Our Approach to Social Media Paid Advertising
Modern social media marketing is a pay-to-play game.
Without it, the number of people seeing your posts is limited by a newsfeed algorithm.
Due to an explosion of social media content and advertising over the years, all social media platforms’ newsfeed algorithms have been declining year-on-year. On Facebook you’ll be lucky to reach 5% of your fans.
Also consider how many of your LinkedIn connections or Instagram followers are actually your ideal target audience?
Justify the time it takes to create content and reach thousands of people in your exact target audience (not just your LinkedIn connections or Instagram followers) through paid advertising.
With so many different marketing channels, how do you know if social media is the best one to achieve your objectives? This is what I discuss as I introduce Missing Link Social Media’s approach to social media paid advertising.
Top of Funnel
The top of the social media funnel is the place we’ll be building your brand equity. Our goal is to produce, share and promote content that builds trust without just talking about your product/service.
Bottom of Funnel
After adding value and building trust at the top of the funnel, and introducing them to your products/solutions on your website at the middle, you now want to lower ‘buyer’s resistance’ so they are more likely to inquire or purchase from you.
What is social media paid advertising?
Social media paid advertising is the process of sponsoring content into the newsfeed (or other locations) of your target audience. There are three core methods most social media platforms will charge: Cost per thousand impressions (CPM), cost per click (CPC), or cost per objective.
Paid advertising differs greatly from organic posts, which is the process of uploading content as a post/update to be shared via your social media page to (a small percentage of) your fans.
Modern social media marketing requires a mix of both paid and organic content to be effective and drive real results.
e.g. Sponsored post.
What objectives (campaign types) can be achieved through paid advertising?
Although some social media platforms have more sophisticated advertising opportunities, the majority have a variety of campaign objectives to suit your needs.
For example, Facebook, Instagram and LinkedIn all have specific campaign types so your ads can be optimised towards either awareness, engagement, website traffic, and lead generation / sales.
e.g. Campaign types available for Facebook and Instagram.