Blog Layout
BACK
Social Media Advertising
Taylor Tunnison • Aug 05, 2022

Social media networks have taken the world by storm. Growing alongside the public internet itself, they’re now a multibillion-dollar global industry. It’s simply hard to imagine modern life without them. In fact, over 50% of the global population uses social media, and the average user spends at least two hours on their favorite platforms each day. This provides an unprecedented opportunity for businesses to reach larger audiences than ever before in history. Through social media advertising, companies of all scales can leverage these massive networks to engage with millions of people around the world.

What Is Social Media Advertising?

The impact that social media has had on the world is undeniable. You’ve likely experienced it firsthand for years. If you’re reading this, you probably have at least one profile, and maybe more, especially if you own a business or work in marketing.


Social media advertising is a broad topic, and it can mean different things to different people. For our purposes, it refers to paying for increased exposure on platforms like Facebook, Instagram, and LinkedIn. While these networks will always support organic (non-paid) content, the competition for attention has never been greater. This makes paid advertisements a necessity if companies wish to stand out from the crowd.


The truth is all major social media networks offer paid advertising options including YouTube, Reddit, and TikTok. However, each platform caters to distinct audiences and advertising goals. Choosing the ideal network to focus on is the first choice all businesses have to make.

Most social networks sell ads using an auction-based format. Page owners usually set either a daily budget or maximum bid for a certain result (like a click or impression). While there’s virtually no limit to how much one can spend, basic impression ads are an incredibly affordable place to start. The exact cost will be determined by the ad’s posting time and date, targeted location, quality, and campaign objective.


In general, social media advertising is about raising brand awareness, encouraging user engagement, and generating new leads. In order to be successful on these platforms, companies must clearly understand their unique goals. They must know their target audiences, learn from organic posts what performs best, start small, and scale gradually. The most successful social media advertisers test different strategies, measure their results, and optimize for greater performance over time.

Benefits of Social Media Advertising

There are many benefits of social media advertising. For one, it allows companies to interact with vast numbers of new users at little cost. It also provides a wealth of user data for marketers to analyze, from age and location to interests and level of education. Plus, most networks support flexible campaign goals, and the barrier to entry is incredibly low given social media’s potential to deliver results.


One of the most notable benefits of social media advertising is the ability to precisely reach diverse demographics within massive audiences. Major platforms collect large amounts of user data which allows marketers to target their ads to particular populations by categories like age, interest, and education. Businesses can leverage this valuable data to create calculated campaigns which accomplish specific goals.


Social media networks make it easy to test out different formats and messaging on various audiences. Unlike traditional channels like print, TV, and radio, it’s easy to determine which advertising campaigns perform better than others. Whether the ultimate goal is to cultivate leads, promote brand awareness, increase website traffic, or simply boost overall sales, many tools are available to assist you.

 

The best part is the fairly low barrier to entry for businesses. Countless free resources exist to educate users about the basics, and competitive ad rates allow marketers to start slowly and scale at their own pace. The accessibility and affordability of social media advertising offers a distinct advantage over conventional marketing methods, effectively leveling the playing field for small businesses and entrepreneurs.

Facebook Advertising

With nearly 3 billion active monthly users, Facebook is still the largest social media network on the internet today. Companies can create a Business Page separate from a personal profile, which is a great place to start regardless of scale or industry. We recommend that every company creates a Facebook page, if only for organic social media marketing.

Facebook offers a wide variety of paid advertising options. For instance, existing organic posts can simply be “boosted” for as little as $1 per day to increase their exposure and engagement. This is a great way for companies to share their best posts with new audiences who don’t already follow their page. We recommend boosting posts that feature upcoming events, new product launches, or candid photos showing off your unique company culture.


There are also Facebook Ads proper, which are a little more complex. They’re created via Facebook Ads Manager, and can be broken down into groups of ad sets and individual ads. Facebook Ads can feature photos, videos, groups of photos (carousels), 24-hour stories, slideshows of images, collections of products, or direct messages via Messenger.


