Using a social media channel to promote a product and service is SMM or Social Media Marketing. It is part of a broader scope of digital marketing. SMM is of two types:
- Organic
- Paid
In organic SMM there is no money paid to the social site since it does not involve publishing advertisements or ADs. In paid social media marketing the advertiser utilizes the advertisement channel belonging to the social site. Normally the format used is a mixture of text headlines and a visual attached to it. Most of the channels have their price tags depending upon the format used. Each social networking site has its way of publishing ads and they differ from Google PPC Ads.
Most of the publishing networking sites use their technology to publish ads that float down the feed or are sent as messages like the FB Messenger Ads and Ads in LinkedIn Messaging System. In the case of LinkedIn Facebook publishers can also boost content and videos to reach a large number of people or active visitors.
Example LinkedIn
LinkedIn lets you publish pages and distributes them to a wider audience through its ad network. LinkedIn Ad format includes
- Document Ads
- Sponsored Content
- Text Ads
- Dynamic Ads
- Message Ads
You can choose
Example LinkedIn
LinkedIn lets you publish pages and distributes them to a wider audience through its ad network. LinkedIn Ad format includes
- Document Ads
- Sponsored Content
- Text Ads
- Dynamic Ads
- Message Ads
You can choose which Ad format to select once you have created an account in the campaign manager.
Ad format to select once you have created an account in the campaign manager.
Sponsored Content
Sponsored Content appears directly in the LinkedIn feed and is available in 3 different formats: single image ads, document ads, video ads, and carousel ads.
Message Ads
These are Ads that are sent on LinkedIn Messaging, this is a good way of sending directly to your target audience. These ads draw greater responses than your traditional email marketing.
Dynamic Ads
This Ad format is personalizing with the use of LinkedIn profile data – like a photo, company name, and job title. There are many types of Dynamic Ads
Follower ad: Promote their LinkedIn Page in a single click you can expand your follower base.
Spotlight ad: For event registration or showcasing a new product.
- Jobs ads
- Text Ads
- Text Ads are pay-per-click (PPC) or cost-per-impression (CPM) ads.
Organic SMM
No Ad platform is used here hence no cost is involved. The organic efforts depend upon the content or rather all types of content. It is dependent upon content distribution on social media feeds. The objective is to create
- Awareness or Affinity
- Engagement or Consideration
- Final Action
In the case of LinkedIn, the Ads are more effective if an organic presence is built using the LinkedIn Pages.
