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Trying to better understand Social Media Advertising
Hey all, it’s me the person who got a new job and is stressing out
So…I’ve been in the middle of planning a social media strategy, which includes defining goals and crafting a basic content calendar filled with content themes that would best communicate what the event is all about and provide high value to our defined target audience
Anyway…I was asked to research social media advertising costs and well, unsurprisingly it’s not exactly a static thing. It depends on so many factors including the strategy we choose, ie CPC vs CPM
Because our key key key metric (according to the event CEO) is attendance, would CPM make the most sense? We want to reach as many people as possible, so impressions/reach is really the big thing we are looking for. We want people to see our ads so that they are aware of the event. So awareness is a huge goal
In my opinion, I think we are a bit too ambitious for a local event, but I of course want to give it my all and everything to see this succeed. Obviously social media isn’t the only factor going into the event, but I want to build a lasting community in hopes that the event can go on for many years to come
I would really appreciate any advice you could offer!!! Thanks!!
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1 Reply
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I’m also here to learn 🙂
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There are a lot of factors to consider here.
Who is the target audience for this? You should consider if there are interest or behavior targeting, that would be especially valuable to focusing on, depending on who the event is for. Location targeting is also probably very critical.
Are tickets sales required? What platform do people need to go to to see most of the information about the event? Is it your website? A Facebook event? Some kind of Evite page?
Have they done these events before and if so, what have been the most successful marketing tactics in the past? Maybe it’s best not to reinvent the wheel, but rather accelerate/innovate on what’s already been done.
Typically, advertising on the CPM awareness basis is a good idea for events unless you have enough budget to drive conversion-based activity.
The general rule of thumb is this: if you have a very narrow specific audience, is reach out to position with very narrow specific target. If you have a very broad, general audience, use very broad, targeting and conversion optimization.
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Congratulations on your new job! Planning a social media strategy can be overwhelming, but it sounds like you’re on the right track with defining goals and crafting a content calendar.
Considering your main goal is attendance and awareness, CPM (Cost Per Thousand Impressions) could be a suitable option. It allows you to reach a broader audience, increasing awareness of the event. However, keep in mind that CPM-focused campaigns might not guarantee direct conversions, as it primarily aims to generate impressions and brand exposure.
Since you’re working on a local event, it’s essential to target your audience strategically and utilize geotargeting to ensure your ads reach the right people. Balancing ambition with realistic expectations is crucial, so keep a close eye on the budget and assess the performance of your campaigns regularly to make data-driven adjustments.
Remember that social media is just one part of the puzzle; a holistic approach that includes offline marketing and community engagement will strengthen your event’s success and build a lasting community.
Wishing you the best of luck in your role and the event’s success;)
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