First of all, there are many benefits to social media advertising.
1. Social networks, by design, allow brands to leverage real word of mouth and recommendations between friends, by targeting ads to friends of a brand’s followers, for example.
2. Sponsored posts are an opportunity for brands to be more playful, fun and experimental than on traditional media ads.
3. The levels of engagement (or lack of) are clear on social media ads, so you get useful feedback on your message or offer immediately.
4. The turnaround time for producing and getting ads live on social media is also attractive. A limited time offer, such as a flash sale, can be promoted very quickly and heavily, and stopped just as quickly.
5. Clicks on social media ads are often more cost-effective than other ad platforms.
6. The platforms offer a high level of detail available in audience targeting.
Facebook determines an audience’s interests and preferences through the information on their profile, information they share on Facebook such as the pages they like and interact with, the ads they click on, other apps and websites they use and other information from data providers. Advertisers can use this information to target an audience very carefully.
In Facebook you can select the audience you want to reach based on factors such as:
- Demographics – for example age, gender, interests and language.
- Location - for example the country, region, and proximity to your business.
- Interests - for example music, film, sport, games, shopping and many more.
- Behaviours - shopping habits, intentions to travel, just back from travel, and devices used.
- Connections - this includes the people who have shown an interest in your Page or Profile, and their friends or network.
Content is very effective in digital marketing too and can take many forms. It can be used to drive traffic and engagement. Here are some examples:
Infographics- These are representations of information and statistics in graphicformat. They are a visually appealing way to convey information.
Meme- These are photographs, of celebrities or animals, reused with overlaid text for different jokes. They are typical of Internet humour.
Videos- not only in youtube and instagram or ticktok,These can be entertaining, humorous, informative; or all three. They range from funny videos to how-to tutorials. For example, a make-up brand could create video content showing how to use their new eyeliner for sixties-style eyes.
Guides- These include information on specific products or services, for example "How to use our detergent to get rid of grass stains". These also include tutorials such as "How to learn the piano in a week."
Product reviews- These include opinions on products from customers on commercial websites or from experts on news websites or blogs. For example, they could include "The latest i-phone reviewed", or a customer review of a restaurant or hotel.
Testimonials- These are endorsements from real customers or celebrities, for the brand, product or service. For example, "I saved Rs1000 on my shoppinng in (certain website). Arjun, hyderabad".
Lists- These are simple web articles with ranked lists and images aimed to be read quickly, for example "20 wedding video mistakes to avoid" or "10 best places to see before you die".
Whitepapers- These are informational reports explaining a topic or presenting case studies relevant to the brand's industry. These are editorial in style and are not a sales brochure. They aim to promote a particular solution, product or service.
There are also some limitations to digital marketing to be aware of.
With digital marketing, contact with customers is online, so there is a lack of real-life interaction. This means that your campaigns may not reach customers who prefer real-life, face-to-face contact with businesses. It may also mean that useful feedback and insights from people who purchase (and don’t purchase) is lost.
Some users consider some formats of online advertising as annoying or an interruption to their online experience. Pop-up ads are the best example of online ads that people dislike. Some people come to view online advertising as clutter, and aim to ignore it. It is important to conduct your campaigns and design your content in a way that doesn’t upset your audience or lead them to view it as obtrusive. Testing your campaigns with small groups first is a good way to ensure this is the case.
Another consideration is that planning and managing a digital marketing campaign professionally will require a considerable amount of time and resources. A business profile account on a social media site might be free, but time and resources are needed to manage it well. A badly-managed or abandoned campaign or social profile can have negative consequences for your business. This is why the planning stage is so important.
There will be some customers you can’t reach through online channels. For example, some customers in an older age bracket may not be online, or in some countries online access may not be prevalent. It is important to know about your target audience’s or niche marketing lifestyle and habits, and whether you will be able to reach them online.
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