How to Use Social Media Advertising to Grow Your Business

Learn how to use social media advertising to grow your business. Discover how to create affordable ad campaigns, understand demographics, and track performance.

How to Use Social Media Advertising to Grow Your Business

Building the right tech stack is key

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How to choose the right tech stack for your company?

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What to consider when choosing the right tech stack?

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What are the most relevant factors to consider?

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What tech stack do we use at Techly X?

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What are social media adverts?

Social media adverts are online adverts that appear on social media platforms. They can be used to promote products, services or brands and are usually targeted at specific audiences based on their interests and demographics.

Several different types of adverts can be made for social media platforms. For example, banner ads can be created to promote a product or service on websites and apps. These usually include some form of image or graphic and a call to action such as 'Click here to find out more". Another type of advert that can be used on social media is a video ad. These can effectively engage an audience and promote a product or service in an attention-grabbing way. Finally, sponsored posts can also be effective in reaching out to potential customers on social media platforms.

Why are social media adverts important?

When it comes to social media advertising, there are a few key benefits that make it an essential tool for businesses. First and foremost, social media adverts allow companies to target a specific audience with their marketing message. This is incredibly valuable because it means businesses can reach out to people who are most likely interested in what they offer.

Another key benefit of social media advertising is that it allows businesses to track the performance of their adverts in real-time. This data can be used to refine future campaigns to be even more effective. Finally, social media adverts also provide businesses with an opportunity to build up brand awareness and equity. When done correctly, social media advertising can be a potent tool for businesses of all sizes.

How can social media adverts be effective?

There's a myth in advertising that having a "message" is the crucial determinant of whether a commercial will succeed, so let's dispel that notion.

This goes to show that sometimes, it's not about the message. As long as your execution is strong, people will remember it and that's what counts. So if you're ever stuck on what to do or say, just think about what would be most memorable and go for that.

A message about what you make about your product: the product does the talking and the selling. It tells the consumer who you are and why they should care. It's not a tagline. It's not a voiceover at the end of your ad. It's not about cleverly pulling on heartstrings. It's about being clear about your offering and why it matters.

It takes time to build up trust, and it takes time to establish an emotional connection, which is the foundation of any great brand message.

Marketing is often thought of as primarily concerned with the "big picture". This clever overall concept will capture people's attention and convince them to buy a product or use a service. However, it's essential not to overlook the details in marketing campaigns, as these can also significantly impact their success.

For example, research has shown that choosing the right colour for packaging can significantly affect how appealing consumers find it. One study showed that using yellow packaging increased lemonade sales by over 25%, compared to using other colours, while another found that switching from a red logo to a blue one increased sales by nearly 34%.

Similarly, the layout and design of marketing materials can also influence how effective they are. One study found that simply changing the position of an image on an advertisement had a noticeable impact on people's ability to remember it. At the same time, another showed that making text slightly more significant or more spaced out made it easier for people to read and understand.

It's clear, then, that paying attention to even small details in marketing can significantly impact its effectiveness. Businesses can ensure that they make the most positive impression possible on potential customers by taking care of every aspect of their campaign - from the colours used to the layout of their materials.

Great advertising speaks to the specific needs of its audience and does so in a way that is both memorable and effective. The best ads find the perfect balance between these two elements, creating a relatable and impactful message.

Focus on the specific details that will make the story (or, in this case, the ad/social media ad) more relatable and compelling. In advertising, as in journalism, the small details often make all the difference.

When crafting an advertisement, remember what it is you want your target audience to take away from it. Is it a feeling? A call to action? A sense of urgency? Whatever it may be, ensure that your ad delivers on its promise and leaves a lasting impression.

When we interact with other people, we constantly send and receive different types of communication. We might not always be mindful of it, but our body language, tone of voice, and even how we dress can all send strong messages.

There are four main types of communication: verbal, nonverbal, written, and emotional. 

1. Verbal communication is the use of words to exchange information. 

2. Nonverbal communication is any communication that does not use words, such as body language or facial expressions. 

3. Written communication is any writing message, such as an email or a text message. 

4. Emotional communication is a type of communication that involves conveying feelings or emotions rather than facts or info.

Then about the 'body language, not just the language. How something is said or who says it often matters more than what is displayed.

Body language is one of the essential communication elements, yet it is often overlooked or given less attention than spoken language. It can be powerful in conveying our emotions and intentions and can often speak louder than words. When we communicate with others, our body language makes up a large part of what they see and how they interpret us.

One of the most important things to remember about body language is that it is highly contextual. What may be considered appropriate or respectful in one culture may be seen as offensive in another. Always be aware of the cultural context in which you are communicating, and adjust your body language accordingly.

Our personal experiences and biases can also influence how we interpret someone else's body language. For instance, if we've had a bad experience with someone who looks similar to the person we're talking to, we may automatically assume that they are also untrustworthy or aggressive based on nothing more than their physical appearance. It's essential to overcome these biases and see the person in front of you for who they are, not who you think they might be.

Lastly, remember that body language is often fluid and constantly changing. Body language is much more open to interpretation than spoken language, which follows set rules and has a limited number of possible meanings. The same gesture can mean different things depending on the situation, so it's always important to pay close attention to the nonverbal cues you're receiving from others (and vice versa).

Cinematography is an essential aspect of making a film. The proper lighting, location and clothing combination can make or break a scene. It's critical to be aware of the mood you're trying to set with each stage and choose your cinematography accordingly.

