As a social media professional, I am constantly challenged on the ROI (Return on Investment) for social advertising. There will always be hesitation when a budget is involved, but the proof is in the pudding; social advertising can be an effective tool in every brand’s marketing department. Here is why:
You can target your desired audience.
Social advertisements allow you to target a specific audience. You are able to target individuals based on their age, gender, education, occupation, location, interest, hobbies, behaviors and so much more. When you use this distinct targeting you can reach a desired audience that aligns with your brand. For example, if you are trying to reach millennials living in the Chicago area who like eating avocado toast, you can.
Social advertising is extremely cost effective. To start, social media is free; and to advertise, you are in complete control of the budget. You can create a lifetime or daily budget where you tell the platform exactly how much you want to spend on any given day. Being in control of the budget allows you to test and draw conclusions about your spend and audience and then tailor ads to the highest performing setting. For example, if engagement regularly spikes on Tuesday evenings, consider reallocating your budget to only advertise on Tuesdays to make the most of your budget.
Include a stronger call to action.
Social advertisements allow you to tell your consumers what to do next, and the call to action is completely transparent and straightforward. Social advertisements allow you to focus on different objectives from platform to platform. Mainly, each platform has objectives for brands to increase engagement, traffic, visibility, lead generation and sales. For example, if you are looking to have consumers download a white paper, social platforms can allow you to create a button that simply says “download now” and collects the information from the user as part of the process; it is extremely easy for both parties.
Real time results!
Social media takes place in real time; therefore, you receive real time results. Within minutes of launching your campaign you can see who is interacting. Then, based off the results and findings, you can alter your ad set, budget and target audience to maximize your spend.
It’s also extremely important to note that Facebook is now changing the algorithm on their news feed to show users more posts from their personal network rather than the brands they follow. Therefore, all the organic content your brand is creating may get lost in your followers feeds or not even show up. With this new change going into effect, brands will be forced to advertise on the platform if they want to reach their social audience.