How to Select Paid Social Channels as per Your Campaign Goals

1. How How to to Select Select Paid Paid Social Social Channels Campaign Campaign Goals Channels as Goals as per per Your Your acebook is undoubtedly the leader of the paid social media channels But as more and more brands are investing on Facebook its cost of advertising is rising gradually On the other hand social media platforms like Pinterest LinkedIn Twitter and Instagram among others are gradually occupying the limelight with their increasing user base That’s why the experts of any professional internet internet marketing marketing agency agency are

2. advising businesses to shift their resources to other social channels This according to experts shall help businesses to garner more leads and develop a holistic paid social strategy However before starting we must state that you should wait patiently to get substantive results from these channels For unlike Facebook these channels may take more time to show an impact on the conversion rate Nevertheless with continued investments in such platforms you will get the desired results Did you notice we mentioned “continued investments” It means we are talking about long term engagement Now how long can you continue to invest on so many varied platforms Sounds impractical right Yes that’s why you need to select a proper channel based on your business goal Especially if you have recently launched a start up and do not have enough resources unlike large enterprises to invest in all the platforms This way you can save some precious bucks So let’s dive in Suitability Suitability of of Campaign Campaign Goals Goals and and Platform Platform 1. 1. Brand Brand Discovery Discovery and and New New User User Growth Growth If you seek to drive new user acquisition you may consider Pinterest

3. As per the Pinterest team it has over million monthly active users and of them discover new brands through the pins 2. 2. Branch Branch Opening Opening or or Event Event With over billion monthly active users source Oberlo Instagram is the perfect place to promote an event that a brand supports or organizes such as a grand opening of stores 3. 3. Enhance Enhance Engagement Engagement and and App App Installs Installs With million monthly active users Twitter is gradually coming to the forefront as a potential promotional platform This is the perfect place to write short promotional content and catch the attention of the target audience with innovative hashtags Here you may also promote apps and drive more downloads 4. 4. Lead Lead Generation Generation LinkedIn is suitable for those operating in the B B space LinkedIn’s Lead Gen Forms are pre filled with the members’ profile data These can make it easy for advertisers like you to generate high quality leads or customize promotional content with accurate data 5. 5. Brand Brand Reliability Reliability A video of your product or service can create a greater impact on the viewers’ minds It evokes a sense of brand reliability and emotional attachment YouTube is the ideal platform for this

4. Other than these social media channels we must mention another platform that is yet to receive the limelight Reddit Reddit Reddit With million active monthly users source Foundationinc this platform is offering a unique opportunity for brands to expand their user base One of the significant features in Reddit is upvoting If your post receives enough upvotes it becomes more popular and can make it to the front page of Reddit for more people to see Take advantage of this feature if you seek to promote a new product Okay so you have now understood how to use various social media channels to accomplish different brand objectives But that’s not enough According to the experts at any PPC PPC management management company company you need to monitor the performance of your campaigns on these channels if you don’t want to drain your resources Remember no two social media platforms are the same and they shouldn’t be judged by the same Key Performance Indicators KPIs And only the revenue or return on ad spend is not always the ultimate parameter of success for these channels You need to take several other

5. metrics into account while developing a long term paid social campaign strategy Here we will mention some of the important metrics for each social channel that you need to keep an eye on YouTube YouTube 1. 1. Engagement Engagement Rate Rate This is the number of engagements that an ad receives for instance clicks on icons or card teasers divided by the number of times it’s displayed 2. 2. Impressions Impressions Click Click Through Through Rate Rate CTR CTR It measures the video’s ability to compel people to watch the video after they see it on the homepage recommendation or trending sections A high CTR indicates that your title is engaging and relevant LinkedIn LinkedIn 1. 1. Demographics Demographics It measures the characteristics of people who are interacting with your ads and following your page Through this metric you can get information like their country region industry employment status and others Unlike other social media channels LinkedIn displays extensive information about the users’ professional lives and work You can later use this information for other platforms as well say for

6. email marketing 2. 2. Unique Unique Visitors Visitors The Page View metric increases every time a user visits your page even if he or she is visiting for the second time during a certain period Unique Visitors metric on the other hand considers that person to be a single user regardless of how many times he or she has visited the page For instance say a user visits a page once on a Sunday morning then again on the night of Tuesday This will be counted as two page views but one unique visitor Keep an eye on how many new visitors you are acquiring Instagram Instagram 1. 1. Follower Follower Growth Growth Rate Rate A high follower count is amazing to enhance brand credibility and honestly it also boosts ego but doesn’t reveal much about your Instagram efforts or the efficacy of your marketing campaigns On the other hand the Follower Growth Rate gives an idea of whether the business is expanding its reach and grabbing the attention of new people To put simply the change in your follower count matters more than the actual number of followers while evaluating your Instagram performance Let’s analyse it with an example If you start with followers and get

7. new followers in a month your growth rate is which is excellent But if you have started with followers and received followers in a month the follower growth rate is It’s time to try a new Instagram marketing strategy or engage an agency providing professional digital marketing marketing services services digital 2. 2. Follower Follower Engagement Engagement Rate Rate You need to track the engagement metric to learn how many followers are interested in your service This metric is more important while evaluating a partnership with an influencer You really don’t want to pay for a sponsored post that doesn’t have much engagement right Just as with the follower count and growth rate taking a glance at the raw numbers won’t help You should compare the number of comments and likes with the size of the audience on the account An example will clarify this A post with likes seems to be a substantial amount of engagement but if the profile has followers the engagement rate is On the other hand if you get likes and comments on a profile with followers the follower engagement rate is You got the picture right

8. Twitter Twitter 1. 1. Has Hashtag htag Performance Performance How can we talk about Twitter without mentioning hashtag Today it’s almost impossible to run a successful social media campaign without having some catchy hashtags in your toolbox Before sticking to some specific branded tags to generate brand awareness it’s important to run A B testing on some of the hashtags to see which one is generating better results By learning which tags are more engaging you may ensure that the next campaign is tailor made and more effective 2. 2. Engagement Engagement Rate Rate The entire point of being active on social media is to establish a connection with your audience A quick look at your Engagement Rate will reveal whether your efforts are successful or not Follow the simple steps Twitter Analytics Tweets Dashboard Engagement Rate and keep an eye on the number of people who ● Mark your page as favourite ● Follow you ● Comment on your post ● Retweet ● Click on your website link Pinterest Pinterest

9. 1. 1. Pins Pins From From Your Your Website Website The Pin metric indicates the daily average number of pins from your verified site It will help you determine whether the visual content on your site is appealing enough for your web visitors to pin to your boards If your content doesn’t get as many pins as you had anticipated it’s time to add more relevant and interesting visual content to your site 2. 2. Most Most Clicked Clicked Content Content To assess which pins from your Pinterest account are driving traffic to your web properties click on the Most Clicked Tab on the Pinterest Analytics dashboard This knowledge will help you to generate more relevant content Here are some other social media metrics that you should start monitoring anytime soon Conclusion Conclusion With all these insights creating a killer campaign is only a matter of time or maybe a matter of engaging the right digital marketing company offering social social media media marketing marketing services services For any kind of assistance feel free to reach us

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