Social media advertising 101

Social media advertising 101 image

Each month your marketing team spend hours brainstorming a creative social media strategy to roll-out. Then your designer creates the images, your copywriter creates engaging updates, and you tailor the content to your audience. Then you click publish and nobody sees it? Why? 

Building a brand presence on social media is sometimes like finding a needle in a haystack! With so many businesses trying to sell or promote their products or services online, it’s a challenge to stand out from the crowd. So how are brands doing this? Simple, through paid advertising.

By 2017, it’s said that marketers will spend $35.98 billion on social media advertising, representing 16% of all digital ad spending globally. These statistics might suggest that you’ll have to invest a lot of money in social media, but a small budget for your brand can go a long way to build brand awareness.


It’s only natural to be excited about this, however there are a couple of things to keep in mind before you get started. Follow our step-by-step guide below:


Set your budget and campaign goals

Advertising on social media is much like gambling - it’s always a good idea to decide how much you are willing to spend before you decide on a strategy. On Facebook, Twitter, Instagram and Linkedin you’ll first need to decide what your campaign goals are before you set a budget. For example, with a website clicks advert – do you want to drive traffic to a specific page on your website? Most brands forget about this and often leave it until last. If you have an e-commerce site, then driving website traffic to your products is an important goal.

Social media advertising is no longer highly complicated; you just need a clear strategy and a couple of well thought out processes to create an effective advert.

 *Tip - although easy to use, social media advertising can also be a harmful tool if you don’t know how to use it correctly.  


Who should see your adverts?

The next step is to clearly define your target audience. This can be done through extensive research prior to setting up the advert. Create a detailed consumer profile, for example, male, between the ages of 30 – 40, interested in sports and finance and located in Cape Town. This way your advert will always reach the right people.


Tailor your message

Your consumers want to see content that is relevant to them, so make sure the copy and imagery you create is professional and suits your brand’s tone and style. This is the most important step in setting up an advert because you need tailored content backed by a solid marketing strategy to turn your audience into real customers.


Create your campaign

The final step is to click the ‘go’ button; however before you do this triple check your advert to make sure you’ve set the correct advertising budget as you wouldn’t want to spend more than needed.


Report & refine

Social media advertising is trackable, which means you can use the data from your advert to refine your strategy before you create new adverts. Spend time understanding each of the insights from your advert, and use this feedback to create an even better one the next time around.

When your adverts begin to receive impressive results, it may be time to invest even more of your advertising budget into social media to further boost your brand awareness.


Now that we’ve given you the run down on social media advertising it’s time to decide whether you’d like to tackle the task yourself; or call in the experts to get the job done. Find out more about our service offering here. 

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