You all know how much we love social media, content, and all the inbound marketing strategies. We’ve talked a lot about the importance of the organic side, but now we feel it’s time to elaborate on a whole new topic. That’s right… let’s talk about paid social.
You already know all the reasons social media is great. Paid social comes into play when you want to reach a much larger audience. There are many reasons it is extraordinarily helpful- and don’t worry, we’ll get into those in just a minute. It’s so much more than what it seems. You know as well as we do that marketing is all about people- and this is what the people respond to right now.
Okay, so here are some reasons paid social is so great:
- Extremely Targeted Audiences: With paid social you can target a very specific audience. You know how much we talk about your buyer personas– and how important it is to tailor your content towards what they want. With paid ads on social platforms, you can narrow your audience based on characteristics such as location, interests, job functions, etc. It’s great because you’ll be serving ads to the type of people who will actually be interested in your material.
- It’s Not as Pricey as You Might Think: Sure, organic is free, but paid social isn’t as big of a hit to your bank account as you might think. It’s all about reaching the right people for the best price. This is much more cost efficient than other advertising endeavors. Plus, it’s more relevant to today’s tech-savvy crowd.
- You’ll Reach More People: By paying for these ad campaigns, you’re setting yourself up to reach a much, much larger crowd. The conversions you’ll see will more than pay for your endeavors.
Shane Snow with Contently.com wrote, “At current rates, a brand that has fewer than 1 million followers on Facebook or Twitter is better off paying to promote its best content via sponsored updates than it is paying someone to post social content all day long.” It’s definitely more time-efficient. Now you can focus on actually creating great content and fostering relationships with your customers and potential customers.
However, paid social only goes so far. Yes, it’s GREAT. Clearly, we’ve just stated plenty of reasons it’s worth your time and money. Like everything, it’s a balance. You have to find the right mixture of paid and organic social endeavors. Paid is perfect for reaching a larger audience, creating brand awareness, and driving lead conversions, but organic is more about fostering a relationship with your followers. It gives you the space to prove you are a useful wealth of relevant knowledge. It makes you seem more human and less automated robot.
So, are you ready to take the plunge and invest in what TRULY works? If you are, remember to find the balance that works for you and your company.
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