Paid Social Media Advertising & Influence: What You Need to Know

There are two main ways to grow your influence in social media: Organically through your own social media content or by spending money to advertise on the various social media sites. Influencer marketing, of course, can fall in both categories, depending on the collaboration.

This episode will take a deep look at paid social media advertising on sites like Facebook, Instagram, LinkedIn, Twitter, and Pinterest and give you a solid framework for planning and measuring the increased influence you can obtain from Paid Social.

Key Highlights

[01:38] Ways to Expand Social Influence

[03:03] Fundamental Things About Advertising on Social Media That We Tend to Forget

[05:33] The Objectives

[06:06] cost Per Click vs Cost Per Impression

[09:20] Ad Set Level

[11:34] Interest/Demographics

[13:17] Funnel of Social Media Engagement

[19:05] How Paid Social Media Works

[19:42] The Creatives

[24:00] Getting People Closer Down to the Funnel

[25:56] Making Customer An Advocate

Notable Quotes

• When we think about influence, we ideally want to attain influence organically. 
• You don't know how well you're gonna perform, unless you actually go through the practice of advertising on these different platforms.
• Once you figure out the social network, you now need to figure out which of those two objectives is going to work best for you. And depending on the campaign that's targeting, they're all going to work differently. So you're not going to be able to reach one general conclusion. But just remember that not everything is perfect. Your results are gonna vary. At the end of the day, unless you're experimenting, you're not maximizing your paid social influence on those platforms.
• Don't hit the boost button, we always want to do this within the app platform.
• The more data points you have here, the more you're going to be able to reach people poll that already have some sense of know, like and trust. And therefore the idea is that it's going to be a lot more effective retargeting is going to be a lot more effective than reaching out to people that don't know you. 
• I think that's really the greatest way to look at what I'm talking about here, in terms of that brand awareness for social media is you're building an asset, you're building a pixel, you're building a way to retarget these people at a later date.
•  Find that sweet spot in terms of social platform where that ad gets displayed the objective, targeting the creative once you get that sweet spot down, right revenue almost becomes predictable.

Episodes Mentioned

• Episode 147

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