Hopefully, no matter the size of your marketing budget, you have at least some idea of the power of paid advertising in social media marketing by now, but the landscape is constantly evolving and you need to keep pace.
We’ve reached a point where paid social has become more critical than ever. You just need to know where your money is going and where it should go, and as longtime NY / NJ SEO experts who’ve been working with social media for years now, we may be able to offer some help in that area.
Why is paid advertising on social media so important now?
Not long ago, it seemed that paid social was only good for building brand awareness, but now, more channels are emerging and, with them, new targeting capabilities, better conversion tracking, new and interesting ad types, and more advanced ways to retarget than ever before.
And while organic social marketing isn’t dead, the major social platforms are definitely favoring their paid advertising plans over organic posts. So, you no longer have much of a chance of reaching your audience without forking over some cash. To learn a little more about social search in general, check out this post, How Social Media Search Is Evolving and What You Can Do About It.
But basically, the honeymoon is over, and if you want to find or continue to maintain success with your social media marketing, then you’ll need to do like they say and spend money to make it.
Where should you spend your money?
Whether it’s Facebook’s traditional ads or Sponsored Stories option, Twitter’s Promoted Tweets, LinkedIn’s traditional ads or Sponsored Updates, or YouTube’s banner ads, all the major social sites offer their own ways for you to pay to target, promote, and advertise your posts and content now.
As far as which sites you should use to target your audience, while Facebook’s usually a good place to start and LinkedIn’s great for B2B purposes, you first need to be sure that enough of them hang out on any platform before paying to promote your presence there. For more on that, check out this post, Tips to Find the Right Social Media Fit for Your Brand.
From there, video production has become an important paid media tool. Of course, like mentioned above, there are YouTube’s banner ads to consider, but Facebook, Twitter, and Instagram have also developed video ads.
And take it from as a NY / NJ SEO company that’s been working with all the major social sites for years, paid social video isn’t just great for promoting existing content, products, services, etc. It’s also a great way to test out content that you believe may have further life on television.
By utilizing paid social video ads, you’ll have the opportunity to see how content is received, which parts work best, which don’t seem to be working at all, etc. The point is, you won’t have to waste a bunch of money getting TV placement to learn these kinds of lessons.
Use paid advertising as a supplement, not a replacement.
While we’ve mentioned Facebook, Twitter, LinkedIn and YouTube, make no mistake, there are other channels to keep an eye, including Pinterest, Instagram, Reddit, and Tumblr.
The bottom line is that by utilizing paid ad tools on social media, you’ll have the opportunity to start generating some traffic and clicks right away, and that can work wonders for the future reception of and engagement with your content and brand.
Just remember to use the pay-to-play features to supplement your organic efforts, not in place of them, and to do your homework to ensure that you’re spending your time on the right social channels and utilizing the features that can help you most.
About Us: Climb The Search, a leader in SEO in NJ / NY, offers the total search marketing package, including website design, search engine advertising, and inbound marketing. At CTS, we help businesses grow, every day.