Tips for Social Media Marketing, Advertising, & Content Promotion
If you’re looking for successful tips for social media marketing, advertising, and content promotion, you’ve landed in the right place.
If you’re creating relevant, useful, and high quality content, just because you build it (publish it), it doesn’t mean your target will know where to find it or even know it exists in the first place!
Every digital marketer, social media manager, and SEO expert will tell you “content is king”. I think they’re only 50% correct. For our team and I, only “optimized content” is king.
The fact that content marketing is a key part of a successful digital strategy is no secret to anyone. Regardless of whether you’re a business owner or digital marketing manager.
But how many small business owners and their internal or external marketing team are connecting their content marketing leads with sales?
In this article you’ll learn useful social media tips like why creating exceptional content is only half the challenge of your content strategy. You’ll understand why content promotion is the vital next step after publishing your amazing content.
Content Marketing, Social Media and Advertising
You’ll only be able to engage your target audiences if they’re able to see and consume your content, among all the “noise” that already exists in their respective social news feeds.
Advertising on social media works (read converts!) and don’t let anyone tell you that it doesn’t.
I’ll agree that it may not the best channel for ROI for some businesses, but for other local and regional small businesses, advertising in social media has significantly produced much better returns that traditional forms of advertising.
You must already be familiar with the fact that Facebook’s algorithm has drastically reduced the reach your posts receive organically.
This is how Facebook defines organic reach: “Organic reach is the total number of unique people who were shown your post through unpaid distribution.”
A 2015 study from adweek.com found that the average reach for posts from Facebook pages in March was 2.6%.
This means if you had 1000 fans/followers on Facebook only 260 would see your post! What about the other 740 fans/followers?
If You Publish Content Without Promoting it, Did it Even Exist?
Business owners, please ask yourself this question and think about the answer. If you’ve hired a social media manager or are wisely outsourcing your online marketing to an experienced digital marketing agency, and you’re paying them to create and publish social media posts organically, what’s the return on that investment?
If you’re publishing any content at all without promoting it, who’s going to see? You’re existing fans and followers? Preaching to the converted is no way to grow your business. Come on, you know that!
If you really think about it, isn’t the above super true?
I mean, there’s nothing wrong with maintaining your business using organic reach, owned media, and hoping for some earned media, but that’s crap to me. You’re telling me you don’t want to grow your business? #WTF???
Conversion Rate Optimization and Paid Content Promotion
This post isn’t about pushing social media advertising, it’s about maximizing ROI with Conversion Rate Optimization (CRO). In order to succeed with a CRO strategy it’s key that you’re able to target (and retarget) the right people, in the right place, and at the right time.
Other than solid SEO and user experience (UX) baked in from the start, one of the most effective ways I’ve found to increase our client’s conversion rate is by strategically using paid content promotion tactics.
A paid content promotion strategy on appropriate social media platforms, including Facebook’s Audience Network as well as Google’s search and display networks makes so much sense from a business perspective.
It also helps to significantly increase your conversion rate. Remember, that’s the whole point to investing in marketing strategy – to get conversions. A recent article on MarketingLand explained it best:
“So why does paid content promotion — from a business perspective — matter, other than reaching more of your target audience? Three main reasons:
ROI is the main focus in paid content promotion, because your efforts are directly measurable.
It happens in real time: You can invest in PPC or paid ads today, and you could see results today.
Paid content promotion helps you frame your future content strategy and SEO work, because you can quickly learn what keywords or topics drive high-quality conversions and engagement from your audience.”
7 Lucky Tips to Amplify Content Using Hyper-Targeted Paid Advertising
If you’ve read this far, I’m assuming you’re picking up what I’m puttin’ down but you still have some rather important content marketing questions:
- How do you promote your content after it’s published?
- What should you do immediately after you publish your blog article?
- Could you have done something to help amplify your content before you began creating/writing?
The first thing you will need is a budget and that budget can be as small or as large as you’d like. Seriously. Obviously the more you spend, the more targeted users will see your ad on social platforms like Facebook, Instagram, and Twitter.
Can you afford $10 to target 500-1000+ Facebook and Instagram users, in your chosen geographic area, with your offer or marketing message? Of course you can! This is a sure fire way to increase social media engagement, and if done well, a sure fire way to get website conversions.
The following are a few paid media options I highly recommend using to amplify content, track analytics and retarget highly qualified prospects and customers.
1. Use Facebook Audience Network to Significantly Increase Reach & Engagement
— Vee Popat (@veepopat) July 26, 2016
For real. If you haven’t added Facebook’s Audience Network to your content promotion and distribution workflow, you freakin crazy or lazy. Or maybe, you just haven’t heard about this super duper tool for social media marketers.
So what is Facebook’s Audience Network and how does it work? Facebook puts it something like this. They say the audience network lets you extend your ad campaigns beyond Facebook to reach your audiences on mobile apps, mobile websites, Instant Articles, and videos.
I say that’s freaking amazing – sign me up!
Facebook is able to use the same targeting, measurement and delivery that you set up when creating your ad in Ad Manager to make sure each ad that Facebook displays on its Audience Network helps you reach your campaign goals at the most cost-effective price.
2. Get Started Today With Audience Network
You can easily try this today. To get your ad in the Audience Network you’ll need to create campaigns using these objectives: Clicks to Websites, Website Conversions, Mobile App Installs, Mobile App Engagement, Dynamic Ads and Video Views.
The best thing is that you, the advertiser can choose the behaviour of an ad after a user clicks on it. It is dependent on the type of ad objective you chose but your options include ads that will:
- Open a link in a new browser window
- Prompt someone to install an app
- Launch an existing app on their mobile device
The news gets better – the Facebook Audience Network supports ads with images as well as video (as seen in the tweet above).
