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Social media marketing

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It’s no secret that society is spending more and more time online, specifically on social media. In fact, over half of the world’s population uses social media today. So it’s critical for advertising campaigns to keep up with the trend and move to these platforms as well.

In addition to being seen by more eyes, social media ads are ideal for persona-based advertising, which gets the attention of the people most likely to purchase your products or services. But if your business is new to advertising on social media, it might not be clear how it works or what to expect in terms of return on investment.

So, the social media team at Take the Stairs, based in Nashville, TN, pooled their collective knowledge and experience to come up with a simple guide to explain how social ads work and why you might want to consider them for your business.

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Do I need social media advertising?

As much as business owners would love it if providing a valuable service or product were enough to win business, it goes without saying that if you want people to know about your company, you need to advertise

Do I need social media advertising? Social media advertising can help you with: leads, awareness, audience.

There was a time when that meant taking out an ad in the local paper, or maybe even renting a billboard. But as the world has become more digitalized, so has marketing. Digital advertising agencies are growing in popularity, and as of 2019, more money is spent worldwide on digital ads than traditional advertising.

Digital advertising can take many forms, from pay-per-click ads on search engines to sponsored content and email marketing campaigns. These can all be helpful for creating brand awareness and generating leads, but social media advertising packages are more effective at creating brand engagement.

By their very nature, social media platforms make it easy to work out an audience’s demographic, which digital marketing agencies can use to get your ads in front of the people who will be most interested, therefore, more likely to buy from you.

You can make the most of this interest by creating social media pages that showcase your company and direct people to:

  • Click on your website link, driving more traffic to your site
  • Take advantage of special offers or promotions
  • Make purchases

Social media is an ideal way to both generate and nurture leads, by building awareness and engagement using persona-based advertising that targets your ideal customer base.

With almost half of all people in their 30s or younger finding social media ads more relevant than traditional advertising, it would make poor marketing sense to ignore these platforms as a source of lead generation.

In order to gain leads, you first have to increase awareness for your business, and social media provides a cost-effective way to do this.

Surveys show that on Twitter alone, about 64% of users share positive experiences with companies they follow. Once a follower has retweeted your business, they’re 70% more likely to buy from you again. This amounts to powerful, free advertising for your brand since people are more likely to do business with a company recommended by someone they trust.

64% of Twitter users share positive experiences about businesses they follow. Source: Twitter.

Both traditional and digital advertising agencies know the power of word-of-mouth advertising, and thanks to the digital age we live in, the concept has expanded exponentially.

For example, social media users in Nashville, TN are no longer limited to recommending their favorite business to nearby friends and family – thanks to social media, they can broadcast their reviews to the whole world.

More people than ever before are using social media to seek out businesses. Brands that engage with their audience using social media platforms increase awareness much more effectively than those with no social media presence. On average, working with a social media advertising company saves businesses 45% on marketing costs.

One of the things that makes social media ads so effective is their ability to target specific audiences through selling to specific buying personas.

We explore persona-based advertising further down, but generally speaking, it’s the idea that people respond more favorably to ads that are specifically relevant to them, rather than generic ads designed to appeal to the widest demographic possible.

Digital agencies, and social media advertising companies, in particular, can help you make the most of this marketing technique by tailoring your social media ads and presence to your unique client base.

Social media allows you to engage with your customer base like never before, allowing you to deeply understand their wants and needs.

Around 40% of online shoppers seek out brands through social media, so a strong social media presence can help you stand out to your target audience. Social media advertising packages focused on increasing awareness can help with this.

Increasing brand awareness isn’t enough – you want to make sure that the image your company presents online is a positive one. Our Nashville, TN-based social media advertising company can help you do this in a number of ways with custom social media advertising packages:

  • Present your business as a leader in your industry
  • Increase customer engagement, helping people see you as part of the community
  • Collect and highlight positive reviews
  • Turn negative reviews around with transparent customer service

Did you know? Social Marketing Can: Present your business as an industry leader increase customer engagement help people see you as part of the community collect and highlight positive reviews turn negative reviews around.

