With 81 percent of Americans on social media, it’s no secret that it is changing the landscape of marketing. Businesses know the importance of leveraging social to connect with audiences and promote their brands, and it’s pretty much essential for targeting millennials. None of this is news.
However, social media platforms are constantly evolving. Just when you think you’re getting the hang of something, things get switched up and you’re back at square one. Possibly the biggest shift we’ve seen in the past few years is the push for paid advertising on social media. Organically posting to social media and hoping your audiences will find you is no longer enough. Changing algorithms have made getting the right posts in front of the right users more challenging than ever. The solution? Paid social.
If you are a business owner or social media manager who is looking to take your social media pages to the next level but don’t know exactly where to start with paid social, this one’s for you. These days, it is still crucial to post organically to your social pages, even though your audience isn’t always seeing them; updated, well-maintained social media pages increase credibility for your brand. If you really want to boost engagement, though, you’ll have to pay to play.
Where should you start?
Facebook. Nearly 96 percent of social media managers believe that Facebook delivers the best return, and with the platform’s status as the most popular social media channel, it’s a great place to begin. Here are three reasons why it’s beneficial to advertise on Facebook:
1. You can spend as much or as little as you’d like.
First, let’s address what may be your biggest concern with advertising on Facebook: the price. Paying for social media advertising sounds scary at first, but the great news is that you don’t have to cough up the big bucks to be successful on Facebook. Whether your daily budget is $100 or $1, you’ll still be able to see results. In fact, Moz found that spending just $1 per day can get your post in front of 4,000 users that wouldn’t have seen your posts otherwise.
2. The options for targeting your audience are awesome.
Knowing your audience(s) inside and out is crucial for success in marketing — but you also need to know how to effectively target them. One huge benefit of advertising on social media is that you can get super specific with the type of people you want to get in front of, in a way that is not offered with other media types. On Facebook, you are not only able to target by demographics (gender, location, job title, etc.) — you can also pinpoint people by behaviors and interests (such as pages they’ve “liked” on Facebook), allowing you to get extremely detailed with your targeting and get your message in front of the right people.
3. There are extensive tools to help you measure ROI.
If you’re going to spend money on something, you want to know what you’re getting out of it. Fortunately, Facebook has a robust performance measurement system including tools to measure engagement, reach, impressions, and the number of clicks and actions people took, to name a few. You can also generate reports and export them into Excel or Google Sheets files. This way, you can find out exactly how your advertisements are doing, including what’s working and what’s not.
Getting Started with Facebook Ads
91 percent of marketers utilized Facebook advertising last year, and it’s not hard to see why. If your business has a well-maintained Facebook page, go you! But if you want to take your social media presence to the next level, Facebook advertising is the way to go. If we’ve convinced you, or you’re still speculating on whether or not it’s the best move, check out this great guide from Buffer about how to get started. Oh, and guess what? We’re pretty much experts at putting together Facebook ads — so if you need assistance, reach out to us!