3. Use Google Display Ads Strategically, Only for Your Retargeting Campaigns
If you’re into PPC, and I certainly am a lot these days, you’ll be familiar with AdWords and Google’s Display Network. This ad network is very similar to Facebook’s Audience Network I described above.
“The AdWords has two main networks: Search and Display. The Adwords Search Network reaches people when they’re already searching for specific goods or services.
The Display Network helps you capture someone’s attention earlier in the buying cycle.
For example, if you run an art supply store, you can catch a mom’s eye when she’s reading reviews about the best brands of washable paints, but before she puts her toddler in the car seat and heads out to buy.”
The Google Display Network allows to you connect with customers with a variety of ad formats all over the internet. The network includes over two million websites that reach over 90% of people on the Internet.
What is the Google Display Network?
Watch the Video Below!
Why do you want to use this? It can help you reach people while they’re already browsing their favorite websites, checking email (in Gmail) or showing a friend a YouTube video.
Wait there’s more! Using the Google Display Network also allows your business to connect with targeted users who are on their smartphones using mobile apps. If your customer base is local and/or highly mobile, just think of the ROI from this tactic if used strategically.
4. Hyper-Targeting to The Right Audience in The Right Place at The Right Time
To get your message in front of the right potential customers, comprehensive keyword research and competitor analysis can help you reach users who are interested in your business and more likely to take action.
You’ll also need to carefully select where your ads will appear. As mentioned, the Display Network, allows you to select types of pages or specific websites for your ads. It also let’s you select specific audiences to show your ads to.
“With manual placements, you can show your ad on specific webpages, online videos, games, RSS feeds, and mobile sites and apps that you select. You can even block your ads from sites you don’t think are relevant.”
5. Retargeting & Remarketing to Website Visitors
A final tactic to use with Google Display Network is to identify and target users who are already interested in your product or service. If you have a conversion tracking pixel installed on your website, you can target Google display ads to everyone who’s visited your website in the last 30 days.
The beauty of this approach is you are retargeting users who have already been to your website, shown interest in your product or service, and may have added products to their shopping cart, but may have abandoned their cart before completing the purchase.
Wouldn’t you like another shot at letting them know how great your product is?
6. What’s the Best Way to Promote Your Content Organically?
To be fair to content marketing strategy and any businesses that only use organic reach in their social media marketing strategy, here are some of our agency’s favourite organic methods to promote content. Everyone loves owned and earned media!
Use Social Outreach to Ask an Influencer for a Kick Ass Quote
You have to start this before you begin writing or before you publish the new content. Don’t be shy to source and reach out to several influencers in your niche. Be sure you be respectful, short and sweet.
Briefly explain what you’re doing, discuss the the topic, and politely ask if they would mind giving you some insight or a short quote that you can use in your piece. Many digital marketers i know use BuzzStream to source influencers. Check it out!
Tag and Shout Out Influencers or Sources in Social Posts
KISSmetrics said it best: “Once your content is published, share it on social media and mention the people you’ve referenced. These can be part of the snippets you use from the previous section. The people you mention will see that you’ve mentioned them and some will re-share.”
Repurpose That In-Depth Article into a Slideshare Presentation Deck
What to target a slightly different audience with teh same content? Why not? Did you know that SlideShare receives tens of millions of unique visitors each month. That makes Slideshare own one of the biggest audiences on the internet and be one of Top 150 websites in the world according to Alexa.
If you have a designer or can afford to pay a freelancer to design the deck for you, it will be money well spent. You should also pay attention to SEO and optimize that deck for users and search engines.
For example, be sure you optimize the deck’s title (which becomes part of it’s url) and description (which can show in search results). It’s good to note that SlideShare will transcribe the deck for you so all the content can be crawled by Google.
Have you ever wondered why YouTube videos see always ranking high in the search results pages? Pay close attention because SlideShare presentations will also rank high in search results.
This gives your content a much better shot at being seen (and consumed) by the right audience. That could be a completely different audience that saw the original content piece.
Here’s a link to view a collection of my Slideshare decks.
This one below was my most viewed deck with 24,636 views!
7. Facebook Ads for Demand Generation. Google Ads for Demand Fulfillment
The lucky 7th tip for successful social marketing is an awesome quote I heard from Facebook Ad expert Massimo Chieruzzi and it rings super true! Look at it this way:
“People don’t go on Facebook to make a decision. People go on Facebook to avoid making a decision.”
However, when someone is looking for skin care products or needs a roofer to fix a leak, they are going to Google, not Facebook, to find a solution to their immediate need.
Be strategic when crafting your Facebook Ad strategy.
You need to be sure to pair that strategy with a well researched and optimized Google PPC campaign. This will close prospects and leads that you generated via Facebook advertising.
Social media advertising can be tricky to understand. Our digital marketing strategy uses Facebook advertising to generate and increase demand for our client’s products, services and Apps. Once we have helped qualified users through the marketing funnel with useful optimized content, we use Google PPC advertising to fulfill the demand. Contact us to help you with your social media advertising strategy. Link in bio.
Recommended Marketing Metrics 101
While content used to be king, remember that moving forward, only user focused, optimized content is king. Content promotion needs to be a priority tactic in your digital strategy in order to get your king content in front of the right users.
In this article we discussed 7 simple tips for social media marketing and content promotion that will help you amplify your content and increase conversions.
My favourite tip here is to use the Facebook Audience Network to significant increase your reach to relevant users – off of Facebook! It’s worked really well for our team with video marketing on Facebook.
Which tips will you consider implementing in your social media marketing? Please let me know or feel free to add some of your own tips that I may have missed.