Social media advertising is hot. With Facebook, Twitter, Pinterest, Instagram and even sector-specific social networks such as Houzz, now is the time for marketers to use social media to boost sales.
The problem is everyone knows this and everyone is doing it, so how do you get an edge?
Looking for Quality and Quantity
For most marketers, there are two types of social media advertising: seeking quantity and seeking quality. While we all want sales, at the end of the day you can only drive those sales by first making people aware that you exist (quantity) and then getting the interest of people who are willing to buy your product (quality).
These two goals need different strategies.
However, most marketers don’t realize this. Instead, a lot of online marketing efforts focus on driving sales, so campaigns are measured based on how many sales can be directly attributed to them. In the old days of the desktop-only Internet, that made sense. People saw an ad for your site, then went to your site based on that ad and made a transaction. There’s your simple sales channel.
Mobile makes things messy. Now we have multiple touchpoints. We have people becoming aware of products on their phones and then going to their desktop to buy the product. We have people doing more research on the go and considering products more seriously than ever before. We have people using dedicated apps to make purchases or using mobile payments to make purchases in the real world.
For this reason, marketing strategies increasingly take a twofold approach. The first is blasting your message to a lot of people, just initially creating awareness of your existence and what you do. This is where Facebook shines. With its massive reach and targeting ability, you can easily get an ad out to thousands or even millions of people in a short period of time and for limited cost.
Then the more qualitative approach involves using special ads in special places to get a boost in sales or to appeal to a group of dedicated customers. Facebook is important here, but the other social media outlets are also beneficial.
As you can imagine, the strategy that both require is very different.
The Final Result
Marketers who figure out how to get the quantity and quality of a social media marketing effort right are rewarded with a healthy bump in sales. E-commerce continues to grow, and more and more activity is taking place online. Marketers can easily benefit from this rising tide if they use the best practices for social media marketing for both branding and driving sales.
At this year’s LeadsCon, panelists and conference-goers alike will discuss what those best practices are and how they drive quantity and quality of sales in a session dedicated to the topic. Aptly titled "Social Media Advertising: How To Drive Quality & Quantity through Direct Response,” this panel will discuss in-depth the changing landscape of social media and how marketers use it to grow.
Click here to register for LeadsCon New York 2015.