Complete Guide to Paid Social Media Advertising Strategy to Drive Lead Generation and Increase Customer Conversion Rate
Complete Guide to Paid Social Media Advertising Strategy to Drive Lead Generation and Increase Customer Conversion Rate
The 2023 Complete Beginner's Guide for Businesses and Content Creators
Table of Contents
Brands worldwide use social media advertising as part of a quintessential digital marketing strategy to identify and target audience groups that fit into the brand’s ideal customer profiles. This lesson will discuss how to make the most out of social media advertising to scale your digital marketing effort and gain more opportunities online.
What is Social Media Advertising?
Social media advertising focuses on the paid aspect of social media marketing. While every social network is unique, advertising on the major social platforms has common grounds. So let’s explore these advertising strategies and how to effectively use them to strengthen your overall social media marketing effort.
How Businesses Use Paid Social Media Advertising?
Hootsuite, one of the best social media marketing tools, sourced a few critical social media advertising statistics. These stats tell us companies are aggressively taking action to run promotions, gain more audience and raise brand awareness through social media.
- Social media advertising spending accounts for 33% of all digital advertising expenditures today.
- Predicted social media advertising spending in 2022 is estimated to exceed $173 billion.
- Social media video ad spending will grow by 20% to $24 billion.
Benefits of Social Media Advertising
Here is the data on subscriber count for social media user trends.
- Facebook: 2.93 billion users
- Instagram: 1.97 billion users
- TikTok: 1.39 million users
- LinkedIn: 830 million users
- Twitter: 330 million users
The Influencing Power of Social Media Marketing and Social Media Advertising
Advertising on social media can effectively get your message in front of a massive audience. With the rapid growth of different social media platforms, they become the perfect stage for brands to capture new market share and engage prospects and existing customers.
Top 7 Social Media Advertising Strategies to Drive Successful Social Media Advertising Campaigns
#1. Integrate Social Media Advertisement within Engaging Content
Social media advertising is about creating marketing pieces that resonate and speak to your core target audience. However, online content consumption has become over-saturated, making it easy for people to tune out any ads or commercials.
So how do you improve social media ad engagement? Improve the user experience in your ad content and landing pages to ensure the best visitor journey. Try the following different types of content to pique viewer interest.
Examples of Engaging Content in Social Media Advertising
- Short films
- Music videos
- Demo videos
- Helpful infographics
- Funny Memes
- Eye-catching photos
#2. Practice Cross Platform Posting on Social Media Platforms
Social media marketing is a time-consuming task. Facebook, Twitter, LinkedIn, Instagram, and TikTok… With so many different platforms available today, you must stay organized and spend time planning and posting on every network.
Save time by using Social media management tools like Hootsuite to organize content, schedule posts, and uncover analytics insight in one consolidated platform.
Top Advantages of the Social Media Management Tool Hootsuite
- Apply a single post across multiple social media networks
- Schedule and customize social posts within the platform.
- Automatically schedule social media ads to run at a set time to a curated group of target audience.
- Collect analytics data and gain unique visitor engagement insights to identify popular topics and trending posts.
- Perform content planning with social media content calendar.
- Advanced functions such as Google Analytics integration and trend reporting.
Hootsuite
Best for Scheduling Social Media Posts-
Successfully manage social media accounts all in one place.
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Create and schedule posts across multiple social media platforms.
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Easily plan upcoming social media campaigns.
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Stay on top of incoming messages from all the social platforms.
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Analyze social media campaign results and measure engagements across all platforms on a single platform.
- Schedule marketing posts from a conveniently managed platform across Facebook, Twitter, Instagram, LinkedIn, and Pinterest.
- Analyze social post engagements through one dashboard.
- Ability to plan ahead for any upcoming marketing campaign.
- API integration with LinkedIn does not allow you to use the @person tag
#3 Frequently Rotate Social Media Advertising Campaign Message
An impressionable ad messaging improves conversion rate, but how do you stand out from the hundreds or thousands of posts visitors go through in their social feeds every day? Make the ad impactful and alternate between variations of messaging and designs frequently.
Rotate Social Media Advertising Message and Design to Optimize Customer Engagement
Rotate your social media ads regularly to keep viewers interested and help optimize visitor engagement. Create several versions of the same ad with different marketing messages, images, and promotion methods. You can A/B test different sets of social ads to eventually identify the highest converting version.
#4 Personalize Ad Messaging in Social Media Advertising Campaigns
Tailor personalized communications in social media ad messaging toward different groups of your core audience. You can make specific audience selections within social platforms such as Facebook and LinkedIn ads. Cater customized messages to different viewer groups based on personal preference can enhance the user experience.
Example of How to Personalize Social Media Advertising Campaigns
For example, if your website is an e-commerce business selling baked goods like cookies, tailor social media ad messaging 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.
#5 Adopt Direct e-Commerce in Social Media Marketing Platforms
Social media platforms like Instagram have rolled out the call-to-action “buy” button, which enables e-commerce stores to make sales directly to consumers without even leaving the platform.
Businesses can roll out ads that allow users to purchase right on the spot in their social media accounts, which cuts through the long checkout funnels of traditional e-commerce stores. The best opportunity to close a product sale is when the customer is engaged with your product in real-time on a social media platform. Along with conversion-focused social media ad strategies, social media campaigns can make conversion happen faster.
#6. Design to Serve Social Media Advertising Campaigns on Mobile
Brands are finding new ways and capturing opportunities to better market to social media’s massive mobile user segment.
Social Media Mobile User Data
Hootsuite revealed a few critical data points about mobile users on social media platforms:
- Facebook reported that 82% of its users only use mobile phones to browse the platform
- Instagram revealed their users spend an average of 11 hours per month using their mobile app
- Youtube views are 2x more on mobile than desktop devices
Social Media Advertising for Mobile Ad Targeting
As mobile advertising becomes a significant digital marketing focus for businesses, social media platforms provide advertisers with options to serve ads exclusively to mobile users. You can create ad copies that are specifically optimized for mobile viewing and properly track analytics data about the mobile ad campaigns.
How to Create Highly Converting Social Media Advertising Campaigns on Mobile
So how do you create eye-catching mobile ad messages that result in a conversion? Follow the tips below.
Top 4 Tips to Create Highly Converting Social Media Advertisement on Mobile
- Deliver short, personalized, and to-the-point ad messaging.
- Include visuals that work on mobile screens.
- Try interactive elements such as videos. They are great attention grabbers.
- Integrate website analytics with social media analytics to improve marketing to target audience groups.
#7 Continue to A/B Test Ad Elements in Social Media Advertisement
A/B testing allows you to uncover the ad component and messaging that creates the most conversion, as well as keeping the cost down.
Perform A/B testing on a selective niche audience to start if you have a limited budget. Begin by making two copies of the same ad on social media, change one element in one of the ad copies, and always test one component at a time.
Example of A/B Testing in Social Media Advertisement
For example, A/B test two versions of a discount offer in social media ad like the following:
- $10 dollars off
- 20% off
A/B Test One Element at a Time in Social Media Advertisement
Be sure to keep everything else identical in the ad copies when A/B testing various ad elements one at a time and measure the response rate of each ad. Once you have identified which pricing strategy works best, move on to the next component until you have identified a high-converting campaign. Ad features such as visuals, messaging, or even colors are all good test subjects that can potentially improve the ad campaign results.
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