{"id":905,"date":"2023-01-11T12:04:13","date_gmt":"2023-01-11T12:04:13","guid":{"rendered":"https:\/\/www.handboek.social\/socialmediamarketing\/?p=905"},"modified":"2023-05-18T13:48:51","modified_gmt":"2023-05-18T13:48:51","slug":"bijlage-32505-50-social-media-advertising-tips-via-sharethis-com","status":"publish","type":"post","link":"https:\/\/www.handboek.social\/socialmediamarketing\/2023\/01\/11\/bijlage-32505-50-social-media-advertising-tips-via-sharethis-com\/","title":{"rendered":"Bijlage Hoofdstuk 5:  Social media advertising tips #tips #adverteren"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/cdn.pixabay.com\/photo\/2019\/04\/20\/04\/51\/social-media-4140959_960_720.jpg\" alt=\"Afbeeldingsresultaat voor pixabay social media\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Veelvuldig ingezet bij campagnes is de social media advertising. Het is de overduidelijke paid media die mixt met de earned of owned mediakanalen. Een social media campagne kan eigenlijk niet zonder paid media en het adverteren op de diverse social media kanalen. Het voordeel van social media advertising is vooral het op profielen kunnen targeten.\u00a0<\/strong><\/p>\n<div class=\"wDYxhc\" lang=\"nl-NL\" data-md=\"61\">\n<div class=\"LGOjhe\" role=\"heading\" data-attrid=\"wa:\/description\" aria-level=\"3\" data-hveid=\"CBcQAA\"><span class=\"ILfuVd\" lang=\"nl\"><span class=\"hgKElc\">Het voordeel van adverteren op social media is dat\u00a0<b>de advertenties getoond worden aan een specifieke doelgroep<\/b>. Met targeting zorg je ervoor dat de doelgroep de juiste boodschap zien op de juiste momenten. <\/span><\/span><\/div>\n<div role=\"heading\" data-attrid=\"wa:\/description\" aria-level=\"3\" data-hveid=\"CBcQAA\"><\/div>\n<div class=\"LGOjhe\" role=\"heading\" data-attrid=\"wa:\/description\" aria-level=\"3\" data-hveid=\"CBcQAA\"><span class=\"ILfuVd\" lang=\"nl\"><span class=\"hgKElc\">De advertenties kunnen exact afgestemd worden door targeting mogelijkheden.<\/span><\/span><\/div>\n<\/div>\n<div class=\"g\">\n<div lang=\"nl\" data-hveid=\"CAsQAA\" data-ved=\"2ahUKEwiBmvD3gP_-AhUYgP0HHUgsDwAQFSgAegQICxAA\">\n<div class=\"tF2Cxc\"><\/div>\n<\/div>\n<\/div>\n<p><iframe loading=\"lazy\" title=\"What is Social Media Advertising? | Social Ads Explained!\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/uygAaCsFDMQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Waarom adverteren? Een trianing:<\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"Adverteren op social media: hoe pak je dat aan?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/27V1rzchgSo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>Adverteren op Facebook of Instagram:<\/p>\n<p><iframe loading=\"lazy\" title=\"Zelf adverteren op Facebook en Instagram - November 2022\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/MK9YUJqg6X8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h1>50 social media advertising tips:<\/h1>\n<p>&nbsp;<\/p>\n<p><strong>1. Think long-term strategy, not short-term gain<\/strong>. Of course, you have\u00a0<a href=\"http:\/\/www.ampersandbusiness.com\/blog\/short-term-vs.-long-term-digital-marketing-strategies-for-success\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">long- and short-term social media marketing goals<\/a>\u00a0but \u2013 and here\u2019s the catch \u2013 some marketers tend to focus on the short-term because their employers (or freelance clients)\u00a0<strong>want to see immediate results<\/strong>. We get it, but still, we\u2019re going to push back and say that a\u00a0<strong>well-planned social media campaign has staggered results<\/strong>: some will present themselves quickly but others won\u2019t become evident until months (and, sometimes, years if we\u2019re talking the big picture) down the road.<\/p>\n<p><strong>2. Be picky. Think sustainable social channels, not EVERY social platform<\/strong>. The one thing we can say, for sure, about\u00a0<a href=\"https:\/\/www.linkedin.com\/pulse\/top-5-social-media-trends-put-practice-2018-dara-fontein\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">social media is that it\u2019s ever-changing<\/a>\u00a0<strong>as soon as you\u2019ve learned everything, there\u2019s something new to learn<\/strong>. With that in mind, as you develop your social strategy, focus on the platforms you can run like a BOSS. It\u2019s better to dominate a few, than to be mediocre at them all.<\/p>\n<p><strong>3. Even if you build it, they might not come<\/strong>. Even the greatest social media campaign won\u2019t draw followers, if there are no followers to draw. Hard truth, marketing friends: You have to\u00a0<a href=\"https:\/\/www.revlocal.com\/blog\/social-media-marketing\/how-to-get-started-with-social-media\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">build your social following<\/a>\u00a0and, very preferably, build it where many millions of your target audience gather online. Consider, for example, that\u00a0<a href=\"https:\/\/sharethis.com\/best-practices\/2019\/06\/facebook-stats-every-marketer-should-know\/\">almost 1.5 billion people log into Facebook every day<\/a>; you have a good chance to build a solid base there, if you take your time and put in the effort to grow a large, loyal, and engaged audience.