You probably won’t find many marketers who will dispute the value of advertising on social media. Pound for pound, it’s one of the best ways to build up your brand and get engaged, high-quality visitors onto your website and into the top of your funnel.
But can we get a little more specific about its benefits? Why should you start planning a social advertising campaign that rolls into your existing digital marketing strategy?
Reach Your Targeted Audience
Social media advertising can be an incredibly effective way to get your message in front of your target audience; that is, your buyer persona. People are online, and with social ads, you can meet them where they’re at.
An ad on social media is easy to for people to share and engage with, and it has some of the best qualities of word-of-mouth. All these benefits are compounded when you have highly targeted, highly relevant ads.
By knowing who your target audience is and using targeting parameters like demographic info and interest data, you increase your chances of having not only the right message, but the right audience. With relevant content, you can attract the kind of people who want to do business with you.
More money is being spent by businesses on socials ads than ever before. In fact, social advertising budgets are expected to increase by 66% in the next five years. And with good reason: it’s an extremely cost-effective method for reaching potential consumers.
Putting a little money towards a social advertising campaign can go a long way towards new, engaged users onto your site. As an added benefit, social advertising can also be either paid or organic. While you’ll almost certainly see better results when you pay to have it put in front of people, you’ll still get benefit through organic impressions without spending anything at all.
Launching social ads and not measuring them is akin to throwing spaghetti at a wall and seeing what sticks. How do you know if it’s effective if you can’t measure it? Set up tracking tools that will capture some of the data coming out of social media sites, and then take the time to organize and analyze it. This data will make it easy to see what’s working, what’s not, and how you can alter your strategy to meet your goals.
Don’t just measure success based on vanity metrics, such as followers or likes. Track more substantial metrics like page visits, bounce rate, and conversions. Sometimes the goal of your campaign may simply be brand awareness, in which case likes and impressions are good indicators of success. But it’s wise to include other numbers that let you track through from an impression to a conversion and the steps in between.
Integrate with Other Platforms
If you’re into content marketing (like we are!), social ad campaigns are an indispensable part of your overall content strategy. It’s a great way to get the word out about your valuable content and drive new traffic to your business.
If you have a great landing page or downloadable content offer, you want people to see it, right? Social advertising can work together with other marketing pieces like email, blog posts, and landing pages to get people into your funnel.
Customers usually have multiple touch points with a business before they decide to buy, and social ads can increase the likelihood that they will be aware of your product when the time comes to make a purchase decision. A social ad campaign is only one part of a larger digital strategy, but it can have huge impact if well-planned and well-executed.
Still looking for a little more info on the nitty-gritty of social media? We have a free guide to help you get started.