Today, using social media to promote your products or services is essential. The most successful businesses create a balance of quality, organic content, and paid social media.
Not long ago, you could plan to get great results by just using organic social media content. However, now the only people who see your organic content are your most engaged fans. If you want to have your content reach new, potential customers, you need to add paid social media to your marketing mix.
Using a paid social media campaign, you can reach a new audience, increase engagement, generate new customer leads, and drive conversions. Ad campaigns can also help you build brand awareness and create a more robust social media presence. However, if paid social media is not used correctly, it can be a waste of money.
First, organic content is free! It’s an excellent opportunity for a business to showcase its team members, products, locations, sale information, and more! Organic content can also give customers a behind-the-scenes view of your business. This type of content helps build a digital relationship with current and potential customers.
Not sure what type of organic content should you include? On Facebook, you can review your page Insights to see the kinds of posts/content that your fans engaged with most. Create more content similar to those best-performing posts.
Our advice: Planning out your content a month at a time helps keep your social content organized and scheduled. Here is a link to our monthly social media checklist.
Paid Social Media
Leveraging paid social campaigns is a great way to take your social media accounts to the next level. Social advertising will help you reach a larger audience more quickly. You can even launch advertising campaigns with many different objectives.
For example, Facebook advertising campaign objectives include:
- Build Brand Awareness (impressions)
- Drive Website Traffic (link clicks)
- Drive Engagement (likes, shares, etc.)
- Optimize for Lead Conversions (customer information)
- Optimize for Conversions (product purchases)
Advertising on social can also be targeted by demographics, interests, age, behavior, etc. Be advised that each platform allows different targeting options. For example, Facebook is removing various detailed targeting options previously available. However, many targeting features are still available in the Ads Manager platform.
Our advice: If you use someone to help you with paid social advertising, make sure you know what you are spending on ads. Facebook offers a lot of reporting, so you should be able to see precisely how much was spent on advertising versus marketing services.
At Imagine This, we have a dedicated team that creates organic content and paid advertisements on social platforms, including Facebook, Instagram, TikTok, Snapchat, Linkedin, Twitter, and YouTube. Let us know how we can help you!