Paid Media Advertising: Definition, Types, and Strategy

Paid media advertising is that part of marketing and advertising that requires the purchase of ad space to promote a brand to larger audiences. Brands pay for content promotion to spread their message to audiences, at scale. Paid media advertising is part of a brand’s strategy to increase traffic, sales, and conversions through clicks, and ultimately increase revenue. Continue reading for details.

Paid media is marketing that you pay for. Paid media includes TV ads, print advertising, sponsorships, and other types of media.

In digital marketing, paid media includes pay-per-click (PPC) ads, paid social media ads, and search engine marketing (SEM).

Why is Paid Media Advertising Important?

Paid media is considered to be essential in a complete digital marketing strategy. Different from inbound marketing, paid media allows you to instantly get in front of your target audience and engage them where they are already spending their time.

Paid media is when a small business pays for placement on a platform such as a website, a search engine, social media, video ads, website pop-ups, newsletters, etc.

By using paid media, you can reach audiences that may never have discovered you on their own. Examples include; Paid search results, Facebook and other social media ads, Newsletter sponsorships, Influencer marketing, etc.

Types Of Paid Media Advertising

The concept of paid media has evolved to become the structured, multifaceted operation it is today. In this section, we’re digging into the various ways you can promote your brand through paid media. Here are the top five types of paid media.

Paid Social Media

Probably the most popular of the lot, paid social media needs no introduction. We see it in our everyday lives while scrolling through social media platforms.

Almost every social platform now offers paid options, where you can pay to publish ads for platform users to see, depending on their interests, behavior, demographics, location, etc.

Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat, and Pinterest are the top-performing channels for paid social ads.

Each offers a business account that lets you create ads, or boost existing posts. Some even let you prompt users to message you, like your page, and help you get more leads and site visitors.

Instagram, TikTok, and Snapchat are also known for influencer marketing where an influential user is approached to promote brands/products to their loyal followers and fans in the brand’s niche.

Influencers are paid a negotiated amount or a percent of the sales, or some even accept gifts and goodies in return for a post about the brand.

Search Engine Ads

These include Pay-Per-Click (PPC) and Pay Per Impression (PPI) ads. PPC are those ads that appear on a publisher’s/media owner’s site but the advertiser is charged only when a user clicks on it.

These ads appear on search engine results pages almost like a native ad at the top, with an indication that it is an ad.

They also appear on websites and blogs on the top, left, or right panel – or even at intervals within the content itself.

To effectively use PPC, you will first need to identify the relevant keywords and ensure the bid amount is reasonable enough not to impact your return on investments negatively. Executed correctly, your PPC ad can guarantee you pay for high-value customers with a good chance of converting.

PPI ads are charged each time your ad is displayed on a site, irrespective of interaction or being clicked upon.

They are usually charged per thousand impressions, also known as CPM, as mentioned above. PPI ads can be cost-effective if your ad gets clicked on in addition to simply receiving an impression when compared to CPC ad prices.

Banner Ads

Banner ads, also known as display ads and web ads, are usually visual, image-based ads that show up on websites for a limited period and leads the user to the advertiser’s site or a specific landing page. This type of ad is embedded into the publisher’s website in the form of an image or gif.

The performance of the ad is recorded by its click-through ratio, that is, the number of clicks that come through to the targeted landing page from the publisher’s site divided by the number of ad impressions.

Native Ads

Native ads are those visual or text ads that match the design, typeface and look of the website they are on.

They show up on publisher websites as In-Feed, Sponsored/Recommended Content, Search & Promoted Listings, Promoted Stories, and so on. This type of ad also includes advertorials that inform and influence conversions.

According to Outbrain, native ads get 53% more attention than display ads. This is because ad fatigue doesn’t set in, and the ad doesn’t stand out as a purely commercial piece of content. Native ads are popular across social media channels such as Facebook, Twitter, and Instagram.

OOH and DOOH

Out-of-home (OOH) advertising and digital out-of-home (DOOH) advertising reach users while they are outdoor and in public spaces.

OOH has been a part of traditional advertising to reach users while they commute, shop, etc. via billboards, posters, bus shelters, benches, cinemas, etc. This channel of advertising had no digital or programmatic involvement.

DOOH has taken OOH to the digital realm with in-store kiosks, digital billboards, digital signage, display screens, etc.

The DOOH ad process is becoming more valuable today owing to increasing capabilities and effectiveness.

The ads are no longer a printed banner but a neon board with fully functional screens that can even be interactive. DOOH is also programmatic, making it easier to use and measure.

Paid search enables brands to connect with consumers at the exact moment they are actively searching for information related to their products and services.

