Social media advertising – top tips for small business ecommerce

social networks

If you’re a small online business or start-up, chances are you’ve already dipped your toe into social media. For example you’ve probably established a business presence across the social media platforms relevant to your target market. Social media has become an integral part of marketing and if you are looking to increase your reach across these networks, it may well be worth considering advertising your business on social media.

Social media advertising continues to be big business and has seen phenomenal growth over the last few years. Indeed, according to research;

What opportunities can social media advertising bring to small online businesses?

Most of the key social media platforms offer advertising options which, when executed well, can offer small business ecommerce a number of advantages. For example:

Targeted Audience. Social platforms enable you to drill down in terms of targeting. Allowing you to be specific about who you are looking to target, not only through basic demographics, but by purchase behaviour and interests. Facebook even enables you to target ‘Lookalike Audiences’ – opening the door to a wider, but still closely related audience.

Low cost of entry. Entry costs for social media advertising isn’t prohibitive to small businesses. You can set your budget on a daily or campaign basis – spending only what you can afford.

Immediacy. Social media advertising is immediate and offering you great flexibility. You can create, launch and tweak campaigns quickly and easily.

Brand awareness: Social media exposure amongst a wider, targeted audience will help increase your reach and build awareness of your brand.

Easily track performance: Most social networks offer insightful analytics to enable you to easily track your advertising campaigns’ performance and ROI.

social media advertising

Top tips for creating great social media ads

Before you embark on advertising on your chosen social media platform or platforms, here are a few tips to help ensure success.

Clear goals and objectives:  Be very clear about what you want your advertisement to achieve?  For example are you looking to drive traffic to your website, raise awareness of a new product, get more page likes, grow attendance at an event or is it a brand building exercise?   Establishing clear goals will help your focus advertising making it easier to create the right content .

When you create an ad within  Facebook you are given a list of advertising objectives – so match up your goal with the objective you select.

Create goals and objectives

Target your audience. Be very clear about who it is you are trying to target. For example, are you going to break it down by demographics, interests or purchasing behaviour. Different audiences will respond differently to particular content. An advertisement that may appeal to one segment may not be so successful with another. If you can focus on a specific audience you can adapt your ad to reflect the triggers of that particular group.

Set your budget. Have a clear idea about your budget before you start. Otherwise you run the risk of getting carried away and spending more than you can afford. Set a daily maximum spend or a maximum campaign limit. You can always adjust your budget at a later date once you’ve tested the water.

Use interesting visuals: Social media is becoming an increasingly visual medium. Use high-quality, creative images to make your advertisement stand out from the crowd.

Content with relevant images gets 94% more views than content without relevant images.

There are a number of excellent image libraries available online where you can source interesting and engaging images such as Shutterstock, istockphoto, freedigitalphotos and dreamstime. If you’re on a tight budget then check out Pixabay, they have a great library of images that are free to use even for commercial purposes. Facebook also allow you to select from hundreds of Shutterstock images at no cost when creating an ad.

Be mobile friendly:  Increasingly, people are more likely to access social networks via mobile. Keep this in mind when you are creating your ads; as chances are it will be viewed on a small screen.

mobile friendly

 

Call to action: Even when you have limited space to work with a clear call to action is essential. Ensure your audience is left in no doubt about what it is you are asking them to do. For example, when you are creating a Facebook advertisement you can select from some of the following call to action buttons:

  • Shop Now
  • Learn More
  • Sign Up
  • Use App
  • Book Now
  • Download

Landing page: Don’t undo a great ad by sending your audiences to a general page on your website. Create campaign specific landing pages that reflect the content  and reinforce the message of your advertisement. Campaign specific landing pages will provide a better conversion rate.

Track response: Keep on top of how you ads are performing – what ROI are they providing? Most social media networks enable you to closely monitor and measure the performance of your campaigns.  Analysing your campaign analytics will help you identify what is working well, or not so well, so you can amend your campaigns accordingly.

Advertising options for social media platforms.

Most social networks offer advertising options for businesses. For further information for individual platforms, check out the links below:

Facebook: Facebook Adverts

TwitterTwitter Ads

Pinterest: Promoted Pins

LinkedIn: LinkedIn Advertising

Instagram: Advertising on Instagram

Exploring the advertising options offered on the  social media platforms that you are already using as business, can help amplify your social media presence through creating specific, highly targeted adverts at a manageable cost. So if you haven’t already tried social media advertising then it’s worth testing the water with your business.

We’d love to hear your thoughts and experiences on social media advertising, so please do leave a comment.

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10 tips for creating successful online advertisements

online display advertisingWhat does it take to create a good online advertisement?  How do you successfully fill an empty space of say 300 x 250 pixels with engaging and informative content that culminates in a successful click-through to your landing page?

Delivering your promotional messages through online advertising needs more thought than you’d initially think, especially considering the often limited size you’ve got to work with. So we’ve put together 10 top tips  to help you create effective online advertisements.

