the challenge Oswald’s, Naperville’s oldest family-owned-and-operated pharmacy, has been a constant for families throughout the last 145 years. But as the store changed ownership to the next generation in the middle of a pandemic, they needed a new script to lead the...
Everyone is on social media these days, right? Even our grandparents are active on Facebook and discovering YouTube videos. Pretty much every demographic has a social media platform or two they spend time on. So, it stands to reason that when it comes to marketing your business, you want to take advantage of all those eyes with a good social media marketing strategy.
Social media marketing involves using the paid advertising options offered by most social media platforms to boost your company’s visibility. This, of course, can also be done without using paid ads or posts – a good social media marketing strategy will include both paid and unpaid tactics to achieve the maximum benefits. But there are some specific benefits that come with a paid social media marketing strategy.
Social media is one of the most cost-effective forms of marketing, as it costs nothing to have a profile or presence on most social media sites, which is a basic requirement for marketing. Paid options vary, but they are typically much less expensive than a standard ad campaign. Some platforms allow you to select the amount you want to invest up front and then provide a certain number of guaranteed views at that price point. This way, you can decide how effective your campaign is before putting more money into it, which almost guarantees a good ROI.
Each social media platform tends to be popular with different audiences, which means each platform will allow a deeper reach into particular demographics. However, it is possible to refine your targets even further, as many platforms offer options that let you select subsets of users you want to see your content – users in a certain geographical region, for example, or those involved in a certain area of business. By concentrating on your target audience, social media marketing allows you to invest money and resources exactly where they will be most useful.
Multiple ad objectives
Typically, advertising is designed to meet a specific objective, such as raising brand awareness, increasing website visits, or capturing more quality leads for your lead generation efforts. Social media ads can meet multiple objectives, although you’ll typically be asked to choose one to measure. For example, sponsored posts that link to your website can raise awareness of your brand by allowing it to appear in more users’ feeds, and also drive website traffic as those users click on the link in the ads.
One of the best things about social media marketing is the ability to track performance. As we noted earlier, most platforms will ask you to choose a specific objective when creating a campaign, and this is for tracking purposes. You’ll get a report showing exactly how your ad performed, how many people it reached, and how often it achieved the objective you chose. Even the data from one limited campaign can be informative, if only because it shows what content doesn’t work. Once you’ve collected data from several campaigns, you’ve got a treasure trove of data that can be sliced and diced to really focus your efforts, both on and off social media.
Reach your audience where they are
Have we mentioned yet that pretty much everyone is on at least one social media platform these days? Particularly in the “new normal” of 2020, people spend a good deal of time scrolling their preferred social media platforms – and that’s where you want to be. A sponsored Instagram post, for instance, blends in with the rest of the content without disrupting the user’s flow. Unlike a pop-up ad on a website, you can capture their attention without asking them to stop what they’re doing.
Better visibility, lower cost, good ROI, increased customer data – what’s not to like about social media marketing? We’re big fans – but we’re also experts. One of the only downsides of social media marketing is that there are so many options – multiple platforms, each offering multiple types of campaigns. Where do you start?
We’re here to help with that. As one of the best social media marketing agencies in Naperville, we can help businesses in the Des Moines and Chicago areas develop a social media marketing strategy. We’ve already done the hard work – we’ve researched social media marketing options for many clients, and it’s our job to keep up with the latest trends, algorithms and research. We can jump right in and apply that knowledge to your specific needs, developing the perfect social media marketing campaign to help you grow your business.