Paid social media marketing

Social media is everywhere. Almost 8 in 10 Australians use social media — and one-third of those users check their social accounts more five or more times a day.

Social media marketing is a huge part of modern business strategy, yet only one-quarter of Australian small businesses advertise on social media.

There are many reasons for this. Some small business owners may have lost money or felt it didn't deliver the desired results; others might never have tried it simply because they weren’t sure how to start. To that end, this digital masterclass will explain how to make the most of advertising on social media. It will explain how social media advertising works, how to segment audiences and come up with advertisements, and how to measure results.

Watch: Paid social media marketing

Key takeaways

  • What is social media? Social media allows people to create, post and exchange ideas and information through virtual networks and communities. In a business context this translates to social media marketing: connecting with audiences, building brands, driving website traffic and increasing sales.
  • Why pay for social media marketing? Advertising on social media offers certain advantages over general content posting. It allows you to target specific audiences (like age, gender, country, behaviour or interests); create and test specific advertisements for various audiences; and measure performance.
  • How to select a target audience. Knowing who to advertise to (the target audience) requires you to understand what you want to achieve from the advertising. Know your audience’s preferred digital platform(s) and where they engage with your brand. Research advertisements that are likely to suit your product or service. Then, focus your marketing on your target audience, and exclude the rest with the platform’s audience filter options.


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