How Social Media Advertising Supports Organisation’s Digital Marketing Efforts.
What is Social Media?
They are websites and applications designed to enable people to interact, share contents and collaborate quickly, efficiently, and in real-time on computers, tablets or smartphones.
Types of Social Media
To mention but a few.
What is Advertising?
It is the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised (The Editors of Encyclopaedia Britannica, 2019)
What is Social Media Advertising?
The advent of technology, the internet, and the eventual social media platforms creates the enabling environment for placing ads on social media platforms. It allows an organisation to connect with audiences, promote brands, drive website traffic and as well as increase sales.
It is worth mentioning that before the social media advertising there was a traditional advertising method being used. It is predominantly the use of print (magazines, newspapers etc.), Telephone (telemarketing, SMS marketing), outdoor (billboards, fliers etc.), broadcast (radio, television) and direct mail (catalogues, postcards etc.)
But unlike traditional advertising, social media advertising is less intrusive, niche-targeted and cost-effective.
How Social Media Advertising Supports Organisation’s Digital Marketing Efforts.
1. It gives Broad Customer Reach
According to oblerlo.com, we have billions of social network users worldwide. The use of social media by the organisation would help broaden customer reach and help boost its brand visibility among potential customers.
1a. Different Age Group Online
Social media users are of different age group namely Baby boomers, Gen x and the millennials. As a result, every organization will have access to their target audience within those age group.
1b. Time Spent on Social Media Per Day.
According to oberlo.com, the average time spent online by a user is 2 hrs, 22 mins per day.
2. It is Cheaper
The traditional advertising is expensive and not every business can afford it. Social media provides a level playing field for businesses regardless of size or budget. Everyone has the opportunity to grow and reach their target audiences through ads on social platforms. Social media can achieve thousands of clicks on a website with low cost and achieve an increase in profit margins. The chart below shows the prices of each media platforms to reach 1000 people.
3. Results can be tracked
Unlike traditional media, social media advertising efforts can be measured. You can measure, traffic to your website, sales, email subscriptions and the effectiveness of your advertising efforts through various online tools. The most popular among them is Google Analytics. With this tool, you can track data in real-time, discover trends, take immediate action and realign campaign if need be.
4. Make Informed Decisions
The insights gained from the efforts on social media platforms can be used to identify where your campaign is working well and where it needs improving. The insights can be used to guide against wasting advertising cost.
Through social media, an organisation can re-target website visitors by specifically target people who viewed your website. It is a great opportunity to increase the conversion rate.
6. Increase Sales and ROI
One of the benefits an organisation will enjoy using social media is a dramatic impact on sales and conversions. With a great brand, product and services, and effective social media approach your business can increase sales. Targeting ideal customers form of advertising potentially increases the return on investment for an organisation because it is cost-efficient.
7. To Manage Reputation
Social media is a vital tool for business to engage, interact and deal with customer’s queries, comments, grievances about their products and services. Your prompt response will be appreciated by your existing and potential customers, as they will see your brand in a positive way as one that is responsive, approachable and accessible.
What are the main Facebook Advertising Formats?
Below are the main Facebook ads formats you can use depending on your objective;
- Video ads: Facebook algorithm demands that a video needs to be watched for only 3 seconds in order to affect the view count (Thomas, 2019)
- Image ads: It is one of the most versatile types of ad because you can use it for every objective except for video views.
- Collection ads: On this format, images and videos can be used but unlike image and video ads, it requires the use of multiple images to browse through products.
- Carousels ads: This format allows you to use multiple images to showcase multiple products or angles on a single product (Parsons, 2019)
- Instant experience: Previously known as Canvas. Facebook calls canvas ads “full-screen ad experiences built for bringing brands and products to life on mobile” (McLeod, 2017). They are interactive and consist of photos, videos, GIFs, text, and CTA buttons.
- Post engagement ads: It is used to boost your posts on Facebook.
- Lead generation ads: It allows users to interact with the ad by presenting them with a form to fill after a click on your ad.
- Slideshow ads: Allows you to use a slideshow to tell a story.
- Offer ads: It is used to boost and present your audience with an offer.
- Event responses: This is used to promote event page you are running on Facebook in order to encourage people to join the event.
- Page likes: The aim is to get more people to like your page to broaden your organic reach.
I believe every organisation out there in this age of digitalisation needs to take advantage of social media to leverage its marketing efforts. If they can’t implement it in-house, a professional digital marketer like me is here for them.
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