MAKE PAID SOCIAL MEDIA PROFITABLE
PAID SOCIAL ADVERTISING IS DIRECT MARKETING
Social platforms continue to evolve their sites, yet one factor remains the same: a brand has direct access to its audience. It’s the definition of unlimited opportunity. This makes paid social advertising a powerful way for brands whose audiences engage over social media to create leads, upsell current customers and drive profits.
Despite the incredible potential, paid social still presents one big challenge to digital marketers: attribution. The speed of a mobile-first world means a social ad can succeed even when it doesn’t generate a click. BFO’s unique paid social advertising services overcomes this challenge through a well-defined process that blends the best practices of analytics, content marketing and social advertising to give clients a competitive edge.
OUR PROCESS: MOVING YOU CLOSER TO THE USER WITH EVERY AD
A paid social campaign can be summed up in four words: identify, create, test, repeat. Those words reflect BFO’s proven paid social advertising process as well.
Identify. This first part is the most crucial to paid social success. Before we look at campaign goals, we like to learn about the larger marketing and company goals. Paid social can produce amazing results, but it’s not ideal for all brands and all situations.
Once we’ve established goals and set KPIs by which we’ll measure success, we then identify the sites your users frequent. Brands focused on consumer sales perform well on sites like Facebook, Twitter and Instagram. LinkedIn and Twitter are great for B2B companies. YouTube appeals to both consumers and businesses as an outlet to gain information. Platforms like Pinterest, Snapchat and Google+ cater to niche audiences and offer great opportunities for some brands.
Finally, we identify the user. Demographics and social analytics help us to understand your users’ behavior, wants and expectations.
Create. In this step, we build the campaign. We create compelling content based on our user-first approach to content creation. The ads get built, reviewed and proofed. Our relationships with representatives from popular social media platforms keeps us up-to-date with the latest updates, changes and advancements in the industry to guarantee the most personalized ads possible.
Test. Testing accelerates success and social sites make testing simple. Just as direct marketers test, test, test to guarantee big outcomes for their campaigns, we apply the proven method of A/B testing to every ad. Each test brings us closer to the user and the user’s preferences and ensures we capitalize on current trends.
Repeat. Here we take campaign data and apply rigorous analytics. This keeps us where users are most active, informed of user behavior and preferences and provides the metrics and insight needed to make strategic recommendations to ensure every campaign exceeds its goals.
YOUR RESULTS: GREATER BRAND LOYALTY, MORE CONVERSIONS, PROFITS.
A strong paid social advertising campaign brings immense benefits to a brand. It connects the brand with its users directly, in an area where they are comfortable. Done well, a strong relationship develops between the user and the brand.
Paid social campaigns also gain detailed insight into the user that can be used to inform other paid digital marketing campaigns. Paid social conversions increase and so do paid search and display, and the information can even be used in programmatic advertising. Paid social insight keeps brands attuned to market shifts, changes in user behavior and can even uncover new revenue opportunities.