Social media advertising allows marketers to reach their ideal customers using rich demographic targeting capabilities and tailored ad messaging. Whether targeting a B2B buyer via LinkedIn advertising, reaching a potential customer via Facebook advertising, or serving ads to those who have previously been to your website through retargeting on Facebook or Twitter, social media advertising platforms provide a means to target advertising to small psychographic or massive consumer segments.
The process of combining psychographically segmented ad targeting with ad copy relevant to that segment and an appealing offer has been an effective tactic for our clients.
In terms of audience scale, social networks have massive reach that rivals television:
With seemingly endless combinations of ad-targeting options available, all of these channels allow advertisers to maximize reach to their target audiences without wasting advertising budget on untargeted audiences.
When we first started more than a decade ago, we focused almost exclusively on search engine marketing because the online advertising landscape was mostly limited to those tactics at the time. But today’s online advertising opportunities are far different than they were 10 years ago. We quickly began to embrace the power of social channels as lead generation tools and found so much success using them for our clients that we changed our company’s name and restructured our account teams and pricing model to include paid social as part of our offerings.
Marketing Mojo now takes a multi-channel approach to online advertising — we know that if you are not using a combination of channels, then you are likely missing out on some of the most effective opportunities to reach your customers. Studies have shown that not only does social media advertising drive conversions on its own, it also assists conversions from other digital channels — one study in particular found that for each click on a social media ad that directly contributes to a conversion, there are two other clicks that contribute to conversions in other channels*.
Our accounts teams are trained in all social media advertising platforms, including Facebook Ads, LinkedIn Ads and Twitter Ads, in addition to being certified experts in paid search advertising. This extensive knowledge of all these ad platforms allows us to optimize our clients’ online media budgets to perform at maximum efficiency.
Our management approach toward social media advertising is more of a direct-response strategy than the traditional view of social media as a tool solely for brand awareness and generating followers. Remarkably, this direct-response approach also generates comparable engagement metrics in Likes and Follows. Although those engagement metrics are not our first priority, they have not been difficult to acquire, despite the more direct approach to social media.
Whether advertising on Facebook Ads, LinkedIn Ads, Twitter Ads or another social media platform, the first step Marketing Mojo takes when developing a social media advertising strategy for a new client is forming detailed buyer personas to ensure we are reaching our client’s ideal audiences. Based on those personas, we create specific targeting sets, custom ad copy and landing pages to make sure our messaging is relevant to each campaign’s persona.
Marketing Mojo’s social media advertising service includes all of the following:
We also offer digital content marketing as an additional service, which is designed to provide our clients with a variety of content creation and marketing options that can augment social media advertising strategies.
“Not only did we see more conversions on LinkedIn, we paid less on a per conversion basis, and, qualitatively, we could see that the leads themselves were more valuable – i.e., better titles, companies in our target segments, less garbage.”
Vice President of Marketing, ScienceLogic
* Multiplier Effect of Integrated Search and Social Advertising, Marin Software