Many marketers believe that you shouldn’t need to pay for any advertising on social media, however, some analysts have new figures which show that is just not true, and that paying to play in the social media game could really improve your results on social media sites! According to a survey of chief marketing officers, 40% of CMOs believe that their organic social media efforts are not performing well. Another survey showed that 59% of businesses have seen zero ROI from social media activities. This information is a sign that it is time for these businesses to get serious about social media, and join in the paid game.
It seems counterintuitive that you could improve your social media ROI by spending money, but that is what the research shows. You know what they say, you’ve got to spend money to make money! It’s not enough to just have awesome content, you’ve got to have awesome content that can reach people who aren’t already fans of your business. The other thing that will be important to leverage your paid social campaigns is to make sure that the pages linked to from your native & non-native ads on social media are optimized for conversion, whatever conversion means to your business.
The best thing about paid social advertising is that you can really target the demographics you want, because social media sites generally have a lot of data on people. Having a social media presence is almost as required as having a website these days, and just like you would advertise your website on paid networks, you can use social media in the same way.
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