Social media is a direct connection between your business and consumers, so it’s vital that your online presence shows your company has integrity and is responsive to customer needs.

Nine out of 10 people these days read online reviews before purchasing from a new company, and digital advertising agencies can give you control over what people see when they find your business.

By their very nature, social media platforms make it easy to work out an audience’s demographic, which digital marketing agencies can use to get your ads in front of the people who will be most interested, therefore, more likely to buy from you.

You can make the most of this interest by creating social media pages that showcase your company and direct people to:

  • Click on your website link, driving more traffic to your site
  • Take advantage of special offers or promotions
  • Make purchases

Social media is an ideal way to both generate and nurture leads, by building awareness and engagement using persona-based advertising that targets your ideal customer base.

With almost half of all people in their 30s or younger finding social media ads more relevant than traditional advertising, it would make poor marketing sense to ignore these platforms as a source of lead generation.

In order to gain leads, you first have to increase awareness for your business, and social media provides a cost-effective way to do this.

Surveys show that on Twitter alone, about 64% of users share positive experiences with companies they follow. Once a follower has retweeted your business, they’re 70% more likely to buy from you again. This amounts to powerful, free advertising for your brand since people are more likely to do business with a company recommended by someone they trust.

64% of Twitter users share positive experiences about businesses they follow. Source: Twitter.

Both traditional and digital advertising agencies know the power of word-of-mouth advertising, and thanks to the digital age we live in, the concept has expanded exponentially.

For example, social media users in Nashville, TN are no longer limited to recommending their favorite business to nearby friends and family – thanks to social media, they can broadcast their reviews to the whole world.

More people than ever before are using social media to seek out businesses. Brands that engage with their audience using social media platforms increase awareness much more effectively than those with no social media presence. On average, working with a social media advertising company saves businesses 45% on marketing costs.

One of the things that makes social media ads so effective is their ability to target specific audiences through selling to specific buying personas.

We explore persona-based advertising further down, but generally speaking, it’s the idea that people respond more favorably to ads that are specifically relevant to them, rather than generic ads designed to appeal to the widest demographic possible.

Digital agencies, and social media advertising companies, in particular, can help you make the most of this marketing technique by tailoring your social media ads and presence to your unique client base.

Social media allows you to engage with your customer base like never before, allowing you to deeply understand their wants and needs.

Around 40% of online shoppers seek out brands through social media, so a strong social media presence can help you stand out to your target audience. Social media advertising packages focused on increasing awareness can help with this.

Increasing brand awareness isn’t enough – you want to make sure that the image your company presents online is a positive one. Our Nashville, TN-based social media advertising company can help you do this in a number of ways with custom social media advertising packages:

  • Present your business as a leader in your industry
  • Increase customer engagement, helping people see you as part of the community
  • Collect and highlight positive reviews
  • Turn negative reviews around with transparent customer service

Did you know? Social Marketing Can: Present your business as an industry leader increase customer engagement help people see you as part of the community collect and highlight positive reviews turn negative reviews around.

Social media is a direct connection between your business and consumers, so it’s vital that your online presence shows your company has integrity and is responsive to customer needs.

Nine out of 10 people these days read online reviews before purchasing from a new company, and digital advertising agencies can give you control over what people see when they find your business.

Elements of any social media advertising campaign

Now that you have a better understanding of how working with a social media advertising company can benefit your business, it might help to get an idea of what exactly that entails. All digital advertising agencies work a little differently, of course, and no two social media advertising packages are identical.

But the general principles behind each agency and package are going to be the same, whether you’re working with us right here in Nashville, TN, or elsewhere in the world. Let’s take a look at a few of the basic elements.

The creative aspect of any marketing campaign is vital: this is where the creative team collaborates with you to decide what the “story” or “feel” of a campaign will be. This will vary depending on your company, your target audience, and the platform or platforms you plan to use.

