Social Media ADS

The exponential growth of digital has forced many brands and businesses to adapt their communication strategies and integrate offline and online sales channels.

Nowadays, the challenges of reaching our audience and standing out from the crowd are growing. Consumer profiles are constantly changing, they are more demanding and critical of brand values and the experiences that brands are able to provide at different points of contact. In addition, the market has become extremely competitive, the noise of messages and offers is considerable, and the constant evolution of platforms and content formats that we have to master makes today’s digital skills easily obsolete.

That said, How do we get to the right people and ultimately generate sales?

A strategy will be more successful if its objectives are clear and comprehensive. We all know that sales are the pinnacle of business, but there are other fundamental objectives that will enable us to get there, and if we do not include them in our strategy, it will fail. Therefore, it is difficult to generate sales if:

1. We don’t have an audience with whom to communicate regularly
2. If the audience doesn’t understand what we have to offer
3. If they don’t interact with us and if they don’t talk about us
4. If our buying and acquisition process presents numerous barriers, friction points and is complex

Advertising on social networks is a means of reaching people and giving more visibility to our business and brands, contributing to achieving the various objectives previously mentioned. This form of paid promotion is called paid media.

It should be noted that platforms are, in themselves, a business that profits from the investment of brands and companies. For a campaign or set of campaigns to be successful, it is necessary to understand the algorithms and how we must act in each phase to obtain the desired results.

Designing an advertising strategy on social networks through a sustainable investment should be a priority for any brand and organization that seeks to stand out. And what, are the great gains of this strategy?

Three Big Advantages for Brands

1. Targeting Options

Social networks have been developing highly advanced advertising solutions, with a range of tools and resources that allow us to create highly targeted ads. Once we have chosen the objective of our campaigns—engagement, traffic, or conversions—and defined the profile of our ideal customer, we will be able to find very robust characterization options:

Saved or Core Audiences: this type of custom audience allows you to build an audience based on demographics, age, gender, location, interests, and behaviors.

Example: people living in the District of Faro; 20 to 45 years old; interests: organic food, vegetarianism, healthy eating, health and wellness, local food, healthy eating or ordering food Online; behaviors: engaged shoppers

Custom Audiences: these are audiences that use data and interactions on websites and Facebook or Instagram pages.

Instagram Facebook page in the last 30 days; people who visited the website in the last 40 days; people who filled out Facebook’s lead form X; people who viewed video Y.

Lookalike Audiences: audiences similar to previously created Saved and Custom Audiences—these are audiences that share the same demographic or behavioral traits as other audiences we have reached before.

Examples: people similar to my website visitors by 1%; people similar to facebook page followers by 2%.

2. Brand Building and Awareness

One of the main reasons companies invest in paid media is to build brand awareness. It is important to remember that when we see ads on social media, most of them do not appear in response to something we are looking for; they are not needs we want to satisfy at that exact moment. Instead, we are ‘invited’ to discover something new, tailored to our profile and interests.

For a brand to be successful, it must make a difference in the market in which it operates, be an agent of change, of habits, behavior, and purpose in society. The way we remember a brand has to do with the value it adds to the products and services it sells and the trust it generates in its target audience. If we want to create differentiation in the mind of the customer or consumer at the time of purchase, we must communicate intentionally and regularly with our community.

Through a strategy of producing and promoting branded content, it will be possible to attract new people to our community, boosting brand recognition, conversation, and ultimately, sales.

3. Audience Growth and Loyalty

Communities are important for fostering positive associations, for generating interactions, credibility and reputation. The better our ability to attract the right people, the stronger our community will be.

Unlike Google Ads, investing in social media advertising generates followers and builds audiences with whom we can communicate on a daily basis. Not only can we target and attract new audiences, but we can also retain them and use their interaction history to bring them back to our pages and our website. And that is extremely powerful.

In an intensive way and with practical cases, we address these and other topics in the Social Media Advertising module of the digital Marketing and Social Media course.

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