How Paid Social Media Can Become One of your Top Lead Generation Tools

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By Millie Taylor
How Paid Social Media Can Become One of your Top Lead Generation Tools

Although there may be not a lot set in stone when it comes to social media in 2022, one thing we do know is that it is an indispensable channel and one that NEEDS to take a front seat in your Marketing strategy. 

No matter whether you are an international agency or a local set-up, paid social media is an essential lead generation tool and one that your agency can not ignore. 

Despite what you might hear, Facebook is still responsible for a quarter of all digital ad spending and remains the most used platform worldwide by Marketers (93%)!

With over 1.84 billion daily active users across Facebook, Instagram and Messenger, the changes to Facebook’s and Instagram’s algorithms make it continuously harder for businesses and users to grow their following and overall engagement. Although this is where Paid Advertising comes in. 

Allowing you to reach your audience by their exact demographics, behaviours and interests, as well as multiple other custom and lookalike audiences, Facebook Ads allow you to display high-quality engaging creatives on the right platform at the right time, inadvertently increasing your overall engagement and awareness in the process. 

Unfortunately, it’s not as easy as posting organic content 7 days a week (this can definitely give you a piggyback), so although there is a cost when it comes to your Paid Ads, you can control this. Whether you want to publish a campaign for a set amount of time or keep it running until you wish to turn it off, Facebook ads allow you to have full flexibility when it comes to setting a budget that’s right for your agency.

Paid Social: What Budget do you need?

Giving you complete freedom when it comes to your ad spend, Facebook (Meta) allows businesses no matter how small to advertise to their target audience. With no simple answer to an average cost per conversion, Facebook offers endless metrics that allow you to track everything from impressions to ROI and the overall frequency of your campaigns. 

Although it’s not as simple as the ‘bigger the budget, the bigger the success’, Facebook take into account a number of factors to determine the cost and success of your overall campaign. Take a look at just a few of the influencing factors that we found: 

  • Campaign Relevance & Quality: Two of the most important factors when it comes to your campaigns being seen by your target audience.
  • Your Audience: Who are you targeting? Is your estimated audience size too broad or too narrow?
  • Placement: Using insights and previous analytics to see where your audience is engaging with you the most, you don’t want to be wasting your budget targeting an area/platform your audience does not engage with.
  • Last but not least your overall bid: This determines how interested you actually are in getting your ad in front of your audience…

Set Goals That Make Sense

Although we have seen some quite literally ‘Life changing’ results for our clients through Paid Social media, it is important to remain grounded with your goals and set realistic expectations that are achievable for your Agency. Take a look at some of our past marketing case studies here.

Once you have your initial campaigns set up, the real hard work starts here. Analysing and optimising the results generated is a key process when it comes to the success of your campaigns. Once you start to find out what works and what doesn’t this is where you can take your campaigns to the next level, by fully understanding how customers react to your campaigns at every stage of the funnel.

Brand Awareness is one of the most underestimated campaign types when it comes to building a sustainable audience. Alongside organic posting, paid brand awareness campaigns can help you build your brand and reach a much wider audience at a much faster pace. 

Is Paid Social Right for my Agency?

The goal of Paid Social media is to find and engage with your audience ensuring that when they are ready to commit, your brand is at the front of their mind!

Engaging with your audience at every stage of the funnel allows for higher quality leads further down the line as your audience will be of higher intent to go through with their enquiry/purchase, as a result of already being aware of your business and what you offer.

From educating your audience with your brand to retargeting users with campaigns that are of interest to them. Without Paid Social you are missing out on a huge chunk of engagement that is vital when nurturing leads as well as limiting your agency’s overall reach when it comes to your digital presence. 

How we can help!

As an indispensable lead generation tool, we design and implement high-quality engaging creatives, to ensure your brand and campaigns are seen by the right audience at the right time. 

From Instagram to Facebook and Linkedin we implement a structured social media strategy allowing your agency to adapt to new trends and opportunities within the industry, guaranteeing you are always that one step ahead. 

Contact us today to see how we can get a tailored strategy in place to help your agency achieve its goals!

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