Why Promote Content
Now that we’ve gone over how to create and repurpose content, it’s time to discuss how to promote your content on social media. When it comes to promoting content, it’s important to remember that long are the days of free social media advertising. Organic reach on Facebook is at an all-time low and it’s not getting any better for brands. With Facebook’s constantly evolving algorithm, the fact is, you have to pay to play.
However, advertising on Facebook or other social platforms doesn’t have to break the bank. You can increase your brands reach with a budget as low as $50 a month. A little really can go a long way to increase brand awareness, grow your fans and drive referral traffic to your website.
Social media advertising works especially well due to interest-based targeting. This is targeting based off of what your customers are posting about, what pages they follow and even specific life events they are experiencing, such as the birth of a new child, an engagement or even someone who’s recently retired. Facebook targeting also gives marketers the ability to target by demographic criteria such age, region, income, education and more. B2B marketers will be happy to know that just like LinkedIn, you can also target users by job title on Facebook.
Promoting content on social media gives marketers line-of-sight into how users actually engage with your content. Performance indicators such as engagement rate, reach, cost-per-link-click (CPLC) and more can help you analyze the content you are posting and help you to determine what type of content will resonate with your audience in the future, so you can continue to evolve your content marketing strategy.
The biggest thing we want to emphasize when it comes to promoting content is to experiment. Experiment with imagery, headline, targeting, content and ad type and of course channel. We’ve outlined examples of five different types of social media advertisements and included the benefits of each. Keep in mind that there are many channels marketers can use to promote content, but if you’re new to content marketing and social media these ads are a good place to get started.
Facebook Fan Ads
A Facebook fan ad or page like ad is an ad on Facebook that encourages users to like a page. We like to run off-timeline fan ads to reach a target audience based on the personas exercise we went over in the content ideation phase. These ads are great for growing your audience and exposing your brand to new fans. If you’re just starting out with Facebook advertising, a fan ad is a good choice, since they are easy to set up and have a big impact on your page’s overall engagement over time.
We used a Facebook fan ad with our client, My Life & Wishes, a new online end-of-life planning service. A Facebook fan ad has helped My Life & Wishes gain brand awareness and expose their start-up and newly launched service. Getting as many people to know and like them is key to growing their business and achieving their goals. In fact, their fan ad has been so successful that their page has grown to almost 3,000 likes in just under three months.
Facebook Carousel Ads
A Facebook carousel ad is a fun and appealing way to promote your business. This type of ad allows you to display three to five images, headlines, links and calls-to-action in a single advertisement. According to data collected by Kinetic Social, these ads can also drive up to 10 times more traffic to an advertisers’ websites than static sponsored posts on Facebook.
We used Facebook carousel ads with our client Choose Hope, a cancer awareness merchandiser. This type of ad works really well for online retailers because you can show a variety of different products in one advertisement. Each image can be linked to a different URL, so you have the ability to take users to many different places on your website. But carousel ads aren’t only for online retailers – they’re also good for B2B. If you’re a B2B advertiser, consider highlighting different aspects of your business and taking users to those individual landing pages.
LinkedIn Sponsored Content allows advertisers to reach a highly targeted professional audience. If you’re a B2B company, LinkedIn is a useful platform to grow your network and educate users about your brand and expertise. LinkedIn users are on the platform to network and learn about their industry, so this is a great space to build brand awareness and create learning opportunities. LinkedIn is a great tool for generating leads through educational content and ultimately drive referral traffic to your website, where a user can take a meaningful action.
Here’s an example of what we did on LinkedIn for our client Quality Power Solutions. QPS specializes in providing back up power supply systems to B2B customers in the IT, manufacturing, retail, financial and healthcare industries. For this ad we started with a piece of gated content targeted at one of their core personas, facility managers. The ebook provides readers with quality tips for installing an uninterruptible power supply. While the content helps to guide managers through the installation process, it also positions QPS as an industry leader on the topic and allows QPS to grow their relationship with this audience.
Pinterest is a platform that is used for sharing and discovering ideas. A paid ad on Pinterest is known as a promoted pin, which allows you to target specific search criteria and keywords to reach customers who are likely to be searching topics related to your product or service. Promoted pins allow you to gain exposure to people who don’t already follow, or may not currently be familiar with your business. Pinterest allows users to bookmark what inspires them, so don’t be afraid to provide content beyond quotes and recipes. If you’re a B2B company, consider promoting your blog content on Pinterest, just make sure your images are visually inspirational and appealing to get the most engagement and click through.
We used Pinterest promoted pins to help our client Choose Hope promote their unique line of cancer awareness products. Since cancer is something that has touched almost everyone’s life, we were able to increase brand awareness through pin engagement on inspirational graphics that featured quotes, questions and other thought-provoking cancer-related topics. We also promoted their awareness products and nearly doubled the referral traffic and revenue from this channel prior to implementing promoted pins.
Facebook Canvas Ads
If you’ve had a chance to listen to our Social Media Breakfast Madison podcast, you may have heard us mention our favorite type of ad on social media right now – Facebook canvas ads. These ads are fun, interactive and allow marketers to be really creative. Canvas ads are a great way to tell your brand’s story and drive clicks to multiple landing pages. Plus, they’re also a great way to repurpose your content.
We created a Facebook canvas ad for our client ProClip USA. ProClip provides custom and universal solutions for mounting a smartphone, tablet, GPS and other devices in your car, home office or anywhere. After conducting a customer survey, we were able to gain valuable insight about where ProClip customers liked to mount their phone outside of their vehicle. Their customers mentioned how they used their mount in the kitchen, on their nightstand for their alarm and even on their bicycle for tracking their fitness activities and goals. After we received the survey results, blogs and use case landing pages were created for each use. ProClip’s graphic design team also came up with a beautiful infographic to help users visualize all the ways they could use ProClip mobile mounting solutions. Videos were also created to help bring to life these use case scenarios. We compiled a variety of this unique and original content that showcased the many ways people use technology in their daily lives and how ProClip can help support that technology in a Facebook canvas ad.
When it comes to content promotion, the main takeaway is to have fun, be creative, experiment and don’t think it has to be perfect on the first go. This industry is constantly changing at a rapid rate, so if you don’t get out there and play a little bit it could pass you by. Although this process can be complex and somewhat time consuming to set up, the results are worth it.
To learn more about how content marketing fuels social channels, listen to the Social Media Breakfast podcast where Heather and Sara discuss the topic.
Co-authored by: Heather Timmerman