Banners, skyscrapers, leaderboards….

Once you start advertising your business online you’ll come across all sorts of terminology for different types of online ads; there is text only ads, image ads, display ads, static ads, animated ads, banner ads, leaderboards, skyscrapers, medium rectangles and so on. However whatever  the size and type of ad or advertising campaign you are planning, be it on a website, blog, email or though an advertising network like Google AdSense, there are some universal criteria that can really help get your advertisements working for you.

 10 top tips to help you create effective online advertisements

marketing goals1. What is your goal

Before you even begin getting creative, you need to be clear on the purpose of your advertisement. What is it you want to achieve? Is it a brand building exercise, is it to increase sales, drive traffic or promote a new product?  You’ll find once you have a specific goal it makes it far easier to create the right content.  It is also important that when once you have your goal you have a clear idea of how you are going to measure success. Will it be number of click-throughs to your landing page, number of actual sales or  percentage increase in traffic to your site?

target audience2. Who is your target audience / ad group

Who your ad aimed at is another essential consideration. Your content is likely to differ depending on the ad group you are targeting or how you intend to segment your audience. Different demographics are likely to respond differently to particular content. So think about who you are aiming your ad at and what they are most likely to find compelling and engaging.


copywriting tips, copywriting for small business, how to write copy, digital marketing copy, copywriting online3. AIDA

An oldie but a goodie! AIDA stands for Attention, Interest, Desire , Action and is a really useful acronym to apply to almost any kind of copy writing. So when you are thinking about the content of your online ad focus on how you will first grab attention – for example a new product or special offer; then create interest and desire – what benefit is it going to bring customers to make them want to find out more. Finally there must be a clear call to action.  Following something like the AIDA model is a really helpful copywriting guide to ensuring you’ve got all your bases covered – especially if you are new to putting ads together.

call to action4. Call to Action

A surprising number of ads don’t have a clear call to action leaving consumers to guess at what it is the ad is directing them to do. You need to be clear about the purpose of your ad and have very visible call to action – for example, register now, sign up today to our special offer, trial our product , join our community, read this article or enter our competition. Of course it’s up to them whether they make the decision to take up your instructions  but a strong call to action will help pull in a customer whose attention and interest you have caught.

advertising design and layout5. Layout and design

With all sorts different ad sizes, some very small, it is important you layout your text and images in a visually appealing manner. The look of you ad is really important so try to make your layout as clean and clear as you can. There are some excellent tips outlined in this article by 99 Designs including:

  • Using standard ad sizes
  • Clearly defined frames
  • Instantly readable text
  • Headline and body copy different sizes
  • Using imagery well and only when you need it.


brand recognition6. Brand consistency

Keep your branding consistent across all your platforms. Always include your logo and try to keep to the same font, colours as your landing page and website. Random styles and mismatching designs are only likely to confuse customers and won’t help you with brand recognition. Your design should flow seamlessly from your advertisement to your landing page and website.

misleading advertising7. Don’t mislead

Don’t mislead consumers by trying to entice them to click-through with something that actually has no bearing on the purpose of your advertisment – potential customers will simply walk away. Your advertising message should clearly reflect content of your landing page and vice versa.

 

 

landing page8. Landing page

Don’t forget your landing page. Research shows that a good landing page can help improve conversions and reduce your bounce rate. You may have put together an excellent ad enticing visitors to click though, but all your hard work will be wasted if you haven’t thought about your landing page. It should be specific to the advertisement rather than just the homepage of your website. A good landing page should:

  • Be specific to a particular campaign
  • Have a clear message the reflects the proposition in your ad
  • Well thought out page design and layout
  • Recognisable and consistent branding
  • Clear and easy call to action.

company logo9. Always remember your Logo

As a bit of a final checklist before you send off your ad make sure that you have included all three of these essential components:

 

  1. Logo
  2. Message / proposition
  3. Call to action

test and measure10. Test , measure and tweak

Finally, don’t forget to keep testing and measuring your ads and tweaking them accordingly.  Go back to your initial goal measurements – have your ads achieved their goal? There is nothing wrong with a bit of trial and error so keep testing, measuring and tweaking to maximise your response rates.

Useful Resources:

Google AdSense Guide to ad sizes

99 Designs: Design tips for more clickable banner ads 

IAB Ad Unit Guidelines 

 

We’d love to hear your thoughts and experiences on this subject, so please do leave a comment. 

Billboard image courtesy of scottchan/FreeDigitalImages

Soccer ball image courtesy of hin255/FreeDigitalImages

Standing people image courtesy of renjith krishnan/FreeDigitalImages

Clapperboard image courtesy of stockimages/FreeDigitalImages

Design definition image courtesy of Stuart Miles/FreeDigitalImages

Signpost image courtesy of Stuart Miles/FreeDigitalImages

Mercedes Benz image courtesy of franky242/FreeDigitalImages