There is no doubt: you must be present on social media.
Then the question is how you are best present – and how you are best seen. There are a lot of options, and one of the most important options is advertising. But why is it worth advertising on social media?
We’ll shed light on that.
In short
- It creates increased brand awareness.
- It supports a wide range of goals and several parts of the customer journey.
- Great opportunity to adapt and experiment.
- Organic content can amplify ads.
- Advertising does not have to be expensive.
- In-depth analytics improve future campaigns.
- You can save time and resources with a specialist on the team.
Let’s go in depth.
Where the users are
One of the most decisive reasons why advertising on social media pays off is that a large part of the population is present on at least one social media. This means that there is a pretty good chance of hitting bullseye when you shoot for your target group here.
First, however, you need to know where to find your target audience. If your target group is young people under the age of 25, you shouldn’t necessarily expect to find them on Facebook. Conversely, you may not have to spend all your energy on TikTok if your target group is somewhere over 40 years old.
Increased brand awareness
When you promote your company, product, or service across social media, you increase your brand awareness.
Before clicks and conversions become a thing, you make countless people aware of your brand when you advertise on social media.
Just showing up in people’s feeds can do wonders for increasing your brand visibility and helping your business be top-of-mind with potential customers – even if it’s only subconsciously.
It is always an advantage to increase your brand awareness, as it has an incredible number of advantages – regardless of whether you are a well-established or brand-new company. The increased exposure to your target group can ultimately result in more leads and conversions for your company.
We have written an article that goes in depth with brand awareness right here.
Supports all stages of the customer journey
The customer journey is important to keep in mind when you create content and bring it to life on social media. Because when on the customer journey it is intended affects what effect the content has.
Advertising on social media can help support several stages of the customer journey. With the right strategy and targeting, advertising can help increase recognition at the beginning of the customer journey, increase traffic during the decision stage and realize conversions when the customer is ready to make a purchase decision.
Great possibility of customization
Social media has the advantage that there is no fixed framework for how you should advertise. Instead, there is an ocean of possibilities – both when it comes to format and adaption. Let’s take Facebook as an example. Here you can make use of image, video, and lead ads – as well as much more. At the same time, you have the option to change the targeting of campaigns and advertisements so that it is adapted to the exact target group you are trying to reach.
Therefore, there is also good opportunity to experiment and create diversity in your advertising.
Support with organic content
Ads and organic content live side by side on social media. And you can benefit from that.
Social platforms’ algorithms have long favored content shared by private users and close friends. Therefore, it is also a challenge for companies to appear organically in the news. But in interaction with ads, it can have a very special effect.
The symbiosis between the two types of content can look like this:
- A user sees an ad for your business because they fit into your targeting.
- They click on your organic Facebook page to have a look around – and your organic content makes them stay and scroll for quite a while.
- The increased interest they have shown in your brand now lets you target them via so-called retargeting campaigns that specifically target users who seem to be a little further along the customer journey: from awareness to conversion.
A cheaper solution
One of the biggest concerns when new initiatives are launched – like social media advertising – for many is: how much will it cost? Fortunately, social media advertising is one of the more cost-effective solutions.
Most advertising models on the social platforms operate with what is called pay-per-click (PPC) or pay-per-view (PPV), which means that you only pay when a user clicks on your ad or watches your video ad. These models are especially suitable if your goal is to increase sales or drive more people to your website.
However, you still need to make sure that your money goes to something that works. After all, if it’s not the right user who clicks on your ad or watches your video, it doesn’t make much of a difference.
In-depth analysis
Finally, one of the big advantages is that advertising on social media provides access to a lot of analyzes and statistics. This means that it is possible for you to see how your campaigns are performing – both current and past. In this way, you gain an insight that makes it easier for you to create effective future campaigns.
Not only that, but you can also use this data to improve other parts of your business. You can also use them in conjunction with Google Analytics, so that you get the best understanding of which marketing tactics work best for your company.
With the right knowledge, you can go far
The social media landscape is constantly changing. Therefore, it also requires constant adjustment and learning new skills to keep up. It is both time- and resource-consuming if you do not have an expert in the company.
A specialist in the field is therefore not bad to have on the team. We can be the specialist and ensure that your social media marketing strategy runs as efficiently as possible.