The cost of not knowing your #audience personas and engagement affinities on #socialmedia could potentially involve inefficient ad spending on users who don't resonate with your #content or the creation of irrelevant content that does not resonate with your target users. By understanding the implications and costs involved, marketers will then be able to value the importance of using objective #data of users who have engaged with their #brand pages. By applying these audience insights during #campaign planning and optimization windows, you will then be able to achieve greater success in hitting the mark with your #marketing objectives.
Conversational Ads are Promoted Tweets with compelling images or videos that include CTA buttons with customizable hashtags. They prompt users to spread your message to their followers, further expanding your reach. When a call to action button is tapped, the Tweet composer opens with a pre-populated brand message accompanied by the creative and hashtag buttons. The consumer can then personalize the Tweet and share it with his or her followers. Finally, the new Tweet appears to the consumer’s followers in their timelines, and it includes the brand’s original photo or video. Each shared Tweet is powerful because it drives earned media for the brand at no extra cost, resulting in higher ROI. Additionally, research has shown that organic conversation about a brand delivers significant value for advertisers.
FB launched Creative Hub in response to the needs that it heard from the creative community, who told them that they needed a tool to help them experiment with content creation on Facebook and Instagram – including trying new formats, previewing ideas on mobile screens, collaborating internally and sharing mock-ups with stakeholders.
LinkedIn recently launched its lead gen form solution which comes pre-filled with member profile data and helps to reduce mobile conversion barriers. With the new ad format, advertisers can add CTAs to their sponsored ads and automate the collection of reliable leads. A pilot study showed that the CPL performance of this new ad format exceeded the planned and actual CPLs of past campaigns. The firms participating in the pilot also found the overall lead quality to be more valuable due to the professional audience and accurate contact information associated with each lead. Similar to Facebook, LinkedIn has tweaked its lead gen strategy by focusing on connecting the dots between branding and lower-funnel tactics by offering firms the opportunity to auto-plug quality leads into their CRM systems, ultimately leading to higher ROI on ad campaigns.