Social media websites present a great opportunity for marketers to generate free traffic. From Facebook fan groups to Twitter communities, traffic comes cheap on social media and for some marketers it is an absolute blessing. However, with that free traffic comes a distinct lack of quality, particularly for affiliate marketers and direct-response marketers.
The clearest problem to pinpoint is that social media users simply are not in a ‘buying’ mood. When the average user logs onto Facebook, they are doing so to talk with their friends and view photos, not to invest in the latest opportunity or online product. This makes it difficult for marketers to make scalable income from organic social media traffic.
There is an answer, and although it is not free, it is remarkably powerful. Social media advertising platforms, particularly PPC platforms, are packed with potential for marketers that understand social media but can’t monetize it directly. These five tips are perfect for crafting a profitable campaign using self-serve social media advertising.
1. Plan for low click-through rates.
The clicks that you will get from social media users are not the same as those that come from Google Adwords. Social media platforms are not search engines, and users simply are not looking for things to buy all the time. As effective as your advertisements may be, the audiences that are available are not as buy-friendly as search engine traffic is. Plan for low click-through rates, and do not panic if your advertisements are seen but left unclicked.
2. Images are everything. Use them.
Social media advertising is all about drawing attention away from peoples’ profiles. It’s difficult at first, particularly as most social media users are focused on their friends and family, rather than commercial opportunities. As you experiment with advertising platforms, you will quickly notice that the most effective social media advertisements are those that use a clear, attention-grabbing image to their advantage.
3. Demographic and keyword targeting is essential.
Social media traffic does excel at one thing: targeting. While search allows you to target ‘action’ keywords specifically, social media platforms allow you to easily target ages, locations, and even alma maters If your product could be particularly effective amongst a certain audience, focus on targeting them and reap the rewards of an effective campaign.
4. For affiliates, aim for ‘convenient’ offers.
There are two types of offers in the affiliate world: offers that require users to pay, and offers that only require an action. For social media networks, it is best to stick to the second type. Social media users are rarely in a buying mood, and are generally unresponsive to pay-per-sale offers. For maximum effective conversions, focus on offers that are lead-based or action-orientated.
5. Create quality ads, as they will be rewarded.
Generally, social media advertising prices depend on several factors, namely click-through rate and audience approval. For Facebook advertising especially, it is important to get a balance of the two. Focus on creating ads that you know your audience will love, and you will be rewarded with high click-through rates, great approval ratings, and as a result, ultra-low click prices.
