In order for your paid social media advertising campaigns to bear fruit, you must be strategic in the way you spend money, target your audience, choose your content, and schedule posts for maximum effect.

Here are seven steps you should follow in order to get the most from your social media advertising.

Establish campaign objectives 

The most common objectives of social media advertising are:

  • Increasing engagement
  • Generating more leads
  • Increasing brand recognition
  • Attracting more traffic to your site
  • Increasing your volume of sales.

Choose which one of these goals will be your main objective for the campaign, so that your efforts are focused on achieving that goal.

Select appropriate platforms 

By basing your platform on your target audience, it should be easy for you to select the appropriate platform. Wherever your target audience spends the most time should be the main platform for a campaign. Your chosen platforms should also be the ones that are performing best for you so that your ROI makes it worthwhile.

Research interests of your target audience 

Understanding the behaviors of your main target audience is crucial to generating interest in your social media advertising campaigns. There are lots of software tools that can help with this, and you should do your own research as well so that you can aim your content at appealing to those interests.

Blend your content in with news feeds 

It’s best to blend in your content with a platform’s existing news feeds so that you don’t seem overtly sales-oriented. The hard sell turns off your audience. With a skillful blend of organic content and targeted content, you should get your message across without sales-triggering readers.

Create a funnel for your ads 

Once your ad has generated some interest in users, you need to have a marketing funnel in place to move users along toward making a purchase. A typical funnel like this will include three steps:

  • Making users aware of your brand and products
  • The audience can consider making a purchase, and actually moving toward a purchase transaction.

Develop a solid social bidding strategy 

After all the work you’ve done on your campaign, you don’t want to blow it by using a poor bidding strategy for your social media advertising ads. Be conscious of how much you’re spending, but you should also be aware that you’re bidding against a number of competitors, so you’ll have to make your bid significant enough to get some attention.

Refresh and test content 

Ads that are allowed to go stale over long periods of time will quickly lose their effectiveness. That’s why you need to constantly refresh your content, including images and videos, and test it for its reception by your target audience. By doing this, you can hope to keep your advertising campaign fresh and appealing for quite a while.