Social Media Ads
According to a recent Hubspot study, social media ads are likely to grow a further 8.6% in the next 5 years.
Facebook ads continue to be the market leader, however YouTube in video ads and overlay based ads are catching up quickly. Instagram is currently 3rd while the silent B2B ad assassin is LinkedIn.
With low costs, advanced targeting, and huge user-bases, advertising on social media is an effective way to reach your desired audience and turn them into paying customers.
The good news is that you don’t need a huge marketing budget to create raving fans and paying customers.
There are still plenty of businesses yet to jump on the bandwagon so focussing on social ads today will definitely give you an edge.
Facebook is King of the Social Media Advertising Platforms
Understanding how to build audiences, target specific users, retarget certain groups and measure success is key to any brand. Whether we like it or not Facebook has an abundance of data from users across the globe.
Social Media users in Australia are some of the most active in the world, with a total of around 60% of the country’s population an active user on Facebook, and 50% of the country logging onto Facebook at least once a day.
Advertising on Facebook – The Key Ingredients
When you advertise on Facebook, you need to determine at the outset what your objective is. Is it awareness, consideration or conversion?
How does a ‘newbie’ advertiser choose?
The good news is that there are many YouTube videos offering basic advice. Take these with a pinch of salt though as some video content can be outdated.
To simplify things we have broken down each of the 3 objectives.
Only use this objective when you want to brand your business or reach a new audience. It should not be used to attract direct sales or leads.
This objective is about getting a reaction from a viewer, such as app install, likes, comments, shares, leads or video views.
This is the pointy end of the sales funnel. At this stage you want customers to either visit your store, contact you, view your online catalogue or complete a conversion process in a lead funnel.
Facebook Audiences and Creative Content
The secret to reducing your cost per click or overall spend is to deliver the right message, to the right people, at the right time. It is important to clearly define your audience and set a timeframe for your ads to run.
At this stage you choose what network your ads should appear on and set the creative content to draw a response.
Top 3 Social Media Sites in Australia
1. Facebook – 15,200,000 Monthly Active Australian Users (steady)
2. YouTube – 15,000,000 Unique Australian Visitors per month (UAVs)
3. Instagram – 9,000,000 Monthly Active Australian Users (FB/ Instagram data)
The good news about social media advertising is that it can be low cost. You set the budget, start and stop time and wait for the results to roll in.
We always suggest picking a niche market, storyline and the appropriate creative to trigger a response. It is important to know that all social media platform yield different results.
If you want to pitch your business to a younger audience (under 25) then we’d recommend Snapchat, Instagram and Tik Tok. If you wanted a larger sample pool then Facebook is the one to give you the best data return.
For B2B we suggest LinkedIn. Our favourite social media platform is YouTube.
Video is a powerful medium and engagement rates are 11 times greater than image based ads.
Why be Social …
Authority is different from brand awareness. To establish your business as an expert in your industry, you have to build brand authority. Posting on social media with relevant, educational, and authoritative information is the best way to show people that you know your stuff. It nurtures a positive image while offering a forum where customers and visitors can interact. That is especially important for answering questions and being responsive to both increase and demonstrate customer satisfaction.
Brand authority helps generate brand loyalty. In turn, it can provide free advertising for your business as people comment and like what you have to say or offer. This public interaction with customers shows you genuinely care about them and are customer focused. You also encourage customers to be more vocal and to help raise your profile in the minds of new followers.
Need some help with your social media accounts? Contact us!