Social Media Advertising
Social Marketing is an effective way of advertising your business based on the conversations and interests of people using social networks such as Twitter, Facebook, and LinkedIn, to name a few. Most consumers are more apt to believe the opinions and comments from their peers on certain products or services than complete strangers or the media. The trust trends are higher on social networks and a greater majority of youth, as well as adults are using these networks daily in North America.
Business owners are beginning to realize they should be making use of social media marketing on tools like Twitter and Facebook. Bigger businesses have already hired entire departments for social media management, employing bloggers, twitterers and social media strategists. Small and medium sized business owners without the luxury of a discretionary marketing team, may be puzzling over how to stick their toe into the social media mayhem without drowning in more marketing management. One great way to see if social media tools will bring leads to your website is to invest in social media advertising. It is measurable, manageable, and affordable.
There are a variety of social media networks that allow advertisers to place an ad or video about their product or service for a fee, usually a cost per click. To select the social market that would be most beneficial for your advertising, ask yourself the following questions:
- What gender am I targeting?
- What age group would be suitable for my product or service?
- What ethnicity, if any, would have more interest in my product or service?
- Does household income play a role in the purchase patterns?
- Are people with higher education more interested in my product or service?
To run a successful campaign, a few factors should be taken into consideration. Having a business objective is the first step to setting up a campaign. Next you must decide on the social media that compliments your product or service. Then choose a “community” within the network and support their goals. It is best to understand the interests and desires of the community you are targeting. To further enhance your campaign, encourage interaction from the community members. Involve the audience and keep them interested with audio, video or demos, or host a contest or solicit voting. Matching your campaign to what is expected by the community will result in better user interaction. The more you can respond to a community, the higher your chance of response from that community. And finally, monitor your results.
Based on research, the list below shows the predominant demographics for several social media sites.
Predominant Demographic: Male, middle-aged, Caucasian, with more Asian visitors than average, no children in the household, more affluent ($100k+), college graduates and post-graduates.
Linkedin.com connects marketers to over 40 million affluent, ambitious, and influential professionals. It is a powerful business network based on relationships and trust. It includes members from all of the Fortune 500 companies, as well as a wide range of technology, financial services, media, consumer packaged goods, entertainment, fashion industries, and more. LinkedIn is also backed by world-class companies.
Ads contain a link to the advertiser’s website and link to the member or company profile. The link to the company profile is very beneficial in providing “credibility”. All ads must be professional and not contain any “spam-like” content. Linkedin allows you to choose “the market”, based on demographics such as occupation, gender, and employment status.
Predominant Demographic: Male, teens to young adult, Caucasian with more Hispanic visitors than average, children 0 -17 in household, less affluent ($30k or less), people with no college education, reaches over 72 million US people monthly.
You can advertise on You Tube with “text” ads, promoted by Google AdWords Content Network advertising or videos promoted through a You Tube account. Client must provide all video for uploading. Promotion Text is created and keywords are chosen to trigger your ads. Unlike traditional pay-per-click advertising, the keywords should be broader in nature to attract a large group of viewers. The client is charged when someone clicks on their video. The costs per click can be as low as a few cents and a daily advertising budget can be set.
You Tube has four different targeting options: demographic, Internet based, content and buzz targeting.
Predominant Demographic: Female, teen, Caucasian with more Hispanic visitors than average, children 0 – 17 in household, less affluent (less than 60k), people with no college education, reaches over 63 million monthly in US.
Advertising on My Space is similar to search engine pay-per-click advertising using a daily budget. However, instead of keywords, you’re ads are shown based on multiple targeting options such as location, age, gender and education. There are also over 1,100 interest categories to help target your audience such as sports, music, politics, etc. The ads can be top banner, side banner or block and consist of an image, along with corresponding text. The ad will lead to the destination URL of your choice. Text ads from the Google AdWords Content Network can also be displayed on My Space.
Predominant Demographic: Female, teens and up to age 50+, Caucasian with more African American visitors than usual, children 0 to 17 in household, more affluent $60 – $100k+, high index of college graduates. Facebook is a top 10 site that reaches over 91 million US visitors monthly.
Facebook allows an advertiser to place a text ad with a graphic and link to the client’s website. The client can target their audience by choosing certain demographics (age, gender, interests, communities, etc.)
Text ads from the Google AdWords Content Network can also be displayed on Facebook.
Predominant Demographic: Female, young to middle-aged adults (18-49), Caucasian with more African American visitors than usual, children 0 – 2 yrs. in household, less affluent (less than $60k), high index of college graduates. Twitter is a top 50 site that reaches over 27 million US people monthly.
Twitter does not accept ads directly; but ads may be promoted on Twitter through an online marketplace that allows you to connect directly with influential tweeters to create sponsored conversations through Twitter. Tweeters are compensated with cash in exchange for promoting your product, service or site.
Overall, Social Media Advertising offers a new option for Internet Advertisers. The power of “social networking” can be a huge benefit to a company. If the time and markets are right for you, join in and let the internet work for you!