Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 21

Although time is money, the magic word is free. If you decide to approach social media as an alternative to paid advertising, construct your master social media campaign just as carefully as you would a paid one:

 Create a plan that outlines target markets, ad offers, publishing venues, and schedules for different ad campaigns.

 If necessary, conduct comparative testing of messages, graphics, and offers.

 Monitor results and focus on the outlets that work best at driving qualified visits that lead to conversions.

 Supplement your free advertising with search engine optimization, press releases, and other forms of free promotion.

Advertising is only one part of marketing!

As you see traffic and conversions building from your social media marketing campaigns, you may want to reduce existing paid advertising campaigns. Just don’t stop your paid advertising until you’re confident that you have an equally profitable stream of customers from social media. Of course, if your ad campaign isn’t working, there’s no point continuing it.