Social media has evolved from a trend to almost an unwritten necessity for businesses over the past years. Brands worldwide are adopting social media advertising as a quintessential online marketing strategy.

Social network’s powerful analytic tools can assist marketers to precisely target interest and accurately benchmark ad performance. So how do companies make the most out of social advertising to scale their businesses? We will explore the key benefits and strategies of social media advertising to help you gain more business opportunities online.

What is Social Media Advertising?

We talked about the fundamentals of social media marketing for business. In it, we discussed how businesses can best connect with their audience to enhance user experience and capture more social presence.

Social media advertising, on the other hand, focuses on the paid aspect of social media marketing. While every social network is unique, advertising on the major social platforms has inevitable common grounds.

So let’s explore these advertising strategies and how to use them to strengthen your overall social media marketing effort.

4. Personalize Messages

Target personalized communications toward different groups of audience. You can make very specific audience selections within platforms such as Facebook and LinkedIn ads.

Cater customized messages to selective viewers can really enhance the user experience. For example, if your website sells cookies, tailor ad message to various groups of customers based on their preferences. Make an ad for those who like chocolate cookies, and do another version for the sugar cookie fans.

Make good use of analytics such as Facebook Insights. It provides information-rich data that can target ads to the right niche.

You can also make things easier by using an all-in-one social media management tool like Hootsuite or SproutSocial. They deliver an extra layer of in-depth analytics to help you gain more understanding of user behaviors. They are also great for finding trending topics.

5. Adopt Direct e-Commerce

Facebook is taking an innovative step since 2015 to introduce the call-to-action “buy” button (currently in beta testing). This means e-commerce stores are able to utilize social networks to make sales directly to consumers without even leaving the platform.

This is a big bonus for online stores and a whole new experience for shoppers. Businesses are able to roll out ads that allow users to purchase right on the spot.

It cuts through the long checkout funnels of traditional e-commerce stores. Instead, you can make a sale in just a few clicks. Along with well strategized Facebook ads and post promotions, you’ve got yourself a fully equipped marketing channel to make the conversion happen faster.

If you are using an online e-commerce website builder and management tool like Shopify and BigCommerce, there are a variety of social media extensions you can utilize. For example, like, share, add, Twitter widget, Facebook Connect, and Facebook Store Application. Users can access your products directly from Facebook and other supported social media platforms. Shopify also rolled out the “buy” button to allow direct purchase on Facebook.

In addition, e-commerce builders allow users to construct and manage their e-commerce stores without having extensive knowledge in coding or web development. Both Shopify and BigCommerce provide complete setup help as well as 24/7 customer support to back up your business.

6. Design to Serve Mobile Ads

Today, everywhere you turn, you see people on their mobile phones. As smartphones continue to advance in technology, we can do almost everything business or leisure related on our phones.

That includes checking social media activities. Brands are finding new ways and capturing opportunities to better market to the massive mobile user segment on social media.

Facebook’s latest statistics reveals 989 million mobile daily active users as of 2016.Twitter reports 83% of their 310 million monthly active users are on mobile devices.

Mobile advertising has become a big online marketing focus for businesses all over the world. Many platforms such as Facebook provide options for advertisers to target users on mobile only.

You can create ad copies that are specifically optimized for mobile viewing. In addition, proper mobile tracking is also in place when you run ads on mobile.

So how do you create eye-catching mobile ad messages that convert? You need the following essential ingredients.

4 Tips to Create Social Media Advertisements that Drives Conversion

  • Deliver short, personalized, and to the point messages
  • Include clear images that look presentable on mobile screens
  • Try interactive elements such as videos, they are great attention grabbers
  • Integrate website analytics with social media analytics to a better target audience

7. Continue to A/B Test Ad Features

A/B testing is vital to any online advertising. It allows you to find out what version of an ad component or message creates the most conversions. You know how easy it is to burn through that marketing budget.

So whether you are a seasoned veteran or new to social media advertising, A/B testing can help you improve ad strategies and keep cost down.

A/B testing helps marketers to better understand their customers and how to best market to them. Conduct A/B Testing on selective niche audience. You can start by making 2 copies of the same ad in social media such as Facebook. Change one element in one of the ad copies, and always test one component at a time.

For instance, you can offer the discount as “$10 dollars off” and “20% off”. Keep everything else identical in the ad copies, and test the response rate of each ad.

Once you have identified which pricing strategy works best, move on to the next element until you have perfected the campaign. Ad features such as image selection, verbiage choice, or even colors are all good test subjects that can potentially affect the campaign results.

One Last Thought

The core of any successful advertising comes down to audience engagement with your marketing message. Make social media marketing part of your marketing strategy will improve the overall presence of your business online. Learn more about the best practices of social media marketing for business.