In the first section of the playbook, we go through paid social marketing basics and why this marketing approach is so important for your business.
Unlike organic use of social media, paid social tactics rely on ads to reach your target audience quickly. Its main benefit is the speed of lead generation and the ability to pinpoint the ideal prospects for your brand. As such, this tactic usually provides better ROI than organic outreach despite the fact you need to spend money to use it.
There are four main reasons why paid social marketing is necessary for your brand:
Even if you’re reluctant to invest in paid ads, they’re usually the best way of reaching your clients. In our playbook, we explain how artificial intelligence can further boost your workflow and improve the end results.
Unlike organic use of social media, paid social tactics rely on ads to reach your target audience quickly. Its main benefit is the speed of lead generation and the ability to pinpoint the ideal prospects for your brand. As such, this tactic usually provides better ROI than organic outreach despite the fact you need to spend money to use it.
Similar to any other marketing process, artificial intelligence has changed how we execute paid social campaigns. By relying on real-time insights and generative functions, we can now discover the ideal audience for our projects, create and test different ads, and utilize cross-channel marketing.
The playbook focuses on 8 big areas in which artificial intelligence has improved:
Artificial intelligence can drive potential clients through your marketing and sales pipelines without missing a beat. The technology is vital during every step of the process, from acquisition to retargeting and retention. By using AI, you can detect users who are most likely to react to your message, making it crucial for your conversions.
AI-driven tools can be used to analyze lookalike audiences. The software goes through their demographic traits and purchasing preferences, comparing these users to past customers. After detecting similarities, AI programs can suggest these people as the best target audience for your campaigns.
Artificial intelligence can tap into the historical performance of ads posted on Facebook, Instagram, and other platforms. Once you create a copy, the algorithms can compare it to similar posts published in the past. After finding ads with similar traits, they can extrapolate performance data to predict how your post will fare on that particular social network.
Content personalization is especially important when running ads. Sophisticated AI algorithms collect data about different users, and according to their preferences, they deliver ads that will prompt those individuals to buy. The same data can be used during content creation to fine-tune your messages for the target audience.
Nowadays, ad platforms have various automation features that will take out the manual work from the equation. For example, they can stop losing ads to prevent overspending or scale winnings posts to increase ROI. AI can ensure that your ads are shown at the right time and at the right frequency.
With artificial intelligence, you can easily find the cheapest ads on a respective platform. The automatic bidding option is critical during the initial stages of the project and is used for testing different variations of posts. That way, you can see whether a post is efficient against a much smaller audience.
While using AI for a single platform is complex enough, the issue starts when you start running ads on several sites. Each platform has its own independent systems for tracking budgets, making it harder to create a unified strategy. Luckily, with the help of AI, you can easily set budgets for different stages of the funnel across the board.
Most importantly, artificial intelligence helps you share the same marketing message across several platforms. Despite different ad formats, you can run a single campaign without losing a single step. Potential clients can easily tell that the same company is using the same posts, which will increase awareness.
Sergey Solonenko is the founder of Algocentric Digital Consultancy, an active digital strategist and a fractional CMO for many B2B SaaS brands embracing digital transformation. At Algocentric Digital Sergey’s focus is on empowering every B2B SaaS brand who is looking to scale their demand generation program. Sergey’s digital marketing experience over the last 10 years has allowed him to become a digital evangelist focused on improving B2B SaaS demand generation programs and consulting on best practices around account based marketing, sales and marketing team alignment, setting up better lead qualification systems and improving user experience through personalization by aligning martech with key marketing KPIs that ladder up to faster MRR for B2B SaaS brands.
Discover the latest AI-Powered Paid social strategies and tactics used by top paid social experts in the Enteprise B2B SaaS space.
