Social media is still a new technology, but it is very difficult for businesses to succeed without an online presence. Businesses are using digital advertising methods on social media to stay competitive, but can’t often strategize a return on investment. Here are some guidelines to optimize your return on investment in social media advertising.

Who Is Your Target?

Picking a target audience is a basic principle of advertising, but social media marketing has more nuances than traditional advertising. Social platforms can pinpoint specific demographics and provide analytics about how they browse or shop. You must be more aware than ever of who would want to reach and how to speak to them.

What Are Your Goals?

One of the biggest mistakes in social media advertising is making a goal to gain followers. If you are looking for a return on your advertising investment, you need to establish metrics and objectives that measure success. Decide internally if you are looking for more appointments, more store traffic, or traffic to a landing page, and always check in on your numbers.

Where to Place the Ad?

Once you’ve decided on your audience, try to imagine their personality to determine what social media platforms they prefer. Do a little demographic research to see who the most prevalent user on each platform is. These things change so keeping up-to-date will let you know if you need to change your strategy at any point.

Who Are You Competing Against?

Avoid any form of plagiarism when researching your competition, but you can draw some inspiration from your competitors. Another tactic you can use is to differentiate yourself among the competition. If you see a window where you can get creative and draw the eye of consumers. Also, see if they are missing a major audience in their advertising and think of how you can talk to that person.

When Do You Post?

Make sure that you’ve learned the appropriate frequency of posting on each platform. If posts are sparser (Facebook, LinkedIn), it will be annoying if you bombard the platform. If posts go out frequently (Instagram, Twitter), you’ll want to make sure your posts are going out enough to be seen.

After you’ve done all this, do yourself a favor and schedule your posts using programs that will do in automatically. Try to put a week’s worth of posts together at once, and it will save you time, effort, and stress.

Make social media work for you by implementing these tools into your marketing plan.