Just like having a website, a newsletter, or an SEO (search engine optimisation) strategy, social media represents a marketing channel. As is the case with most marketing channels, “free” will usually only take you so far.
It’s important to understand that paid and organic social media isn’t a matter of either-or. In fact, paid campaigns can support your organic social media efforts in the long-run.
This article aims to help by outlining 3 key benefits of using paid social media, guidance on when to put paid spend behind your content, as well as 5 tips to running a successful paid campaign.
Social ads have incredibly advanced targeting capabilities. For example, you can set up campaigns to only serve followers of a specific income level or people living in a particular area (i.e. people within a certain proximity to your rugby club). You can likewise create campaigns that only target followers, previous customers or people who’ve bounced from your website.
Since you get to set the parameters of your ad targeting, you also benefit from making sure your ads are served to people that are most likely to click on them. (see an example from Facebook’s ad targeting options below).
Be sure to give thought to the audience you wish to target to ensure your spending efficiently on your social media channels.
3. Paid social gives you valuable insights about your target audience
Ad campaigns can provide you with first-hand insights that enable you to learn things like:
3. Set the right paid budget
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