You Can’t Avoid Paid Social Media Advertising Anymore
Let’s look at some statistics—social media marketing is being used by 91% of businesses. To say that doing paid social is a good idea for your business would be an understatement. In order for your company to stay relevant and get in front of the consumer’s eyes, you need to have a strong paid social strategy. You need to be on social media, period.
The fact that social media is a powerful entertainment force should be a given. But, it should also be a given that it’s an important tool for marketing your business. People use social media to connect to people, and more than that, to connect with their favorite brands and find new products to buy. Americans aged 18-29 take a large percentage of social media usage, with 88%. That’s not to say that older consumers aren’t active users. There are 78% of Americans aged 30-49 using social media, as well as 64% that are aged 50-64. This is where your online social strategy comes in.
Paid Social Gets You the Right Audience
With those percentages in mind, you have a clear understanding that the majority of people are on social media—yes, even your grandparents. This type of advertising is different from traditional outbound advertising. Technology now allows us to gather certain data that can find, target, and reach your audience incredibly easy. Depending on your goal, there are several possible outcomes for your business to use social media advertising. You will be able to amplify your reach, boost brand awareness (which is a big one), gain access to mobile users, gather market insights and more.
More than Engagement
Sure, organic engagement from your followers is great. But, that is not what pays the bills for companies. What you need is for people to buy your products and keep coming back. With paid social, you’re able to target and retarget those people so that they keep coming back. Social commerce is a continuously growing field—it’s even growing faster than retail commerce. In 2014, social commerce was up 26%, ranking in $3.3 billion. Whether you’re using graphics, texts, Instagram, or Facebook, just the fact that you use paid advertising is what matters. Figure out what your audience consists of (age group, gender, hobbies) and then find what platforms they’re using (Instagram, Facebook, Snapchat, etc.). You’re no longer aiming for heavy engagement. You’re pushing ads to a select group of people so that they add things to their cart and buy them.
When it comes down to it, it’s not enough to rely on organic traffic to your website. Use your different social media pages to help bring people to your business. In this way, you’ll be able to reach outside your followers and bring attention to a wider, more specific audience.
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