We could talk all day about the advantages of social media advertising – hence, we’ve chosen to commit our lives to the cause at MountDigital.
But for now, we’ll get the party started with the top reasons social media advertising is rocking the socks off our clients with award-winning results.
Audience targeting that’s right on the money
If Facebook was a country it would be the highest populated country in the world.
Yet, while social media advertising enables us to connect with billions of people globally – it does so with laser precision targeting – allowing you to really hone in on who you’re communicating with, how and when.
No longer are we needing to cast our nets far and wide in a broadcast environment or taking a punch on a media pack filled with comparatively broad reader/listener/viewer demographic. Neither are we dependent on people already knowing of and searching for your brand (although paid social can reach them too!).
Through providing extremely granular and niche audience data that is based on current behaviours, interests and life events, paid social allows you to speak to lots of people or a little number of people – but mostly, exactly the right people.
Want to communicate with people who work in orthopaedic surgery, aged 30-64, speak English, and are visiting a three-day surgical speciality conference in Brussels? No problem, we’ve got an ad set for that.
While paid social can’t guarantee 0% wastage, it’s certainly one of the smartest ways to currently speak to the right people at the right time and deliver impressive ROI.
ROIs that make the FD stand to attention
Gone are the days of up-front commitment to a campaign budget, hitting ‘publish’ and sitting tight with your fingers crossed.
Paid social empowers the investor to optimise spend throughout the duration of the campaign – providing real-time granular data and the flexibility and freedom to test, tweak, and pivot as you go.
Add to this, the surprisingly low cost per click (CPC)/cost per thousand (CPM) (Facebook has the lowest cost per 1000 impressions in advertising history). Plus, the fact that campaign budgets can start from as little a tenner and can be easily scaled up and down at leisure – and you’ve got a very appetising proposition at your fingertips.
We’ve helped a local charity secure the fundraising support of a multi-million-pound national business through a very well spent £60 paid social campaign.
And the launch of ‘native payments’ in 2018 will most likely turn the ROI dial up a notch or two further.
Lead Generation – social is more than the home of kittens, puppies, and funny videos
In fact, paid social lead gen campaigns have seen us secure a 2250% increase in new business leads for one of our highly-respected European Union-backed B2B clients. That’s 282 leads over a five-month period vs 12 leads through the client’s previous broadcast media campaign and all within an absolute fraction of the budget. Nothing fluffy or cute about that.
As social media platforms already know so much about your customers (within GDPR guidelines obvs!), such as contact details, industry of work, location etc etc – it enables you to serve them pre-filled forms so all they need to do is click submit. Helping remove those barriers to entry.
Didn’t catch them the first time around? No problem, re-targeting – with the help of Google Tag Manager – helps us to re-communicate with those warm leads that just slipped through the net first time around.
Pick n’ mix ad formats tailored to your goals
The three big players when it comes to paid social (Facebook, Instagram and LinkedIn) provide a broad palette of ad formats to choose from and are continually developing new and improved formats based on closely studied user behaviour.
Thanks to the ‘native’ look and feel of social ads, when created well, your ads run seamlessly alongside any other piece of social media content your customer engages with.
For best results, make sure you’re picking the optimal format for your product/service type and goal. And, of course, content remains king.