Facebook prices ads based on four different campaign options. These are cost-per-click (CPC), cost-per-thousand-impressions (CPM), cost-per-like (CPL), and cost-per-action (CPA). Each campaign goal can be tailored for specific purposes, but the most popular choice is probably CPC. That’s because it’s a fairly inexpensive method of generating additional website traffic.

Instagram Advertising

Instagram is owned by Meta, Facebook’s parent company. It’s a relatively new player in this space, but it’s grown to accommodate about 1.5 billion active users since its launch in 2010. Instagram is a highly visual platform, ideal for companies with photogenic products and services.


Instagram is like Facebook in many ways. However, it’s most popular among younger demographics, especially Gen X, Millennials, and Gen Z. This fact is important to keep in mind when considering which social media platform best suits your target market.

Instagram is a little more restrictive when it comes to content, as it favors images and short-form videos over text. However, you can still boost organic posts for at least $1 per day to get more impressions. Instagram supports photo, video, carousel, and product collection ads, and its bidding process follows the same format as Facebook: CPC, CPM, CPL, and CPA.

LinkedIn Advertising

LinkedIn is unique among social media platforms. It launched in 2003, and it primarily functions as a professional network for companies, employees, and entrepreneurs. LinkedIn still ranks among the top 10 largest social networks with over 750 million monthly users as of 2021.

There are many ways to advertise on LinkedIn. You can easily boost an organic post to quickly expand its reach beyond current followers. You can also pay to advertise specific images, videos, or carousels to the post feeds of diverse audiences.


Like Facebook, LinkedIn allows you to send sponsored direct messages, but only to active users. It also can promote text-only advertising thumbnails to desktop users. Plus, its dynamic ads are an automated and personalized means of attracting followers and promoting articles, content, and job offers directly to users. LinkedIn’s minimum daily ad budget is $10, and it prices ads based on CPC, COM, cost-per-send (CPS), and cost-per-open (CPO).


If your company relies primarily on B2B sales, then LinkedIn is the social network for you. It can enhance your credibility, generate leads and conversions, and drive traffic to your website. While advertising on LinkedIn may be more expensive than on Facebook or Instagram, its users are much more likely to be professional decision-makers than everyday consumers.

Our Social Media Advertising Services

Social media platforms provide companies an excellent opportunity to advertise their products and services. Billions of people use these networks every day, and this trend shows no signs of slowing. That’s why we offer Facebook boosting as part of our social media management service. If you have questions about social media advertising, then please feel free to contact us today. We’d be happy to break it down in greater detail.


Originally published on August 26th, 2021

Are You Interested In More?