<\/p>\n<p><strong>4. Research each platform<\/strong>. This advice never gets old: Know your platform. Know\u00a0<strong>how ad types differ by platform<\/strong>. And, understand how each platform\u2019s ad formats further your goals. For example, if you\u2019re trying to squeeze leads into the next band of your sales funnel, a remarketing engagement campaign might do the trick. On the other hand, if you\u2019re simply looking to extend brand awareness, then an impressions-based campaign might be more up your alley. So, where (which platform) is your audience more likely to engage? Or, where do they congregate in high numbers, so you have a better impressions pool? Know your platform.<\/p>\n<p><strong>5. Diversify across social platforms. (But not too many.)\u00a0<\/strong>\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/david-christopher-48242628\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">David Christopher<\/a>, Director of Marketing and Growth at Tailwind, said it best: \u201cIf I was going to point to a trend for 2018 it would be diversification of ad spend across networks. There\u2019s so much money in Facebook advertising today that smart marketers are having to get extremely efficient to get results when targeting new prospects on the network. Any time a lot of money enters an auction you\u2019re wise to enter other auctions where there\u2019s less money sloshing around. I think in 2018 we\u2019ll continue to see smart social marketers diversify and learn how to effectively spend ad dollars on other social networks like Twitter, Pinterest, LinkedIn, and even Reddit.\u201d<\/p>\n<p><strong>6. Embrace your reviews and testimonials \u2013\u00a0the good AND the bad<\/strong>.\u00a0<a href=\"https:\/\/www.revlocal.com\/blog\/reviews\/how-much-are-online-reviews-actually-worth-\" target=\"_blank\" rel=\"noreferrer noopener\">Everyone reads reviews<\/a>\u00a0but, here\u2019s the thing: If you have only positive reviews, everyone (or almost everyone) will doubt your reviews. There is no product, good, or service in the world than can thrill 100% of consumers, period. So,\u00a0<a href=\"https:\/\/www.socialmediatoday.com\/news\/12-digital-marketing-trends-to-watch-out-for-in-2018\/512767\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">be honest with your reviews<\/a>, recognize the good and, perhaps most importantly, respond to the bad. Acknowledge a negative experience, show a willingness to improve, and outline the steps you\u2019ll take to move forward. This will engender trust in all of tomorrow\u2019s customers who are reading your reviews today.<\/p>\n<p><strong>7. Have a comment conversation<\/strong>. We just mentioned this, but the two-way brand-consumer conversation extends beyond reviews: Respond to comments on your blog posts, Facebook posts, and Instagram photos. @ people back on Twitter. Encourage conversation and embrace pleasantries; they show the human side of your brand. And, if and when a negative experience comes up, always take the high road; respond, empathize, and strive to be better next time.<\/p>\n<p><strong>8. Your employees are a part of your social media presence<\/strong>. Notice how we didn\u2019t even make this a suggestion? It\u2019s a fact, plain and simple. In the words of \u200a<a href=\"https:\/\/www.linkedin.com\/in\/klalanne\/\" target=\"_blank\" rel=\"noreferrer noopener\">Katy LaLanne<\/a>, Content Marketer at Sendible, \u201cEvery employee is their own brand but also an extension of your organization. As social culture in the workplace expands, I think we\u2019ll see an increase in company-wide involvement and storytelling across social media in 2018. 64% of millennials believe that social media is one of the most effective channels for connecting with brands (Source: Microsoft) but messages are re-shared 24 times more frequently when they\u2019re sent by employees instead of the brand itself.<\/p>\n<blockquote><p>Trust between customers and brands is deepened when there is a face and a story behind a brand, which is often where influencer marketing comes into play. Don\u2019t disregard influencer marketing opportunities, but look for leaders throughout your organization, from top to bottom, who can deepen trust with your audiences by educating and entertaining.<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><!