Here are five ways to getting on the right track for a solid paid social media strategy. As a branding are being compelled to turn too paid social, with organic really being forced and downgrade by platforms, it becomes important to remember some basics to getting paid social media strategy right as you go.
Paid social media strategy is becoming the go-to solution for most brands these days as organic posts are really being downgraded as a viable options by the platforms. Besides, paid social does have its benefits – it providing far best targeting, better optimization and much better tracking of performance overall. But to get it right, a social strategist should remembers a few basic steps…
Get targeting right
Yes, paid social do offering a far better targeting opportunity, but with hugely increased paid social traffic and increased competition, the costs can really spiral out of control. Be-caused more and more brands are targeting the same minds and hearts (and eyeballs) of campaigns, consumers can get derailed, and the cost per intended action get sometimes really get out of control.
What becomes important here is targeted strategy and getting it right. And, doing it different from what the competitions is doing. If your competition is after a typical demographic, and that is how they target, it is wise for you to focused on some other way – maybe different interests among your audiences, or different sets of behaviour.
Cut through with better creative
No matter how you target, getting your creative right is critical. You can only one cut through all the noised that the competition is creating with standing out creative that appeals to the right audience, in the right context, and at the right time. Naturally, you will need to do some serious A/B testing (or even multi variant testing) and optimized your creative according to the results – and this needs to be done in continuum – throughout your campaign’s lifecycle, so your message staying on top.
Set goals, manage expectations
It is important to set clear goals for your campaign – particularly when you are putting money behind it. Make surely that every one involving, and/or every one that has a stake in the campaign across multiple departments knows what the expectations are – and that goals reflecting overall strategies, not just what the sales department, or the PR department is after. Share what metrics you will be measuring success against ahead of time, so everyone knows what the campaign is up against. Set clear KPIs and make surely that they cover what the overall goals are.
Influencers and their influences on your paid social
Influencer marketing – particularly when under the umbrella of paid social can get really tricky – specially be-caused they can play havoc with budgets. Influencers most often have their own social strategies, and your branding has to work with the way they operate across multiple platforms –and usually not the other way around. And again, you needed to define for everyone how you look at the results of influencer via social – is that earned media, is that paid? At the end of the day, you and the entire team with you (including the ones making the budget decisions and the heavy marketing decisions) needed to understand that influencers do not come free, and no matter how much they can do for your brands social results – you are paying for it. So, in that sense getting influencer strategy right in important for paid social.
Who’s paying for paid social? Who owns it?
That is the final part of paid social media strategy. Who is really paying for it and what are their goals? Is it the overall marketing team that is responsible for the paid social budget? Is it PR? Is the sales team paying for a one-off the campaign? And are the paying stakeholders aware of the cons and pros of paid social? Do they really know the potential power of it? Have you walked them through the strategies, the goals, the KPIs, the metrics of success measurement and the on-going optimization and performance improvement parameters? No matter whom pays for it, someone in your organization needs to take ownership of paid social, and derived it to its best possible outcome.