Falling into paid traffic is very easy. There are numerous advertisements on every social media platform that tell you how you can increase traffic to your website through paid traffic marketing through Facebook Ads, Paid Promotions with Etsy, Pinterest Ads, and all the other platforms. While it is true that paid advertising is a great way to increase your traffic, many times people will neglect to tell you the negative effects that paid traffic can have on your marketing plan and budget.
More than half of social media marketers believe that paid social media advertising is more effective than organic. However, using organic and paid advertising together was something that nearly all of them did. Organic social media advertising seems nice because you don’t have to pay for adds, but the time needed to run a marketing campaign solely off organic advertising can be even more costly. This type of advertising is important because it builds brand loyalty and trust by giving your fan base something tangible to think about such as the way you communicate and answer questions that customers post on your Facebook page, how you respond to criticism, or even how funny or likeable you are. Organic advertising helps you hold on to your customer base, but you need paid advertising to grow that base quickly. To be successful when using paid traffic, there are three big mistakes you need to avoid at all costs.
Hire the Right People
One of the biggest downsides to paid advertising is that there is a lot of work and resources that go into making sure your marketing plan is effective, cost efficient and your return on investment will be through the roof. You can’t expect to do all of this on your own. You need to have a balance of people working on both organic and paid advertising.
You are going to want someone that can complete a competitor analysis in your market so that you can get to know who your customer base and target audience is. You also need a small team of people just to manage your social media networks. Paid advertising is going to require lots of fresh content to drive traffic and your team needs to be consistent at updating your Facebook, Twitter, Instagram, Pinterest, Snapchat and other social media outlets.
If you don’t have the right people on your team that understand how paid advertisements work, optimizing content for the web, engaging your social media followers, your marketing plan will be facing a disaster. The people you hire will be the face of your company, they should be spending as much time on organic advertising as they are on analyzing keywords, creating content, and developing your marketing strategies. Get ready to hire public relations specialists next if your team isn’t on the same page with you on the aggressiveness or quality of your marketing plan.
Use the Right Channels
If you are just jumping into paid traffic for the first time, don’t spread your eggs out over too many baskets. Although a lot of the pay per click methods and other forms of paid traffic are very similar, each social media platform attracts a different type of person and you need to be able to tailor your advertising plan for each social media platform effectively. Start with just the top three—Facebook, YouTube, and Twitter. These three channels have optimal targeting capabilities and users that are generally more inclined to be interested in sponsored content.
When thinking about your target audience, you will be studying the demographics, buying habits, characteristics, likes and dislikes, and online behaviors of people who would find what you are offering appealing. This is your market and you need to be able to engage with your market in the right way which is why being able to focus on just some, and not all the social media channels rights away is the best decision.
IF you cannot combine organic marketing, engaging your existing base as that base starts to grow, with your paid advertising campaigns, you will certainly be facing a huge marketing plunder and start to lose your base when they begin to become disinterested.
Also, many times your base is not interested in your advertisements because they already know and love your product. They are less receptive to your ads and less likely to share those ads on their own pages. If your social media platform become inundated with nothing but advertisements, your fans are going to click the dreaded “unfollow” button.
Many marketers love Facebook because the advertisements come with greater creativity control, very narrow audience targeting, many testing capabilities so that you can see how your advertisements are performing, and mobile advertising capabilities which is extremely important in today’s society where more people shop from their phones than their desktops.
Have a Detailed Plan
This may seem like the most obvious when it comes to paid marketing, but there are several components of a paid traffic campaign that need to be considered and are often forgotten. If you want your marketing strategy to be smooth and effective, the planning process is long and tedious, but worth it for a good return on investment at the end of the day. 80% of social media marketers believe they are successful in implementing their strategy, it’s the getting the plan organized that can present the most challenges.
First, you need to know how you will measure and track the success of your marketing campaign. You are going to want to study audience growth during ad run times, how many clicks to your website you are getting, what the level of engagement is, how many people purchase something or sign up for your email list, and how many people are clicking on your sponsored content. Being able to compare how much you spend on advertising and how much profit you are making is very important when studying return on investment.
Next, you need to decide who your customer is. What age group are you targeting? Where are they at? How do they shop? What are their buying habits? Do they have jobs? What is their income level? Who is your ideal follower and what are they interested in? You must be able to answer these questions before you start thinking of how to build your advertisement.
Deciding which social media channels to use is next, but the top three—Facebook, YouTube, and Twitter are recommended. Depending on your target audience demographics though, this strategy may need to be tweaked a little.
Lastly, determine your budget. You need to know how long you want each ad to run, how many different campaigns you can run at the same time, and how much room you have to experiment with things such as A/B testing and keyword placement. You also need to know how much you can afford to lose. Especially in the beginning of starting an online marketing campaign, it may take a little while to drive enough traffic to produce a sizeable profit. You should be able to monitor how much your cost per click ends up being.
Paid traffic can be a marketing dream or nightmare depending on how you plan and tackle your objectives. Knowing what your ultimate goals are for your advertising methods will get you headed in the right direction as you begin your paid marketing campaign. Even though most marketers agree with the effectiveness of paid traffic, 13% of companies that were part of a study done in 2016 still do not use any sort of paid traffic and only use organic marketing strategies. The trends are clear though and organic searches are going to start to decrease and paid traffic is going to become the only marketing that is done online because of the great ability to reach millions of people. Getting good at Paid traffic advertising now will be extremely important for the future of marketing in your company.