Social media ads and posts can seem like a daunting task, but once you better understand the strengths and weaknesses of social media advertising and posting, it starts to make a whole lot more sense.
Bigger brands and companies tend to do a pretty good job with their social media pages, but your average small and medium-sized business could use some help in this department.
As far as ads are concerned, the main issue stems from not fully understanding the proper use of social media advertising, and the costs associated with them.
And social media posting shouldn't be a lead-generation strategy. Of course, in certain applications, social media can certainly be used to drum up leads, calls, and sales, but is it right for your business? And more importantly, is it the most cost-effective way of doing so?
Often times, you'll notice a business put in a solid social media posting effort for a couple of weeks or months, and then abandon their posting schedule, because they weren't getting the results they were hoping for, or because they weren't seeing their social following grow.
And while we agree that as a business owner or manager, if you feel your time is better spent focusing on other tasks as opposed to posting to Facebook and Instagram, you should absolutely spend your time as wisely as possible. But the deeper meaning behind a polished, consistent, social media schedule is more so to focus on branding, awareness, persuasion, and building and maintaining consumer confidence regarding your business, and not necessarily trying to generate leads or sales. Other digital marketing services are probably better suited for that.
You see, one thing the major social media networks did right, was making it easy. With the click of one button and the selection of a few options, boom, you have a social media ad running.
But when it's this easy, everyone will do it, and this will drive its price point high into the sky.
Have you ever noticed how minimal your exposure is on a boosted post, relative to what you spent? Yeah, we have as well.
Most organic social media activity is best suited for the timely dissemination of information, building an engaged community, and growing your following on the social media channel in question.
Consumers like buying products and services from companies they feel they can trust, and when a business is active on social media, it lets consumers know that not only is this business still in business, but they're actively engaging with their customers, and care.
This perception of your business can help tremendously, especially on the long run.
Social media ads can certainly work, but there are usually faster, more cost-effective ways to drive traffic to your website, move products, and generate leads. Sometimes, significantly more cost-effective.
Since there's no one-size-fits-all solution for digital marketing, this is why we first and foremost consider a business's vertical and the nature of the business, as well as its digital marketing goals, before we recommend which channels or campaign types to focus our online advertising efforts on.
When you advertise on a more complex platform, guess what, fewer people are doing it because it's harder. This creates less competition for the same audience, and in turn, helps you get more impressions and clicks for less money.
Because generally speaking, there's no right or wrong way to promote your business online. What it really boils down to at the end of the day is what are you putting in, and what are you getting out of it.
That's the beauty behind all of the various digital marketing platforms and campaign types that are available today. No matter what your marketing goals are, there are probably a few online advertising options available to you that can help you improve upon those specific business goals.
We excel at helping online advertisers stop wasteful ad spend and get the best bang for the buck. We wouldn't be much of a digital marketing agency if we couldn't do that...
Because of a deep understanding of how each channel works, what it's best used for, and how to tweak all of the various features and settings, a knowledgeable online advertising firm can help the average business save many months of headache, and thousands of dollars.
And don't worry about trying to figure out how much money you should be allocating to which social media platform, because that's our job. Once we learn about your business and marketing goals, we'll recommend which channels and campaign types will best suite your needs, and even help you determine what percentage of your online marketing budget you should be allocating to each campaign.
All you have to do on your end is schedule a free consultation with us. We'll review your website, any existing paid online advertising campaigns you might currently be running, and provide you with a free proposal containing information on how we feel you can improve.
There have even been times in the past when we've advised clients that no changes are necessary, because they're already doing a pretty solid job on their digital marketing efforts and they appreciate that immensely. But 99% of the time, there's a lot of room for improvement.
In short, there are a lot of variances when it comes to how and when to use social media ads and posts, optimizing your social media ad settings, and whether or not an organic or paid campaign on Meta, Instagram, X, or TikTok, is the smartest move for a business.
This is why all of our proposals are customized, and only offered after we've communicated with a business via phone or email. We really need to establish what a business's goals and needs are, so that we can offer the best solutions possible.
At Array Marketing Solutions, we're always one call or email away. Please feel free to reach out to us if you have a feeling your social media advertising campaigns could use a professional's touch, and we'll be glad to be of service.
Cheers,
-AS
Comments