--more--><\/p>\n<p><strong>9. Avoid repetition. Be careful with automation<\/strong>. This is a two-fer tip, for sure, but that\u2019s because we see repetition and automation as related, if not intertwined beasts. We\u2019ll start by saying that\u00a0<strong>there\u2019s nothing wrong with some repetition and we love automation for certain things<\/strong>, but as successful and authentic marketers, we want to be careful not to automate everything or set our automation to tweet out the same thing, 12 different ways in two days. Remember,\u00a0<a href=\"https:\/\/www.adweek.com\/digital\/josh-ong-cheetah-mobile-guest-post-why-brands-need-to-tailor-to-each-social-platform-to-win\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">each social media platform has its own flavor<\/a>.<\/p>\n<p><strong>10. Jump into the world of remarketing<\/strong>. Ah, the power of suggestion. And re-suggestion. It\u2019s a beautiful thing, isn\u2019t it? In essence,\u00a0<a href=\"https:\/\/www.lyfemarketing.com\/blog\/what-is-remarketing\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">remarketing<\/a>\u00a0is the practice of marketing-again to consumers who have already had some sort of interaction with your brand. The key here, is cookies: If they\u2019ve visited your website, seen a Google ad, or somehow seen or sought out your brand before, seeing it again on Facebook can be a powerful motivator to take a closer look.<\/p>\n<p><strong>11. Make the consumer journey easy<\/strong>. It\u2019s mind-boggling, how many brands make interested consumers jump through hoops to reach the object of their interest. (It\u2019s not so surprising, how many of those consumers jump ship before they get there.)\u00a0<strong>Don\u2019t be that brand<\/strong>. If you\u2019re marketing a sale, your ad should link directly to that sale. If you\u2019re marketing a 25%-off-your-first-purchase coupon, then your ad should jump straight to the coupon code page (or 25% off confirmation page). Don\u2019t make your consumers work for it.<\/p>\n<p><strong>12. Optimize your ads. Re-optimize them later. Then, optimize them again<\/strong>. The social world is always changing; best practices are constantly changing, too. As a successful, on-top-of-things kind of marketer, you must be sure to keep up with what works\u00a0<em>and<\/em>\u00a0what\u2019s expected. That means, measuring your ad metrics\/successes regularly, while also being sure to map your successes to new algorithms, parameters, and best practices within our industry.<\/p>\n<p><strong>13.\u00a0\u00a0Always stay abreast of social media developments and current events<\/strong>. We often say that social media is always-changing, but what\u2019s implied in that is that our knowledge is always-evolving. Follow\u00a0<a href=\"https:\/\/sharethis.com\/blog\/\">social media news and trends<\/a>\u00a0in order to stay ahead of the curve, and\u00a0<strong>don\u2019t be afraid to try new things<\/strong>.<\/p>\n<figure class=\"wp-block-image\"><\/figure>\n<p>Video is an ever-growing market segment we\u2019re happy to embrace. It works \u2013 oh, so very well! So, here\u2019s how to improve how it works for you.<\/p>\n<p><strong>14. Stick to the rule of\u00a0<a href=\"https:\/\/www.pmg.com\/blog\/6-second-video-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cDesign for sound off, delight with sound\u00a0on\u201d<\/a><\/strong>. Or, as we like to say, design your videos both for the people who will actually watch them, and for the people who will sneak-watch them (on mute) when they should be doing something else. That way, everyone\u2019s happy. (Also, fun fact: About 85% of people watch video with the sound off.)<\/p>\n<p><strong>15. When it comes to video, short is still okay<\/strong>. True, we\u2019ve seen a shift toward longer-form video, but there\u2019s still power in short videos. After all, you have to capture interest first. Producing high-quality, extremely interesting short video is great practice for longer video AND, depending on the subject, can be just what the audience ordered. Because, did you know? Social media users are\u00a0<a href=\"https:\/\/sharethis.com\/best-practices\/2019\/05\/social-media-statistics-for-marketers-2019\/#video\">40 times more likely<\/a>\u00a0to share video content over any other type.<\/p>\n<p><strong>16. Embrace live-stream videos<\/strong>. People love live-streaming. At least, they do for right now. But, as we all know, social media marketing is very much about the right now. Embrace\u00a0<a href=\"http:\/\/www.adweek.com\/digital\/2017-emmy-awards-facebook-twitter\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook Live<\/a>\u00a0and other live-streaming content, produce\u00a0<strong>compelling video<\/strong>, and watch as your audience grows.<\/p>\n<p><strong>17. Study up on interactive broadcasting<\/strong>. If you think that standard live-streaming is popular, heads up for the next wave: interactive broadcasting, aka two-way live-streaming, which allows you to interact and chat with your followers.\u00a0<a href=\"https:\/\/www.agora.io\/en\/\">Agora<\/a>\u00a0is one channel leading the charge, integrating with existing apps and social media to connect you with your audience \u2013 and they with you \u2013 in real-time.<\/p>\n<p><strong>18. Focus on video of the highest quality<\/strong>. Whether you\u2019re talking live video or pre-filmed video, focus on creating the highest quality content in your market.