Advertising on social media is a hyper-direct way to reach the audience you want. It’s a terrific online marketing strategy that helps
businesses build brand awareness quickly in ways other internet marketing techniques do not. Despite its benefits, about half of small
businesses still don’t invest in social media ads to promote their goods and services. Smart WSI Marketing is an internet marketing company
that knows how to leverage social media marketing to help brands build their online presence and authority. Call us today for a
How to Win with Social Media Advertising
A solid social media presence is essential for every brand. However, using the wrong social media platforms can lead to disengaged followers
and missed opportunities. Mastering social media marketing isn’t rocket science, but it does require a certain level of digital marketing
skill and savviness.
Similar to billboards and flyers but with better targeting and results tracking, the best social media ads:
Aren’t just advertisements. They also deliver value, helping people stay up to date on things like product
updates, promotional offers, and events. The goal is to be memorable!
Use social media influencers. There are always exceptions to this approach, but influencers remain one of the most
effective social media strategies.
Deliver high-performance results. When you track ad performance and understand your analytics, you quickly see what is
and isn’t working. You can then adjust ad campaigns accordingly and optimize efforts to cater to what your audience wants.
When using social media to build brand awareness, it’s important to remember that your ads are more than an opportunity to sell your
products or services. They should clearly solve a problem your audience has and help them accomplish a specific task. They should also leave
users inspired, so they come to associate good feelings with your brand.
Which Social Media Platforms Should Your Brand Advertise On?
By sheer size and reach, Facebook sits at the top of most people’s list for social media advertising. Which platforms you use, though,
depends on your internet marketing priorities and goals. From there, you need to decide which ones will give you the proper exposure with
the right audience. For instance:
Brands that use a high level of visuals lend themselves to Instagram and TikTok.
Twitter is ideal for businesses that focus on real-time events and trends.
LinkedIn is the number one performer for B2B brands.
Narrowing down your choices can be as simple as determining which channels your intended audience uses. Customer surveys are a
straightforward and fast way to find out where your audience is hanging out online. You can also use the social media site itself to get
audience information. For example, when designing paid advertising campaigns, your digital marketing agency can tell different platforms
about your ideal customers and the sites can then estimate audience size for you. This is another area where analytics can be a handy tool,
telling you who your audience is and what they’re doing online.
Let’s take a look at two of the most popular social media sites that are best equipped to meet most brands’ marketing needs.
With nearly two billion daily active users, Facebook is used by over 60% of companies that advertise on social media. The platform has
incredibly powerful tools for targeting and optimizing, helping marketers create authentic buyer journeys within the platform. Brands also
tend to get a lot of bang for their buck, as the platform enjoys high conversion rates.
Are there times you shouldn’t advertise on Facebook? Brands that don’t have an in-depth understanding of who their target audience is may
not find the site as beneficial as those who do. Because while Facebook’s ad targeting is specific, the platform’s algorithm works best when
you begin the process with a pre-existing list of target groups.
Instagram’s reach may not be as broad as Facebook—the site has about a half-billion daily active users—it does attract a high percentage of
shopping enthusiasts who use the app for product discovery. Over the past several years, Instagram has upped its focus on shopping, adding
new features like live streams that have proven to deliver a nice return on investment. It’s also the platform of choice for influencer
marketing and can be an effective option for eCommerce businesses that produce high-quality visual content.
Does Instagram work for B2B brands? It’s generally accepted that Instagram is primarily designed to cater to B2C businesses. B2B companies
would, for now, likely achieve greater success on sites like Facebook and LinkedIn.
Just because Facebook, Instagram, and LinkedIn are the most popular social media platforms, you can still experiment with new channels, so
long as you have the resources. But if your campaigns on proven platforms start to suffer because of it, it’s probably best to stick with
them for the near term.
Making Your Final Social Media Advertising Decision
Ultimately there’s no “right” platform for every brand. Some help businesses gain more traction with their ads, while others may not be as
effective. And for brands who hope to use social media ads to attract more leads, they’re better off using more suitable marketing
strategies like email newsletters that meet intentional searchers during their buying journey.
Smart WSI Marketing is an Edmonton digital marketing agency that helps brands use social media to remain relevant and gain online exposure.
We’re skilled in tracking campaigns and analyzing metrics so you can make informed decisions about your online marketing efforts. Contact
today to learn more about the role social media can play in your digital marketing plan.
Lynne Motkoski, Digital Marketing Strategist
Specialty: Digital Marketing
Strategies Education: MA Communications
& Technology, BComm [U Alberta]
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education,
keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
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