Reaching out to your audience through online marketing is getting harder and harder, and significantly more expensive. Facebook’s organic reach, for example, is down to 6%- which means that only 60 out of 1000 followers of your page will actually get to see what you publish.
Related read: Pro Facebook ads tips you haven’t heard about
While the average CPC in Google seems to be dropping, Search Engine Marketing is still pricey and unaffordable for many business models. As a startup, you also need to be one step ahead and figure out channels that get you users faster and cheaper than your competitors.
While the online marketing standards are dictated by Google and Facebook advertising, there are a number of rising platforms that you should find useful for these purposes.
Reddit is a content sharing platform curated by its own community: links that have a lot of activity around them rank first, thus giving you extremely awesome content the moment you login (they do call themselves the front page of the internet).
Reddit has exploded in the past few years and its community has grown to over 170 million people, most of them actively engaged on a daily basis. However, their advertising platform is still rather unexplored (and cheap) and is ideal for audience experiments.
Reddit is subdivided in subreddits relating to very specific topics. You can purchase the top post/banner of each subreddit page for about $2 per thousand impressions. This means that if you can get a CTR of 1% you’ll be paying about $0.20 per click from an extremely targeted audience.
Since the platform is still rather unexplored, a small $100-$200 investment should buy you the top ad position for a number of subreddits for days or even weeks.
So, in summary… why should you advertise on Reddit?
- Engaged and targeted community.
- Unexplored ad platform that lets you do very cheap experiments.
- No need to design anything, ads are just text + a link.
- Cheap results, as low as $0.20 CPC.
LinkedIn Ads let you serve banners and sponsored posts to extremely specific audiences. You can target your ads to a specific job description within the company, specific company size, location, etc…
The biggest turn off for LinkedIn ads is the expensive CPC, which starts at around $3-$4 for most campaigns. Still, they might be useful to get traffic from audiences you wouldn’t be able to target otherwise.
So why to go LinkedIn?
- Very precise targeting based on job position.
- Still unexplored by many brands.
- Guaranteed professional network and overall higher quality clicks.
While Twitter still struggles to become a profitable company, they continue to improve their advertising platform. You’d be surprised with the number of targeting options they offer now, from specific tweets, to topics and even the people they follow. They’ve also implemented ad retargeting, which you can do by installing their pixel on your site.
Another relevant variable of Twitter Ads is that they can be leveraged to encourage interaction, and Twitter interactions are rather public. So replies and retweets have an additional exposure value, if you manage to get them.
Why go to Twitter?
- Still unexplored which results in rather cheap costs.
- Ads may encourage interaction and additional exposure.
- Target users based on what they are talking about… very different from the Facebook and Google approaches.
Sponsored pins have only been available since last year as the company’s initial effort to go profitable. Pinterest features 70 million users worldwide and continues to grow.
Why advertise on Pinterest?
- Sponsored pins have the advantage of sticking to the platforms essence, they don’t feel intrusive at all.
- Transparency as to where to find promoted pins and who they came from.
They call themselves ‘the biggest content discovery platform in the world’. They position your blog content all over the web for a quite low CPC (as low as $1). While the click through rate is relatively low, they do have a monthly reach of 500MM+ people.
Outbrain remains a bit unexplored which gives it a lot of potential to startups that are investing in generating quality content.
Why advertise on Outbrain?
- Very cheap.
- Access to premium publishing platforms.
- This is a content promotion platform, which could potentially help you reach out to a rather targeted audience, i.e, users who want to read what you are talking about.
Spotify has brought a new meaning to music streaming. They have tens of millions of users on free plans, which means they get served ads between their songs.
Why try Spotify?
- An average user spends around 150 minutes listening to music every single day.
- Influencing platform worldwide, with ⅔ of its tracked actions making their way to social networks.
- Large and targeted audience.
Last but not least, Youtube is a growing advertising platform that still hasn’t been explored by many companies. Segmentation is great, because you can target audiences based on the topic of the video they are watching, the keywords they used to find it and finally age/location variables.
What most companies don’t know is that Youtube ads are only paid when a user watches more than 30 seconds of your video: this means that you have a minimum of 5 seconds of exposure that you don’t have to pay for at all. Also, the cost per view ends up being quite low, with average CPV around $0.05 - $0.10 in the United States.
Finally, you can use Google’s Display Network to retarget users who saw your video, thus giving you a second chance to convert them after they see your content.
Why try Youtube?
- Only pay when someone watches 30 seconds+ of your ad.
- Add followers to your channel.
- Complement ads with retargeting for higher conversion rates.
What other platforms have you found useful? Let us know in the comments below.