Social media has had a huge impact on our lives allowing us to communicate easily with friends, family, and companies. As a business, you need to adapt to these changes in consumer behaviour and stay at the forefront of your customers mind, retaining 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 can 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 with social media advertising.
Social Media Advertising & Its Benefits
Social media advertising is a form of online advertising that uses social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. Sounds straight forward, right? It can be extremely effective with the right strategy and management, however just Google Ads 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 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.
What are your Social Media Advertising Options?
Here at Lilac James, our Cambridge SEO & Marketing professionals are not only specialists in SEO 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, Instagram, 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 advertising on Facebook, Instagram or Twitter. There are many different options available to you depending on your objectives. Firstly, our SEO and PPC experts will set up your Facebook, Instagram 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 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 will 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 set certain objectives such as increase website traffic, engagement, conversions and page likes. The options available here include various different ad formats, such as carousel, single image and videos ads. Known as ‘placements’, these ads appear 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, Instagram and Messenger.
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 API interface that allows us to create product specific remarketing campaigns to retarget interested users.
Instagram has over 1 billion actively monthly users and has quickly become one of the most popular social media platforms to interact with customers. Instagram advertising is set up through Facebook, and is great for increasing engagement rates, gain new followers and create new leads. Instagram is all about photos and videos, so good graphics and visual content is a must!
Our team of social media advertising experts will be able to analyse your existing account, or create a new one for you if needed, as well as suggest and implement advertising campaigns depending on your objectives, select a target audience and monitor performance before reporting on how well your ads performed at the end of each month.
If you operate in a business to business market, our digital marketing team will likely recommend LinkedIn advertising.
LinkedIn offers a platform that advertises to a very specific demographic including active job hunters, recruiters interest groups 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 your social media advertising campaign.
The two options that our 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 Google Ads 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, as well as in the LinkedIn Audience network of apps and websites.
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. Informative videos perform very well on LinkedIn due to the more professional nature of the platform.
The right social media advertising campaign can be very cost effective. Our expert 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.
In addition to social media advertising, we also recommend daily organic posting on your channels. Some clients choose to do this themselves, while others prefer our team of marketing professionals to take care of it. Our social media management service ensures regular output on your different social platforms to increase brand awareness, engagement, web traffic, help generate leads and grow social following.
If this is something you are interested in or would like more information on, please call our Cambridge expert team on 01480 219355 – we will be happy to help.