Has your lack of social engagement got you down?
There’s no denying things got a little tougher out there in the last couple of years. Many people are posting a lot of content to social channels.
This doesn't mean you can’t throw a Hail Mary pass and get a win here and there, but remember you are competing with everybody and their dog—sometimes literally.
No joke - this article via SocialTimes.
Don't worry, there are still ways to stand out. But the advantages of paid media are hard to ignore. You can get some serious traction by investing into more reach.
Let's talk about how you can increase your content’s visibility by leveraging paid media.
With any paid media, you should have a pretty good handle on your target customer profile, otherwise you could end up wasting valuable resources on getting your messaging right.
As an inbound marketer, this is a well you’ll keep drawing from, so do your best to make the information easy to access and use.
A B2C company should definitely consider leveraging Twitter to boost the reach of their content if it is the right fit for your audience. You can use it to generate more traffic to your posts, grow your email list, and even drive leads to your opt-ins.
There are four types of campaigns you can run on Twitter:
Facebook is one of the most effective ad platforms for driving referral traffic. It has some effective targeting options, and you get impressive reach for the budget, too.
From a broader perspective, there are two basic campaign types on Facebook:
LinkedIn is a professional network, and many users would prefer to keep it that way. So if you're targeting specific audiences in the professional and executive realm, you've found the motherload. LinkedIn has many filtering options, making it easy to get a high ROI.
There are four LinkedIn campaign types you should be aware of:
Instagram is all about sharing images. By taking advantage of the ad platform, you can drive traffic to your website, promote mobile app installs, drive call-to-action results and create mass awareness.
Here's some good news if you're already using Facebook: Content distribution works exactly the same as Facebook, because the social media giant owns this channel.
These are the types of ads you can use on Instagram:
YouTube Advertising depends on the topic. Since you can create relevant video content to appeal to your customer, it's a great platform to leverage. Plus, it's the second largest search engine, second only to Google.
These campaign types can be used to boost the presence of your content on YouTube:
When it comes to paid media, some experimentation is par for the course. Maybe you know your audience, but your copy and messaging needs some tweaking. Maybe it's the other way around. Maybe you just need to find "your" platform.
Ultimately, social ads tend to be flexible. Most channels let you get specific with your targeting and set your daily budget. This means there isn't a huge amount of risk involved in trial and error.
And let's not lose sight of the benefit here: You can amplify your content in a major way using paid media. Ads and organic search traffic are a killer combo.
Now you have a better idea of the tools available to you and the specific audiences you can reach using Facebook, Twitter, LinkedIn, Instagram and YouTube. You're ready to start initiating campaigns to boost your content.
Learn more about getting your content more reach through social media—get your free copy of The Guide to Paid Media.
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