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.
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.
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.
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.
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.
If you are interested in learning more about how to set up powerful social media ads for your business, contact your Account Manager today!
offers detailed targeting great for both B2B and B2C campaigns
take advantage of the highly-visual aspect of Instagram for your business
thought-leadership content for specific B2B interactions
boost brand awareness and drive (no pun intended) more foot traffic
get your business in front of local consumers looking to make a purchase
The EMSC Strategy for a successful campaign. Social Media Ad Campaign
it should be specific, attainable, and measurable. Are you looking to increase visibility and engagement? Increase traffic? Generate more leads?
that is best aligned with your specific goal – Facebook may generate more online leads but what if Waze could bring in more foot traffic?
within the desired platform to reach those that are most important to your business
(both visual and written) with a strong call-to-action
to be competitive yet money conscious so you are always spending intelligently
this way you can attribute traffic, leads, engagement, etc. to your specific ads
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.
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.
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.
Over the last decade, social media and its marketing capabilities have grown immensely – the number of people using social media is up 13% just from 2017 to 2018 and people are now spending more time on social media than they are watching TV.
If you aren’t currently taking advantage of social media as a business owner, you’re missing out on a fast, inexpensive, and effective way to build brand awareness, engage with your current customers, and attract new ones.
How valuable is your website traffic?
ROI (monthly)
ROI (5 years)
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$1,446,971
Alert Protective Services
454 Keywords Ranking on Page 1
Greenhouse
60% Increase in Organic Search Traffic
Jeffrey A Rabin
292 Keywords Ranking On Page One
