Why is your Paid Social failing and what is the right direction for Social Advertising?

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Social Marketing is unlike other marketing strategies because social media is where customers respond – instantly, directly, and sometimes against you.

So, if you're developing a social advertising strategy using the same single approach that you've used for your PPC ads, email campaigns, and TV ads, you're missing the point and a huge opportunity to capture market share.

Social Marketing

Brands succeed on social media when their messaging is a two-way conversation that taps into their audience’s interests and translates into a more direct and personalized experience . Specifically, they engage their brands in real-life conversations using Social Media Listening — a tool that collects data from major social networks, including Sentiment, Demographics , Engagement , and Earned Media trends .

For example, a leading video game brand uncovered a trending social media trend bulgaria whatsapp data by researching owned and earned media for the phrase: “ I want that new [game name] but it’s too expensive .” The company then tagged people who posted this type of content, and when the game was released, the tagged people learned about it. The result was 70,000 downloads.

Social Marketing

Social listening data is gold for social media advertisers. According to WordStream Founder Larry Kim, “ A particularly difficult social media technique is to use custom audiences to push very specific messages to target audiences .” For example, the video game brand mentioned above could then deliver coupons (and content) relevant to customers who have purchased the game using social media advertising aimed at generating new engagement.

Although Paid Social and Social Listening are often two different areas of Marketing, when combined they have the power to create more relevant messages and ads. Specifically:

Before the campaign:

Based on basic demographic information, explore customers in depth.
Identify new customers to target based on similar attributes.
See what your competitors are doing and how you can outdo them.
While the campaign is running:

Optimize running ads based on real-time feedback.
Monitor feedback to increase positive feedback and minimize negative feedback.
Identify trends, customer segments, networks, and sentiments based on campaign insights.