7 Ways to Stretch Your Social Media Marketing Budget for Maximum Impact

In the ever-changing world of social media, businesses need to be smart about how they use their marketing dollars. Trends change quickly, so you need to make sure you’re optimizing your strategies to get the most attention for your social media ads.

The members of Ad Age Collective know the ins and outs of social media marketing. That’s why we asked them to each share one way a business can make the most of their social media advertising budget. Read on for their best answers.

1. Use demand signals like intent keywords.

Too often, we guess what interests prospects, and then we start writing, tweeting, and posting. What if you could flip the script and really find out what interests them? The reality is you can. By updating your strategy to always start with intent keywords, you know what really matters to your ideal customer profile (ICP), so all your content, social media, and ads are driven by those intent keywords. information. – Latan Conant, 6sens

2. Target your audience carefully.

Social media advertising offers one of the best ways to target a target audience. By focusing your strategy, you can reach the right people at the right time and in the right place for a budget that suits you. Taking advantage of the services of some of the big advertising channels allows even small brands to find their audience quickly and efficiently. – Maggie O’Neill, peppercom

3. Promote your earned media on social media.

One of the biggest problems with social media ads is that people don’t trust them. One of the biggest problems with positive media coverage is that too few people see it. On the other hand, you can control your social media with great precision, and people trust editorial content far more than ads. Combine the persuasion of earned media with the precision of social media for a big win. – Dan Beltramo, Exclusive (formerly AirPR)

4. Produce personalized content for very specific clients.

Too often, companies try to talk to everyone with their ads, but this leads them to talk to “nobody” and spend exorbitant amounts of money on ads with limited ROI. Instead, narrow your content down to very specific target customers (exactly down to an individual person is best). Not only will your content convert better, but you’ll also spend less per ad because you’re not trying to target the whole country. – Patrick Ward, Root

5. Post less content and participate more.

Limit the amount of content you produce. We call this “enter and don’t post”. Only say something when you have something worth saying. You can solve specific problems and then make sure you’re super efficient with your spend by targeting content to audiences when they need it. The end goal is to create real value by producing content that has meaning, resonance and relevance. – Marc Landberg, SOCIAL DEVIANT

6. Be engaging and authentic.

Having a social media campaign that engages consumers or influencers and gets them to share and repost across all of their platforms is the best way to stretch the budget. It’s the most authentic because it’s something that people really want to share with their personal audience because they’ve found it valuable themselves. – Jessica Hawthorne-Castro, Hawthorne Advertising

7. Track data.

Social media advertising should follow the same rules as other advertising or marketing campaigns: it should be data-driven. If you leverage your organization’s existing data (from a CRM platform, for example) and combine it with a platform’s recommended audience, you’ll be more successful in getting your message in front of your audience. most valuable customer. In addition, it does not require any additional budget! – Brad Wensel, Health levels