It’s all about perception. In the business world, everyone gravitates toward big names, whether they’re called influencers, thought leaders, or [insert industry here] gurus. But what happens when you’re not a big name yet? What if you’re just starting out and trying to build a reputation? How do you get on the radar of people you want to work with in the future? Social media advertising provides an incredibly easy way to enhance your image. You can subtly influence how people perceive you and make yourself (or your company) seem more established.
Here are six unconventional strategies to help you project an aura of influence using social media ads:
1. Target Ads to Employees of Specific Companies
Want to work with a specific company? Before even scheduling that first meeting, ensure key decision-makers there know who you are. How? Start strategically placing Facebook ads in front of employees at that company.
Thanks to Facebook’s highly targeted advertising, you can focus on people working at that company with specific job titles. You don’t need to target everyone, especially in large organizations. Just ensure your ads reach the right people (e.g., those with “marketing” in their titles). The goal is to build awareness for you and/or your company. Start this process about 90 days before your ideal outreach date. You’ll know it’s working when you finally connect and hear those magic words: “I’ve heard of you guys.”
2. Boost Your Guest Posts
Guest posting on a well-established industry platform is a great way to reach a new audience. When you secure that opportunity, maximize its impact. Invest a small amount, say $50, on a promoted post on Facebook and a promoted tweet on Twitter. Drive some targeted traffic to your debut guest article.
Why spend money promoting content on someone else’s site? Because editors pay attention to performance metrics. If your first post falls flat, you might not get a second chance. Give your post an extra push to help it stand out! Boost the numbers to increase your chances of success. You want editors thinking, “Wow, this article got thousands of views - we need more from this writer!”
Most publishers prioritize pageviews. Unless they’re crazy, the editors will want to bring you on board as a regular contributor, hoping you’ll continue delivering those impressive numbers every month.
3. Run an Engagement Campaign
Want someone to really notice you on social media and think you’re more influential than you are? Tag them in a Facebook post or tweet, then pay to promote it. For instance, say you’re trying to connect with an editor at a publication you’d love to write for. Tweet something like: “Great post by [insert Twitter handle here]” and include the article’s headline and link. They might notice when they get the Twitter notification - for a fleeting moment. But promoting it will REALLY grab their attention as it starts racking up hundreds, maybe even thousands, of retweets and likes. “This person is a big deal,” they’ll think, and they’ll want to collaborate with you. You’ll be all like:
4. Amplify Your Medium Posts
Not publishing on Medium yet? You should be. It’s an excellent platform to expand your audience and showcase your best content. To really make it on Medium, you need recommendations. If you can get 200 people to “heart” your post within 24 hours, it’s highly likely to become a top post for the day, featured prominently on Medium itself and in their Daily Digest email.
How do you get that many hearts so quickly? By spending a minimal amount, say $50, on social media ads. Facebook and Twitter ads targeted at Medium users can drive significant traffic to your posts. This can be the catalyst to transform your article into a viral sensation, generating tons of hearts and reads.
5. Reach the Reddit Front Page
Of all these strategies, reaching the Reddit front page is the most challenging. But when you do, expect a massive traffic surge. If you leave it to chance, the odds of a Reddit user discovering and submitting your post are astronomically small. Plus, identifying influential Redditors on other platforms is tough because they often use pseudonyms. What you can do is try to get on the radar of Reddit power users. Results aren’t guaranteed, but here’s how to increase your chances: Let’s say your company sells home and gardening supplies. Create social media ads targeting people interested in that category who also follow Reddit. It’s highly likely that Reddit influencers also engage with Reddit-related content on other platforms. They’re always on the lookout for interesting things to share. While it might feel like you’re hoping for a lucky break, this tactic can be surprisingly effective. It significantly increases your odds of getting noticed by the right people. Before using this approach, my posts never made it to the Reddit front page. Since then, I’ve achieved it around 10 percent of the time.
6. Trend on LinkedIn Pulse
The LinkedIn Pulse algorithm prioritizes traffic and engagement. It highlights posts with the most views, likes, shares, and comments in recent minutes. Here are two ways to boost your LinkedIn posts’ chances of trending:
Leverage Pulse Channels
LinkedIn Pulse has over 100 channels covering topics like entrepreneurship, leadership, productivity, marketing, and more. There’s a channel for virtually any topic. To turn your LinkedIn article into a unicorn, maximize its visibility and engagement. While your personal network has limitations, some of these channels boast millions of followers. So, beyond basic optimization (using relevant keywords to help Pulse categorize your article), tweet to @LinkedinPulse and request they feature your post in a suitable channel.
Utilize Social Media Ads
Getting featured on a Pulse channel isn’t enough to guarantee trending status. You need a catalyst to drive immediate traffic and engagement. This is where promoted posts on Facebook, Twitter, and LinkedIn come in. Use these ads to generate a quick surge in traffic to your article.
Again, you don’t need to spend a fortune. You can even target ads to less relevant geographic locations to minimize costs - LinkedIn prioritizes traffic volume, not its origin. A small investment in ads can provide the initial push your post needs. Once it starts trending, it will gain momentum organically as people explore the channel’s top stories, including yours!
In a Nutshell
If you’re short on influence or name recognition and want to project a more established image, experiment with these advertising strategies. With a minimal investment, social media ads can help you get noticed and perceived as a force in your industry, ultimately growing your audience, influence, and business.