When it comes to catering sales, it takes a multi-dimensional strategy to build sales and increase buzz. Included in that strategy should be social channels such as Facebook and Twitter. This is because consumers spend approximately one out of every five minutes on social network sites, which makes them active areas for advertising.
“If for some reason you’re not doing social media advertising, it’s probably a good idea to start thinking about it,” said Mike Tyler, founder and CEO of War Room, Inc. “You can be extremely successful if you do it right.”
While there are a multitude of social media sites ripe for advertising, Tyler said Facebook and Twitter are the easiest to get into. For starters, they are where a majority of people spend their time, they don’t have minimum ad spend requirements and their options are relatively similar.
When using these channels. brand marketers should pay attention to their quality ad score, advertising keywords that are tracked and monitored based on consumer relevancy.
“Quality scores have been huge in Google for a long time and we’re starting to see it now on social platforms. These scores are all about relevance and high quality scores means lower ad costs and more engagement,” Tyler said.
There are huge discounts or huge penalties based on the engagement rates of ads. This is because social platforms don’t want advertisers sponsoring or promoting junk.
Companies can find out what their quality ad score is by using a back-end reporting feature, which tracks actions, impressions and relevancy scores.
Another thing marketers must keep in mind is quality of each social ad. Junk ads lead to less audience engagement and brand dilution, creating a negative impact on sales.
“There is what you as a marketer want to talk about and then there is what people are interested in consuming. And so you have to find this happy medium between what people are both interested in and what is relevant to your business,” Tyler said.
“Where things get off the rails is when companies are overtly self promotional and nobody cares about that and of course nobody engages with that. So people start to think social ads don’t work. Well they do work and the success you can have is astronomical if you can just stop promoting junk ads.”
Other opportunities that exist include direct promotions to in-market segments and layered demographic marketing. Social ad campaigns that use in-market segments give brands the ability to get their name in front of consumers as they are searching for a specific service.
“So you can advertise directly at the moment of intent,” Tyler said.
While brands can also use Google ad words to conduct specific demographic targeting based on gender, age and parental status, demographic targeting through Facebook and Twitter can go much deeper. This includes consumer insights such as education level, home ownership or recent charitable contributions, among others.
“If you know your target market well there are probably a lot of signals that you can find about this target demographic on Facebook and Twitter that will allow you to reach just the right people,” Tyler said.