The past decade has seen a marked increase in the use of social media. New social platforms are being introduced more regularly, and millions of people are interacting with friends, family, and brands on multiple platforms daily.
From the launch of MySpace in 2003 to the recent release of the popular chatroom app Clubhouse in 2020, more and more people have been drawn in by the sense of belonging that comes with being part of these global online communities.
Whether they are contacting long lost school mates or enjoying an online experience with their favourite celebrity, social media is where almost everyone’s attention is. That is why it is so important that you leverage this level of attention to connect with your customers and promote your brand.
Starting a business and brand is one thing. Marketing it successfully and acquiring paying clients is another entirely. Although, if you think about it, with all the technology available to us, launching a brand today should, technically, be easier than it was, say, 20-plus years ago.
Letting your ideal customer know about your brand and the products or services you offer and encouraging them to make a purchase is the most difficult part of the process.
Developing a sales funnel to draw those potential customers in is all well and good, but how do you get those target clients into the top of the funnel in the first place?
According to Statista, there are approximately 53m active social media users in the UK who spent an average of 109 minutes on social media per day in 2020. That equates to more than 75% of the population of the country, scrolling through their respective news feeds for almost 2 hours every day.
Having a presence on social media and posting quality content regularly, opens the door to connecting with those prospective customers and letting them know about what your product or service can do for them.
The advertising opportunities offered by these platforms gives you further control over who sees your content and when tailoring user engagement to suit your niche.
As the manager or owner of a brand, you must recognise that this is a level of attention you simply cannot ignore. These social platforms allow you to place your brand squarely in front of your target audience. What more could you ask for?
Targeting PPC Social Media Advertising
Platforms such as Facebook, Instagram, LinkedIn, Pinterest, Twitter, and TikTok offer Pay Per Click (PPC) advertising at competitive rates, some less expensive than others.
However, the difference between PPC advertising and traditional advertising is that PPC advertising allows you to tailor your advertising campaign in such a way that you can target a specific audience, segmented using multiple demographics, location, and behaviour metrics.
In other words, if you were to place an ad promoting your brand on a billboard or within a magazine, you would have little to no control over who sees that ad. You have no idea of whether your target client is going to see the ad, let alone take any action.
With social media advertising, you have the power to ensure that the only people who see your ad are within your target audience.
In addition, when advertising through traditional media, there are certain steps the customer needs to take to contact you or purchase your product. There are obstacles between them and the sale that creates a level of friction and inconvenience for the customer.
In contrast, when your perfect client sees your advert in their news feed on Facebook, for instance, all they need to do is click or tap on a button to act. This makes the process of engaging with your brand far more convenient and results in a higher conversion rate.
Also, the beauty is that you are 100% in control of your budget and only pay when someone clicks on your ad. You are also able to determine a more accurate ROI for each ad that you place.
When setting up a profile for your brand on a social media platform, you open up a channel of communication between your brand and its target audience. Posting relevant content regularly will gain the attention of one or two people who will like or follow your brand, and as you continue to generate quality content for this audience, the numbers will grow.
Many companies benefit from numerous sales when advertising on Facebook, Instagram, and the like. The primary benefit of advertising on these platforms, however, is that you can generate and scale awareness of your brand with an audience that is likely interested in what you have to offer.
Granted, you may not see an immediate return on your investment, however, when a potential client needs your brand’s product or service, there is a good chance they will think of your brand. Posting content regularly will also help to keep your brand top of mind.
Setting up a business profile for your brand on a social media platform allows you to generate a following and engage with existing and potential customers. It is an opportunity to create a community around your brand, tell your brand’s story, and build trust with your target market.
It is an opportunity to address your customer’s pain points and suggest solutions, even if it does not lead to a sale. Providing value to your target marketing without expectation lets your clients know that you really care about resolving their problem and helping them.
You will be in a position to create a culture that aligns with your brand and company vision, which could offer a sense of belonging to the many who seek it. This how brands like Nike and Vans position themselves in the market, and generate a following of customers and fans who want to be part of that culture and tribe.
Leveraging these platforms to connect and speak directly to your customers will be a massive advantage to you and your brand. When approached honestly and openly, the sense of connectedness and community you create around your brand will be paramount to retaining customers and promoting brand loyalty.
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