The days of organic content on social media are over. For as many posts by our friends and follows, we are presented with sponsored posts. What does this mean for us, aside from spending a little more money on online shopping than we previously had? It means it’s harder than ever to get content noticed.
Changes to Google’s search results pages have further obscured organic content, especially on competitive commercial searches.
Organic reach on social media? It’s pretty much dead. 50 percent of content gets zero shares, and less than 0.1 percent will be shared more than 1,000 times. Further, Facebook just announced that you’re even less likely to get your content in front of people who aren’t related to you.
So how does content marketing actually work? A lot of people believe content marketing is a simple process:
- Create content.
- Share your content on social networks.
- Sell your product.
Wrong. This almost never happens.
Most content goes nowhere. Building an audience and a customer base isn’t a straight line , and it takes time. So how do we increase leads and sales with content? Social media ads!
Social media ads are proven to turn visitors into leads and customers. The best part is you don’t need a huge advertising budget.
A better process for content marketing looks like this:
- Create: Produce content and share it on social media.
- Amplify: Selectively promote your top content on social media.
- Filter: Apply behavioral and demographic filters on your audience.
- Remarket: Remarket to your audience with display ads, social ads, and sale offers.
- Convert: Capture your audience into customers.
You can use the following social media hacks to get more views on your content.
- Improve Your Score
Quality Score is a metric Google uses to rate the quality and relevance of your keywords and PPC ads — and influences your cost-per-click. Facebook calls their version a “Relevancy Score.” Twitter calls theirs a “Quality Adjusted Bid.”
Whatever you call it, your score is important. You can increase your score for Twitter and Facebook by increasing your post engagement rates.
A high quality score is great because you’ll get a higher ad impression share for the same budget at a lower cost per engagement. On the flip side, a low Quality Score is terrible because you’ll have a low ad impression share and a high cost per engagement.
How do you increase engagement rates? Promote your best content — the top 1–3 percent that performs better than all your other content over your bottom 97 percent).
To figure out if your content is top-tier or bottom, you’ll have to test it out.
- Post lots of content and use social media analytics to see which content gets the most engagement.
- Post your top stuff from Twitter and Instagram to LinkedIn and Facebook. Again, track which posts get the most traction.
- Pay to promote the top content on Facebook and Twitter.
The key to paid social media ads is to be picky. Cast a narrow net and maximize engagement rates.
- Increase Engagement With Audience Targeting
Targeting all of your fans isn’t precise. It’s lazy and you’ll waste money.
Your fans aren’t all the same people. They have different incomes, interests, values, and preferences.
Keyword targeting and other audience targeting methods help turn average ads into quality content.
- Promote Video Ads
You can get thousands of video views at a cost of just $0.02 per view. Shoppers who view videos are more likely to remember you, and buy from you later. A couple quick tips:
- Promote videos that have driven the most engagement on your website, YouTube, or elsewhere.
- Make sure people can understand your video without hearing it — 85 percent of Facebook videos are watched without sound.
- Make it memorable, try to keep it short, and target the right audience.
Bonus: video ad campaigns increase revlavancy score by 2 points!
Remember that it never hurts to pay to play, as long as you’re doing it the smart way— with the needs of your audience in mind.