Denver Social Media Marketing: Advertising on Internet Social Networks

Mike Hanbery - 7.24.2012 8:00 AM

The July, 2012, conversation at Denver’s premier social media marketing for business group centered on Advertising on Internet social networks.

Most of the conversation focused on Facebook. Attendees whose businesses had experimented with Facebook ads varied from a local martial arts studio to a major homeschool curriculum company.

Discussion points included whether business should start with a clicks- or impressions-based campaign and how those differed; what element of building the campaign struck each advertiser (targeting!) and the immediate goal of the advertising campaign (more likes!) The option of using Facebook Sponsored Stories was also discussed.

Also discussed were tips on social media optimization (SMO) and conversions in social media advertising. In other words, when people click on the ad, how can businesses influence them to take the next desired action? Generating clicks costs money and is pointless unless businesses are moving customers from interest to conversion. "Like gating" and custom Facebook landing pages (apps) were two specific tips offered to increase conversions.

The group discussed several elements for success in social media advertising:

Clearly define the results you expect to achieve.

• More connections
• Brand engagement
• Sales
• Awareness, Referrals
• Email addresses

Clearly define the key personas you wish to influence.

• Who are they?
• Why would they care about what you have to say?
• What can add to their lives?
• How can you stand out?

Clearly define your brand experience.

• What do you want to convey?
• What experience do you want people to have with you?

Select imagery that appeals to your key personas and conveys your brand experience.

Make your campaign dynamic.

• Make multiple ads and rotate them.
• Test different messages, images, headlines, ad copy and calls to action.

Monitor and measure results frequently. Make adjustments.

Create specific landing pages (custom tabs), preferably within the social network, to increase conversions.

Additional information made available to the group included a guide to social media advertising.

The entire business community is welcome to join Social Marketing for Business – Join the Conversation! There is no cost to attend and breakfast is provided, including gourmet coffee from Peet’s Coffee SouthGlenn and delicious treats from My Favorite Muffin. The group meets the third Friday of every month at the South Metro Denver Chamber of Commerce.

Check out what others are saying about the group:

• “Valuable information in an upbeat, positive setting.” – Amy G.
• “I [now] have a better understanding of the direction of social media.” – Regina S.

Join us at these upcoming events!

• Friday, August 17, 2012: What Does Social Media ROI Really Mean?
• Friday, September 21, 2012: Creating a Social Media Action Plan / 3 Year Celebration Party!

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