\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/mikeallton\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Mike Allton<\/a>, Content Marketing Practitioner, Author, and CMO of The Social Media Hat, explains,\u201cWhile video, particularly Live Video, will continue to increase in importance in the coming year, a key differentiator will be the creation of high-quality, relevant video. As the novelty of being able to \u201cgo live\u201d from any device, anywhere, wears off, audiences will begin to tune out creators and broadcasts who share nothing more than their day-to-day activity. Stories, regardless of whether they\u2019re shared on Snapchat, Messenger, Facebook, or Instagram, will follow suit.<\/p>\n<p>\u201cSimply put, as audiences become more inundated, businesses and marketers will have to become more skilled at creating truly valuable content. Therefore, I do expect the overall quality of video content to improve in 2018.\u201d<\/p>\n<figure class=\"wp-block-image\"><\/figure>\n<p>Social media is nothing without the \u201csocial,\u201d and that means people. That specifically means your audience, your followers, and your maybe-interested-possibly-future consumers. Do them a solid.<\/p>\n<p><strong>19. Know your target audience<\/strong>. Whether you call them\u00a0<a href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33491\/Everything-Marketers-Need-to-Research-Create-Detailed-Buyer-Personas-Template.aspx\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">buyer personas<\/a>, avatars, ideal customers, or some other term, the idea is the same:\u00a0<strong>You must know your target\/intended audience<\/strong>, so you can target the right people, on the right platforms, at the\u00a0<a href=\"https:\/\/sharethis.com\/best-practices\/2018\/03\/best-time-to-post-on-instagram\/\">right time of day\/week\/customer journey<\/a>. You also have to have the right message: What do they care about right now, and how can you speak to that? But, it all starts with your personas.<\/p>\n<p><strong>20. Speak directly to your target audience<\/strong>.\u200a \u200a<a href=\"https:\/\/twitter.com\/nate_elliott\" target=\"_blank\" rel=\"noreferrer noopener\">Nate Elliott<\/a>, Marketing Technology Advisor, says, \u201cIf you want to create messages that resonate with your audience, you need to know what they care about.\u201d BOOM. Yes, sir, you are correct. Speak to your target audience and speak to the things they care about, if you want to connect with them.<\/p>\n<p><strong>21. Get personal. Make friends<\/strong>. These days, everyone likes a personable brand. Your followers want you to pull back the curtain and show them what happens behind-the-scenes. So, go ahead \u2013 curate photos of the office, film a day-in-the-life, write up a few (interesting) staff bios. Act like real people because, hey, you are!<\/p>\n<p><strong>22. Optimize your audience<\/strong>. One of the absolute, most wonderful aspects of marketing today is the ability to\u00a0<a href=\"https:\/\/www.socialbakers.com\/blog\/target-audience-analysis-guide-everything-digital-marketers-need-to-know\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">target your optimal audience<\/a>. This is especially true if you have multiple locations or wildly varying products, but in general, the ability to target ads based on age, interest(s), language, gender, and other factors has proven wildly effective.<\/p>\n<p><strong>23. Look to Generation Z<\/strong>. Think millennials are your biggest marketing target? Goldman Sachs thinks otherwise, concluding that\u00a0<a href=\"http:\/\/www.goldmansachs.com\/our-thinking\/pages\/macroeconomic-insights-folder\/what-if-i-told-you\/report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Gen Z\u2019ers are a valuable and upcoming market<\/a>: The oldest have\u00a0<strong>already reached their early-20s\u00a0<\/strong>and are heading out into the job market. In other words, they\u2019re\u00a0<strong>gaining in buying power<\/strong>\u00a0\u2013 and it\u2019ll only grow larger in the next few years. Get in on the ground level.<\/p>\n<p><strong>24. Consider the consumers. What do they want?\u00a0<\/strong>\u00a0We don\u2019t say this as a marketing trope, but as a real-world exercise: What does your target audience care about, and how do those cares translate to wants? It matters because\u00a0<a href=\"https:\/\/www.brookings.edu\/blog\/brookings-now\/2014\/06\/02\/11-facts-about-the-millennial-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">today\u2019s consumers don\u2019t trust traditional advertising channels<\/a>: They want to see only what\u2019s relevant to them, and they want that relevance to resonate with their personal experiences. Know their pain points and then, map your product or service to those pain points.