Creative elements of a social media ad campaign. Creative, Display, Media.

In practice, the creative piece of your campaign will often consist of determining things like:

  • The look of the ads, including style and color scheme
  • How ads will be displayed depending on which platform they’re shown on
  • Whether your ads will be more text, images, infographics, or video

Although it’s tempting to want to lay out your company’s offering as plainly and simply as possible, letting your product or service speak for itself, studies show that ads showing more creativity or originality win more attention.

In a noisy world, your social media ads need to send a strong, attention-grabbing message in order to rise above the rest. That’s where an experienced social media advertising company comes in, helping you hone your message and making sure it’s heard loud and clear.

When you hear the term “copy” used in social media advertising packages, they’re talking about the actual text that will be written on the ad. The copy can be anything from:

  • Product description
  • List of product features
  • A call to action
  • Catchy slogans
  • Company value propositions
  • A promotion or unique offering
  • How customers will feel once they use your product

The social media company you work with will create copy that speaks directly to your target audience, letting them know exactly why they have to try your product.

Effective social media ads grab people’s attention, convert leads into customers, and build upon your business brand. A social media advertising company generally has access to skilled copywriters, like our team in Nashville, TN.

Professional copywriters are expert at turning your company’s offerings into text that catches your audiences’ eye. Even the best-planned social media advertising strategy will be ineffective unless it has strong sales copy to back it up.

With over three billion people using Facebook alone, it’s clear that social media advertising is a necessary part of any business’s marketing plan. But managing an online presence can be time-consuming, taking business owners away from other important work.

That’s why many social media advertising packages include management of your social media accounts, from creating and scheduling posts, to responding to follower comments, and building a relationship. Unlike a static website, social media presence requires ongoing  – ideally daily – interaction.

A social media profile that posts only sporadically is not going to help your business’s image, so you need to commit to engaging with the platform regularly (or hiring someone else to do so).

Regularly posting on social media, sharing others’ content, and engaging with your audience are all important aspects of your overall social media strategy. But in order to make sure as many of your target customers as possible get to know about your business, you’ll need to post paid ads as well.

Posting ads on social media channels isn’t free, of course, so keep in mind that publisher fees will be a part of your advertising costs. Generally, you’ll choose to pay for ads:

  • Per click (known as CPC, or cost-per-click)
  • Per 1,000 impressions (known as CPM, or cost-per-mille)
  • Per lead
  • Per engagement

Digital advertising agencies work with their clients to determine which solution will work best for their campaign and budget.

You’ll also be able to set campaign limits, which will keep you from going over budget. Once your ads reach that limit, they’re paused and don’t cost you anything until you decide to restart them by raising the limit.

Have you ever visited a website, then noticed that company’s ads popping up just about every time you go online? Well, that’s called retargeting, and it’s an incredibly effective marketing technique.

It works on the same principle as an email sales funnel, providing interested buyers with offers that are more and more specific to their interests based on what you learn from their interaction with your site or previous ads.

Retargeting costs less than a traditional pay-per-click search campaign and is more cost-effective, since you’re only paying to display ads to people who have already shown interest. 

Adding a retargeting element to your social media advertising strategy can get you as much as 51% more conversions, as well as build greater brand awareness, so it’s a powerful part of any social media advertising campaign.

An experienced social media advertising company will have no problem helping you set up a retargeting campaign as part of your overall marketing strategy.

A social media advertising company will generally include reporting in their advertising packages, which is the analysis of all the statistics that your tracking process has gathered. Experienced digital marketing agencies can help you understand what to look for and tweak the ads to get the most favorable response from your audience.

Some people may believe that once you create your first set of ads you can just kick back and watch the leads come in; sadly, this isn’t true. From the biggest of ad spenders, like GEICO, to the smallest of businesses, all ads are a process of trial and error. 

