Speaker 1: You know couch, I love you, but uh, what have you done for me lately? You know what I'm saying? Why don't we switch it up a bit? Nice Advertising on social media is one of the easiest ways to supercharge sales for any business and boost the reputation of any brand if you're Not running ads on social media odds are that your competition is what's up? It's Jamal from HubSpot To help you stay competitive This video is going to teach you some of the best practices for succeeding in social media advertising so that every dollar you spend comes is back in the form of bigger business and better profits. To help make the most of this advice, you're gonna wanna download our free advertising planning kit. You can find the link in the description below. And while you're down there, just a suggestion, be sure to click the subscribe button and select the notification bell so that you never miss a chance to learn more about digital marketing. Let's get it. Before you can start advertising on social media, all right, you need to decide which platform you should be advertising on. That might seem obvious. You might be like, Why is this even a tip? Well, a lot of businesses fail to consider this fundamental decision, unfortunately. I see a lot of ads on one social media site that would probably perform better on a different platform, depending on the business and the audience. For example, running ads on Instagram probably makes sense if you sell a B2C product, especially in health, beauty, and fashion. But B2B ads are usually better suited for platforms like LinkedIn or Twitter, where users are in a more professional or analytical mindset. You know what you gotta do with that mindset? You gotta turn that mindset into a grind set. Ah. At the same time, don't let bias affect your decision. Most people think of TikTok as a platform for just the young people, like me. And that was true in like, I don't know, 2018. But the most recent numbers show TikTok users age 10 all the way up to 50 in almost even numbers. And you can target users by age. So if your demographic is, say, 30 and older, you can prevent users under 30 from seeing your ad. At the same time, TikTok is a fun and play hard to platform. So whatever you're selling, the tone of the ad should match the feeling of the app. Most social media users spend time on multiple apps each day. They can start the day off by checking Twitter for news, pop into LinkedIn during the workday, then relax with some Instagram eye candy before bed. So before you begin advertising, you wanna figure out where your message will be the best received. HubSpot has a whole article breaking down which social media networks you should advertise on in 2021. You definitely wanna click the link, but not until after I reveal a few more essential best practices. I know there's some eager beavers right now being like, I gotta get out of here, I gotta go. Calm down, all right? There's more video, more learning, come with me. The next one is to define your business goals. No matter where on social media your target audience is hanging, that platform will offer tools optimized for specific outcomes. There's a good chance you wanna increase direct sales or signups, but you might also want to leverage social media to promote your content marketing. Yes, the end result is the same, but determining where you want social media ads to feed into your sales funnel can make a big difference in how you design and target your ads. And the last thing you'll need to do before you start running ads is to select any third-party tools to help you run your campaigns. All major platforms offer robust native ad systems and it can be easy to start off there, but there are tons of third-party apps and integrations that can help you maximize the effectiveness and efficiency of your campaigns, especially as they grow. Like a little chia pet, you know what I'm saying? You put in a little water and then whoop, and the water is the third party app. It's a great metaphor that I just gave you. You're welcome. It's easier to start with the right tools in the beginning than to try to migrate later on as your needs grow. For example, HubSpot's free marketing hub allows you to run ads on Facebook, Instagram, and LinkedIn. Pretty nifty. And there are third party integrations that can connect HubSpot to Twitter ads as well. Later, as your business grows, having your social media ads connected to HubSpot will make it easier to start using more advanced advertising methods that can connect to your HubSpot CRM. So start small with free ad features and as you grow, HubSpot grows with you. Even if you're already advertising on social media, it's not too late to bring HubSpot's free tools into the mix. What's important is that before you run any more ads, you consider all three of the best practices we've talked about so far while moving forward. Those are choosing a social media platform that best matches your target audience, defining the business goals you want to achieve with your ads, and signing up for the right tools to help you run your campaigns. Now that you've done this planning, we can actually start running ads. It's about time. And as you can guess, there are lots of best practices that you can implement to make advertising easy and effective. I'm going to keep these relevant to every platform. So no matter what you decide in the preparation steps, these tips will work for you. Let's start with ad creative. One best practice is to integrate platform native content tools into your advertising. Let me show you some examples. This promoted Denny's tweet uses Twitter's built in polling tool to get users thinking about delicious food. While this poll by Evernote gets users thinking about possible ways to use the productivity tool. users love to interact with the stickers that can be added onto reels. This sponsored reel uses the question sticker to engage the audience. In addition to the swipe up CTA to bring the user into the sales funnel. The link leads directly to a landing page for the offer being advertised. This is another best practice for social media advertising. Always point to the relevant landing page. Not only does this prevent the customer from having to search for the offer on your site, it also increases your ad score on Facebook and Instagram, which leads to lower costs per click. And I'm sure there's someone out there saying to themselves, I sure would love a higher cost per click. And to that person, I say, what is wrong with you? Genuinely, I'm concerned. Now, are you ready for the best part? Remember when I told you that you can run your social media advertising campaigns via HubSpot's free marketing hub? Well, that same free suite of tools includes a free landing page builder. So, you can create a custom page to direct your customers to when they click on your social media. You can also set Pixels to track the ROI of your Facebook, Instagram, and LinkedIn advertising with precision. Pixels just go boop, boop, boop. And then you get your sales. That's how it works. And since we're now talking about return on investment, here's another social media advertising best practice. When it comes to promoting your social media content, not all of it is created equal. In fact, it's been shown that the top one to 3% of content delivers more than 70% of your total content value. Marketers are constantly creating content to be shared on social media. And in doing so, it quickly becomes a test ground to discover which pieces of content are resonating with your audience. So when you find content that works, go ahead and double down, triple down, heck, and not to be crazy here, quadruple down, all right, by putting advertising dollars behind it to boost the signal and promote the post. You'll know when it's time to move on when the ROI starts to diminish. But until then, spend, spend, and why don't you spend some more? You know what I'm saying? And even when the numbers dip, try reformatting the same content and spend some more. But when it comes to effective advertising on social media, You have to balance your creative instincts with what works. Yeah. And boosting of the best content works. You have to test your ads to make sure you're getting the best possible performance from a campaign. Fortunately, social media ad tools make this easy by letting you run multiple versions of an ad in a single campaign. You can test different ad copy, visual elements, and CTA all in a single campaign. Just be sure not to run too many variations, otherwise you won't know which parts positively affect your ad. So to review your social media best practices, start with pre-ad decisions choosing the best social media platform for your audience. Find your business goals and select the best ad management tool. Next, you wanna use paid social media to promote your unicorn content and use content features native to the platform to boost engagement for your ads. And finally, create custom landing pages for your social media ads and test variations of those ads to find the formula for success. If you're ready to learn more about social media advertising, you can sign up below for our free online digital advertising 101 course at HubSpot Academy. And keep watching more HubSpot marketing videos for tips on creating Instagram ads and mastering Google ad copy. And don't forget to subscribe to this channel for more strategies, hacks, and best practices when it comes to digital marketing. Now, if you'll excuse me, I'm gonna go try to unravel this. I don't know, I feel like this is either one really long thing or two things put together. You know what I mean? Oh, that was disgusting. I'm so sorry. I'm not sorry. but I won't do it again, for now.