<\/p>\n<p><strong>25. Get the consumer on board. And passionate<\/strong>. When you involve consumers in your product \u2013 when you invite them to help shape and mold what you do \u2013 you create an audience that loves your product and will act as natural brand ambassadors. As\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/jemimagibbons\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jemima Gibbons<\/a>, Social Media Strategist and author of\u00a0<em>Monkeys with Typewriters<\/em>, explains, \u201cIn 2018, personalization and brand experience will have been taken to their logical extremes: consumers will have far more control over the relationship\u200a\u2014\u200ain fact, brands will be paying them to advertise in their social \u2018space\u2019. Consumers will be involved more closely in product and service development, to the point of co-creation.\u201d<\/p>\n<p><strong>26. Focus on meaningful relationships. Especially with influencers<\/strong>. You\u2019ve heard the word \u201cmeaningful\u201d a lot lately, often as related to Facebook interactions. Embrace it: The social world is getting deeper and meaningfulness is key. Meaningful is also ever more important for influencer marketing.<\/p>\n<p>According to\u00a0<a href=\"https:\/\/nealschaffer.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Neal Schaffer<\/a>, Social Media Strategist and the author of\u00a0<em>The Business of Influence<\/em>,\u201cThe key trend for social media in 2018 will be influencer marketing. With the continued democratization of content publishing, traditional marketing channels have less influence while social media users and content creators have more. Anyone can yield influence and thus, as social media becomes more and more pay to play, every business needs to incorporate some type of influencer marketing strategy to become more effective in their 2018 marketing. The trend towards brands leveraging user-generated content is one example of this, and if you are going to curate content to represent your brand, why wouldn\u2019t you use that of an influencer?\u201d<\/p>\n<p><strong>27. Strive for real-time conversations and micro-moments with your audience<\/strong>. There is marketing magic in the off-the-cuff, live-streaming, in-the-moment kind of marketing your audience loves. \u201cPersonal, deeper connections between brands and social media users. Less automation and repetition, more real-time engagement and capitalisation on micro-moments with the aim to delight your social media followers. The popular adoption of live video and the Snapchat\/Instagram Stories type of content will push marketers to create and publish content as they go,\u201d explains\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/socialveronika\/\" target=\"_blank\" rel=\"noreferrer noopener\">Veronika Baranovska<\/a>, Content Marketing Specialist at\u00a0Sendible.<\/p>\n<p><strong>28. Consider your followers a focus group<\/strong>. Hey, want to know what people care about right this very second? Welcome to your very own,\u00a0<a href=\"https:\/\/conversionxl.com\/blog\/social-media-market-research\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">highly customized focus group<\/a>: your current followers. (Hey, if they like you enough to follow you, they\u2019re who you want to poll.) So, here\u2019s the tip: When you\u2019re trying to figure out what kind of content \u2013\u00a0question or photo? question with photo? photo of a question? \u2013\u00a0works best for your audience,\u00a0<strong>harness your organic reach\u00a0<\/strong>(aka \u201cfree\u201d marketing stream) to track which types of content get the most likes, comments, shares, and other forms of engagement.<\/p>\n<p><strong>29. Facebook\u2019s Life Events are a marketing gold mine<\/strong>. Granted, not everyone publishes Life Events but, those who do can represent a\u00a0<a href=\"https:\/\/www.searchenginejournal.com\/life-event-targeting\/265997\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">huge marketing opportunity<\/a>. For example, if you market home staging, you may want to target users of a certain income bracket, who also indicate an upcoming move. If you market for a dating service, you can run ads for people who recently got out of a relationship. (Maybe set the first ad to run a few weeks after the breakup? It\u2019s a delicate time.)<\/p>\n<figure class=\"wp-block-image\"><\/figure>\n<p>Metrics are the means by which we measure our successes and weigh our not-so-successful attempts. And, while it\u2019s easy to think of metrics as frustrating (when they\u2019re not showing in our favor), in reality, our insights, stats, and social metrics are nothing more than road signs pointing toward\u00a0<strong>how we can do better tomorrow, based on what we know about today<\/strong>.