Social Media Advertising Tips for Content Marketers
Social media ads provide the most scalable content promotion and are proven to turn visitors into leads and customers.
Whatever you call it, Quality Score is a crucial metric. You can increase your quality 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 – your unicorns (the top 1-3 percent that performs better than all your other content) vs. your donkeys (your bottom 97 percent).
Increase Engagement With Audience Targeting
Targeting all of your fans isn’t precise. It’s lazy and you’ll waste a lot of money. Your fans aren’t a homogenous blob. They all have different incomes, interests, values, and preferences.
Promote Your Content On More Social Platforms
Medium, Hacker News, Reddit, Digg, and LinkedIn Pulse call all send you massive amounts of traffic. It’s important to post content here that is appropriate to the audience. Post content on Medium or LinkedIn. New content is fine, but repurposing your content is a better strategy. This will give a whole new audience a chance to discover and consume your existing content. Again, you can use social media ads as a catalyst or accelerant and get hundreds, thousands, or even millions of views you otherwise wouldn’t have. It might even open you up to syndication opportunities (I’ve had posts syndicated to New York Observer and Time Magazine). You can also promote your existing content on sites like Hacker News, Reddit, or Digg. Getting upvotes can create valuable exposure that will send tons of traffic to your existing content.