I thought it might be interesting just to record some of my findings from my Facebook and LinkedIn advertising. I’ve not tried Twitter yet but I’d like to. We committed a small budget to the advertising just to test what the reaction would be to help with planning for 2012.
Here’s a quick summary of my key learnings (of course this may all vary for you):
- Facebook niche advertising works better with some products than others.
- LinkedIn niche advertising to users in specific business roles doesn’t always seem to produce results.
- A/B testing titles, text and images is very important, you might be surprised at what switches people on.
- Plan the whole campaign before-hand even if you deviate from it, and keep a record of what works.
- Using holidays when people are online more can increase your click-to-like rate on Facebook.
- You can quanitfy a like in terms of cost per campaign but that doesn’t necessarily equate to value of the ‘like’.
- People on LinkedIn are interested in content more than product and the prefer video content to infographics and guides.
- You need to invest quite a bit in one campaign to see results that can be analysed.
- Sometimes social advertising campaigns have more effect over time rather than requiring a large investment all at once.
- It’s important to tag links to double-check the statistics.
- Advertising strategy will vary depending on your overall campaigns.
- Vary the audience depending on the specific content to get better click-to-‘like’ results.
- i.e. New cake recipe on the blog, find people who like cake-making, cupcakes etc. not just cooking.
…and to give you an idea of how much a ‘like’ could cost. Mine were in the region of £3.50 per head.
- Higher number of people engaging with our content, whether on Facebook or the main site.
- Greater brand awareness.
- An increase in brand trust, showing our knowledge in the field.
- More new visitors.
- Leads originating from social links.
Has anyone else had any experience with social media advertising?