<\/p>\n<p><strong>30. Work it, baby work it. Metrics, that is<\/strong>. According to\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/katyhowell\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Katy Howell<\/a>, CEO of Immediate Future, \u201cSmarter use of metrics, better benchmarks, and increased social marketing skills will bring stronger performance marketing to social activation. The norm will be to gather key measures, evaluate, optimize, and drive social to deliver value goals. And it will raise the bar on social media, taking it out of the fluffy and making it integral to customer communication and experience.\u201d<\/p>\n<p><strong>31. A\/B test ad tweaks, new initiatives, and everything else<\/strong>. We haven\u2019t met many A\/B tests we didn\u2019t love. That\u2019s because\u00a0<strong>they work<\/strong>: An A\/B test can tell you\u00a0<a href=\"https:\/\/sharethis.com\/best-practices\/2017\/01\/5-tips-for-ab-testing-your-facebook-posts\/\">which Facebook post will be more effective<\/a>. They can demonstrate which image better resonates with an audience. They can show you how many contact form fields are just enough, but not too much. A\/B tests can shine a light on all your burning marketing questions. Okay, not all but a lot. (Check out our\u00a0<a href=\"https:\/\/sharethis.com\/platform\/social-ab\/\">Social A\/B tool<\/a>\u00a0to test your Facebook posts like a pro, for free.)<\/p>\n<p><strong>32. But know that yesterday\u2019s A\/B test may be totally wrong for today<\/strong>. We know, we know \u2013 no huge revelation here. This is the exact point of A\/B testing, right? To figure out which method works best. But, consider that the social landscape is constantly changing \u2013 for example,\u00a0<a href=\"https:\/\/www.oktopost.com\/blog\/video-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Facebook\u2019s algorithm now boosts longer video<\/a>\u00a0\u2013 and that means that yesterday\u2019s A\/B test may no longer be indicative of today\u2019s success. A\/B test today, tomorrow, and the next day, and never rely on last week\u2019s results.<\/p>\n<p><strong>33. When looking to indicators of success, analyze the paid and the organic<\/strong>. Often, we\u2019re tempted to parse out our metrics: paid vs. organic, not paid combined with organic. But, at the end of the day, while paid vs. organic determines how consumers come to see our posts, it doesn\u2019t (or shouldn\u2019t) have much bearing on how they interact with your posts. So,\u00a0<a href=\"https:\/\/www.bluefountainmedia.com\/blog\/managing-social-media-5-essential-tips-for-online-success\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">consider both paid and organic insights<\/a>\u00a0when determining what works best for your brand.<\/p>\n<p><strong>34. Back your expenditures with tried and true, proven social strategies<\/strong>. Because, here\u2019s the deal:\u00a0<strong>Social media has grown up<\/strong>. Employers\u00a0<em>get\u00a0<\/em>it. So now, instead of having to show off your social marketing knowledge with flashy new tactics, it\u2019s ever more important to\u00a0<a href=\"https:\/\/blog.hootsuite.com\/top-social-media-trends-2018\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">justify social media marketing budgets<\/a>\u00a0through results \u2013 through effective metrics, measurement of results, and fact-based predictions for the future.<\/p>\n<p><strong>35. Fear the drop-off<\/strong>. We\u2019re talking\u00a0<a href=\"https:\/\/support.google.com\/adsense\/answer\/6023978?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">ad drop-off<\/a>, in which a consumer views your ad but fails to complete the desired CTA. In other words, they were interested enough to view and\/or engage with your ad, but not sufficiently motivated to complete the required action. And that signals a problem: Anyone interested enough to watch a video or stop scrolling to read your ad, is someone who should convert. Tweak, tweak, tweak until your drop-off rate drops off.<\/p>\n<p><strong>36. Focus on your main ad objective<\/strong>. Yes, yes, we know \u2013 some campaigns have multiple objectives. But, usually, there\u2019s a primary objective \u2013 the one that works best or achieves the best results. For example, while your hotel may have the objective to build its list of local consumers\/nearcationers while boosting occupancy for an upcoming holiday weekend, the latter is more pressing and therefore, likely primary. Once you reach 100% occupancy, your objective shifts to building your list of nearby vacationers. (<em>Psst!<\/em>\u00a0Not sure which of your various objectives should be the primary? A\/B test it: See which objective achieves the most measurable success.)<\/p>\n<p><strong>37. Go local<\/strong>. If there\u2019s a way for you to go local, then do it.\u00a0<a href=\"https:\/\/www.revlocal.com\/blog\/digital-marketing\/google-rebrands-home-services-ads-as-local-services-ads\" target=\"_blank\" rel=\"noreferrer noopener\">Local Services Ads<\/a>\u00a0give you the power to harness local traffic and carve out a slice of the market your distant competitors can\u2019t take away, so embrace your neighbors and go local with [some of] your advertising.