Social media accounts are now an integral part of promotions. The goals of this type of advertising are similar to those of other advertising.
To increase brand recognition, inform customers about new products, encourage purchases and create a lasting relationship between the company and consumers.
Thus, it can be said that this type of promotion closely resembles other marketing tools, but also differs significantly from them.
What makes ads on social networks effective? How do they influence consumer behavior and the decisions of their audience?
Your business on the Internet
The Internet has long been an integral part of our lives, and it is difficult to imagine an effective advertising campaign without taking this medium into account. We use the web at work, at university, in public places and at home.
A large part of our online activity is visits to social networks: on Facebook, Instagram and Twitter. Through these channels, we keep in touch with friends scattered all over the world, have a sneak peek into the lives of our favorite movie and stage stars, and keep up to date with news on our favorite sites and blogs.
Companies use social media profiles for various purposes. They organize contests for their fans, offer special discounts, inform about current promotions and brand events.
By following a company’s Facebook profile, we are always up to date with new offers and are sure that no sale or promotion will let us pass by indifferently.
A cleverly executed social media advertising campaign results in a win-win situation: the recipients receive numerous participation bonuses, which they pay for by promoting the brand among their friends.
Social media advertising campaign
Social media marketing is in many ways similar to other promotional tools, but online campaigns are largely unique and unrepeatable. The main difference is that the content published on social networks is not a one-way message.
This means that all posts on the company’s fan page can be commented on, shared with friends or expressed by clicking „like.” This allows the entrepreneur to see what emotions are aroused by a particular banner or advertisement, as well as which marketing tools are met with the most enthusiasm by customers.
The same cannot be said of ads published in the press, shown on TV or on billboards; In your case, a special study is necessary to find out how much the campaign attracted the audience.
Advertising on social networks is chaotic!
Another advantage of social media promotion is that it is very inexpensive and accessible to everyone. Social networks are designed so that any user can easily operate the said portal.
For this reason, promotion on Facebook or Instagram can be cheap, as long as you manage to create attractive content. It is worth remembering that our image is affected not only by carefully prepared and selected banner ads, but also by any other activity on such portals.
What is important is how we approach our fans, how we respond to their questions, comments or criticism. We must always remember kindness, good manners and a positive attitude.
We must never let a statement bother us. Such unpleasant situations are bound to be noticed and remembered by the audience, and may even get a lot of publicity outside our fan page.
The good news is that one critical voice can increase sympathy for our brand, as long as we respond in the right way. That’s why it’s so important to run social media channels properly.
Contact with customers
A presence on social networks provides a unique opportunity to connect with consumers. It is worth taking advantage of it, as it is the fastest and easiest way to improve your products or services.
We can be sure that the opinions expressed through social networks, signed with a real name, are sincere. If our product has any shortcomings, deficiencies or inadequacies, we will learn about it almost immediately through the fanpage.
Similarly, in the case of bad service or unsuccessful advertising that creates negative feelings. It is important not to underestimate such comments, because they are very valuable, thanks to them we can constantly improve, improve our products and improve relations with customers.
Remember that following our company on Facebook also affects the image of our fans to some extent. This means that by clicking „Like!” they are not doing so without cost, and in order to do so, our audience must see some benefit for themselves.
To win their favor, we need to offer them something. Regular contests are one of the best, most effective and warmly received strategies. Of course, you can give something to all fans, but a better idea is to take advantage of the human need to compete.
With this tactic, our fans are motivated to be more active and want to prove themselves. Winning a prize is even more fun than effortlessly getting something completely „free.”
Also, those who didn’t make it to the top spots are determined to do so in the future, and that means they follow our activity more closely.
Also, the envy of the winners can arouse the need for the item or device, which will positively affect sales.
Get loyal customers and fans through social media
If a social media profile is done the right way, you will get more than just increased brand recognition and improved sales results. The biggest benefit is a dedicated community of fans who really become attached to our company and begin to identify with it.
A social media presence is a good way to build a lasting relationship with your audience. This way the audience does not treat us as an impersonal brand, but rather as their friend.
And this fosters attachment to our products, identifying with them and considering them part of their image.
Social media ads will sell your products
Social media advertising influences emotions more than rational thinking and factual arguments. Social media is extremely entertaining, with ads and other content posted by companies displayed in a string of messages inserted by friends and acquaintances.
In practice, this means that the messages we share appear between funny videos, pictures of cute animals, photos of cousins’ vacations, and information that friends engage in. In this situation, long and expert arguments will not work.
Light and cheerful content that appeals to pleasant and positive emotions will definitely be better received.
Of course, they must be related to the commercial profile of our company, but at the same time they must attract attention and encourage more exchanges. In other words:
Our posts should add value to our fans. They should entertain, move, encourage action or be interesting.
This will ensure that the posts we add will not get lost in the clutter of others, will often be more interesting and will attract the attention of the audience, making it more likely that fans will recognize them and recommend them to their friends.
If we want fans to identify with the brand, stick with it and establish a lasting relationship with it, we need to involve them as often as possible in the communication on the fanpage and encourage various activities.
Take care of your customers and encourage them to interact.
We are interested in starting discussions, asking the audience for their opinion on a new product or the next campaign, organizing surveys or the aforementioned contests.
It is a very good idea to create a creative task, such as asking fans to post photos with the product. This will give our fans’ friends the opportunity to see the item in use, and consequently they will find it an attractive and suitable product for them and will be eager to enter.
We will achieve a similar effect by giving away multiple copies of a new product to many fans who ask to test and review it.
All the friends of these lucky people, as well as our fans, will have the opportunity to see how our product has performed.
People who received something for free will most likely feel gratitude and, as a result, will be inclined to evaluate it a bit more favorably. If the reviews are positive, other people will covet the item based on social proof of equality or a desire to emulate others, and are likely to buy it.
Observing real people using a product and being satisfied with its performance can be much more effective than professional advertisements, which are seen as artificial and less credible.
Social media advertising – summary
Social media advertising really works and is the cheapest advertising option. You can reach precisely selected people and present your offer to them.
However, you must remember that running social media channels is not an add-on to your website or flyers handed out on the street.
Social media channels are a powerful tool that must be run with integrity and commitment. You are not the only one with a Facebook page or an Instagram account.
To stand out, you need to have a publication plan in place and create interesting content. That’s why it’s a good idea to think about the services of a marketing agency that will professionally run your social media channels.
With such a solution, the benefits are much greater than the costs. Feel free to contact us and we will be happy to advise you on the right solution for you.