The 10 Greatest Social Media Advertising Tips for Content Marketers
If you’ve been marketing content for long, you probably don’t need to be told that it’s tougher than ever before to get people to take notice of a given piece. To begin with, search engines are getting pickier about keywords and how they are used to deliver search results.
Organic reach is getting tougher to achieve on pretty much every social media platform. Facebook just made an announcement this past summer that they’ll be prioritizing posts from friends and family over third party publishers. That makes it even more of a challenge to get your store’s message through to existing and potential customers who have expressed interest in your updates. This includes paid promotion as well.
While getting your content noticed, shared, and engaged with is more challenging, it’s not impossible. Here are some tips to help you not only get your content in front of more eyes, but improve conversion, and much more.
- Increase your quality score up there.
Search engines aren’t the only ones that assign quality scores to specific users. Facebook and Twitter do as well. You can improve ad impression rates and overall reach by making sure your quality score is as high as possible. Go about this by promoting only your very best content – the content that yields the highest rates of engagement. The more engagement you get on a post , the better your quality score will be.
- Know your audience and target accordingly.
As you may already be aware, your customers and followers aren’t all alike. Collectively, they’re all going to be from different walks of life, have different values, and entertain unique interests. Send post engagement rates soaring by using hashtags to target each post to exactly the segment of your audience you want to reach. Always make it a point to know which keywords, hashtags, and buzzwords that segment is using at a given time.
- Spend your money where it counts for the most.
Successful social media marketing for your content isn’t just about knowing which posts are going to be the best fits for your campaign. It’s also about knowing where and how to spend your money. Prioritize campaigns that yield a high return on your original investment. Twitter follower campaigns are a good example, as they not only build your audience, but carry the possibility of additional engagement for your other promoted posts at the same time for no additional cost.
- Don’t underestimate the power of a good promoted video ad.
Written posts, links, and articles aren’t the only types of media capable of performing well when promoted. Videos can be incredibly effective performers as well. Which of your existing videos have the best track record and the most views on YouTube? Which videos are the easiest to understand without the need for sound? Those are the ones that will likely do best if promoted via a platform like Facebook.
- Custom audience features are your friends.
On average, people spend 40 minutes a day on Facebook. Facebook and Twitter both give content marketers the option to use custom audience settings to better target their efforts (“tailored audiences” on Twitter and “custom audiences” on Facebook). Features like these allow you to easily focus your efforts on key influencers, and they work. The more relevant sets of eyes you can get your posts in front of, the higher the likelihood that one of those posts will take off and deliver the associated benefits.
- Use still more social media platforms to promote your content even further.
In the United States,70% of people now have a social media profile. Social media is about more than just Facebook, Twitter, and Instagram. You can generate massive amounts of traffic to your content by leveraging the power of alternative platforms like LinkedIn, Pulse, Reddit, and Medium, to name just a few. You can certainly post original content on those platforms if you prefer, but reusing already successful content works even better and saves time. Just make sure that whatever you post is a good fit for the platform you’re considering.
- Leverage what you know about engagement to boost SEO.
As touched on above, Google is constantly developing new ways to evaluate not only queries, but the content they’re delivering in search results. User engagement is a huge part of that equation. More engagement and higher click-through rates mean better rankings in regards to organic searches, which leads to even higher engagement and click-through rates. That said, approach social media content marketing as a way to further build brand recognition and boost SEO.
- Use social media remarketing to your advantage.
If you’re not already taking advantage of social media remarketing, you really need to start. It’s a very effective and highly affordable way to reach people who have already shown interest in your products and services by visiting your site. Use it to encourage sign-ups, downloads, purchases, or absolutely anything else you might want your audience to do at any given moment.
- Use what you know about your audience and customers to take remarketing to the next level.
You already know that remarketing is an effective way to reach out to people who have already shown interest in your site. You also know that considering the interests and behavior of your audience is effective at generating interest in the first place. Now combine the two to market to a target demographic with success. You’ll see conversion rates going up in no time.
- Add pay-per-click advertising to the mix.
Google’s remarketing lists for search ads (RLSA) can also be incredibly helpful when it comes to content promotion. You can target your custom search advertising only to the people who have already visited your site or shown interest in your products. Combine that highly targeted form of marketing with social media ads that help you grow your reach and generate new interest to make sure all your bases are covered.
At the end of the day, successful content marketing via social media isn’t impossible. It’s just challenging. However, challenges can always be successfully met with the right tools in your corner.
Erika Brookes is the Chief Marketing Officer at Springbot where she leads all brand, product, marketing campaigns and communications. In her limited free time, you’ll find Erika running through Atlanta with her yellow labrador Sunny or sharing marketing insights on Twitter @ebrookes.
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- The 10 Greatest Social Media Advertising Tips for Content Marketers - November 29, 2016