Get the Facts About Social Media Marketing and Social Media Best Practices
The world of social media marketing can feel overwhelming to business owners who don’t have the capacity or expertise to tackle it. Owners are hyper-focused on running and growing their businesses, so it can be a struggle to manage and see success from social ads.
This comprehensive guide to commonly asked questions about social media ads covers the nitty-gritty of retargeting ads, navigating ad restrictions, identifying where your audience spends time online, and more. Whether you’re new to digital marketing or want to fine-tune your existing strategies, you’ll find value-packed insights to maximize your business’s social media potential.
Why Should I Retarget My Website Users on Social Media?
Your business will miss out on potential profits if you’re not using paid retargeting ads on channels like Facebook and Instagram. Retargeting ads let your business reconnect with your website visitors. In fact, you should consider it a social media best practice!
Most people don’t buy from you or hire your services during their first visit to your site. In fact, marketing professionals know it takes about eight impressions before someone starts more seriously considering taking action. Retargeting reminds past site visitors of what you offer, creating another opportunity for them to purchase from you or engage with your brand.
By regularly seeing your ads on their favorite social media platforms, users will gain brand awareness and keep your business top-of-mind. This can significantly increase the chance of conversion later.
Are There Goods and Services I Can’t Advertise on Meta Social Media Platforms?
Indeed, there are certain goods and services that you’re not allowed to promote with paid ads on social media. Prohibited or restricted items include drugs, tobacco, supplements, payday loans, cryptocurrency, weapons, adult content, products that infringe on copyright, and more. For certain products, like medications, Meta allows advertising only by certain groups, such as telehealth medical providers.
Meta also has taken a stance on ads that show “before and afters” regarding plastic surgery, weight loss, wrinkle relaxers, and other similar services. However, with a creative copywriter and strategist on your side, you can still promote your business on the platforms. It’s just more challenging at first glance.
These restrictions were put into place to ensure a safe and appropriate online environment for all social media users; as long as you understand the rules, you can leverage Meta’s ad services without encountering issues. A digital marketing services agency can help you navigate the choppy waters of social media ads.
Who Is On Social Media Platforms These Days? Where Will I Find My Target Audience?
Depending on your target audience, certain social media platforms may work better than others as you work toward meeting your business goals. Let’s take a look at the major players in social media marketing:
- Facebook: The age group with the most users is 25 to 34, with just over 29% of users falling into this range, followed by 18-to-24-year-old users at almost 23%. There are people of all ages on the platform, though. In fact, about 37% of the global population logs into Facebook every month; it remains the most-used social media platform.
- Instagram: More than half the global Instagram population is 34 years old and younger. User numbers decline with age, as is the case on most social channels, but keep in mind that users ages 25 to 60+ make up the other half!
- TikTok: The 18-to-24-year-old demographic exceeds any other age group of TikTok users. In fact, after age 34, membership rates drop sharply. Advertising on TikTok is tricky, however; no matter your target age group, they want to see ads that feel organic, not overly produced.
- LinkedIn: LinkedIn is the ideal social platform for business-to-business social media marketing. Your ads can target high-level decision makers through their professional profiles. About 22% of users are ages 18 to 24; 15.4% are ages 35 to 54, and only about 3% of users are over 55 years old.
What Kinds of Ad Content Perform Best on Social Media?
This is a question with an answer that changes as often as the Meta algorithm, but a few things remain the same. Users are more likely to trust ads that are well designed and well written. This means ads follow graphic design principles, are ADA compliant in terms of color contrast and legibility, and deliver the right message about your products or services.
Certain ad types perform better on certain platforms at this time. For example, LinkedIn video ads don’t perform as well as static (single-image) ads. Carousel ads on Meta are ideal for showcasing multiple products. Keep in mind that performance also depends on your audience, so results may vary.
Is Social Media Marketing an Important Component of My Digital Marketing Services Package?
Reputable agencies will always recommend combining multiple digital marketing services in what is called an omni-channel approach. All this means is that you’re using multiple channels and tactics to market your business, capturing your audience where they are online.
By integrating multiple channels into your strategy, your tactics work cohesively to tell your brand story and provide the right information at the right time.
For example, if you’re advertising on social media, it’s helpful to have an active social media profile, where you’re posting organic content on a regular basis. You’ll want to link to your business’s website in your profile, too. If you’re driving traffic to your website, make sure that it’s optimized for search engines and conversions and well designed to gain credibility with your audience. Then, retarget your website visitors with display ads shown on other websites, so they remember your business and seek you out when they’re ready to convert.
In short, social media marketing is likely a much-needed component of your marketing strategy. Your success depends on multiple factors, however, so a digital marketing agency can be helpful in launching and managing your campaigns.
What’s the Purpose of Organic Social Media Content?
Social media marketing has layers: organic content and paid content. These two types of content perform very different functions for your business’s marketing strategy.
Organic social media content – that is, your posts and videos you make about your business – build brand awareness and engagement. Organic social media is not intended for getting conversions or sales; in fact, social media users tend to view profiles that only post promotional content in a less-than-favorable light and often eventually unfollow the business.
Paid ads on social media also build brand awareness, but they can also generate qualified leads by targeting affinity audiences, specific demographics, or internet users who have already visited your website.
Do I Need to Hire Influencers to Promote My Products or Services?
Although some businesses see great success working with influencers, industries like manufacturing, home services, healthcare, and automotive sales don’t necessarily need help from an influencer to be successful with social media marketing.
The exception is if your business’s sole target demographic is young Gen Zers – those born in the late 1990s through the 2010s. They tend to trust social media influencers over traditional advertising. However, the influencer’s content must feel organic and authentic to win them over. It’s a tough balance to strike, and in some cases, it can be better to skip influencer marketing altogether.
Where Can I Get Help with Social Media Marketing for My Business?
For professional social media marketing management, ongoing ad optimization, and strategy, businesses are smart to work with a digital ad agency with a proven track record of success in the paid media space.
Look for an agency that provides transparent, frequent reporting; a dedicated account manager; and rapid responses to your inquiries. Learn more.
Jenifer Calandra is an award-winning digital copywriter and copy team lead at iFocus Marketing with 12 years of marketing experience. She curates copy from conception to completion, capturing client voices, and building their authority in their industry. Her knack for storytelling is deeply rooted in journalism, and you’ll find her work published in various regional newspapers and magazines. At home, dogs and a never-ending cascade of home-improvement projects rule her life.
