We’ve written before about how public relations and marketing can be difficult to measure. Well, things are changing. I’m going to be bold and say that Facebook advertising (which includes Instagram) is the most targeted and measurable tactic businesses and organizations have at their disposal. The level at which our team can target the right audience is mindboggling. Hobbies, buying habits, family composition, location, demographics and income are just a few of the ways we’re able to tweak and massage social media ads. Gone are the days of guessing and making assumptions about who you’re reaching. We’re in a time when we know what car you drive, the last time you moved and where you went last night.
Creepy, right? We have no one to blame but ourselves.
A part of our lives
Social media is something we love to hate. According to SlashGear, 40% of Americans use their phones within 5 minutes of waking up. A study from Deloitte also found we check our phones an average of 47 times per day. And that’s if you’re my age. People 18-24 check their phones an average of 82 times per day. You want to know how to reach millennials? This is it. There’s a reason The Limited has moved to an ecommerce only platform or Macy’s and Sears are going out of business. Buying behavior has changed and social media is arguably a large driving force behind this change.
We talk about unplugging, but it’s hard when technology feeds us exactly what we want and need to know. We post photos of the house we’re trying to sell, announce our pregnancies, praise our kids, check in at those concerts – and every action feeds the machine. At the end of the day, Facebook wants to be relevant, and what better way than to deliver the content that interests you most?
So, how can this affect your business? While more traditional tactics in the marketing mix remain relevant, businesses who choose to ignore social media advertising will start to fall behind. For many of our clients, social media marketing is proving tremendous, measurable results. We’ve seen an increase in website traffic, lower acquisition costs and increase in sales. We’re able to help drive in-store sales, successfully advertise a last minute promotion and achieve overall higher return on ad spend. For the first time, businesses can see a clear pathway from ad to website to conversion.
An ever-changing platform
If anyone ever tells you they’re an expert in Facebook or any other social media platform, don’t believe them. Our team spends dedicated hours each week diving into the newest features that Facebook has released and how they can help us achieve results for our clients. We then test, track and measure the results to ensure they’re worth the effort and dollars.
Which brings us to our final point. If there’s one thing that isn’t changing in social media marketing, it’s that Facebook is a domain where you will have to “pay to play.” Work with a team who stays up to speed on the latest changes to ensure those dollars are giving you the ROI you’re looking for.
Ready to give Facebook advertising a try? Contact us today!