By Adam 
As a professional marketer, you probably understand the basics of social media marketing and how it functions. But this doesn’t mean you’re not going to run into obstacles. You may be using high-quality images, engaging with your audience, and staying up-to-date on the latest social media trends, but maybe you’re not achieving the online success you hoped with some of your campaigns. Though you’ve crossed out the obvious errors, something still isn’t working. Well, it’s time to take a closer look. Here are five tips to improve your social media advertising.
Narrow your focus
Many social media advertisers make the mistake of joining a variety of platforms they’re unable to support frequently. If your client is a law firm, for example, linkedin advertising is probably one of the platforms on your list. But, does your client also need Pinterest, Twitter, Facebook, and Instagram? Keep in mind who their target audience is and focus on platforms which cater to that specific audience. It’s easy to get carried away and lose track of the goal.
Lack of authenticity
As a social media advertiser, you’re aware of the importance of engaging with the audience via platforms. Interacting and following individuals on social media are crucial. But is your engagement genuine with your audience? Engaging is one thing, but if the audience feels a lack of authenticity, they’ll withdraw their trust. Yes, you’re an advertiser, but you’re also a person. Don’t get sucked into the business side and lose personability. No one wants to feel as if they’re being “sold” to.
Don’t rely on interns
It’s easy to say, “oh, I’ll just give this to my intern to figure out,” but it’ll be more damaging for you in the long-run. Of course, you should let someone with a fresh pair of eyes get involved. However, you know the complexities of social media advertising. When it comes to testing, analysis, and strategy, do not leave it in the hands of an intern. Instead, let them focus on bringing new and fresh ideas to the table.
Switch things up
If you’re sticking to a strategy which has worked for other clients previously, it’s time to switch things up. Of course, you want to keep the audience on their toes. But this means you’ll need engaging and new content. Content curation is essential for all platforms, but most of the content out there has been redone thousands of time. Use websites like Reddit or Hacker News to find underground and fresh content for your audience, content which hasn’t been circulated yet.
Let an expert read your metrics
If possible, get a fresh pair of eyes to look over your metrics. If you’re looking at something for too long, it’s easy to miss the obvious. Another professional advertiser can do an analysis, and see if there’s something wrong. You know the saying, “two heads are better than one.” Seeking the advice of another professional is always a good idea.
Though social media advertising appears to be easy, you know the challenges which come with the job. Try out these tips, and see if your social media engagement changes.
SME Paid Under
Sitetrail Research Team 
Doug Brown