Paid social media is a form of online advertising that allows businesses to target potential customers through platforms like Facebook, Twitter, and LinkedIn. By putting paid-for posts on these popular sites, businesses can reach a large audience with relative ease.
Paid social is a super-effective way to promote special offers, drive website traffic, and generate leads. It is, however, important to be strategic and sensible when planning your paid social. An overuse will simply annoy people! But when used sparingly and in conjunction with your other marketing, it can be a really powerful tool for growing your business and getting sales.
Now received wisdom says that you should wait until you actually have some sales and your business is established before you start paying for social. As a Facebook™ marketer, I say … yes and no.
While I probably wouldn’t be using paid ads to make sales for a brand-new business without any proper trading history, I do, however, encourage businesses to start running some form of paid social media campaigns as soon as possible.
First, paid social media campaigns can help you reach a wider audience than organic campaigns. When you boost a post or run an ad, you have the potential to reach thousands of new people who might not have otherwise seen your content. Put it this way, you can have the best blogs and most compelling of images, but if no one sees them then what’s the point?
Secondly, paid social media campaigns can help you to target your audience more precisely. You can use targeting options (Facebook’s are double-plus good) to show your posts to people based on their interests, demographics, and even online behaviours. This ensures that your posts are being seen by the people who are most likely to be interested in what you’re selling.
Third, running a paid social media campaign is a great way to test out different messaging and creative options before committing to a larger organic campaign. You can see what works and what doesn’t before investing a lot of time and money into a campaign that may not perform well.
So, if you’re thinking about starting a social media campaign, don’t wait! The sooner you get started, the better.