We will always champion organic social, but we’d be telling fibs if we said it isn’t sometimes important to pay for social advertising – and any social media agencies worth their salt should tell you the same thing.
Paid social advertising tends to get overlooked by businesses it offers the opportunity to reach more people, boost engagement and sales at a fraction of the cost of traditionally expensive digital marketing campaigns.
Often, paying for social is an essential part of a campaign – especially at the start when you’ve got no audience. Putting some cash behind your posts helps get them in front of the right people and gives you a chance to build a following. The key is knowing when to switch from paid to organic posting and how to use paid posts strategically for the duration of your campaign.
Facebook is one of the world’s biggest advertising platforms.
How much you spend – and when you spend it – depends on what you’re trying to achieve. And the beauty of social advertising is that it can be done on a small budget. We’ve seen amazing results from putting tiny amounts of money behind campaigns. The key is strategically targeting the right people. Pick the right audience and you’ll see even see great results from putting £5-£10 behind a post.
We worked with our client JET, which operates leisure venues across the North West of England to launch its new trampoline park venue, Jump Rush.
Jump Rush was due to open during peak tourist season and timescales were tight. We needed to reach as many people as possible, as quickly and efficiently as possible while making sure we maximised our client’s ROI.
We had already conducted extensive customer experience analysis so we used this to develop an omnichannel advertising strategy with clear customer segments. We identified our audience and the channels they were using and developed targeted audience profiles across YouTube, Facebook and Instagram.
We produced an exciting video which showcased the park and we knew would catch the eye of both parents and children and used this as the basis of our social media advertising campaign. We created video posts with budgets between £XX and £XX per post and scheduled them across our channels, adjusting our timings to suit each audience.
We set up YouTube advertising with variations depending on the behaviour of the viewer in terms of what they would see next, allowing us to produce the best possible results and return on interest.
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