What Is Social Media Advertising?
Advertising on social media allows you to reach the audience you want by targeting both new and existing customers.
Social Media Advertising
Promoting a brand’s product or service through display ads or sponsored content on social media networks using demographics and behavior to target a specific audience
All social networks offer advertising options. However, to get the most reach and interaction, you must determine which platform your target audience is most likely to use. If you offer a B2B service, you’ll want to concentrate your spending on LinkedIn to reach other business professionals and decision-makers. If you have a new product to roll out to the public, Facebook and Instagram has proven to be the most successful platforms for retailers.
Some benefits of advertising on social media:
- Increase brand awareness
- Stay top of mind
- Increase web traffic
- Lead generation
- Boost sales
Why Advertise on Social Media
With half the world’s population on social media, platforms like Facebook, Instagram, and Twitter are ideal for expanding your brand’s reach. Users who did not know your brand before can now be targeted because they fit the profile you are looking to attract.
Most social media users log into their accounts at least once per day. Social ads allow your brand to stay top of mind when users access their feed. Make sure that your ads are eye-catching and informative.
Consider featuring a video in your ad to demonstrate its purpose or peak interest. 62% of Facebook users sampled said they are more interested in a product after seeing a video of it in their feed. A video with bold typography may be more easily recalled by users when they are ready to purchase since most videos are muted by default.
Many social networks offer advertising formats designed to generate leads. A lead generation form helps collect the contact information of potential customers. The data can automatically be synced to your CRM to follow up with prospects.
Facebook’s tracking pixel is a powerful tool for marketers. You or a developer adds the code to your website or a specific webpage to follow the activity of site visitors regardless of the referral source. It’s great for audience building or retargeting visitors that did not convert.
For example, visitors to your site may often add items to a cart but not follow through with a purchase—retargeting aims to entice users to return to a site. The potential customer has already shown interest in your product. Now it’s time to draw them in further and reinforce their interest with a tailored message and targeted ad placement.
Peabody provides social media advertising clients a dashboard to track impressions, click-through rates (CTR), actions, including sign-ups or purchases, and even offline in-store visits. The data provided on the dashboard allows the cost per lead (CPL) to be calculated to measure ROI.