Let’s face it: Facebook has had its share of ups and downs over the past 18 months or so. From data privacy issues to questionable HR practices, the social media monolith has taken a few lumps. The fact remains that as of mid-2018, nearly 2.25 billion people logged in to the platform monthly, and companies vie for their slice of the potential impressions that come with it.
So much so, that it’s become a battle to get front and center. This is where the power of paid social advertising comes into play. It’s not enough to rely on organic numbers or hedge your bets that your next post is most assuredly going to “go viral”. It’s a pay-to-play environment now, and if you don’t have a strategy in place, you may already be behind.
Let’s dive a little deeper into why incorporating an ad budget into your current social strategy is the best way to ensure long-term success.
Your Audience Isn’t Always What You Think
When it comes to targeting, a common mistake is to cast too wide a net. The thinking goes that if I cast my net wide, I’m bound to catch something. In fact, this is a sure-fire way to spend all your budgets before you have a chance to yield any real results.
Even more often, brands will assume they know their audience like the back of their hand, and it’s only after a deeper analysis and the use of demographics tools do they find out they’ve been wasting both time and money on people least likely to invest in their product or service.
Gathering the right information, from age and gender to which types of content audiences interact with most, gives the ability to start drawing parallels that help when strategizing.
Small Budgets Can Yield Big Results, Too
Although there’s no such thing as the “right” budget, social media platforms have made the process of budget setting more streamlined. Campaigns can be tested, analyzed and re-tested to ensure the highest results, which levels the playing field for companies that may not have hundreds of thousands of dollars to work with.
Facebook and other social media platforms accomplish this by allowing users to optimize their campaigns based on budget caps, daily limits and overall campaign objectives, ensuring you stay within budget and the boss remains all the happier for it.
Your Organic Content Depends on Paid
An age-old social media scenario: you’ve built the perfect editorial calendar, scheduled everything out a month or two in advance, and content is starting to populate across all active platforms. You check the metrics and find that your engagement has either plateaued or begun to decline, with no tell-tale signs, and you can’t figure out why. Sound familiar?
As we mentioned before, holding out for that coveted “viral” piece of content is only going to get you so far, and often, nowhere at all. Organic content is a great–and virtually free–way to get some much-need traction to your brand’s accounts, but it’s the paid media that helps augment your overall content strategy. While organic content is free, under the new “pay to play” rules, virtually no one is seeing your content if you do not have a budget assigned to your posts.
Tactics, like boosting or promoting certain posts that are getting a noticeable amount of organic traction, and remarketing–serving ads to audiences who’ve already interacted with your brand, via Facebook page or website–are but a few ways in which pre-existing content can be repurposed and distributed to an even wider audience. Not only that, it helps gain valuable data and insights on how to better move your audience through the customer journey or sales funnel.
Gaining a foothold in the social media sphere doesn’t have to be an exercise in futility, with a little due diligence and the right team of social media advertising specialists to guide you along the way, finding what works best for your business–and making it scale–can be an uncomplicated experience from start to finish.