Driving Your Brand Beyond the Paid Ad Only Approach

You’ve got the drive to improve your company’s social media marketing approach but you’re not exactly sure how to execute it? You’re not alone. In fact, there are many small businesses like yours that often fall victim to hire social media professionals or an in-house aficionado to amplify their brand’s reach & engagement. And, that’s what we’re all after, right? More reach! More likes! More virtual high-fives!

So, your new team comes up with a half-baked approach to create an ad or two and throws a ton of money into promoting them to ensure they’re reaching everyone and their brother within the four corners of the continental U.S. You’re seeing your impressions go up but you’re not seeing much of a return on your investment other than this abstract number that’s delivered to your inbox every month? Are we getting warmer. (Yes, of course we are; this is our blog.)

 A social media strategy that’s purely driven by a handful of paid promotions throughout the month is not a strategy. Rather, paid promotions are a piece of the puzzle that should comprise your strategy. ‘Plug and chug’ promotions are not viable as standalone digital ambassadors for your business. That’s the marketing equivalent of designing a billboard that has a unique message, a striking image, and putting it on one (busy) highway in one city that perhaps many folks drive by every day.

But, what about the people who don’t take that route while they’re out and about? They’re going to miss your message. That’s where the importance of social listening, stellar customer service, engagement, and supporting content come into play. You’re missing the chance to truly connect with your fans if you’re not replying to their messages regularly and answering their concerns. You’re losing out on the opportunity to strengthen relationships by sharing user-generated content (that great pic your fan just posted of your product they found on the shelves while on a road trip!) You’re checked out, and your fans can tell.

There’s more than one way to secure a bond between you and your brand’s ambassadors. Even the least, um, let’s say “digitally-savvy” social media users can spot an ad within their timeline and can tell what’s a genuine “in-the-now” post and what’s overtly polished & scheduled.

To summate our stance: paid promotions are great (hey, we use them!) – but they’re not a one size fits all solution to your social needs. If you’d like to learn more about moving beyond the boost check out our Micro Business Program, browse our services, and contact our team.