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5 Benefits of Paid Social Advertising
In today’s world of social advertising you have to pay to play. If you’re not incorporating paid social advertising into your marketing plan, you’re missing out on a lot of new and exciting opportunities for your brand. Social media is constantly evolving and quickly expanding with no signs of slowing down. Don’t let the social train leave you behind; here are 5 essential reasons to buy your golden ticket to social marketing success.
No adage reigns more true than “You’ve got to spend money to make money.” Running a business can get expensive, but running paid social ads allows you to reach a large audience at a low cost. Costs are based on the type of ad you are running; for example, if you’re optimizing towards site traffic, you’ll incur a Cost Per Click (CPC). Or, if you’re looking to drive brand awareness, you’ll incur a CPM (Cost Per 1,000 Impressions). Not only is the ad serving inexpensive, you won’t have to spend thousands of dollars creating it. Not to mention, you can create an ad within minutes and if you need help with creative, Canva is a great tool to create images at a low cost.
Organic is Dead
Wonder why that blog you just posted to Facebook isn’t getting any engagement? According to @Hubspot, studies indicate that Facebook users only see 2% of organic pages they follow on their feed — making organic content nearly irrelevant on social platforms. Organic content is typically used for branding, but with paid social you are able to utilize your content to elevate your brand, granulate your targeting and obtain qualified leads.
Paid social targeting can be immensely specific, so you will be able to reach relevant people that are interested in AND in market for your brand. Prospect your audience by using keywords, geography, demographics, job titles, employers, interests and much more. Or get more qualified by uploading CRM lists to target users who have established a relationship with your brand. Use the resources you have plus Facebook’s Pixel, and retarget users who have already engaged with your site and have shown intent to convert through website activity. With 2 billion users worldwide, your audience possibilities are endless.
You’ve now invested media dollars in paid social ads, so that’s all you need to do to deliver results, right? Wrong. Optimizations and tests need to occur in order for bring forth valuable learning about your brand and your brand’s audience. Your ads should be click-worthy, enticing and have the right call to action buttons. This is why paid social platforms give you the option to present your ads in several different ways. For example, Facebook allows you to create single image ads, carousel units, videos, screen take-overs and much more. The ad type is based on the campaign objective, so if you were interested in driving store visits, you would set up a store visits campaign (mobile only) and Facebook would open the ‘Maps’ app to give consumers directions to your store. Having these options gives advertisers like you the ability to create the perfectly tailored ad and ultimately a higher conversion rate.
It’s a social word, and to benefit you and the user, there are several different social platforms that offer advertising including Facebook, Instagram, Snapchat, Twitter, LinkedIn, Youtube, Pinterest, Reddit and more. Got long-form video? Look into Snapchat’s self-serve offering. Got beautiful creative work? Instagram is calling your name! Got informative DIY blogs? Pinterest wants your help. Choose what you think works best for your industry based on the assets in your arsenal.
From B2B to nonprofits, social advertising has proven to be extremely cost effective while gaining substantial leads to grow your business. With billions of users engaging with these platforms every day, you’d be missing a huge opportunity if you skipped out on paid social advertising. So, what are you waiting for?
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