As more and more businesses are taking to paid social media strategies to boost their digital marketing initiatives, the question arises if these are really beneficial or just a waste of efforts and financial resources. Well, paid social strategies do have their advantages, but just like any other strategy, it is a means to an end and not necessarily an end in itself. Paid social strategies do not ‘guarantee’ results and may even require support from other components such as SEO, analytics, consumer behavior research, etc.Here’s how businesses can get the best results from their paid social media strategy.
Don’t promise the moon: When implementing paid social strategies, it’s important to set realistic goals to begin with. If you set unrealistic expectations, the entire thing can boomerang on you. The senior management is likely to take your word for your paid social strategies, but if you fail to deliver, they might pull the plug on funding for the paid social media initiatives. You need to set realistic goals that can be achieved in a defined period of time. This will help build confidence with senior management folks, which will ensure a ready flow of funds and resources for your paid social media initiatives.
Think ahead of the competition: It’s obvious that your competitor is likely to be employing the same paid social strategies, as you are. So, if you want to stay ahead in the race, you need to delve deeper and align your paid social strategy based on demographics, keyword research and users’ browsing behavior. You will also need attractive and engaging posters, audio and video to get the user’s attention.
Utilize the power of influencers: You need to actively target top influencers and include them as part of the paid social strategy. Research has shown that working with influencers often delivers better results, as compared to standalone pay per click campaigns. Influencers have a niche fan following, something that can help you with targeting the right audience. For example, if you have a travel-related product or service, it could be hugely beneficial if you onboard influencers that are functional in the travel domain.
The success of paid social strategies will also depend on how well you establish ownership within the organization. Paid social strategies could be used for various purposes such as brand building, PR and communications, product/service marketing, etc. If the ownership is not defined, it would be difficult to ascertain the exact objective of the paid social campaign. Establishing ownership is also necessary to get the requiredfunding and resources sanctioned from the respective team or department.