Do you know what Paid Social could be worth to your business?

By Anna Tomlinson
26th August 2021

Do you want to know the formula to utilising paid social and how it can benefit your business?

Utilising paid social as part of your marketing strategy can help you achieve several business objectives. With clear KPIs, you can reach prospects, and engage with hot leads who may already know your business well – The opportunities are endless!

Paid social is available on every major platform Facebook, Instagram, LinkedIn and Twitter

But first off, let’s go back to the very beginning… What is Paid Social?

What is Paid Social?

Paid Social differentiates from organic social media, as paid social is the practice of displaying sponsored advertising content on third-party social networking platforms with the goal of targeting specific customers, at specific phases in their purchasing journey.  Paid Social ensures that an ad will be seen by a chosen target audience with the aim to achieve a particular purpose or goal. To identify a target audience, filters relating to interests, demographics and customer engagement can be used to narrow down the audience and target the right people, with the right messaging.   

A paid ad on social media often starts at the top of the funnel in the user journey that a customer could take to eventually convert and become a customer. This journey begins with brand building (the awareness phase), to traffic and engagement (the consideration phase), right through to becoming a lead or making a purchase (the conversion phase).

Paid social is available across a huge number of media platforms including LinkedIn, Facebook, Instagram, Twitter, Snapchat, Pinterest and even TikTok. Individual platforms have different ways of putting the ‘paid’ in place, and some platforms will perform more strongly at key areas within the funnel. For example, typically Twitter and Pinterest are perfect when looking to raise awareness, whereas Facebook and LinkedIn offer a more holistic package.

How could it help your business?

Paid Social could help your business to attract new customers and encourage them to make specific actions and engagements with your business. There is no hard and fast rule or strategy for utilising paid social media marketing within your strategy (Sorry guys!), so here are some questions to ask yourself:

  1. What is your overall business objective?
  2. What is the role that you need paid social to play in achieving your objective – eg. Increasing awareness, driving traffic to site, or encouraging users who’ve visited your site to purchase.
  3. How much are you willing to pay to achieve this?

By asking yourself these questions, you can identify where social media ads sit alongside the rest of your marketing mix. This will form the strategy you should implement, which is right for YOU and YOUR business.

The reality is that social media channels are making advertising more accessible to larger and smaller businesses. Once you learn how to plan, create, and position your ads to your target audience, you’ll see a smooth run of success across the business. However, it is important to note that in order to see those results, you’ve got to let the machine learning do its job, so having enough budget to spend to reach a big enough audience is important!

Join The Social Sphere

If you have been trying to grow and expand your business and are considering the use of Paid Social , hopefully this resource gave you a bit of guidance.

Growing your business doesn’t have to be a headache as there are many options out there, but it’s about getting the right mix for you. Keep in mind if you do the little things well, the big things will happen naturally.

If you need any help or advice, please contact the Hillsgreen team, we are here to help you.

Hillsgreen are particularly proud to have a close relationship with Facebook & Instagram, working alongside platform leaders to build and manage the most efficient campaigns for our clients.


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