<\/p>\n<p><strong>38. Embrace mobile-first marketing but don\u2019t ignore desktop users<\/strong>. We hear so much about mobile marketing today \u2013 \u201c<a href=\"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/10-marketing-trends\/%20http:\/alocalbuzz.com\/2018-digital-marketing-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">70% of searches<\/a>\u00a0are mobile! if you\u2019re not marketing to mobile users, you\u2019re not marketing!\u201d \u2013 that it would almost be easy to forget that desktop users still exist, too. Don\u2019t ignore them. After all, that 30% of millions (billions) of searches is still quite a lot of traffic.<\/p>\n<h2 id=\"content\">Content marketing for social media<\/h2>\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"wp-image-142158\" src=\"https:\/\/s18955.pcdn.co\/wp-content\/uploads\/2019\/07\/Content-Marketing-for-Social-Media-min.png\" sizes=\"(max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/s18955.pcdn.co\/wp-content\/uploads\/2019\/07\/Content-Marketing-for-Social-Media-min.png 800w, https:\/\/s18955.pcdn.co\/wp-content\/uploads\/2019\/07\/Content-Marketing-for-Social-Media-min-300x150.png 300w, https:\/\/s18955.pcdn.co\/wp-content\/uploads\/2019\/07\/Content-Marketing-for-Social-Media-min-768x384.png 768w\" alt=\"Content Marketing for Social Media\" \/><\/figure>\n<p>At the end of the day, your social media ads, marketing, and life\u2019s blood depend on content. Whether it\u2019s a sales website or a 12-minute video, your marketing always links to\u00a0<em>some<\/em>\u00a0form of content. Be sure it\u2019s a great form.<\/p>\n<p><strong>39. Content is, and likely forever will be, king<\/strong>. Content gives you something to talk about. It gives your audience something to bite into. As\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/davechaffey\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Dave Chaffey<\/a>, CEO &amp; Co-Founder of\u00a0Smart Insights, says,\u201cContent Marketing Strategy will be at the heart of effective social media marketing. You hear the HiPPOs say \u2018We need a social media strategy,\u2019 but actually what they want is a way of engaging different personas and it\u2019s the content that fuels this and you need a strategy to compete now that everyone knows about the importance of quality content.\u201d<\/p>\n<p><strong>40. Create ALL the content<\/strong>. Do not stick to just one type of content: Write your blog posts and film your videos, but also create infographics, take (or purchase) spectacular photography, try your hand at\u00a0<a href=\"https:\/\/mymodernmet.com\/how-to-make-a-cinemagraph\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">cinemagraphs<\/a>, and create every kind of content to appeal to every kind of consumer.<\/p>\n<p><strong>41. Create content so good, they\u2019d buy it<\/strong>. (But keep it free.) Obviously, next to no one pays for good content anymore. (Just ask the newspaper.) That\u2019s not the point; the point is that you should never create content just to say you\u2019ve created content. Craft content that digs deep, that inspires much, that entertains wholly. Create content that\u2019s so incredibly good,\u00a0<a href=\"https:\/\/www.liveandsocial.com\/blog\/added-value-content\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">so very valuable<\/a>, that your consumers would pay for it \u2013 if people still paid for content.<\/p>\n<p><strong>42. Don\u2019t be egocentric or greedy<\/strong>. Nobody likes a credit-hog or, worse, a plagiarist. In the same breath, we should also mention that nobody gets away with credit-hogging or plagiarism anymore, either. The world is still small enough that someone will see something. So,\u00a0<strong>give credit where credit is due<\/strong>. Credit your writers and photographers. Slap those Creative Commons licenses up, when necessary. Link back to your sources.<\/p>\n<p><strong>43. Storytelling is still the name of the game<\/strong>. No matter what kind of content you publish, there should always be a story behind it. Yes, even a singular still photo should tell a story. Take the wildly popular\u00a0<a href=\"http:\/\/www.humansofnewyork.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Humans of New York<\/a>, which uses a poignant portrait to tell an even more poignant story. Just one look at the brand\u2019s fierce following, and it\u2019s clear that storytelling works, even for the most visual of brands.<\/p>\n<p><strong>44. For the love of marketing, don\u2019t skip the CTA<\/strong>. Every time we see an ad, a post, or anything without a\u00a0<a href=\"https:\/\/sharethis.com\/best-practices\/2019\/06\/call-to-action-marketers-guide-to-writing-great-ctas-with-examples\/\">call-to-action<\/a>, it makes us want to weep. A strategically placed CTA points your followers in the right direction, showing them where to do what they already want to do. Without it, you\u2019re just sending them down the information super highway with no signage whatsoever. Don\u2019t be that marketer.