The power social media advertising holds is unmatched in the marketing world, but it can cause some problems if you don’t use it correctly. Customers are much more likely to engage with and trust a brand that has a positive reputation and cares about combating their pain points and meeting their needs.
Today, I’ll share my tips on how to use social media advertising to enhance your brand’s reputation and how to gain customer loyalty through advertising.
Understand your audience
Before heading into a social media campaign, you must understand who your perfect customers are, what they want and their online behaviours. This allows you to produce relevant and personalised ads that they can relate to and help them resolve a solution.
Use tools such as Google Analytics, the Facebook Audience Network, or another social media listening platform to gain insight into your audience’s demographics, interests, behaviours and feedback on your business.
Pick the right platform
Whilst they all run ad campaigns, not all social media platforms are the same, and neither are your potential customers. Depending on your sector, offering, and goals, you want to focus on using the platform that suits your audience and the message you want to deliver.
For example, if you are B2B brand, look towards LinkedIn to showcase your credibility and expertise. On the other hand, if you are in the fashion or beauty sector, Instagram and Pinterest are great platforms to showcase your creativity and vision.
If you want to reach your audience across multiple social channels, use a cross-platform advertising tool like Google Ads or Facebook Ads Manager.
Produce engaging content
Great content makes social media advertising, no matter what industry you’re in. You want to produce content that entertains, attracts, educates and inspires your audience, and that shows your brand voice and value.
Content no longer just means copywriting. Videos, images, stories, podcasts and live streams are just some of the great ways to engage with your audience in today’s modern world. Let your creativity run wild and use them to display your products, services and brand story.
To build trust and credibility with your customer base, you can also use user-generated content; reviews, testimonials or social proof. The key is to provide your audience with valuable and relevant content, whilst avoiding being too much like a salesperson or spamming them with jargon.
Engage with your customers
Pushing out an ad campaign isn’t enough to engage your audience. You need to interact with them directly, to show that you care about their feedback, opinions and the questions you put to you.
Tools like chatbots, messenger apps, or even the comments section can be used to respond to and resolve your customer’s inquiries, complaints, or compliments in a quick time. Polls, surveys, quizzes or contests collect valuable data and keep your audience engaged. By being helpful and responding in a timely manner, you can build customer loyalty, and gain advocates for your brand.
Measure and optimize your results
Finally, you must measure and optimise your results to ensure your campaigns are effective and profitable.
Track metrics such as impressions, conversions, clicks, cost per action, and your return on ad spend to optimise your performance and identify opportunities for improvement. Using tools like A/B testing and testing to see which different elements of your ads perform best, like; images, copy, headlines or CTAs (call to action). By analysing your data, you can optimise your campaigns for the best results and increase your return on investment.
Managing and producing an advertising campaign takes time, effort and money, but it’s accessible to all businesses. My experts will work with you on every point above to create a campaign that will promote your offering in the best way possible and bring in a great deal of custom.
Reach out to me today for more information.
Thanks for reading,
Myk Baxter, eCommerce Consultant
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