In their recent survey “Number of global social network users 2017-2025” Statista revealed that in 2020 there were approximately 3.6 billion people worldwide using social media, with this figure expected to rise to 4.4 billion by 2025. These numbers are impressive, yes, and more than a good enough reason for your business to have a presence on social media? Yes!

However, this figure does not paint the full picture. Other studies have shown that actually organic social media reach has declined over the past few years, with Hootsuite recently stating that the average reach of an organic page post hovers at around 5.20% – meaning one in every 19 fans sees non-promoted content.

It should come as no surprise then, that more and more people are choosing to use paid social media ads to support their organic social media content. Why? Because paid social ads can help you to get your content in front of the right audience at the right time.

We understand that putting some marketing budget behind paid social may seem a bit daunting, and so we want to help you understand the most effective ways to use paid social and how your business might benefit from it.

In this post, therefore, we will go into more detail about paid social media marketing and how it can help businesses with their content marketing.

What is paid social media marketing?

Paid social media marketing is the name given to the way we display adverts or other sponsored content on social media platforms such as Facebook and Instagram. Paid social ads can be really useful when it comes to targeting specific audiences based on their core demographics such as age, location and interests. Social media platforms have in-platform tools which help us to create, schedule and post your adverts.

Let’s take a moment to think about the target audience of your business and what their demographics and interests might be. They may be living in a certain location, be educated to a certain level, or have interests in the field of science or technology for example. Now think about how efficient it would be to target this specific audience with a paid ad.

Most of the major social media platforms offer the ability to target your customers with paid ads, and each platform has its own benefits and uses. We will cover this in a blog post next month.

How does paid social media marketing work?

There are four main areas to each social media marketing campaign:

  1. Identifying objectives and goals. We work together with our clients to determine what the objective of the paid social ad campaign is. It could be to improve brand awareness, generate leads or increase sales, for example.
  2. Selecting social media platforms to use. As we mentioned, each platform has its own benefits of use and unique features, so we need to choose the right one for your paid social media campaign.
  3. Define the target audience. We can customise your target audience – who to show the ad to, based on things such as age and location. We can also build a custom audience based on interests.
  4. Choose the content type. Not all types of ads will work for your business so we need to think about the type of content and ad we will run to get the best ROI. We also try and blend your paid ads in with your organic content. 

What benefits can paid social media advertising bring to your business?

Paid social media can bring several benefits to your business including:

  • Increased brand awareness. If your content appears in your target audience’s newsfeeds on a regular basis then brand recognition will naturally increase.
  • Increased reach. Using targeted audiences for your adverts means you can potentially reach people who are interested in your products or services but don’t know about your business yet.
  • Remain engaged with previous or current customers. Paid social ads are a great way to re-engage with your existing customers and promote all of your latest developments.

As you can see, paid social media marketing can be a great way to ensure your content, and therefore your brand, is always at the forefront of your target audience’s mind – whether they are existing or new customers. Social media adverts can also be designed in a variety of formats, such as videos and images, to help make your content more digestible and engaging for your audience.

Please get in touch with the Zool team to arrange a chat about how we can assist your organisation to better use social media and paid social media marketing to help you to achieve your business goals.

Paid Social Media Marketing: Is it worth it?

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In their recent survey “Number of global social network users 2017-2025” Statista revealed that in 2020 there were approximately 3.6 billion people worldwide using social media, with this figure expected to rise to 4.4 billion by 2025. These numbers are impressive, yes, and more than a good enough reason for your business to have a presence on social media? Yes!

However, this figure does not paint the full picture. Other studies have shown that actually organic social media reach has declined over the past few years, with Hootsuite recently stating that the average reach of an organic page post hovers at around 5.20% – meaning one in every 19 fans sees non-promoted content.

It should come as no surprise then, that more and more people are choosing to use paid social media ads to support their organic social media content. Why? Because paid social ads can help you to get your content in front of the right audience at the right time.

We understand that putting some marketing budget behind paid social may seem a bit daunting, and so we want to help you understand the most effective ways to use paid social and how your business might benefit from it.

In this post, therefore, we will go into more detail about paid social media marketing and how it can help businesses with their content marketing.

What is paid social media marketing?

Paid social media marketing is the name given to the way we display adverts or other sponsored content on social media platforms such as Facebook and Instagram. Paid social ads can be really useful when it comes to targeting specific audiences based on their core demographics such as age, location and interests. Social media platforms have in-platform tools which help us to create, schedule and post your adverts.

Let’s take a moment to think about the target audience of your business and what their demographics and interests might be. They may be living in a certain location, be educated to a certain level, or have interests in the field of science or technology for example. Now think about how efficient it would be to target this specific audience with a paid ad.

Most of the major social media platforms offer the ability to target your customers with paid ads, and each platform has its own benefits and uses. We will cover this in a blog post next month.

How does paid social media marketing work?

There are four main areas to each social media marketing campaign:

  1. Identifying objectives and goals. We work together with our clients to determine what the objective of the paid social ad campaign is. It could be to improve brand awareness, generate leads or increase sales, for example.
  2. Selecting social media platforms to use. As we mentioned, each platform has its own benefits of use and unique features, so we need to choose the right one for your paid social media campaign.
  3. Define the target audience. We can customise your target audience – who to show the ad to, based on things such as age and location. We can also build a custom audience based on interests.
  4. Choose the content type. Not all types of ads will work for your business so we need to think about the type of content and ad we will run to get the best ROI. We also try and blend your paid ads in with your organic content. 

What benefits can paid social media advertising bring to your business?

Paid social media can bring several benefits to your business including:

  • Increased brand awareness. If your content appears in your target audience’s newsfeeds on a regular basis then brand recognition will naturally increase.
  • Increased reach. Using targeted audiences for your adverts means you can potentially reach people who are interested in your products or services but don’t know about your business yet.
  • Remain engaged with previous or current customers. Paid social ads are a great way to re-engage with your existing customers and promote all of your latest developments.

As you can see, paid social media marketing can be a great way to ensure your content, and therefore your brand, is always at the forefront of your target audience’s mind – whether they are existing or new customers. Social media adverts can also be designed in a variety of formats, such as videos and images, to help make your content more digestible and engaging for your audience.

Please get in touch with the Zool team to arrange a chat about how we can assist your organisation to better use social media and paid social media marketing to help you to achieve your business goals.