Social Paid Strategy Will Bear Fruit only When Backed by Owned Media Promotions

 Most social media marketers today adopt a combination of the two main methods of leveraging social media for their marketing campaigns.  

From increasing awareness of your brand to the launch or promotion of your product as well as promotion of an event, the social media channels offer endless opportunities for marketing.  

When we look at the North American social media spending figure of around $50 billion in 2022 it indicates the possibilities that this media offers. 

 

Social paid marketing already comprises 20% of all advertising spend by businesses in North America and this figure is growing all the time.  

In fact, budgetary commitment to paid social media marketing has recorded a sharp increase since 2019, which indicates that this is now a permanent feature of most if not all marketing exercises.  

However, you cannot depend entirely on paid social media marketing for long term durable success. You must also invest in owned media to gain organic traffic to your website.  

Any competent and experienced digital marketing company professional will tell you that your owned media driven promotion is the best way to sustain the outcome of your paid social media marketing.  

Worked out a budget for your paid social media campaign?  

The amount of money that businesses spend on their marketing and promotional activities is always a topic of debate.  

Part of the reason for this is that most business owners end up considering the money spent on advertising and digital marketing company  as an expenditure. They fail to see it as an investment.  

That is a hang up from the perceptions that used to be prevalent in the past when the internet had not evolved. Print and electronic media used to dominate then and it was difficult to measure results as it is done in social paid marketing today.  

Hence, work out an optimum budget on the basis of the outcomes you would like to get from your investment in this paid social media campaign.  

What would you like to achieve with this paid campaign?  

It is very important for you to know exactly why you want to run this paid social media marketing campaign.  

Would you simply want people to like, share and comment on some of your posts? Some people do it to gain more followers on their social media handle.  

Is there an upcoming event organized by your company about which you want to inform your audience and expect many of them to attend the event?  

Are you launching a new product or an upgrade of an existing product? Or do you want to run the campaign specifically for increasing your brand awareness?   

Are you clear about the audience you are going to reach?  

Knowing which customer segment to target with your message is very important for your paid campaign to get you the expected results.  

Depending on whether your product is B2B or B2C, you would have to design your communication in a manner that would make the right impact on them.  

Remember that they have scores of options to choose from and unless you are offering any tangible take-away from your product or service offering, your campaign may not bring you the right results.