Kseniya I. Content Marketing Expert

Targeted advertising: let’s decide how we will promote the content

Targeted advertising is an easy way to find and attract the target audience.

In social networks, targeting is used to solve several tasks:

Drawing attention to a specific post or a longread

With a description of a promotion, a presentation of a new product, discounts or useful content that solves specific user tasks. For example, how to fix a washing machine or find a proven service center for repairing household appliances.

Gaining subscribers

For example, by displaying your content or announcing it to new groups of users who have similar interests to your target audience.

Lead generation

For your event or appointment booking, concert promotion or expert advice.

Increasing brand awareness

By promoting reputational content, charity events, and so on. The purpose of advertising in this case is to reach as many new audiences as possible.

You can customize it taking into account a variety of factors that will be decisive in each case.

It is possible and necessary to promote a business in SMM in conjunction with such standard and popular tools as email newsletters:

1. Use user-generated content from social networks in emails. Based on the comments, reviews, mentions of the target audience, you create content that can influence your customers: you save time, money and gain trust faster.

2. Set up retargeting and collection of applications / leads in targeted advertising. The user sees a message about an event or book release and, in order to register or receive a book, gives you his contact information.

3. Implement a sharing button in emails. Embed clickable buttons in emails so that users share the email on social networks. Fascinating content in newsletters is a reason to share it.

4. Connect a chatbot in social networks: send useful materials in the dialogue and ask for an email to send more materials to the mail. It also works the other way, if you already have contacts, then you invite the user in a letter to subscribe to your chatbot on social networks.

The combination of two channels gives:

- greater coverage;

- additional channel for communication;

- the ability to use different formats;

- the ability to work with the user at different stages of the funnel.

Targeted ads consider the following features:

Gender, age. It is important when promoting products aimed at women or men of certain age categories. For example: advertisements for prom dresses will only be useful to young girls under 18 years of age.

Geolocation. If, for example, you want to find buyers in a particular city and region, offer them a profitable promotion, and also find customers who live or work within a radius of a particular place (shopping center, school or cinema).

Interests. This setting helps to catch those who are already interested in your subject. For example, buying flowers, artificial insemination, and children's toys.

User behavior on your page or site. It will help to catch those who have already been on your website or even put some products in the basket, but did not buy them. It will work if there is a certain code on the website. For example, the Facebook pixel.

As a result, you can catch only those users that you need, without draining the budget (with proper advertising settings). If you are not doing this, then the cost of targeting should include not only the payment for the work of a specialist, but also the budget for promotion.

Ordinary advertising has become boring for users, so in addition to it, you need to use methods that are closer to the user to promote goods and services. For example, with the help of bloggers.

Get an audit of your social media account as a bonus