Social media is a powerful marketing tool, being one of the most talked about aspects of online marketing for several years now - largely because it's very cost-effective as it's free to use.
But just like every element of digital, social media has evolved dramatically. If you’re seeking substantial social media results, paid social media is your best option.
What is paid social media?
Simply put, paid social media is the practice of paying for your social media posts to be placed in front of a defined audience. Paid options are now available across almost all social media platforms including Facebook, TikTok, Instagram, LinkedIn, Twitter, Pinterest and Snapchat.
With competition between businesses on social media at an all-time high, organic reach has hit an all-time low. The best way for your content to be seen by your audience is through social media. And while it's not free, paid social media remains cost-effective with a small budget making your social media efforts much more worthwhile.
What about organic social media?
The days of simply posting on social media and expecting all followers to see your posts are long gone, but that doesn't mean organic is dead. Paid social media content should be used to complement your organic posts with the learnings from your organic posts helping shape your paid content and vice versa.
What is audience targeting?
The main advantage of paid social media is the audience targeting feature which you cannot do directly through organic social. Audience targeting allows you to reach new and more beneficial audiences, powering more meaningful engagement and interaction while delivering overall better results.
The depth of audience segmentation is very powerful. If you want to target a London-based mother of two who drives a Ford Focus, likes to dine out and travel, and whose birthday is coming up soon, don't waste time tracking her down, use paid ads to place your content in front of her.
When does paid social media work best?
As with all other marketing tools, paid social media works best when it's part of a larger campaign and integrated with other channels. You can link your CRM database with paid campaigns to get the most out of your digital marketing tools, giving your email marketing and social media platforms an extra boost.
How much does paid social media cost?
The best thing about paid social media is that it doesn't have to cost the earth and you can start a campaign for as little as you like. With good content and well-researched targeting, you can achieve impressive results with a small budget. Of course, the more budget you put behind a campaign, the better the results you will receive.
Is paid social media worth the investment?
The simple answer, yes. Paid social media really does work. To the untrained eye, paid social may seem like a waste of time but putting money behind your social strategy can give you some of the best ROI you'll ever see. It's what you need to increase revenues, reach new audiences and keep customers coming back.
Final words
Would you like to take your social media strategy to the next level with paid social media? Or perhaps you're struggling to get paid social media to work for you?
Talk to the professionals. Contact Lemon Pip Digital to find out how you can apply paid social strategies today to help grow your business.