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Mixing Media: 3 Foolproof Tricks For Paid Promotion

Date published: December 05, 2013
Last updated: December 5, 2013

As marketers, we’ve spent the past two years harping on how important content marketing is to the success of your brand and your website. But we’ve failed to bring much attention to the dirty little secret lurking in the shadows: paid promotion. While this type of tactic is far from new, it’s gaining more traction and providing far better results in the marketing world.

So how do you reap the benefits of this revived concept? Here are three tricks that will make paid promotion a cinch.

Know where your audience lives

Knowing where your audience hangs out is an important part of understanding how to showcase your brand. When conducting market research for your brand or a client, identify the places your audience lives online. Do an overview of websites where your subject matter is being shared and focus on getting in front of those audiences.

It’s also important to understand which social platforms your audiences use regularly. Paid social promotion can be significant to driving conversions when it reaches the right audience. If your consumers are driven mostly by Pinterest, it’s important to be active on the site and work towards promotions on this platform. Same goes with any other social network. Understanding what sites work best for your audience will help you identify where you should pay to promote your content.

Identify content that converts

Paying to promote your content only works if you write content worth promoting. You’ve heard it time and time again: consumers demand useful content. If you present an audience with good and useful content, you have a better chance of winning over new customers. But if you try to promote content that offers nothing more than self-promotion, don’t count on your efforts forging conversions.

When you do have content that resonates with readers, it’s important to take notice. Tracking your distributed content and the conversion results from these efforts will give you a good indication of what content you should pay to promote. If a certain placement is hitting your target audience, chances are you’ll be able to drive more conversions by setting up a paid promotion.

Target your efforts

If you’re running a promotion through a social platform, targeting can be as simple or detailed as you choose. Some platforms allow you to go so granular you can target by what consumers like to do on the weekends. This type of targeting capability makes it increasingly important to understand your audience.

Using audience assessments, as well as using tools within platforms, can be incredibly helpful when targeting. Facebook’s ad manager has the capability to construct a target profile simply by dropping in email addresses from existing customers. The tool builds out an audience scope that is similar in demographic and interests to your current client base. Running a streamlined promotion ensures that you reach the right audience and in turn, garner more conversions.

Paying to promote content is far from a revolutionary idea. It is, however, gaining far more attention and traction in the marketing space as we head into 2014. If your current customer base enjoys your content, those who you want to target will most likely find great value as well. Don’t miss out on the opportunity to easily garner more attention from your audience by trying out these tactics—paid promotion can change your campaigns in the New Year.

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