Social media has had a huge impact on our lives allowing us to communicate easily with friends, family and companies. As a business, you have to adapt to these changes in consumer behaviour and you must remain at the forefront of your customers mind in order to retain their custom.
Now more than ever it is very easy for customers to flit from brand to brand. With the use of social media you are able to continually target your customers, attract their attention and engage with them – encouraging them to purchase from you and not your competitors.
One way to do this is through the use of social media advertising.
Social Media Advertising & It’s Benefits
Social media advertising is a form of online advertising that uses social media platforms such as Facebook, Twitter and LinkedIn. Sounds straight forward, right? It can be extremely effective with the right strategy and management, however just like PPC (Pay Per Click – Google AdWords) it can also cost you unnecessary expenditure if not set up and monitored correctly.
In a recent study (2014) conducted by Neustar, social media advertising was proven to be the most effective online paid channel for driving impressions, clicks and conversions at a low cost. Its popularity is increasing and businesses are now allocating on average 28% of their advertising budget on social media advertising.
Through campaigns we have run here at Lilac James, we can see the reasons why it so successful; it enables you to interact, reach and engage with new and existing customers, and it is also a lot cheaper than advertising via search engines such as Google. Therefore, if you don’t want to take the huge risk of PPC advertising, social media advertising is what we would recommend for you.
What are your Social Media Advertising Options?
Here at Lilac James, our Cambridge SEO & Marketing professionals are not only specialists in PPC advertising but social media advertising too. Depending on your business and the products or services you offer, we can recommend the perfect strategy tailored to your needs.
Our favourite social media advertising platforms include Facebook, Twitter and LinkedIn. However, if you are interested in other platforms we can also help you. Why not call us today on 01480 219355 and find out more.
If you operate in a business to consumer market we would highly recommend Facebook or Twitter advertising. There are many different options available to you depending on your objectives. Firstly, our Cambridge SEO and PPC experts will set up your Facebook or Twitter account and understand your objectives.
If your account is already set up, they will offer you some advice on how to improve and optimise your profile. Let’s take a look at the different platforms.
There are two main options that we work with when it comes to Twitter advertising however our Cambridge expert team do have experience with all the different formats available.
If you are just starting out or are looking to make a big announcement such as a product launch, our expert team may recommend an advertising campaign to increase your followers – this will involve promoting your account under the who to follow section.
If you have been operating on Twitter for a while and you are looking to increase your website clicks or conversions, our Cambridge team may recommend promoted tweets or twitter cards.
Promoted tweets look like a normal tweet and appear within someone’s news feed – done correctly they can reach a wide target audience allowing you to capture new customers.
Twitter cards work rather differently – html coding is added to your site and anyone that tweets your website content will have a ‘card’ added to their tweet. This can be in the form of an article snippet, video, image, product or audio clip.
Similar to Twitter, Facebook advertising enables you to reach goals such as increase website traffic, conversions and page likes. The options available here include adverts in the news feed and on the right hand side of someone’s screen as well as boosted posts – you can also select to have just desktop, desktop and mobile, just mobile adverts as well as adverts in the Facebook Audience Network.
Facebook advertising allows you to be very specific in who you want to target whether it is just new customers, people within a certain region or income bracket, just females or just males etc. It also has a very detailed measuring tool which enables our Cambridge team to monitor and report on how well your adverts are performing.
If there is anything that is not quite right, our experts will be able to update your adverts instantly – after they have your approval of course. We will also provide you with monthly reports so you can see at first hand how well they are performing.
Depending on your goals, target audience and business will depend on what our Cambridge team of marketing professional recommend.
If you are looking to encourage website clicks and conversions of a new target audience, they may recommend a news feed advertisement specifically targeted to that audience based on their age, gender, income and page likes.
If you operate in a business to business market our Cambridge PPC & SEO team will recommend LinkedIn advertising.
LinkedIn offers a platform that advertises to a very specific demographic including active job hunters, recruiters and corporate executives. Firstly, our Cambridge team of marketing professionals will set up your business page. If you already have one set up they will offer you their advice on how to improve and optimise it for you social media advertising campaign.
The two options that our expert team specialise in are sponsored posts and display ads (PPC). Sponsored posts are a great way of increasing the followers of your business page and improving post engagement. They appear in the home feed of users meaning that they are in a priority position and are more likely to be seen by all – even those that do not log in regularly.
If you are looking to increase visibility of your brand, create a big announcement or release a new product, sponsored posts are a great way to build and attract your desired target audience.
Display ads, also known as LinkedIn PPC, enables you to generate leads, website clicks and visitors, and build brand awareness. Very similar to AdWords you have the option to choose between a visual, text or video ad format. These ads can appear at the top, bottom and to the side of someone’s screen depending on the format you choose.
Although these locations do bring benefits to you as an advertiser, it is obvious to the customer that it is an advertisement and can sometimes put people off clicking. However with a clear message, brand values and a strong call to action, you are still able to attract your target audience and encourage clicks to your website.
The right social media advertising campaign can be very cost effective. Here at Lilac James, our Cambridge SEO & PPC team constantly monitor your campaigns making sure they are working correctly and performing in the way you want.
You can be reassured that you will always get the truth from our reports and if we think your campaign is not working for you we will offer you advice on how to get it right. For more information about our social media advertising, call our Cambridge expert team on 01480 219355 – we will be happy to help.