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Social Media Advertising

In 2017, 81% of US Americans had at least one social media profile and the average person spent about 2 hours and 15 minutes social media each day - one of every three minutes spent online.

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Overview

Social Media Advertising

The most compelling way to expand the reach of your business’ social media profiles and grow the number of people following them is to advertise directly on these platforms.

When you make a Facebook post or send out a tweet on Twitter, the only people who may see these initially are the people who already follow or like your business’ page. Sure, it’s important to stay relevant with these people but if you are hoping to grow your audience or increase sales, paid advertising on social media is a great approach.

Generate Brand Awareness

Social media advertising’s main function is to build brand awareness. People in your target demographic will come across your ad as they navigate through an app or website and this is a great way to both introduce yourself and keep your brand top of mind. Sure, you will get conversions as a result of these ads, but more importantly, they will think of your brand when it comes time for them to search for a product that they need. Social media advertising’s hidden advantage is the ability to help increase your search campaigns’ conversion volume.

Where Should I Start?

The first place to start is by picking a platform. Facebook, Instagram, Twitter, LinkedIn, Snapchat, and others all have advertising options – but putting the same ad on each of these can yield completely different results. Once you’ve identified a platform and some audience parameters, you’ll want to make sure you have ad creative that your target audience can identify with or that will encourage them to take action. Additionally, using videos instead of static images can increase engagement. Another benefit to paid advertising is that it will increase the worth of your organic social posts, as a result of more people clicking through to your profiles and choosing to follow your brand.

Monitor Your Campaigns & Make Adjustments

Once up and running, closely monitoring campaign statistics and making tweaks when opportunities are identified is the key to ensuring that your campaign is providing you the most value for your money. For example, if you notice that your ad is being shown most often to people outside of your preferred age group, you’ll want to adjust your parameters. Unchecked, the campaign would continue to run this way, effectively reducing the value of your ad spend.

Contact EMSC Today

If you are interested in learning more about how to set up powerful social media ads for your business, contact your Account Manager today!

Social Advertising Platforms

That You Should Be Utilizing For Your Business

  • Facebook - offers detailed targeting great for both B2B and B2C campaigns
  • Instagram - take advantage of the highly-visual aspect of Instagram for your business
  • LinkedIn - thought-leadership content for specific B2B interactions
  • Waze - boost brand awareness and drive (no pun intended) more foot traffic
  • Yelp - get your business in front of local consumers looking to make a purchase

Social Media Ad Campaign

The EMSC Strategy for a successful campaign

01

Build the campaign with a goal in mind

it should be specific, attainable, and measurable. Are you looking to increase visibility and engagement? Increase traffic? Generate more leads?

02

Carefully choose the social platform

that is best aligned with your specific goal – Facebook may generate more online leads but what if Waze could bring in more foot traffic?

03

Use sophisticated targeting and custom audiences

within the desired platform to reach those that are most important to your business

04

Create and implement custom ad content

(both visual and written) with a strong call-to-action

05

Optimize your bidding strategy

to be competitive yet money conscious so you are always spending intelligently

06

Track, measure, and test everything

this way you can attribute traffic, leads, engagement, etc. to your specific ads

Myths of
Social Media Advertising

01

"It’s simple"

Don’t just hand over the reigns of your social media accounts to the intern. Social media marketing requires strategy, skill, and customization to make it effective for your individual business. At EMSC, our team of social media specialists have the knowledge and skill to run your campaign efficiently and effectively.

02

"Facebook is your only option"

Although Facebook has the most active users each month, this doesn’t mean that it is the only social media platform to consider when deciding where you should run your ads. Instagram, Waze, LinkedIn, Yelp, and other platforms may even be more beneficial for the type of campaign you want to build and the business goal you have in mind.

03

"Social Media can’t drive leads"

While its main purpose may be to engage customers with your brand and build awareness, this doesn’t mean that consumers can’t take action and purchase your product or service. In fact, as of 2017, 59% of global consumers said that they use social media as a source of inspiration for future purchases.

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