Paid media advertising can be leveraged to increase the effectiveness of content marketing, boost your online presence, and drive business performance.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel June 3, 2021 0 Comments

Social Media Management: Definition, Tools, and Tips

Social media management is the process of analyzing social media audiences and developing a strategy that’s tailored to them, creating and distributing content for social media profiles, monitoring online conversations, collaborating with influencers, providing community service, and monitoring, measuring, and reporting on social media performance and ROI. Continue reading for more details.

All tasks, which were once marginalized by businesses, have now stepped into the limelight of companies’ marketing strategies.

Why? Because social media provides great money-making opportunities – on the condition you manage your social channels in an organized, efficient way.

What Is Social Media Management?

Social media management is the process of creating, publishing, promoting, and managing content across social media channels.

Social media management goes beyond just posting updates to your company’s social media profiles.

It also includes engaging with your audience and looking for new opportunities to increase reach and visibility.

Why Practice Social Media Management?

SM management offers several benefits, including:

Cost: No matter your marketing budget, social media is a cost-effective initiative. It’s free to join social media networks, post content, respond to user comments, and more.

Even advertising offers a profitable channel for reaching your audience and building an online following.

Reach: Social media networks, from Facebook to LinkedIn, can connect you with users across the world. You can also use social media platforms, like Pinterest, to reach niche audiences.

Traditional marketing and advertising can’t match the reach — or price — or social. That’s why social media management is a must for businesses.

Users: Incorporating social media into your marketing strategy allows you to align your marketing initiatives with user behavior.

For example, 74% of people now use social media when making purchase decisions. Not to mention, 80% of people get advice about a purchase through social media.

Performance: Marketers and business owners alike agree on the performance of social media marketing and advertising.

Via social, companies can build their brand and even generate leads and sales. Almost 45% of business-to-business (B2B) marketers, for instance, have earned a client through Facebook.

With social media’s multiple advantages, it’s worth considering your marketing strategy.

Basic Social Media Management Strategy

Developing a social media strategy is an important part of making sure that each of your campaigns is helping you get closer to meeting your marketing goals.

After you have decided which channels you plan to use, you’ll need to consider how often you plan to post and what types of content you will post.

Start by considering what you know about your audience.

What type of content do they like best?

Develop content that’s engaging but also speaks to their needs and challenges. If you need help getting started, check out these social media marketing ideas.

You should also consider how you plan to make engagement and response a consistent part of your social media management.

Do you plan to reach out to fans and followers and start a conversation? How often will you respond to questions and concerns posted on your page?

Do you plan to use contests to engage your audience? All of this should be somewhere in your social media strategy. You should summarily practice these:

  1. Creating a Social Media Schedule
  2. Creating and Posting Content to Social Profiles
  3. Responding to Fans and Followers
  4. Engaging with Others on Social Platforms
  5. Creating Social Media Advertising Campaigns
  6. Managing Contests and Giveaways
  7. Tracking Performance Over Time

Hire A Social Media Management Company

Knowing what the subject is and why it’s important is only half the battle.

Now, you have to put that knowledge to use and start making decisions about your company’s social media management.

For many small businesses, there just isn’t enough time or resources to dedicate to effective social media management.

Posting quality content consistently takes a lot of time and effort that some small business marketing teams just don’t have.

Not to mention, you may not have anyone on your team with the expertise or skills needed to implement effective campaigns.

This is where a social media management company comes in.

A social media management company like CHROMITE SOLUTIONS  helps supplement your digital marketing efforts by providing expert social media marketing services.

Not only do we have the time to dedicate to implementing your campaigns, but we also have the skills and knowledge needed to ensure that your social media efforts are a success.

By this point, there should no longer be a question about what is social media management.

Outsource Your Social Media Management

A lot of businesses try to launch and maintain social campaigns, including your competitors. Get ahead of your competition and use social to its full advantage by exploring and investing in social media management services.

The business potential of social networks is immense. Brands can leverage social media platforms to successfully drive their objectives across the marketing funnel, from raising brand awareness to increasing store visits.

But to be able to accomplish this, they need efficient social media teams.

The more goals you want to achieve through social media marketing, the more people dedicated to this channel you’re going to need. This demand will eventually lead to building complex social media team structures.

If you’re a large brand, you might even have multiple teams in different offices and regions of the world, leveraging different strategies to meet different targets.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel June 3, 2021 0 Comments

Digital Marketing Courses 2021: Free Learning Platforms and FAQs

Digital marketing is the component of marketing that utilizes the internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Continue reading for details on free digital marketing courses and FAQs.

Digital Marketing Courses 2021: Free Learning Platforms and FAQsIts development during the 1990s and 2000s changed the way brands and businesses use technology for marketing.

After all, internet usage has more than doubled over the past decade and this shift has massively affected how people purchase products and interact with businesses.

