Want to accomplish your marketing objectives? Start taking social media seriously. When you’re running a business, social media management tends to take a backseat to other priorities. But, savvy marketers know that the easiest way to consistently refresh your lead pool is to integrate social media into your marketing plan.


Facebook, Twitter and LinkedIn all offer multiple forms of paid social media opportunities. While organic content still has value, paid social media advertising is critical to the success of your overall digital marketing strategy. Read on to find out why.


You Can Only Get So Much for Nothing

The sheer amount of content available online reduces the likelihood of organically reaching users who need your services. We’ve all been riding the wave of organic reach, but social platforms – Facebook especially – are making it more difficult to engage with their followers for free. Facebook pages with more than 1 million likes have an average engagement rate of two percent, while an organic tweet reaches 10 percent of a brand’s Twitter followers. Paid social media advertising allows you to reach users that aren’t already interacting with you online.


Your Grandma Isn’t Buying Your Services

It’s going to take more than moral support from your family and friends to rake in revenue from social media – you need to position your brand, services and promotions in front of the people who actually need them. Paid social media advertising is a cost-effective way to expand your brand awareness online, with the added benefit of allowing you to target key demographics. On LinkedIn, for example, you can promote content to users based on factors like location, job title or business type, while Facebook allows you to target customers by age range, gender and interests.


You Need to Drive Action

Paid social media ads empower you to drive user response and boost online engagement by including call-to-action buttons. Users are 78.5 percent more likely to visit a brand’s website after viewing a paid advertisement. Whether you want them to fill out a form, watch a video, read a blog or download a whitepaper, paid social media is the most effective way to herd people to specific places online.


Paid social media is a vital component of any comprehensive marketing campaign. But, before you dive in, you have to consider the elements of an effective strategy – the creative costs of building and integrating social into your digital marketing plan, establishing an effective budget based on the available options on each platform, and the time and diligence required to execute, monitor, report and analyze the results.


Not sure how to make social media marketing work for you? We’re hosting a session about it at the 2018 4u2grow Annual Conference. Join us on September 12-14 in Clearwater, FL for a dynamic, three-day program of training sessions, workshops, discussion panels and networking opportunities. If you want to supercharge your business growth with more leads, more sales and more profit, this conference is designed just for you. Space is filling up quickly, so don’t wait – register today!