So, you’re ready to take your relationship with social media to the next level. But where do you go from here? You’ve likely built up a decent-sized audience, executed a social content strategy and acquired some pretty consistent reach and engagement. How can you reach more people, you ask? That’s simple—but comes with a price.
Now, before you worry about whether or not you have the budget to add paid tactics to your overall social strategy, let’s take a look at some of the advantages of paid media.
1. Greater Reach
Sure, you’re reaching your audience…or at least most of them. But what about that group of fans that don’t even know you have a social presence or might be interested in your product or service and just haven’t stumbled upon your channels? Enter paid media. Having a paid media plan with ads targeted at a specific audience based on their interests, location, age-and the list goes on-will give you a much greater presence and potentially new fans, followers and customers.
Most social platforms (Facebook, Twitter and Instagram) offer some form of a direct response paid advertisement. Whether you’re looking to make a sale, direct more traffic to your website, or encourage a restaurant reservation, it’s likely that one of these platforms have an ad product to help achieve those goals. Even if you’re not quite ready to take the plunge with a full-on ad, you can always put a little bit of money behind a post that is already performing well to get it in front of more eyes. This way you can get a good sense of what your customers want and are looking for and develop a larger paid strategy around that.
“Storytelling” has become one of those marketing buzzwords that you either love or hate. No matter what side of the fence you stand on, brands need to tell their story. Who are you? What are you about? What do you stand for? Your audience craves that and paid social can help amplify that message. Sure, we all want to make the sale, but it’s tough with other brands vying for your audience’s attention. Paid social gives you the opportunity to hit each and every stage of the customer journey through discovery, shopping and ultimately conversion. Figure out what story you want to tell, how you want to tell it and what channels you want to utilize and you’ve got yourself a solid paid strategy.
Hopefully, these paid social “pro tips” will make moving to the next step of your social relationship much smoother, but if you need a little extra help taking the plunge, VIRGEN Digital Brand Marketing is here to help!