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Should You Advertise On Social Media?

You’ve heard it all before – social platforms are a great way to help your business. But what are you supposed to do when you’ve got a small or unengaged audience and you feel like you’re shouting in an empty room? Or perhaps you’re running a great promotion and you need to get it in front of the right people or a larger audience?

Social-Media-January-6Paid advertising on social is a great way to do just that. But what are the pros and cons of opening your wallet and exploring paid advertising? Well there is one clue there – it can be costly. However it offers guaranteed results and allows you to target specific users which are difficult to get in front of organically.

Did you know that 52% of users say they have learned of a product or service on Twitter which they have later purchased? And Facebook state that from an analysis of over 60 campaigns that have been ran on their platform, 49% had a 5x or greater return on the ad spend, and 70% had a 3x or greater return.

So think you’d like to give it a go? Take a look at the following considerations you’ll need to think about during the process.

What Do You Want To Achieve?

When you set up a campaign, you will need to choose what you want to optimise you adverts for. Facebook’s options include:

  • Boost your posts
  • Promote your Page
  • Send people to your website
  • Increase conversions on your website
  • Get installs of your app
  • Increase engagement in your app
  • Raise attendance at your event
  • Get people to claim your offer
  • Get video views

Twitter’s options include:

  • Increase followers
  • Get clicks to your website or website conversions
  • Increase tweet engagements
  • Increase App installs or engagements
  • Increase leads through Twitter

Decide On Your Content & Targeting

  • Intergage MarketingJourney Illustration10If you’re increasing your followers or generally promoting your profile, make sure you consider what type of user you want to target. It’s important to have appropriate followers on any platform you use – the more relevant they are, the more likes, comments and shares you’ll receive.
  • Age, gender and location are all options you will need to think of. Facebook gives you a huge selection of targeting possibilities, so you can be very detailed when it comes to lifestyle choices; interests, relationship status, education, the list is long. The options on Twitter are less specific, due to the limited information we give to Twitter as users.
  • Another option is to increase engagement on a specific post or piece of  content. This is a great choice when you have an important update that you want to get in front of a lot of people.
  • When choosing this option, always make sure the post includes an image, video or link and a short piece of writing, no longer than 2 lines long. Shorter posts get more engagement and when a user engages with it, it will organically widen the reach of the post too.
  • In my opinion, one of the most advantageous types of social advertising is where you drive traffic to your website. Social media has many purposes, but one of the most beneficial is to deliver high quality users to a page on your website where they can convert. With this option, you are encouraging them to engage with you in two ways – both socially and on your website. Choose your landing page carefully, and make sure it’s applicable to your post.

How Much Should You Spend?

Piggy-Bank-November-21The amount you need to spend will be determined by the estimated price per action (an action being whatever your goal is; a click or a follower for example). To find this out, you need to set up the campaign and complete the targeting options. Once you’ve done this, both Facebook and Twitter will tell you how much they think you’ll need to pay on average for a click.

This is determined by what other advertisers are paying for similar targeting. The more popular the audience you’re trying to target, the more you’re going to have to pay. This is why it is so hard to put a price on advertising, as it is very dependent on the audience you wish to reach!

It’s understandable to be overwhelmed when it comes to social advertising – so if you think you want to give it a go but need a hand, we’re here to help.

Call us on 0845 456 1022 or contact us online for more information.

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