If you build it, they will come! Unfortunately, this is just not true anymore when it comes to social media. In fact, you may be looking at it all wrong in the first place. You see, social media was never intended for marketers, it was designed to connect the world at scale and bring families and friends together at the intersection of technology. When these platforms were created, advertising was the last thing on the minds of these innovative entrepreneurs. However, like any business, it was essential for these social platforms to monetize their products and services to build sustainable growth. Since the dawn of advertising, brand marketers have invested significant financial resources into buying media placements for their ads, so why is there any doubt that it would be different for social media? Paid social media is your opportunity to ensure that you are speaking to your target audience and building authentic relationships, humanizing your brand. At The Ripple Effect Group we will work with you to integrate paid social media campaigns that work alongside your content marketing efforts and amplify your message, connecting you directly with consumers.
Reaching across the channels
75% of advertisers are now using paid social media to boost their advertising efforts. All major social channels offer a variety of ad products that need to be regularly monitored to ensure that your target consumers are viewing and engaging with them. Each social media platform has its own unique set of advertising opportunities. Some of these include post engagement, pages likes, website clicks, promoted tweets, sponsored photos, sponsored videos, promoted pins and more. We utilize each of these ad products to meet your specific goals and stay abreast of emerging opportunities that can be leveraged to boost your brand. All of these products come with targeting options that allow you to carefully choose who the ads will be served to, which guarantees your advertising budget is going towards the right audience. We are aware that our collective success weighs heavily on our ability to provide you with comprehensive reporting on your paid social media performance; therefore, we track every dollar spent, and provide you with in-depth reports tailored to your organization’s needs.
How paid social media pays off
Your brand has spent time and resources growing your audience on your social channels. Now that your fans are in place, the focus is on keeping them interested and engaged with your message. Getting that message out organically, and waiting for all of your followers to naturally (and immediately!) engage with you on a daily basis is too much of a risk without paid social media. You need to be able to break through the content clutter. Paid social media drives community growth to get your content in front of consumers that are most likely to engage with and join your community. While paid social media works to get this content to your fans and increase their engagement with it, it also works alongside earned and owned media too. If your content isn’t seen through organic placement alone, paid social media helps to amplify that content to the right viewers. This allows us to work side by side with paid, owned, and earned strategies, and continue to build up audiences for your brand that are interacting with your content and sharing it with their networks, influencing friends to do the same.
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