better way. While going through a friends holiday snaps, it would be logical to show the viewer ads for airline tickets or hotel accommodations, rather than snacks or automotive products. Instructional or educational videos are a great way to reach consumers with quality content.
3. Being Contextual: Context will remain key for a long time to come as not all conversations go in the intended direction. This is because the basis on which consumers visit social platforms is different, as consumers have made a specific choice for news and entertainment outlets and have different preferences for technical knowledge. The current targeting approach depends on estimates of user tendencies based on their activity on the network.
These estimates relate to determining how users relate to specific nodes in the network and enable brands to reach out to users when and where they will be most receptive to the marketing content in question.
4. Credibility: unique output on the platform establishes credibility. A study has shown that users place greater weight on who shares content rather than the source. Users in the age group of 15 to 25 are observed to be actively sharing content they find interesting. A credible brand can grow rapidly only if members who share content are seen as trustworthy. How others respond to these posts is more important than the number of posts shared.
5. Accessibility: Every brand needs a sizeable audience of active followers who spread the branded content to followers and friends of their own. Being more accessible would also mean publishing content that is engaging and true to their image. Brands can make use of instant messaging technologies to answer questions from consumers, and ultimately build better relationships. By doing this brands empower users to start the relationship off on a promising note.
6. Persistence: Another important factor determining success is perseverance. This involves following a schedule, continuous improvement and being responsive to consumer feedback. Majority of consumers interact with content between 2 and 4 times before committing to any action. Quality content, which when steady, keeps the users engaged with content which later translates to tangible results.
7. Continuous Testing: Refraining from investment into testing the effectiveness of advertising efforts, is a temptation that should be avoided rigorously. By doing the opposite, you will avoid repeating the above tips, and you save money. Without independent and focused validation.
8. Continuous Listening: When brands monitor user activity and provide solutions, they actively gain a foothold in new market frontiers. A survey reports three-quarters of users purchasing a product after interacting with marketing content on social media platforms. Also, the same percentage of users also came to know about new brands through social media, compared to in-store or conventional advertising.
Hence, keeping the eyes and ears open benefits a marketer more than opening his wallet.

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