Lead Generation Services
Social Media Advertising
1. Reach new customers
Social media advertising allows you to reach out to and connect with new people who may benefit from your product or services. Unlike intent-based, mostly keyword-centered search engine ads, social media ads target users based on their interests, behaviors, and other demographic data. This gives us the advantage of introducing our brands to new users based on targeting and how our offers match up to those interests and behaviors. People may not know about your brand or that your products or services even exist and by seeing your prospecting ad, they may realize that it could benefit their life in some manner or that they simply want what you are selling.
2. Low entry cost
Compared to traditional advertising, the cost is significantly lower and if you only have a small budget, you can still enter the auction and find success. Of course, the more you have to spend for ads, the quicker you can learn what is working and what is not, optimize performance, test more variables, and reach more of your goals, such as inspections, signups, and sales. Most of the social platforms are in line with costs, however, from our experience, we’ve seen lower costs of about $0.13 per click on Pinterest, which makes it an excellent platform to run low-cost campaigns, especially to drive new inexpensive traffic to your website for retargeting. On the opposite end of cost, LinkedIn tends to be more costly, however, if your business can fulfill the needs of its business community through ads and if your audience size and budget are on the larger end, you can see great success there for the investment.
3. Gain audience insights
With more targeting options available to us as advertisers, the more audience testing we can do, and then utilize social platform built-in tools to understand audience breakdowns and how they relate to performance. For example, Facebook breakdown reporting can share details about age ranges, genders, country, region, devices they use, and more. Pairing these breakdowns with your various audiences and the respective performance metrics can help you better understand which segments of audiences resonate with your ads and you can apply these learnings to update your ad set targeting and use that to optimize your campaigns.
By utilizing reporting, audience insights, and ad placement-specific features, you can gain valuable insights about who is best to target at various stages of the funnel and then cater your messaging accordingly. Additionally, take your audience-related learnings and apply them to other platforms to save you time and money as you expand your efforts while you better understand your customers.
4. Wide range of formats
While each social platform has its own ad specs, placements, and formats, there are some common denominators across platforms. The beauty of social media advertising is that there is creative freedom and endless tactics and options to showcase your brand in the light you want. From static images to ephemeral and long-form video content, from horizontal and vertical rectangular formats to square, utilize every bit of the ad placement space on a screen so the user focuses on you and limits outside distractions from other ads and content. One format we have seen quickly take off organically and then with paid ads across platforms is the Stories format. If you are able to use video creatives and formats to showcase your products, services in use, and your brand story, do so, as video content tends to be more easily digestible by users, typically more impressions are dedicated to video content, it can help better manage user expectations about your offerings, and it can bring your brand to life. If you can't produce professional videos for ads, our sister company, www.higherimpactproductions.com may be able to help
5. Accomplish more of your goals
Lastly, whether you are looking for ways to drive engagement, increase website traffic, app use, or ecommerce sales, you can accomplish these and more through social media advertising. Social media affords your business far more visibility online than organic posts alone. Depending on where in the funnel your target audience is, you can select the appropriate campaign type as it relates to your goal at that stage and assist your users through the funnel and towards conversion. With conversion objective campaigns, you can specify what the conversion is and then tell the platform which event you want a given ad set to optimize towards. Want more people to add to the cart? Select that as the event you want to optimize for. Want to optimize for more purchases? Take the same optimization approach and make sure to align your ad creative and copy to speak to these people at their stage of the funnel and be clear in the goal so users can “Shop Now” in this particular example.
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