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3 min read
Social Media does not work without adverts
Posted in Social Media on 19th October 2016 9:00 am
Whilst having a social media presence is a key part of digital marketing, the real emphasis should be on social media advertising.
If we told you that a Danish transportation and energy multinational had over two million Facebook followers, would you be surprised?
Don’t believe us? Have a look for yourselves – facebook.com/MaerskGroup.
Whilst it would be easy to assume that a company of this nature wouldn’t attract such a large following, Maersk has succeeded in creating a popular and highly engaging page where both consumers and businesses alike can interact with the global business.
Maersk achieves this through using their global presence along with impressive photography of their fleet to generate posts that users can interact with.
By using Facebook as well as other social media, a company can create a more rounded brand persona through refining their tone of voice and portraying a captivating narrative of how the business is evolving over time that users can follow.
Another benefit of using a more consumer based platform such as Facebook as opposed to LinkedIn is that it makes the business seem more human and approachable as it is a site that users use in their leisure time, so they will be more open to new ideas and brands approaching them.
Whilst having and maintaining this presence is a key part of utilising Facebook as a business, the real difference between having a page with little interaction and one that generates a buzz lies in how a business promotes their page.
Having a social media presence isn’t enough, promotion is key.
This is where social advertising comes in.
With regards to Facebook, businesses can utilise their advertising platform order to promote their business page. This nifty tool allows a company to create an advertisement for their business based on wider marketing objectives which will then be posted on targeted user’s home page.
The first stage in setting your ads up after stating your objectives is to define your audience. You can do this by specifying everything from where they are geographically, demographics, and their personal interests.
Following this, you will be able to decide what your advert will look like when it makes it to the big (or little) screen! You can decide whether you’d want one eye-catching photo or a carousel of images to flick through, as well as tailoring your tagline with the all-important call-to-action to encourage users to interact with your page.
As with anything advertising, there’s a price. So after the design stage, you will need to decide upon a budget which will determine how long the ad will run, and how far its reach will be.
Now, we’ve addressed the common misconception that social media marketing is free before however don’t be alarmed, creating a Facebook Ad won’t break the bank, and in comparison to other digital marketing techniques, it remains to be one of the lowest in terms of the budget required.
After the advert is released and the targeted Facebook users have had the chance to see it, you can then use Facebook’s Ad Manager to see how well your advertisement is being received, and you can then adapt it to suit your needs further.
So now we can get to the crux of this article.
A well-managed social media plan, combined with social media advertising, will generate more traffic to your website. Simple.
You wouldn’t want all that time and effort you’ve put into creating your Facebook page to waste, would you? It would be like creating an incredible website without telling Google that it’s there!
Now, that isn’t to say that LinkedIn and Twitter are worse than Facebook, but you’d expect them all to be on more of a similar playing field right?
Well, here in Elephant Digital we expect there to be an increasing emphasis on Facebook and its advertising especially for B2B companies. Let’s face it, if a container transportation company (Maersk) can gain over 2 million active Facebook users we’re pretty confident every company can capitalise on this.
If you’re interested in working with our social media team or simply want a chat about how we could boost your company’s social media profile, feel free to get in touch.
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