Running a successful paid social media campaign in Albany, New York is easy if you strategically enhance your organic social media efforts to extend your reach.
Imagine this – your boss comes into your office, sits down across from you, then thanks you for the results you’ve generated with your digital marketing campaign.
“We’ve been using social media for years but haven’t seen a tangible increase in our conversion rate … until you came along,” he or she might say. “How did you do it? It was like magic!”
Well, the truth is, it’s not magic (although the results can be magical).
Paid Social Media Campaigns in Albany, NY
It’s true that organic social media campaigns can drive traffic to your website at little or no cost. That’s the way people have been doing it for nearly ten years.
The problem is, it’s not 2007 anymore.
In the last decade, social channels have proliferated, and consumer traffic on them has grown astronomically. (That’s opportunity!) But so has brand traffic. (That’s competition, and noise.) Everyone from Crocs to Intel has a multifaceted, multichannel social presence.
And that’s created a chaotic environment; there are no swim lanes on the internet. This also created a commercial opportunity for the social networks, of course, so they began developing new rules to do two things:
- Provide a better user experience
- Capitalize their valuable ad space
Facebook and Paid Social Media Campaigns
In the old days, you could post something on your Facebook Page and reach virtually all of your followers who were on Facebook at that time.
Today, if you did the same thing, you’d likely reach only 2% to 6% of your followers. What changed?
Back in 2007, Facebook had over 50 million users, 100,000 business pages, and $153 million in sales. In July 2016, Facebook reported 1.71 billion monthly active users, 50 million small business pages, and $6.44 billion in revenue, mostly from advertising.
In order to generate advertising revenue from this massive traffic, Facebook has changed its algorithm multiple times, increasingly restricting organic reach.
This means you now have to pay to play. That’s good news for Facebook’s investors but a challenge for people who traditionally relied on organic traffic from Facebook. Facebook is just one example.
Every paid social media campaign is connected to specific networks (indeed, any online channel) that generate predictable revenue. Most social networks are turning to the old broadcast model of selling access to their audiences, usually in the form of advertising.
The Paid Social Media Alternative
With organic reach harder to get, more businesses are turning to paid social media campaigns to supplement their efforts. According to the 2017 B2B Content Marketing Trends Report, 50% of surveyed companies rated the success of their paid social media campaigns as a 4 or 5 on a 5-point scale.
That means paid social media is working, but it also means that it’s not working perfectly for the 50% who rated it a 1, 2, or 3 on the 5-point scale. Are you among them?
Let’s help you solve that problem with tips and techniques on how to get the most from a paid social media campaign. Contact us today by filling out our online submission form or by calling us at 518.888.0407