Ads need to start with a highly educated guess on what works and need to constantly adapt to the data received on the effectiveness of the campaign. As you track, you’ll be able to tweak ad creative, copy, bids, and audience until you find what leads to the most engagement and conversions. We use the Cone of Uncertainty to help visualize this process. You will never reach perfection, but you can move a little closer after each iteration you promote.

Cone of Uncertainty. Throughout campaign delivery, the more we learn about our target's behavior, the more certain we will become about what we know about how to interact with them.

This information is crucial to understanding your online marketing’s return on investment, helping you decide whether to keep going as-is or if you need to change course. These reports will be helpful for future ad campaigns as well, since the information gathered gives you valuable insight into your audience’s response to your brand.

Enter persona-based social media advertising

Effective advertising speaks directly to the audience. Think about it – you speak to your mother differently than you speak to your best friend, right? Well, good advertising uses the same principle.

Advertising that converts speaks to target audiences using buyer personas. This is the opposite method of generic advertising campaigns that speak to no one in particular.

Persona-based advertising produces a drastically larger number of lead conversions, speaking to people who are most likely to buy your product. That keeps you from wasting money on people who won’t give it a second look.

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Social media advertising FAQs

Social media advertising costs vary as they depend on many factors, including the size and scope of the social media advertising package, the location of the social media advertising company, among others.

To give you an idea of what companies might charge, our Nashville, TN-based agency charges 20% of the monthly advertising budget to manage social media ads for the month (with a minimum spend of $250).

Social media advertising can be one of the most effective forms of advertising available, especially for small to medium-sized businesses. But your success completely depends on how much effort is put into it.

Hiring an experienced social media advertising company that understands how to creatively present your brand’s message, will often get you better results than trying to handle it on your own. Digital agencies have the knowledge to define your audience and create bespoke ads that speak directly to them, and the bandwidth to monitor and adjust as needed.

Not everyone realizes how many revisions are usually needed before you’re able to find an optimal conversion rate, so you need a team that will be in it for the long haul. This is true of both large and small digital advertising agencies.

Social media advertising is important because it allows businesses of all sizes to reach a wide audience while focusing on specific customer types that are more likely to make a purchase.

Roughly 70% of North Americans use social media, so advertising on these platforms gives businesses the chance to reach a majority of the population. This helps level the playing field a bit. A small business in Nashville, TN with a limited advertising budget, for example, has just as much chance of reaching people across the world as a larger corporation does – something virtually unheard of with traditional advertising.

More importantly, the audience businesses reach with persona-based advertising on social media are more likely to buy from your company, rather than wasting advertising money on people who simply aren’t interested and never will be.

It’s absolutely possible to set up social media ads on your own, but that doesn’t necessarily mean they’ll be effective. When businesses handle their own advertising, they often try to appeal to as many people as possible by watering down their message, instead of focusing on getting the attention of their ideal customer base.

Sometimes it helps to hire a team of experts who can offer an outside eye and help you narrow your focus to those who will be most interested in your services. A good social media advertising company can help you create a clear picture of your target audience and build an effective ad campaign that will speak directly to their needs.

Social media advertising packages can generally be customized to your business and budget, so they’re worth looking into before trying to handle it on your own.

Ready to take the first step?

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Why use Take the Stairs for social media ads?

We are always transparent

We’ll always shoot straight with you about creative decisions as well as strategy, recommending those that are most likely to succeed based on your particular brand identity and business objectives. We take the same transparent approach with your budget, giving you breakdowns of every task involved, so you’ll never get any surprises.

A unique approach

The realm of social media ads is a crowded place, with the average ad winning a less than 1% click-through rate. The persona-based advertising approach increases your chances of success by speaking directly to your target audience with ads that are relevant to them, making them more likely to engage.

Goal-driven efforts

When we start working together, we’ll take the time to understand the goals you have for your social media ads and help you build a strategy around them. Every action we take from that point forward will be focused on working towards helping you achieve those goals.

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