Music is also a vital part of setting the tone for a film. The right song can elevate a scene and make it more emotional or exciting. Conversely, the wrong music can completely ruin the mood you're going for. It's essential to pick the perfect tunes for your movie.

Compare these two videos.

Finally, don't forget about the power of editing. A well-edited film is often more impactful than one that's just thrown together haphazardly. Spend time crafting your shots and putting them in order in a way that tells a compelling story.

Think about the implications for pre-testing and tracking.

If most ads use rational messages, subtle details matter, appearing only in the finished creative work. Are you measuring the wrong thing in the wrong way?

Advertisers need to understand how ads work and what messages they are trying to communicate. This way, they can shape their campaigns to be more effective. However, if most ads rely on rational statements, then subtle details that can only be seen in the finished product may be necessary. This means that advertisers must be careful about what they measure and how they measure it. Otherwise, they may not be able to assess the effectiveness of their ads accurately.

Advertising is a complex phenomenon with many factors at play. To create effective advertising, advertisers must thoroughly understand how ads work and what messages they are trying to communicate. Only by understanding these things can advertisers hope to shape their campaigns in such a way that they are effective. 

However, if most ads work by relying on rational messages, then it stands to reason that subtle details matter a great deal as well. These details may only become apparent once the ad has been completed, making it more critical for advertisers to track and measure them carefully. Otherwise, they risk making assumptions about their ads' efficacy that are not accurate.

How to use Pre-Testing

A helpful way to think about the role of pre-testing is to consider the difference between explicit and implicit responses. Direct responses are those we know and can articulate, whereas implicit responses are more emotional and less conscious. By pre-testing with methodologies that probe for implicit responses, we can get a sense of the emotional reaction that an ad may elicit, which can help us understand its effectiveness.

One popular method for measuring implicit responses is the Implicit Association Test (IAT). The IAT is a reliable measure of attitudes and beliefs that people may not be aware of or able to articulate. In other words, it can help us understand people's hidden biases.

Here is a link to IAT at Harvard

The IAT measures how quickly people can associate different concepts with one another. For example, in one IAT test, participants might be asked to sort words like "love," "joy," and "peace" into one category while sorting words like "war," "hate," and "anger" into another type. The speed with which participants can do this task provides insight into their underlying attitude towards the two groups of concepts.

If you're interested in using the IAT as a tool for pre-testing ads, there are a few things to keep in mind:

  1. As with any research methodology, it's essential to understand the limitations of the IAT before relying on it too heavily.
  2. Because the IAT measures reactions that people may not be aware of or able to articulate, it's essential to supplement it with other methods that focus on direct responses (such as surveys).
  3. Remember that even if an ad elicits positive implicit reactions, this doesn't guarantee that it will be effective; context is also essential. (for example, an ad featuring images of war might still be effective if its purpose is selling anti-war merchandise.

Pretesting Messaging 

One of the significant flaws in proposition/message testing is that it can only assess the surface-level features of the messaging. Such as its word choice and grammar, proposition/message testing doesn't give a complete picture of how effective the messaging will be in real-world scenarios.

Another flaw with this type of testing is that it relies heavily on people's self-reported responses to questions about the messaging. This can be problematic because people are often not aware of their own biases and prejudices, and they may not accurately represent their true feelings about the messaging in question. Additionally, people's responses to questions about messaging can be influenced by various factors (such as social desirability bias), making it difficult to obtain accurate data.

Overall, proposition/message testing has several significant flaws that should be considered when designing research studies. Despite its limitations, this testing type can still provide valuable insights into how people react to different kinds of messages.

What are some things to avoid when creating social media adverts?

When creating social media adverts, avoiding using too much text is essential. This can make the advert seem cluttered and busy, turning potential customers away. It is also vital to avoid being too salesy in an advert, as this can come across as pushy and off-putting. Finally, using generic images is also something to avoid, as these can be seen as unprofessional and bland.

A highly targeted approach isn't always your friend

It's no secret that social media marketing can be highly effective in promoting your brand or business. However, one of the most common mistakes made by companies is targeting their content too narrowly. When you segment your audience too much, you risk alienating potential customers who might otherwise be interested in what you offer.

Instead of segmenting your audience based on age, gender, location, or interests, try taking a more general approach. This doesn't mean that you shouldn't target your content at all - after all, there's nothing wrong with creating specific content for specific audiences - but it does mean that you should also create content that has a broader appeal.

Not only will this help you reach a more significant number of people, but it will also help you build deeper relationships with your followers. By creating content that appeals to a wide range of people, you'll show them that you're not just trying to sell them something - you're trying to connect with them on a human level. And that's the kind of connection that leads to lasting relationships (and customers).

Some cautionary notes for social media advertising

Social media adverts can be a bad thing because they can be deceptive. For example, a company might make an advert that shows a person using their product in a certain way, but in reality, the product doesn't work that way. This can mislead people into buying something that isn't what they thought it was.

Another reason why social media adverts can be harmful is that they can be repetitive and annoying. If you see the same advert repeatedly, it's likely to irritate you and make you less likely to want to buy the product.

In conclusion, social media adverts can be a great way to reach a specific audience.

When done correctly, social media adverts can be a great way to reach a specific audience with your marketing message. However, there are a few things to avoid when creating them.