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Trust your existing newsletter, social followers or email outreach will not do justice to your releases. By increasing your signal with paid social networks, your brand introduces new audiences and improves traffic and launch results. On today's Whiteboard Friday, We welcome our good friend Kane Jamison to highlight four simple and practical tactics that you can start using as soon as possible..

So that can be really cool for him team recognition if you are trying to build thought leadership in your space. It's a great way to present the face of your team members who might be speaking at industry conferences and events.. It's a great way to get people to recognize your name or maybe just help them feel closer to your company because they recognize your voice and face..

Similar audiences

All of those tools are great ways to create short videos of 20 seconds and 60 seconds. They allow you to create subtitles. So, if you are scrolling through a social feed and watch an autoplay video, there is a good chance that the audio is turned off, so you can create subtitles so people know what the video is about if it's not instantly obvious The video itself. So, that's a great way to get a cheaper distribution than you could get from your typical graphic ad, and it will really stick with users because most of the other companies are not spending the time to do it

We can upload them to a personalized audience on the social network of our choice and then create what is called a similar audience. In this case, I would recommend what is called a “audience similar to one percent”. So, if you are targeting people in the US. UU., Means one percent of people in the US. UU. Which are more like your audience. So, if your audience are men of 35 a 45 years, generally interested in a specific topic, the similar audience will likely be a bunch of other men in a similar age group who like similar topics.

Influencers

Facebook is making that choice, which means you may or may not get the perfect audience from the start. Thus, it's great to try additional filters in addition to the default similar audience. So, for example, could focus on people by household income. You can target people for additional interests that may or may not be obvious from the personalized audience, just to make sure you're only reaching users who are interested in your topic. Whatever it is, if this is going to end up being three or four million people in one percent of the country, it's probably good to go ahead and filter it to a smaller audience that is a little bit closer to your exact target than you want to reach. Great way to build brand awareness with that target audience.

The next thing I'd like you to try is to put your ads and content in front of influencers in your space.. That could mean

  • Bloggers
  • Journalists
  • Or it could just mean that people like Facebook page managers , people who have access to a Facebook page that can share updates. Those could be social media administrators . That could be bloggers. It could even be someone to run the local church page or a PTA group . Anyway, those people will probably have a lot of contacts, they are likely to share things with friends and family or followers on social media

Higher cost but embedded value

When you start posting ads for this group type, you will find that it costs a little more per click. If you are used to paying $ 0.50 a $ 1.00 per click, you can end up paying $ 1.00 O $ 2.00 per click to reach this audience. It's okay. This audience has much more embedded value than the typical user, because it is likely that, on average, have more reach, more followers, more influence.

Shared CTAs test

It's worth trying to share the call to action. What that means is encouraging people to share this with some people who they know might be interested. Posting it on your page is even worth trying. It may or may not work all the time, but it certainly is valuable to try.

I recommend combining that with broad interests . So, if I'm targeting journalists because I have a new piece of investigation, it's great for us to unite interests that are relevant to our space. If we are in medical care, we could reach out to people interested in health care and the FDA and other large companies in the space who would likely be following for updates. If we are fashionable, we could be selecting people who are fans of big brands, Nordstrom and other people like that. Whatever it is, you can take this audience of a few hundred thousand or whatever it comes down to just a few thousand and really focus on the people who are most likely to write or influence your space.

Retarget non-subscribers

The fourth thing you can try is to redirect non-subscribers. So, a big goal of content marketing is to have those pop-ups or calls to action on the site for people to download bigger content, download a checklist, whatever is, so we can get them in our email newsletter. There are a lot of people who are going to click outside of that. 90% a 95% of people who visit your site or more likely won't take that call to action.


So, what we can do is turn this into more than one social ad unit and only show the same message to people who have not registered on the site. Maybe they just hate the default pop-ups. They will never sign up for them. It's okay. They may be more receptive to a main Facebook ad that says “to subscribe” O “descargar” instead of something that appears on your screen.

Redo split tests from your site

We can continue testing messages. So, if we are testing messages on our site, we could take the first two or three and test those messages in the ads. We might find that different messages work better on social media than on pop-ups or banners on the site.. Thus, It's worth redoing split tests that seemed conclusive on your site because things could be different on social media.


So that's it for today. What I would love you to do is if you have some good guidance examples that worked for you, messages that worked for you or just other paid social tactics that have worked really well for your content marketing campaigns, I'd love to hear examples of that in the comments in the post., and we'll be happy to answer any questions you have about how to do some of these things. Whether it is directed questions, how to set up similar audiences, anything like that, we will be happy to answer questions there too.

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