SCHEDULE A MEETING

Share This Post With Your Friends

Latest Posts

Maximizing Conversions Through Seamless UX and Smart Web Development

By Rachel Hayden • 31 Oct, 2024
Let’s face it - we all probably spend a lot more time online than we actually should. Since we spend a lot of time online, businesses are constantly seeking ways to improve their online presence to engage their audience and increase their conversions. Whether you're driving traffic to your site through paid ads, organic search, or social media, the ultimate goal is to turn those visitors into loyal customers. This process relies on two elements: user experience (UX) and user interface (UI). Let’s get into how you can maximize conversions through seamless UX and smart web development. The Importance of UX in Digital Marketing  User experience (UX) is the foundation upon which every successful website is built. Immediate satisfaction and convenience have become the new norm, so users have little patience for websites that are slow, hard to navigate, or confusing. A seamless UX allows users to explore your site, find the information they need, and take action—whether that’s making a purchase, signing up for a newsletter, or contacting your sales team. Here’s how a smooth UX affects conversions: 1. Fast Loading Times Even a one-second delay in page load time can lead to a significant drop in conversions. A fast-loading website improves user experience and helps with SEO rankings, driving more organic traffic to your site. 2. Intuitive Navigation When visitors come to your website, they should be able to find what they’re looking for with little effort. Thoughtfully designed menus, prominent calls-to-action (CTAs), and logical flow all contribute to a smooth experience. Clear navigation allows users to easily move through your site, increasing the chances that they’ll follow through on your conversion goals. 3. Responsive Design With the increasing use of mobile devices, it’s essential that your website is responsive and optimized for all screen sizes. A mobile-optimized website guarantees that visitors have a smooth experience, regardless of the device they’re using. 4. Clear Calls-to-Action A clear and persuasive CTA stands out and encourages users to take the next step—whether it’s signing up, making a purchase, or contacting your business. The placement, color, and copy of your CTAs should align with the user journey and make it easy for visitors to take action. Smart Web Development to Drive Conversions While great UX is essential, it’s only part of the equation. The technical aspects of web development play a role in ensuring that your website functions efficiently. 1. Optimized Code and Performance The foundation of any high-performing website lies in its code. Clean, well-optimized code allows for fast loading times and a better user experience. Deleting unnecessary scripts, optimizing images, and utilizing modern coding frameworks can help you create a website that performs at its best. 2. SEO Best Practices Effective web development goes hand in hand with search engine optimization (SEO). From the technical setup of your site’s build to ensuring proper use of meta tags and alt text for images, smart web development makes it easier for search engines to index your content and rank your site higher. Higher rankings lead to more organic traffic, giving you a greater chance of converting those visitors into customers. 3. User-Centric Design with Personalization Web development isn’t just about functionality—it’s about crafting a personalized experience for each user. Try incorporating elements like dynamic content, custom recommendations, and personalized user flows to create an experience that speaks directly to the needs and interests of your target audience. Personalized experiences lead to increased engagement, which in turn drives higher conversion rates. 4. Analytics and Conversion Tracking To optimize your conversions, you should track and analyze user behavior on your site. Smart web development involves integrating analytics tools so you can gain valuable insights into how users interact with your site. You can monitor metrics like bounce rate, click-through rate , and conversion paths so you continuously refine your website to maximize its effectiveness. How True North Technologies Helps Maximize Conversions At True North Technologies, we combine seamless UX with smart web development practices to help your business achieve its digital marketing goals. By understanding your target audience and objectives, we create websites that not only look great but also perform at their best. Our goal is to deliver a digital experience that engages visitors and drives results. Contact True North Technologies today and let us help you maximize conversions and boost your digital marketing strategy.

Understanding How Facebook Updates Impact Your Metrics

By Rachel Hayden • 08 Oct, 2024
Facebook, as one of the largest social media platforms, frequently updates its algorithms and features, impacting how users reach their audiences and measure success. Because of the fast-paced updates, it’s important to stay up to date about platform changes in order to keep an effective online presence. Understanding how Facebook updates impact your metrics can help you navigate the world of social media successfully. The Shift in Content Prioritization One of the most notable changes has been Facebook's shift in prioritizing content from your friends over public posts from businesses. This adjustment means that even well-crafted posts from business pages may not reach their intended audiences as expected. As a result, many companies are seeing a decline in organic reach, which directly affects engagement metrics like their likes, shares, and comments. The Rise of an AI-Powered Algorithm Facebook's algorithm is now fully AI-powered and more complex than ever before. It looks at many different factors to determine what content is shown to users, like user's engagement history, post relevance, and user behavior. Each piece of content is assigned a "relevance score," which influences its visibility in the News Feed. Content that fits well with user interests and creates meaningful interactions is favored. Clickbait and Spam Reduction Facebook has added measures to reduce the reach of clickbait and spammy posts in its effort to improve user experience. If your content is perceived as misleading or low-quality, it may be docked in the algorithm. Try focusing on producing authentic and valuable content to avoid falling into this category. Understanding the Click-Gap Metric Another big update we’ve seen is the introduction of the " Click-Gap " metric. This metric assesses the popularity of posts on Facebook compared to their performance elsewhere online. If a post is gaining traction solely on Facebook without external validation, its reach might be limited. Promoting content across multiple platforms will help establish credibility and encourage broader engagement. Plus, you might be missing out on a part of your target audience if you’re not utilizing multiple relevant social media platforms. Content Saturation and Paid Advertising The large amount of content shared on Facebook daily creates a competitive environment where individual posts can easily get lost. As organic reach declines, the importance of paid advertising has grown. Facebook’s promotion of paid posts can decrease your organic reach as well. To make sure your content is seen by the right audience, it’d be a good idea to consider investing in targeted ads. Why Engagement Metrics and KPIs Matter Engagement metrics are key performance indicators (KPIs) that reflect how well your content resonates with your audience. High engagement rates indicate that your posts are being seen and appreciated, offering you valuable insights into what works and what doesn’t. Engagement builds community and brand loyalty within your audience and serves as a KPI for measuring the effectiveness of your marketing efforts. Ways to Navigate Facebook Update Consider using these strategies to navigate the impact of Facebook updates on your metrics: Create Relevant Content: Focus on producing content that encourages meaningful interactions with your audience. Use engaging visuals, informative posts, and storytelling to catch your audience's attention. Use Facebook Stories: Stories are a popular feature that allows for more immediate engagement. Use them to share quick updates, behind-the-scenes content, and promotions to encourage interaction. Engage with Your Audience: Respond to comments and messages to add a more personable touch to your online presence. Ask questions and create polls for user participation. Invest in Paid Advertising: Consider investing in targeted Facebook Ads or other social ads to boost visibility and reach your desired audience, especially when organic reach is declining. Track Performance Regularly: Use Facebook Insights to monitor your metrics closely. Identify which types of content perform best and adjust your strategy accordingly. Data-driven marketing is always more effective! Let True North Refresh Your Social Strategy Understanding how Facebook updates impact your metrics is essential for anyone looking to succeed in their social media marketing. Adapting to changes in the algorithm and focusing on quality engagement will help you navigate your social strategies more effectively. At True North Technologies, we’re here to help you refine your social media strategy and maximize your impact on Facebook. Contact us today and see how we can help you reach your goals!

