Nowadays, it is impossible to imagine life without social media channels. They are very fast moving and keep up with the digital trends. There is sure to be the right channel for every private person. Should it be more entertaining or just for a friendly exchange? If the channel does not meet expectations, you can simply delete your account.

But as a company, you have to think carefully beforehand which channel suits your company and its goals. Even more important for a company, however, is which channels your target group is using so that they can be reached best. It is therefore important that the company's ideas also match its target group. 

Social media channels aren't just about conversation and content sharing, it has become an important way of attracting customers. With retargeting and the integration of existing customers, customer loyalty is strengthened. It has become a channel in which the e-commerce teams in particular increase their investments.

However, this is not as easy as it sounds. Every beginning is difficult, so it is not easy at the beginning.

What is social media advertising?

It is a form of online marketing in which social networks like Facebook, Instagram, etc. are strategically used to communicate company messages, to interact with target groups and to generate more visits to your own website.

Important questions to ask yourself when considering social media marketing:

• Who do you want to reach via social media channels?

• What do you want to achieve with social media marketing?

• Is there a social media strategy in place?

• Which channels make sense for your company and its goals?

• Does your target group move on the chosen channel?

• Who is in charge of this channel?

• Can the company find the time to look after the social media channel?

• Is there a budget for content creation and paid ads? 

• Where can you use which measures so that they fit into your overall marketing mix?

These questions should be clarified beforehand, otherwise you will likely put more effort than you will reap the benefits.

There are two more fundamental differences in social media marketing. Do you only want to generate organic posts (pull marketing) or social media advertising, i.e. place paid advertising (push marketing)?

Unfortunately, the reach of organic posts is decreasing, because there are more and more company posts and more competition for visibility. Facebook uses its newsfeed algorithm to determine what users are shown. In order to get a large reach, you can no longer avoid paid advertising these days.

Paid advertising on social media channels therefore helps you to properly distribute your content without having to rely on organic platform algorithms and their ongoing changes. Social media advertising is now about how you can address your target group and direct them to your website so that they make a purchase there. 

Advantages of social media advertising

• Large audience and a lot of information about it.

One of the main advantages of social networks is that you can address a large number of people, which is a basic requirement, otherwise buying advertising makes little sense. The social networks have a very large user base and collect a lot of important information about their users. Because they reveal a lot about themselves and their interests. This data is ideal for defining target groups.

Social Media vs. Classic Media

In contrast to the classic media which are often very expensive media, the costs for social media marketing are comparatively low. This is one of the great advantages of social media advertising.

• Price

The costs per CPM (cost-per-mille: shows the amount of money you have to use for an advertising measure in order to be able to reach 1,000 people in a target group by visual contact) and often also for a conversion, are significantly better than with display Campaigns.

• Interesting user situation

A user of social networks is either looking for entertainment, contacts or wants to present himself. In these situations, he is often open to receiving advertising messages. This is mostly different with other platforms. The user is not so easily distracted because he is in a buying process that he would like to end first.

• Achieving reach

Social media marketing involves a lot of work, but it also offers a lot of opportunities. So, it offers your company a broad reach

• Discover new target groups

With the option of choosing a target group that is similar to your existing one, the social media channels offer you the opportunity to enlarge an existing target group or possibly even to develop a new one and to increase sales.

• Encourage repeating customers

Most companies are the same, it is more difficult to win new customers than to convince an existing customer to make another purchase and this option is usually only a click away. Social media helps you to stay in constant contact with your existing customers and, ideally, to encourage them to make another purchase.

• Gaining market share

If you have a company that has a lot of competition, social media can help you stand out from the big competitors by telling you about your extraordinarily good customer service and interacting personally with the target group.

• Content ideas

Most social media channels are active in several countries and have millions of users, so they can provide you with a lot of ideas or inputs for your content here.

• Credibility

If you also run good organic campaigns in parallel to the advertising, this leads to a significantly stronger credibility of the entire campaign.

Conclusion

Social media has become an indispensable part of everyday life. This is a fact that every company should face if it does not want to get lost in digital marketing. Sensitivity is required for a sustainable social media strategy. As with all projects and campaigns in marketing, a clean basis has to be created so that it can succeed. This is also essential in social media marketing. The nice thing about social networks is that the focus is on people and not on the products. As a company that wants to assert itself in online marketing, it is therefore important to establish a communicative line with users that best suits your brand and has a need for your own products or services. However, without being annoying. If you manage this balancing act between authentic communication and targeted content marketing, you can win numerous potential customers and all this within an affordable framework. Hyperlink InfoSystem can assist you with an excellent social media marketing strategy.

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