When running a paid social media campaign three major things to look for to ensure value for the dollars you spend and are reaching the right audience is:
If your service or product is not area specific, then adopt a strategy that grows as your business grows with social media becoming more important in the right marketing areas to be effective.
An advertising campaign on Facebook is usually seen by people in browse mode, they will often take longer to decide to buy. These Facebook campaigns are often most effective if focused on first giving your site visitors an emotionally creative experience and introducing a low keyed sales pitch or sales funnel. Videos are especially effective for creating visitor interest and promoting your product or service, allowing you to bring traffic to your site so you can engage your visitors and learn more about them. It also allows you to monitor their positive responses and further cater for their needs.
Seeing your ad several times helps with recognition and eventual response, but overexposure will cause views to drop off as people will stop noticing it.
It is important to decide on the result that you want to achieve when running a social media campaign.
The amount of text in images should be kept to a minimum as this can drive up your costs.
Use emoticons and have a call to action tastefully located on all pages. Hashtags are good, but use them carefully as they tend to make navigating your site harder and therefore lower your visitor enjoyment and conversion rates.
Social media is mostly about popularity and engagement so reuse your old posts and adds to preserve your previous engagements.
Always remember that quality content is paramount to success.
All major social networks have a range of advertising options for you to choose from, but they may not all be the right fit for you so look for networks that are compatible and suitable for your product.
When starting out in a new social media site start small and remember that what works in one social media network may not work in another