What is Social Media Advertising?
Social Media Advertising is a great way to generate leads and conversions. Here is a definition for the term:
Social network advertising, also social media targeting, is a group of terms that are used to describe forms of online advertising that focus on social networking services. One of the major benefits of this type of advertising is that advertisers can take advantage of the users’ demographic information and target their ads appropriately. – Wikipedia
How does it work?
There is a wide range of media ads that can help you generate conversions and leads. Some of them are rich text ad, dynamic ad, video, image, an image carousel, and many other creative ways that social media networks are creating to help you advertise. Basically what it does it targets users based on behaviors, interests, attributes, and other criteria that is relevant to your audience. Another way is to use retargeting ads for your website.
Such an example would be that a user goes to your website, gets cookied, and now all of a sudden he is seeing all these ads from your brand in LinkedIn, Facebook, Twitter, and now he is thinking about your services and products more often. This idea works if you are losing customers in the marketing or sales funnel to re-engage with them whenever they are online on their social media network. This helps and boosts your brand awareness, as well as to increase engagement, clicks, and conversions/leads.
Is it hard to generate conversions through Social Media Marketing?
One of the many challenges that marketers face is audience targeting. Social media advertising, such as with Facebook, helps you target exactly the people you want to show your ads to, this drastically improves click-through-rate, and hopefully, conversion rate as well. Let us say that a customer, which matches your criteria of the best persona you would want to make business with, is on Facebook looking upon his/her news feed. An ad is created from your company to target this social media user and he sees an ad either on the right sidebar of the page or on his actual news feed.
What happens next? You guessed it, because you chose from the start who to target the ads to, you can dramatically experience more interest on the ad, and the ad is clicked, liked we hoped for. The user goes from his Facebook news feed to your landing page, where he sees the benefits and features of your products/services.
After careful consideration and reading, he/she decides to fill out a form to be contacted. Sales sees this opportunity and immediately follows up with the user. That would happen in a perfect world, but what happens if he has Twitter, of LinkedIn as well? This must indicate that he/she uses multiple social media channels to view news feeds, or get informed.
That is why social media advertising is just but another channel to advertise your products and/or services. There are many channels out there such as SEO, SEM, sponsored content, links shared, and using social media marketing is another tactic on your marketing strategy. Social media has increased exponentially and it will still be considered to advertise in the near future. Another great thing is to target mobile users.
Social Media apps are cross-channel and they can serve your ads on mobile users as well, this is a future-proof investment for your company in order to gather mobile leads/conversions, now that mobile usage is on the rise.