With no shortage of advice on social media best practices, it’s great to discover a piece that immediately demonstrates its value.
The Grade Guide to Social Advertising, published by marketing automation firm Eloqua, responds to core questions on social advertising — what is it, why it’s important and how to make it work.
A preview and a download link to this crash course are at the bottom of the post.
The content of this free, short e-book, written by Leslie Poston, is accessible and relevant to the vast majority of marketers — those who acknowledge that social media applies to them, are comfortable with their current social media endeavors and are ready to add social advertising to their mix.
The release of this latest Grande Guide provided me the opportunity to speak with Joe Chernov, VP of Content Marketing for Eloqua.
Joe and I chatted about how the do-it-yourself nature of social advertising enables brief, laser-focused campaigns to be quickly deployed and, when effectiveness wanes, modified or withdrawn. For example, one could target ads at fans of a key competitor. Or, in a sales cycle with an important prospect, target all employees of the prospect in to help communicate brand value to multiple stakeholders.
Social engagement, Joe observed, is a prerequisite to social advertising. He compared advertising on a social network without engagement to building a sports stadium without having a team — people might come, but there would be nothing for them to do there.
The Grande Guide to Social Advertising is notable for the breadth and depth of social media channels covered, as well as its non-technical approach.
Marketers should not be intimidated by social advertising, advised Joe. He pointed out that there are many low-risk, low-cost ways to start small and experiment to determine what works. And, he reminds brands that social advertising is incremental to what they are doing now, not a substitute.
Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers malarky-free social, digital and linear media solutions. Join his conversation on Twitter or email Neil to talk about marketing or swap recipes.