Over the last decade, social media has become an integral part of the realities of both individuals and businesses. These platforms have defined how we connect with friends and audiences to uniquely present brands. Social media has grown to be a powerful tool that helps businesses drive growth, especially if they leverage paid social media advertising.
On social, organic content refers to the authentic, non-paid content that businesses share across their pages. Often appreciated for its effectiveness, organic content has paved the way for creating connections with the audience. However, while organic social media can be effective, paid social media has become an increasingly important part of a business’s marketing strategy. Paid ads have demonstrated their ability to significantly impact areas such as targeted advertising, website traffic, and lead generation.
Targeted Advertising
Paid social ads allow businesses to target their ideal audience with pinpoint accuracy. With paid social media, businesses can select specific demographics, interests, and behaviours to target their advertising. This allows companies to optimize their ad spend by ensuring their ads are being served to people most likely to be interested in their product or service. This level of targeted advertising is not possible with traditional advertising methods, therefore presenting a unique benefit of utilizing paid social media.
Website Traffic
Paid socials can drive digital traffic because of their potential to create ads that link directly to a website. With the ability to specify the intention of their paid social ads, businesses create opportunities to encourage customers to click through to their site and more extensively learn about their products or services. This increased traffic can lead to more opportunities for conversion and ultimately drive more sales.
Lead Generation
Social media advertising is an effective way to generate leads for a business. By using lead generation ads, businesses can collect contact information from potential customers who are genuinely interested in learning more about their products or services. This allows businesses to better connect with these leads and convert them into paying customers.
Measurable Results
One of the most significant benefits of paid social media is its ability to be measurable. Businesses can track the performance of their advertising campaigns in real-time and make adjustments as they see fit to better resonate with their target audience. This level of visibility allows businesses to see exactly how their advertising budget is being spent and make data-driven decisions that can lead to better results.
By using paid social ads, businesses leverage digital beyond organic visibility. The incorporation of social media advertising into their marketing strategy, positions businesses on a trajectory for increased growth, awareness, and conversions.
