Social Media Advertising Best Practices

Introduction

• Advertising on social media can boost sales and enhance brand reputation.
• Competition is likely already using social media ads.
• Purpose of the lecture is to share best practices for social media advertising.

Choosing the Right Platform

• Decide which platform suits your business and target audience.
• B2C products may perform well on Instagram, especially in health, beauty, and fashion sectors.
• B2B products are better suited for LinkedIn or Twitter.
• Avoid biases about platforms like TikTok, which now cater to a wider age range.
• Match the ad tone to the platform's user experience.

Defining Business Goals

• Identify specific goals for your social media ads (e.g., increasing sales, promoting content marketing).
• Influence on how you design and target your ads.

Selecting Third-party Tools

• Major platforms have robust ad systems but third-party tools can enhance campaigns.
• Example: HubSpot’s free marketing hub for running ads and integrating with CRM.

Ad Creative and Content

• Utilize platform-native content tools (e.g., Twitter polls, Instagram stickers).
• Point ads to relevant landing pages to improve click costs and scores.
• Use HubSpot’s free landing page builder for tailored landing pages.

Content Promotion Strategy

• Promote top-performing content as it delivers most of the value.
• Test ground for audience resonance.
• Adjust and spend on ads that perform well.
• Balance creative instincts with effective content.

Testing and Optimization

• Social media tools allow multiple ad versions in a campaign.
• Test different elements like ad copy, visuals, and CTAs.
• Don’t use too many variations to isolate effective parts.

Summary of Best Practices

• Choose the best platform for your audience.
• Define business goals and select management tools.
• Promote high-performing content with paid ads.
• Use native content features to boost engagement.
• Create custom landing pages and test ad variations.

Additional Resources

• Sign up for the free digital advertising course at HubSpot Academy.
• Watch more HubSpot videos for tips on social media advertising.

Conclusion

• Focus on strategic decisions before running ads.
• Balance creativity with tested strategies for successful social media advertising.