Why Data-Driven Marketing is More Effective

By Rachel Hayden • 03 Sep, 2024
In marketing, simply casting a wide net and hoping for the best is like shooting arrows in the dark. Rather than throwing messages out there and hoping it resonates with someone, a data-driven approach allows you to allocate your efforts more effectively. By taking advantage of data collection, you can target your audience with precision, optimize your budget, and refine your strategies based on real performance metrics. Here’s why data-driven marketing is more effective: 1. Precision Targeting and Personalization Data-driven marketing allows for precise audience targeting . Businesses can segment their audience more accurately and tailor their messaging by analyzing consumer behavior, preferences, and demographics. This level of personalization increases the relevance of your marketing efforts, making it more likely that your message will resonate with individual consumers. Personalized marketing boosts engagement and enhances customer satisfaction and loyalty. 2. Improved ROI and Budget Allocation A key benefit of data-driven marketing is the ability to measure and optimize return on investment (ROI). With access to detailed analytics, you can track the performance of your campaigns in real-time and make data-backed decisions to allocate your budget more effectively. By identifying which channels and strategies yield the highest returns, you can focus your resources on the most impactful areas, ensuring a more efficient use of your marketing budget. 3. Enhanced Decision-Making and Strategy Data-driven marketing empowers businesses to make informed decisions based on concrete evidence rather than intuition. Data helps you understand what works and what doesn’t so you’re able refine your strategies. The ability to adapt to changing market conditions, emerging trends, and shifting consumer preferences will ensure your marketing efforts remain relevant and effective. 4. Real-Time Performance Tracking With data-driven marketing, you gain access to real-time performance metrics and Key Performance Indicators (KPIs), offering immediate feedback on your campaigns. This instant visibility into KPIs allows you to identify and address issues swiftly, make necessary adjustments, and capitalize on opportunities as they arise. Real-time tracking of these key metrics helps you maintain the agility needed to stay competitive in a dynamic market environment. 5. Better Customer Insights Data analytics offer valuable insights into customer behavior and preferences , helping you understand your audience on a deeper level. Analyzing patterns in customer interactions, purchase history, and feedback can uncover trends and insights that inform your marketing strategies. These insights help you meet customer needs and create stronger consumer relationships by delivering relevant and timely content. More Than Marketing At True North Technologies, we specialize in data collection and analytics to drive marketing success. Our team of experts is dedicated to helping you leverage data analytics to create targeted, personalized, and effective marketing strategies that deliver measurable results. From advanced analytics and performance tracking to strategic optimization, we provide comprehensive solutions to elevate your marketing efforts.
Share by: