More than two billion people use social media every day. The average person spends 135 minutes per day on social networks. Also, the number of small businesses advertising on Facebook has doubled to 50 million in recent months.
In today’s market, brands that don’t advertise on social media risk falling behind. This fact isn’t lost on most small business owners. According to a recent survey, 92% of small businesses will increase their investment in social media in 2018.
Paid social media advertising is very different from traditional outbound advertising.
Big data and machine learning allows you to find, target, and reach your audience with ease. Each platform is designed to facilitate the goals of your business, such as brand awareness, lead generation, website traffic, and more.
You can even access the native analytics for insights into how to enhance the performance of your social media advertising campaign.
Whether you’re looking for reach, engagement, or sales – the case for advertising on social media marketing has never been stronger.
Here are seven benefits to using paid social media advertising for your small business:
- Amplify your reach
- Fit any budget
- Enhance your targeting
- Boost brand awareness
- Maximize your content marketing
- Gain access to mobile users
- Gather market insights
Amplify Your Reach
Advertising on social media gives your brand instant visibility.
Posts from friends and family now receive priority, so organic reach for brands on social media is declining steadily – especially on Facebook. The sheer volume of posts makes connecting with your audience a statistical improbability.
However, paid ads are guaranteed a place in the user’s feed. Despite the noise of the larger social platform, this gives you a direct window to drive leads, website traffic, and sales.
To achieve the greatest reach, find where your audience spends their time online. The graphic below depicts the preferred platforms for each different age group.
To maximize your impressions, align your social media advertising strategy with the behavior patterns of your audience.
Each platform uses the pay-per-click (PPC) payment model. This means that you pay only if the user takes the action you want.
Unlike conventional advertising, this lets you engage with niche markets at a discount. After a few ad cycles, you can refine your targeting to drive greater results and ROI.
Though the cost is greater, Instagram boasts more engagement than other platforms, according to Forester. If your product or service is visually-oriented, paying more for Instagram may drive better results at a lower end-cost.
Enhance Your Targeting
Each platform offers a plethora of targeting parameters. Beyond basic user demographics, you can choose from psycho graphic factors such as interests, hobbies, personality types, and more.
Upload a list of contacts to target, or create a lookalike audience that resembles your existing contacts. This is a powerful way to both expand and engage your ideal audience at once.
Facebook also lets you re target social users who’ve already visited your website. Simply install the Facebook re targeting pixel on your site and previous visitors will see ads for your company in their News Feed.
Maximize Your Content Marketing
Social media is an ideal way to distribute your best content.
According to Sprout Social, 73.4% of users follow a brand because they’re interested in its product or service. Nurture the curiosity of your followers with educational content that will transform them into qualified leads.
Aside from coaxing leads down the funnel, ads for content will help you to drive web traffic, boost engagement on social media, and improve the ROI of your content marketing.
Why Pay for Social Media Advertising?
As organic reach on social networks continues to fall, paid social media advertising should be on the top of your mind.
As a result, businesses of all sizes are changing their social media strategies to include paid media.
Paying for social media allows you to amplify reach, enhance targeting, and drive greater results.