Instagram, Twitter, LinkedIn, Facebook, Google+… People use so many networks it can be difficult to find them. You need the benefits of digital marketing, but which are best for you?
Every online platform has unique goods and bads. Successful digital marketing ads rely on identifying networks that best align with advertising campaigns. Facebook can expose you to a wider audience, but it will cost you. Twitter allows real-time consumer interaction, but messages cannot exceed 140 characters. Instagram appeals to the youthful, but finding power consumers in Holyoke is unlikely.
Getting your business visible online is the sole goal of social media ads. Although paying for advertising on these platforms can become expensive quickly, digital marketing ads offer exceptional return on investment. The competitive advantage of detailed reporting, in-depth analysis, and such valuable inside information is the secret to online success, but you cannot invest in every social media channel.
It is impossible to be everything to all people. For focused results, choose two or three social media networks popular with your target audience, industry specialization, and company goals.
Small companies should invest in the benefits of digital marketing ads, but they should choose where they put their money wisely. You will find more success selling the latest fashions on Instagram than you would on LinkedIn, for example. Below we discuss the pros and cons of the most popular social media channels for paid digital marketing:
Facebook is the most social with the most users from all demographics. As the most active network, your audience is using it daily. The biggest benefit of Facebook ads is its ability to micro-target accurately and effectively. From marital status to income, employment, location, age, hobbies, interests, and more, you can define your audience. It also gives you a risk-free, legitimate business presence.
Facebook does not perform well organically. It is getting more difficult to reach people without paying for ads. User outreach is plummeting, and even though Facebook marketing is not particularly expensive, the aggregate conversion rate is only around one percent. With so many people using Facebook in a frenzy of activity, reaching your target market can be challenging in all the noise.
A Google+ profile will help your search engine rankings. Because it is Google’s baby, Google AdWords promises and does boost brand relevancy in search results. Integrating YouTube and Google Hangouts allows businesses to communicate effectively and practically with consumers. You can also segment and micro-target your audience on Google+ by customizing your “Communities” and “Circles.”
The problem with Google+ is its lack of users. Active monthly users only amount to 300 million. There is a very small audience to hear your business message. Furthermore, Google does not allow you to run promotions or contests, restricting your digital marketing options. This network is most effective for SEO purposes. As a social network, it is not especially user-friendly. You will need to learn your way around.
LinkedIn is popular among thought leaders. It is primarily a business-to-business platform, with the largest online recruiting network. No frivolous noise clutters LinkedIn ads, making it the go-to channel for professionals. Its targeted forums are highly effective at finding those with industry-related problems or questions. You can gain credibility by sharing knowledge and connect with industry influencers.
Only one quarter of LinkedIn’s users visit their profiles each month. This is not a very active community. The social site is spam-ridden. It floods your inbox, wastes your time, and makes potential targets suspicious of digital marketing ads and tactics. It is also very expensive, perhaps because of its professional, lucrative audience.
Instagram is the favored millennial channel. Because its mobile platform is visual in nature, businesses that invest in high-quality video and image content will find an audience here. Typically broke, this demographic appreciates brand engagement and interaction far more than selling tactics. Communicate with those following your competitors to reach targeted customers in your market.
As with Facebook, the ability to reach people organically is fast declining as limited space, overcrowding, and paid Instagram ads make it more difficult. Unless you cater to millennials specifically, it may be worthless investing any time in this platform. Because these are primarily kids, most users are not viable prospects for businesses, unless you serve dining, travel, fashion, or other youthful interests.
Twitter allows companies to serve customers, report news, and advertise socially in real-time. An instant news feed is an effective way to deliver relevant, real-time content to your audience. Paid media marketing is significantly more affordable with Twitter ads than with other networks and its time saving automation tools and retweet function promise the highest return on investment for small businesses.
Although Twitter follows Facebook closely behind in popularity, growth is stagnating and decline is becoming noticeable. Over-automation and rampant spam is frustrating users and harming brands by associating them with these tactics. Although the wide reach of Twitter makes it a necessary platform for social media ads, its competitors offer much more advanced data reporting and analytics.
With a typically limited budget, most small businesses have to invest resources wisely into their social media campaigns. Digital marketing ads are only successful if they reach people already looking for your business. Companies must choose the social platforms best suited to their core values and services to find interested consumers. Remember this advice when creating a digital ad campaign in Holyoke.
If you are still unsure about which social network will provide the best results for your business or brand, then let us know in the comments. Signing up for our newsletter will give you access to professional expertise and free advice to help prospective clients find you easily online.
Mandy is a freelance writer, author, content creator, and writing consultant from sunny South Africa. She serves a global clientele in need of a competitive edge. Mandy brings her decades-long expertise with her to Holyoke Marketing Company.