There are many digital marketing strategies, including:

Search engine optimization (SEO)

Display advertising

Social media marketing and advertising

Content marketing

Mobile marketing

Search engine marketing

Email marketing

Here are free and paid digital marketing courses and platforms you should enroll in:

1. Fundamentals of digital marketing

Here you will master the basics of digital marketing with our free Interactive Advertising Bureau-accredited course.

There are 26 modules to explore, all created by Google trainers, packed full of practical exercises and real-world examples to help you turn knowledge into action.

Getting certified shows employers that you have a clear understanding of the core concepts of digital marketing. You can also add the qualification to your CV, and easily upload it to your LinkedIn profile.

These courses are certified by Google Digital Skills For Africa. They include the following:

Search Engine Optimization (SEO)

You’ve likely heard of the term SEO but maybe you weren’t sure what it means. SEO stands for search engine optimization and it’s the act of increasing the quantity and quality of traffic to your website through organic search engine results.

While there are a few search engines out there, the most popular is Google. An effective SEO strategy follows specific guidelines and best practices that will ensure a website ranks on the first page of search engine results.

To rank on the first page of the search engine, you need to structure your website and pages to attract organic traffic.

Without SEO, it’s almost impossible to grow an online business organically and you’ll need to also use paid advertising.

SEO is also closely related to other digital marketing elements like email marketing and content marketing. They work together to give customers high-quality content.

An effective SEO campaign addresses three key elements: your website, Google, and your audience. Google then ranks your site when a search query that matches your focus keyword is entered.

You might be wondering, how Google does that. When Google bots assess your site, they take into consideration the site’s structure and content.

They then match your content with search queries and related keywords to determine how relevant your content is to these questions Google also checks for quality links to your website—links tell Google that other people value your content and that it’s a reliable source of information.

Several good-quality links directed to your site will increase your chances of a higher Google rank. Not all links are good for SEO—links from high authority sites, like news organizations and professional associations, are what Google considers good signals.

Search Engine Marketing

Search engine marketing, also known as SEM or search marketing, refers to all the processes involved in generating traffic from search engines

SEM includes SEO (which to some extent is theoretically true), but practically, it is quite different. The core of an effective SEM strategy is paid advertising through platforms like Google Ads or Bing Ads.

Email Marketing

According to research from Campaign Monitor, every $1 put into email marketing generates $38.

For this reason, email marketing is one of the most popular digital marketing techniques among digital marketers. It is so popular that 82 percent of B2B and B2C companies are using it.

Successful email marketing campaigns share relevant, timely information that is personalized to the recipient.

Segmentation is an essential component of email marketing; it ensures that you’re reaching the right people at the right time.

When you understand their position in the buyer’s journey, you can email them information to help them make a purchasing decision.

Educational content can come in many forms, but emails typically share blog articles, white papers and eBooks, and webinar offers. Instead of sending links to external content, you can also write robust newsletters that educate.

In addition to educational content, you can inform them about promotional offers in an attempt to persuade them to take action.

Content Marketing

Wikipedia defines “Content marketing as any marketing format that involves the creation and sharing of media and publishing content to acquire customers

Content marketing is permission-based marketing. Potential clients opt-in to this type of marketing and sometimes share it.

To gain the trust of your potential customers, you need to be able to provide them with something relevant; content marketing is built on this idea. Content marketing should be helpful while subtly guiding readers in their decision-making process.

According to the Content Marketing Institute, “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience–to drive profitable customer action.”

For example, I sell T-shirts online. Instead of focusing on my landing page and product description, I can direct my effort into content which my prospective customers may read before trying to make the purchase.

Social Media Marketing

Social media marketing involves the use of social media platforms as channels to reach large audiences.

On social platforms, you can grow an organic audience of followers or you can use paid social advertisements to reach your target demographic.

Most brands use both strategies, as they work well together. The most popular social media platforms, Facebook and Twitter, have more than 2 billion and over 330 million users respectively.

Most businesses using social media marketing understand the importance of engaging their target audience and doing it consistently.

Therefore, creating engaging videos and high-quality content with amazing deals and offers for your audience will help you to increase brand awareness and generate more conversions.

Are you starting to see how these digital marketing tactics work together? A successful social media strategy needs high-quality content to engage followers.

The same goes for email marketing. Brands must create content and then distribute it through other digital channels.

Digital Advertising

Digital advertising can also be referred to as paid advertising. It refers to every strategy and process involved in generating referral traffic to your site via paid digital display ads.

Marketers often conduct digital advertising on different platforms, depending on where their target audience is most concentrated. Some of these platforms include:

Google (Adwords), Facebook, YouTube, Pinterest, LinkedIn, and Twitter.

