Are you tempted by the promise of thousands of new engagements that Twitter offers in their emails? It’s hard not to resist the urge to spend some money for that kind of exposure.
For just a small investment, you can reach a new audience and gain more email sign-ups, friends, customers, and followers. But is paid social media promotion really worth it?
When we launched JUMP: The Ultimate Guide to Starting and Growing a Business, we decided to test out paid promotions on Twitter, Facebook, and LinkedIn to see how effective they would be.
Our goal was simple – we wanted to share a helpful guide about building a business and reach as many people as possible without any ulterior motives.
If you’re considering running a paid social promotion, go for it! Just be clear about your goals from the start.
Lessons Learned from Paid Social Promotions
Altruistic Content Performs Well
Our altruistic approach to promoting a resource meant to help people succeed without any hidden agendas resulted in high click-through rates. By focusing on genuinely assisting entrepreneurs, we attracted a new audience and saw significant engagement.
On the other hand, a salesy message may not yield the same success as we found through our altruistic promotion.
Facebook Isn’t Dead
Despite initial assumptions, our Facebook promotion was surprisingly successful. We saw high engagement and shares, proving that Facebook is still a valuable platform for reaching audiences.
It’s essential to choose broad messaging and optimize for Facebook’s audience to achieve success on the platform.
Worth Noting:
- Facebook’s algorithm can be tricky, but paid promotions can boost visibility.
- Investing in Facebook ads can yield positive results, as seen in our campaign.
Images, Images, Images
Visual content, especially custom illustrations, played a significant role in the success of our Twitter campaign. Tweets with images performed significantly better than text-only posts, emphasizing the importance of visual appeal.
What you can take away:
- Include engaging images to draw in your audience.
- Custom illustrations are more effective than stock photos.
- Monitor performance and adjust your approach based on results.
Twitter Charges for Everything
While our Twitter campaign saw some success, we encountered issues with engagement quality and deceptive click metrics. Twitter charges for various interactions, which may inflate the perceived success of a campaign.
It’s crucial to analyze all metrics, not just clicks, to gauge the actual impact of a Twitter promotion.
LinkedIn is Expensive, But Worth It
LinkedIn’s hyper-targeting capabilities make it a valuable platform despite its higher costs. By reaching the right audience, we were able to achieve our desired results through LinkedIn promotion.
Targeting specific demographics on LinkedIn can lead to higher quality engagement and better ROI.
Optimize for Mobile, People
Mobile optimization is crucial for any campaign, as a significant percentage of users access content on mobile devices. Make sure your content is easily accessible and readable on smartphones to maximize reach.
Ensure your website and promotional content are mobile-friendly to avoid missing out on potential engagement.
Organic Outreach vs. Paid Promotion
Combining organic outreach with paid promotions can enhance the overall impact of a campaign. Establishing personal connections and seeking feedback from trusted individuals often leads to better results than solely relying on paid advertising.
Quality engagement and genuine interactions are key to building a strong community around your brand.
Is it Worth it?
While paid social media promotion can yield positive results, organic growth and community building remain essential for long-term success. Before investing in paid promotions, define clear goals and consider the value of organic outreach.
Have you tried paid social media promotion? Share your experiences and thoughts on its effectiveness in the comments below!