So why does an organization choose to advertise on social media instead of via traditional broadcast or print media?
The answer is really simple.
If you are truly strategic about your campaigning, you can easily save your shareholders/CEO/the big headshot a huge amount of money that is potentially wasted in traditional marketing that might not be as effective or as demographically specific to your client base. As someone who is worked within a plethora of industries including the music industry, advertising and promotional campaigns, organizing and planning art and fashion shows and now, as an entrepreneur photographer with my own studio on the 104 street Promenade downtown, I really have discerned how to minimize marketing dollars while simultaneously maximizing the exposure to the public.
First and foremost, advertising is a numbers game when large multinational corporations pour millions into advertising campaigns just to hike up their bottom line sales a little for the satisfaction of shareholder/s, who easily levy the most control over a companies destiny. Keeping investment dollars low will appease any one who may benefit from an increase. It’s a really, really smart move. First, you can do SEO optimization for people looking for you. However, you can now target your advertisers based on the information that individuals volunteer to you. Which is an incredibly easy way to inject your demographic profiles right into the advertisements you are curating. The thing that is different about now is that you are taking less shots in the dark and utilizing cost-efficient resources to amplify your presence directly to the audience it’s catered for? If you are a new organic baby food distributor in Calgary, you can target women 16-49 within a 100 kilometre radius of Calgary by offering them a free trial offer of your product that can be shipped directly to your home.
Also, an article that came out in 2014, said that studies have shown that social media has a 100% higher lead-to-close rate than outbound marketing, and a higher number of social media followers tends to improve trust and credibility in your brand, representing social proof. (Forbes: The 10 Benefits of Social Media Marketing)
Earlier this year, Forbes printed: “90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65). Fully a third of Millennials say social media is one of their preferred channels for communicating with businesses.” (Forbes: How To Convince Your Boss That Your Marketing Is Old School)
The audience is tailored to your exact specifications at a low cost and with a huge potential for reach. It’s a win-win-win situation and if bosses haven’t gone this route yet, they need to jump on the proverbial bandwagon.
Melissa L.A. Bishop