Should my business consider paid-for-advertising on social media?

By March 21, 2019 Stories

Let’s take it back to basics. If you’re currently wondering whether your business actually needs a social media presence, we won’t beat around the bush – it absolutely does – and here’s why.

A business profile on social media:

  • Allows you to have a direct line of communication to interact with current and potential clients/customers
  • Drives traffic to your business’ website
  • Opens up new audiences to your brand and service offering
  • Gives you invaluable insight on your target audience

Having an organic (i.e. non-paid) business presence on social media is one thing, but do you sometimes feel that not many people see your posts? That’s because the algorithms that control what users see make it difficult for business page posts to get into their followers’ news feeds. Fewer people seeing your page’s post means fewer likes, clicks, comments and shares (and therefore in turn fewer conversions, leads and customers and decreased brand awareness).

Here are the four main benefits of including paid-for social media in your advertising plan:

It augments your reach

Paid ads are guaranteed to appear in your target audiences’ news feeds, giving your brand and services instant visibility and a direct channel to drive leads and website traffic. It could also increase your business profile’s organic reach as your expanded audience chooses to interact and follow your posts.

It’s cost-effective

All platforms use a PPC (pay-per-click) payment model, so you only pay if a user takes the action you want, and you can set a daily budget so you don’t overspend.

It’s targeted

Instead of a ‘one-size-fits-all’ approach, most social media platforms allow you to define and reach your target audience by metrics such as demographics, job title, location and interests.

It helps you gather market insights

The analytics data provided by each social media channel allows you to check in on the performance of your sponsored posts and adverts and review key metrics such as reach, engagement, user demographics and website clicks. This can help you to plan future campaigns and gives you measurements to inform your KPIs and wider business/marketing strategy.

As always, the KC Communications team is here to help you navigate the world of paid-for social media advertising. We’d be delighted to chat about whether paid-for social media advertising is suitable for your business or service offering. Simply contact us to start the conversation!