Social media advertising is a great way to effectively reach new audiences and engage directly with people interested in your business.
But how do you know if social media advertising is right for you? What platforms should you use and how much you should spend? We are frequently asked these questions, so here are some answers to help you make informed decisions.
Is social media advertising right for you?
Social media advertising offers granularity – targeting options are powerful, so if you know your audience social media advertising could be a great way for you to reach out to them. As always, it is very important to carefully evaluate the appropriate platforms for your brand before taking further steps.
What platforms should you advertise on?
You may need to do a little work on who your audiences are in order to find out where they are online and what kinds of content they respond to. This is something that can be done with persona creation – creating customer archetypes and getting an idea of who these people are will help you understand if, and how, they use social media.
Don’t take it for granted that everyone is on the same platform. You might have better luck reaching a younger audience through platforms such as Tiktok, Instagram and YouTube. Whereas a more mature demographic might be better targeted via Facebook.
How much should you spend?
Like any form of advertising, paid social media advertising widely varies in how much it might cost you. LinkedIn, for example, is quite a pricey platform to advertise on. It does, however, have a track record of good lead generation. Instagram and Facebook advertising can offer you a huge audience reach – 60% of people say they discover new products on Instagram. (Source: https://business.instagram.com/getting-started/)
Most platforms will have some form of ‘reach’ calculator, which will help you see the size of your audience on their platform and give you some basic predictions based on what you choose to be a key ‘conversion’.
Spend is not a question easily answered without first confirming the goals of a campaign and understanding your target audiences.
What kinds of ad should you run?
Different kinds of content will have better conversion rates than others. Offering value to your audience will bring you higher than average interaction and it is a great way to build brand awareness.
A lot of social media platforms offer the ability to run split tests or A/B tests – this means you can test different kinds of tone of voice, images and offerings against each other to find out what resonates with your audiences.
To find out more about social media advertising, and to get a free 30-minute consultation, call 01603 622766, email firstname.lastname@example.org, or start an instant chat via the icon in the bottom right-hand corner of your screen.