In 2020, there are two main social networks – Facebook and Instagram. Social media advertising is ideal for goods and services without strong customer demand.
Imagine that seven years ago you opened a store selling wireless speakers and headphones. Most users just don’t know that you can listen to music without using wires. There is simply no generated demand for such a product.
That is why it will not work at the initial stage to get traffic from SEO or contextual advertising for search queries. And it is precisely for such an area that targeted advertising on social networks is ideal.
Advertising in this case takes the form of ad units in the news feed, in Instagram stories, and even in the Facebook messenger. Often, advertising is indistinguishable from a regular post with a picture or video, by clicking on which the user is taken to your site, page, or message.
When promoting on social networks, special attention should be paid to the design of advertising posts or videos that can convey the novelty or uniqueness of your products.
Pros of SMM:
- Usually, the cost per conversion is cheaper than PPC advertising.
- Suitable for both goods with generated and unformed demand.
- The retargeting feature will allow visitors who have been on your site to remind themselves by showing the product or service they were interested in.
- Very large audience coverage.
- This type of advertising works well for brand awareness.
- Lots of tools and the ability to fine-tune the interests of users and even the radius of their location.
- In addition to targeted advertising, it is possible to work with popular bloggers and opinion leaders.
- Works great in conjunction with SEO-promotion or contextual advertising, increasing the number of clicks with the client.
Cons of SMM:
- It does not always give an instant result, since ads can be shown to users who are not currently looking for a product or service.
- Not suitable for all business topics.
- More thorough moderation of advertisements for content that violates Facebook policies.
- The need to attract additional resources to create videos, photos, texts.
- Constant monitoring of comments and messages is required.
When maintaining pages requires systematic posting.
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