What’s it going to take for your brand to move toward social advertising?
Social media platforms are making it loud and clear when it comes to successful campaigns: you have to play to pay.
If your brand is solely relying on organic social media to get you anywhere, you should indisputably re-evaluate your social media strategy…
As you’ve probably already heard your social media team convey, it’s becoming increasing hard to have measurable success with just organic reach on social media.
Sure, you can post organic content – but your social media strategy should include both paid and organic content. Without a healthy mix of both, it’s hard to gain momentum and utilize all of the awesome opportunities paid social advertising has to offer!
Think of it this way; paid social advertising is a one-of-a-kind opportunity to get in front of the EXACT group of people who’re more inclined to “convert”.
Here are 3 reasons why paid social advertising is better than just “doing” social media:
- The best hyper-targeting tools are at your disposal: This is my #1 reason when explaining the value of paid social advertising. Personally, I LOVE Facebook Advertising.
Seriously, I can’t get enough of it and am constantly reading up on “nerdy” Facebook Advertising statistics. Ask my friends and they’ll attest (I’ve given them all the lowdown on how COOL social media marketing is!)
Below are just a few examples of the advanced targeting options on Facebook (each major platform has their own targeting methods):
- Interest targeting: Facebook defines this as, “Interest targeting lets you define your ideal audience by their interests, hobbies and Pages they like on Facebook. We identify interests from information they’ve added to their Timeline, keywords associated with the Pages they like or apps they use, ads they’ve clicked on and other similar sources.”
- Demographics targeting: “Define your ad’s target audience based on content people have shared about themselves in their Facebook profiles, such as age, gender, relationship status, education and type of work they do,” via Facebook.
- Custom Targeting: Whether it’s uploading your email marketing list or phone numbers, if you have a group of specific users you’d like to target – you can market to them with custom targeting! Facebook also has this AMAZING feature where you can create a lookalike audience based on the information from your customers. Yeah, it’s super cool…
- Accessibility to enhanced conversion tracking: Conversion tracking helps you make smarter decisions about your ad spend and strategy. Paid social advertising usually requires some sort of “action,” which is usually a website click or sign up of some sort. Because of that “action” or what we like to call “conversion,” it functions as a measureable action and can provide insight on how to better optimize your copy and targeting. Although, there’s a possibility that it could take a little more effort from a technical standpoint, like adding pixels/snippet codes to the backend of your website/landing page, it’s no biggie for a well-trained social media team.
- Improved brand awareness: Let’s face it, at some point throughout the day, or even multiple times, you stop to check your social media profiles. When you’re pushing out paid social media advertising, it’s guaranteed to have eyeballs on it throughout its duration. With organic posts and the ever-changing algorithms, it’s less likely that users will see your posts unless they just so happen to be online when the content goes out. However, if organic posting is your brands only option, there are tools that you can use to improve your organic reach.
Ready to take your social advertising to the next level? Contact us today!