<\/p>\n<p><strong>45. Get emotional<\/strong>. Marketing is definitely, absolutely, and quite positively the exact right time to get emotional. Your ads, your content, your everything should\u00a0<a href=\"https:\/\/blog.hubspot.com\/marketing\/emotion-marketing\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">evoke emotion<\/a>\u00a0and incentivize action. Just think about the last viral video you ran across: The reason thousands (or millions) of people shared it, was because it made them\u00a0<em>feel<\/em>\u00a0something, whether it was nostalgia, outrage, or just your standard cute-kitten awwwww.<\/p>\n<p><strong>46. Be consistent<\/strong>. You\u2019ve seen us say it five billion times, and you\u2019re going to see it five-hundred-million more: Get on a\u00a0<strong>consistent posting schedule<\/strong>\u00a0and do not deviate (unless your A\/B tests are telling you to). And remember, the\u00a0<a href=\"https:\/\/sharethis.com\/best-practices\/2018\/03\/best-time-to-post-on-instagram\/\">best time to post on Instagram<\/a>\u00a0isn\u2019t (necessarily) the same as the\u00a0<a href=\"https:\/\/sproutsocial.com\/insights\/best-times-to-post-on-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">best time to post on Facebook<\/a>. Finesse your consistency.<\/p>\n<p><strong>47. Love the ephemeral<\/strong>. We know, we know \u2013\u00a0marketers have been hawking \u201cevergreen content\u201d almost since the dawn of online marketing, and now we dare mention the word\u00a0<em>ephemeral<\/em>? Blasphemy! But, \u2018tis true, dear marketers: The\u00a0<strong>fear of missing out<\/strong>\u00a0is strong with your audience, so you may see great success through the\u00a0<a href=\"http:\/\/www.adweek.com\/digital\/guy-sheetrit-over-the-top-seo-guest-post-5-social-media-trends-that-will-have-maximum-impact-in-2018\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">use of Snapchat, Instagram Stories, Facebook Stories<\/a>, and other fleeting content that disappears within 24 hours of publication.<\/p>\n<p><strong>48. Creativity is not a formula<\/strong>. Once you hit on something that works, it\u2019s too easy to replicate that success. Over and over and over again. Cue BOOOOREDOM. The truth is, your creative isn\u2019t a formula or rule; it\u2019s a way to reach your target audience. If one way didn\u2019t work, why repeat it? In a social world where\u00a0<strong>people can click \u201chide ad\u201d<\/strong>\u00a0because it\u2019s repetitive, you do not want to repeat what\u2019s not working.\u00a0<strong>Vary your creative<\/strong>.<\/p>\n<p><strong>49. Do it visually<\/strong>. Humans love visuals and, with just a bit of creativity, anything can be done visually. Think about\u00a0<em>National Geographic<\/em>: While the brand is largely text-based \u2013 we can all agree that their articles are a form of long, in-depth content \u2013 how many times have you watched someone at the doctor\u2019s office pick up a copy and merely flip through the photos? That\u2019s because National Geographic knows that people love\u00a0<a href=\"https:\/\/www.smartinsights.com\/content-management\/content-marketing-strategy\/storytelling-content-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">high-quality, spectacularly colorful, and unique visuals<\/a>.<\/p>\n<p><strong>50. KISS<\/strong>. Keep it simple, marketers! A\u00a0<em>great<\/em>\u00a0rule of thumb is that your social marketing should be\u00a0<strong>message intensive, not copy intensive<\/strong>. In other words, your ad should be a cohesive storytelling package: your imagery, graphics, and headline should do most of the heavy lifting.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>#32505 4505 #4505<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Veelvuldig ingezet bij campagnes is de social media advertising. Het is de overduidelijke paid media die mixt met de earned of owned mediakanalen. Een social media campagne kan eigenlijk niet zonder paid media en het adverteren op de diverse social media kanalen. Het voordeel van social media advertising is vooral het op profielen kunnen [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,6],"tags":[506,242,12,33],"class_list":["post-905","post","type-post","status-publish","format-standard","hentry","category-hoofdstuk-4","category-hoofdstuk-5","tag-506","tag-brand-community","tag-social","tag-video"],"_links":{"self":[{"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/posts\/905","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/comments?post=905"}],"version-history":[{"count":0,"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/posts\/905\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/media?parent=905"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/categories?post=905"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.handboek.social\/socialmediamarketing\/wp-json\/wp\/v2\/tags?post=905"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}