Mobile Marketing

Mobile marketing, as the name implies, is a digital marketing technique that involves marketing strategies focused on mobile users.

Research shows that more than 80 percent of internet users own a smartphone, so this is an important niche to reach out to. In this case, the marketing strategies are mobile-based. Examples are; SMS, MMS, mobile apps, and websites

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Emmanuel May 19, 2021 0 Comments

Sell More on Social Media with Valuable Contents

Everyday your prospective customers are faced with thousand of tonnes marketing contents from over 85million business profiles on Facebook and Instagram combined, each aiming to leverage the power of these social platforms to achieve one business goal or the other. Now that’s huge competition for your brand whether big or small. Now you might be thinking, what can I do to beat the competition?

In order to beat this competition, you’ve done various things to upgrade your social media game including creating stellar visual contents, made your social media feeds aesthetically appealing, invested a significant part of your budget on sponsored post, yet despite all your efforts your target audiences are not showing interest in your products and services, invariably sales conversion on social media is still low.

What are we not doing right? Why are our customers not coming back? What can we do to build a loyal customer base on our social media platforms? I’m sure these and many more are questions you have asked yourself countless number of times. Well here’s the golden answer.

Make Your Contents Valuable

When you go social with your brand don’t base your post solely on marketing messages, create value with your posts. In fact, according to some experts, contents not related to marketing of your products and offers should make up 80% of your social posts.  Spice up your content strategy with valuable contents that your target market want.

So,what makes up a valuable content? Irrespective of the evolution that the social media landscape has gone through since it’s birth, the underpinning reason for it’s creation still stands, people get on social platforms to get informed about various aspects of their lives, entertained and interact with the rest of the world. Therefore, as brand seeking more loyal and engaging customers on social media it’s your utmost responsibility to ensure that your audiences are not starved of these fundamental elements.

Your contents become valuable when your audience perceive them as educative or entertaining. To get started on that, you need to be conversant with topics that your audiences need more knowledge about, social conversion they are into, fun contents that they find relatable.

Educate your audiences about your products and offers, share industry-related tips that interest your audiences, DIY videos, recipe videos, clothing styles inspirations. Curate and share funny contents that your customers can relate with, participate in social media challenges, you could start one for your social community. These and many are examples of things you can do to make your customers loyal to your brand and make them keep coming back.

In a nutshell, a large portion of your social contents should be more focused on information that your target market finds valuable and not solely focused on what you want them to buy from you. Your customers don’t want to be sold to every time, they want to entertained and educated.

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Emmanuel October 12, 2020 0 Comments

Boost Engagement On Your Instagram Post With IG Stories

Now that you are on Instagram you have probably come to the realization that getting noticed on IG is not as easy as it seem especially with the ever changing algorithm that’s constantly declining the rate of reach of organic posts. The frustration that you feel every time you view your organic posts analytics and realize that not even one tenth of your followers saw your post can not be overemphasized.

Despite all the efforts put into crafting that visually appealing content, your post is not reaching your target audiences, if they are not seeing your content, how will they engage with it let alone carry out the desired action you expect from them and with an already stretched budget, running ad campaigns is not a luxury you can afford all the time. What should I do to boost the reach of my organic post?

IG stories are quick photos and videos often accompanied with visual filters and features often displayed at the top of a user’s IG timeline. Stories disappear after 24 hours for viewers but high performing stories can be stored in an archive which can be reposted again.

Instagram stories, yes!!! Instagram stories, the Snapchat model Instagram copied and launched in 2016. Since it’s launch IG stories has grown in popularity with over 500 million people viewing stories in a day and one third of the most viewed IG stories belonging to business thus providing business both big and small and avenue to showcase their products at no extra cost. What’s IG Stories?

If you want your audience to see your brand frequently at no extra costs,IG stories should be your new best friend. The strategic position of IG stories ensures that you are more likely to show up in front of your customers more often. Likely? Yes ,likely.

Although, you have a high chance of been seen if you use stories to exhibit your contents, Instagram will only give your stories priorities on your target audiences timeline if they engage often with your stories.

To create engaging IG stories, your contents needs to have a personal feel. Loosen up a bit with your IG stories, make them look as natural as possible, unfiltered, let your stories radiate the funny aspect of your brand.

Here are examples of things you can incorporate into your IG stories, organize Q&A sessions, quizzes, flash sales and discount announcement, teasers about upcoming new clothing line launch, behind-the- scenes videos showing how your latest shoe design was made, Live videos.

Mastering the free features of IG stories is crucial to the growth of your brand on IG, asides from the fact that you’ll grow the number of your followers organically, it’ll help you cultivate a highly engaged community.

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Emmanuel October 2, 2020 0 Comments