There’s no chance of social media slowing down any time soon. In fact, it’s only gaining more and more traction, meaning it’s increasingly important to elevate yourself on this stage.
However, with 91% of brands already hosting accounts on social media, it can inevitably be difficult to find a way to stand out amongst the heavy volume of competition. There are likely going to be thousands of other businesses within your industry spruiking themselves on this platform, which means you need to devise a lucrative strategy if you truly want to make social advertising a fertile marketing avenue for your business.
Delving into Facebook’s algorithm
Just like Google, social media platforms have their own algorithms. In this blog post, we’re picking apart the tapestry of Facebook’s particular algorithm, but the same concept can virtually be applied to all social channels.
The most crucial aspect about this algorithm is that is very selective in choosing which posts to show and how much to charge the respective advertiser. Naturally, Facebook wants to keep its users continually engaged with its platform, which means it will favour ads with the highest engagement rates. Everything from likes and clicks to comments and shares determine how ‘engagement-worthy’ an advertisement is. Here, it can be handy to keep a simple rule of thumb in mind:
- Low-engagement rate = 1-2% of people engaging with a post
- Average-engagement rate = 2.5-3% of people engaging with a post
- High-engagement rate = 10-15% people engaging with a post
Facebook prioritises high-value content
It’s harsh but true: companies who try to push garbage content will either be tainted with very few ad impressions, or worse still – not featured at all. If Facebook does decide to show a poorly-crafted ad, the click-through rate will be quite expensive.
Likewise, striking content that piques users’ interests and gets them staying on the platform longer will be aptly rewarded. Facebook chooses to show these ads regularly, only charging a few cents per click (as opposed to a few dollars for a low-quality ad).
As such, it is absolutely vital that you thoroughly consider your content before publication. Taking a slap-dash approach to churning out Facebook ads will end up costing you in the long run. Instead, make sure you dedicate a good amount of time to creating your advertisement, or better yet, engage a professional to do it for you.
But how do you know what content will work and what won’t?
Take a look at your Google Analytics reports. This will show you what kind of content has generated good volumes of organic traffic in the past, therefore providing healthy insight into what will likely appeal to users – and what won’t. Pick your top-performing blog posts and repurpose them for social media advertising. The best part about this strategy is that you don’t need to start from scratch to create a post that could potentially boost your Facebook traffic by three-five times!
Google rankings and social shares are inextricably linked nowadays
In the past, Google’s algorithm has given ranking priority to content that features links and keywords. These days, however, the algorithm works much more like social media’s, wherein the focus is largely planted on user engagement. More than ever before, our favourite search engine is looking at the very quality of content produced rather than just checking out how many keywords or links have been stuffed in.
This adds extra emphasis to the fact that your organic traffic should play a big role in helping you determine what to post on social media. While previously you might have only looked at your social shares column in Google Analytics to assess what users were interested in reading, these days you’ll want to use that in conjunction with your Google rankings column.
Effective engagement begins by channelling users’ emotions
Ever since the birth of the marketing industry, the power of emotional appeal has been a core pillar keeping it upright. Although platforms have now largely transitioned from paper to digital, tapping into your audience’s emotions remains a key way to engage with them. Emotions are what drive people to click on certain posts over others and subsequently share them on social media.
As such, you want to construct catchy content accompanied by clickbait-heavy titles and striking imagery. Put yourself in your users’ shoes and consider what would make you click on a post. Failing to do this will inevitably cost you big time.
Finally, how do you convert social media clicks into sales?
This is perhaps the trickiest part of all, yet also the most important. Essentially, the key to turning social media advertising into sales is remarketing. Deploying this tactic enables you to reappear on the radars of users who have already shown interest in your ad. It’s integral that you be picky about who you remarket to, lest you waste further ad spend – herein, you’ll want to employ strict geo-targeting strategies: for instance, take the time to pinpoint particular characteristics of your likely customer base, including job titles, companies and location. That way you can ensure your remarketing budget is being used as pragmatically as possible, enabling you to amplify your chances of turning a user into a customer.
By adhering to the above guidelines and taking a smart and savvy approach to your social media advertising, you can successfully garner a healthy audience who are genuinely interested in what your business has to offer.