Over the past few years, we've seen fascinating changes in how people find info and shop online. Our trusty search engines, once the go-to for everything, are feeling the effects of this shift in user behaviour and are now adapting to these new ways we explore the internet.
In all this change, there's a way for businesses to reach out and really connect with their customers - good old social media advertising! It's been around for a while, but now it's more powerful than ever. By harnessing the transformative power of social media advertising, businesses can open the door to a world of possibilities and fuel their growth strategy.
The Evolution of Social Media Advertising
Social media giants like Meta, Pinterest, Linkedin and Twitter are reshaping the way users search for information. While traditional search engines rely on optimised web pages to match results, Social Media search (or 'Social Search' as we'll refer to it from here on) focuses primarily on relevance and engagement.
This means quality content becomes that much more valuable to your business when people talk about your products, services, and brand on social media. These conversations and feedback appear in Social Search results and can create a lasting impression and promote your brand to other potential customers.
With over 56.2 million active social media users in the United Kingdom alone, social media advertising presents an unparalleled opportunity to connect with your target audience, drive traffic to your website, and achieve your business goals.
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We recently wrote an article on social media as a search engine and went more in-depth on the trend, give it a read here! Social Media as the New Search Engine Frontier
Platforms and Advertising Opportunities
Social media ads have come a long way from traditional keyword targeting. Now, it's all about showing up in the right place at the right time. Take Facebook Marketplace, for instance - that corner of Facebook where people buy and sell all sorts of secondhand stuff.
Imagine you run a business selling trampolines (if that's what you actually do, what a coincidence!). When you have your ad for trampolines on Facebook Marketplace, you're reaching people who have already expressed their intent to buy. There's no need to convince them to get a trampoline; they've already made that decision.
By placing your ad in this perfect context, you're way more likely to get clicks and sales. It's not just about what you're selling, but where you're selling it.
Similarly, on platforms like, Instagram, where users are constantly scrolling through and coming across advertisements in their feed. Those ads are displayed to potential customers because it's relevant to their interests and tailored to their preferences.
Unlike our Facebook Marketplace example, these ads aren’t connecting with people who are actively looking for a certain product, but the idea is the same, your ad is being put in front of someone already interested in what you sell, meaning there’s less need to win over your audience.
By showcasing your brand within the context of their interests, you are more likely to capture their attention and drive them to explore your shop.
How to maximise your impact
Choosing the right social media platforms is key to building a strong online presence. We start by figuring out who your target audience is and where they spend their time online. This helps us make sure your message reaches the right people.
Each social media platform has its own unique features and strengths. It's worth taking some time to explore the different options available. This way, you can pick the platforms that best match what your brand wants to achieve.
By understanding where your audience is and which platforms suit your goals, you can focus your efforts where they'll have the most impact. It's not about being on every platform, but about being on the right ones for your business and its objectives.
To create effective ad campaigns on social media, it's important to start by defining your advertising goals. Are you aiming to increase brand awareness, drive website traffic, or generate leads?
With a clear objective in mind, you can craft compelling ad copy and visuals that resonate with your target audience, inspiring them to take action. Tailor your message to meet their needs and expectations, offering them something valuable and relevant.
Complement Your Current Strategies
The real strength of social media advertising is its ability to boost your brand's visibility. It helps you connect with potential customers who might not have found your products or services through regular search engines.
Social media ads have a unique advantage. When people see them, they're often inspired to explore further. They might click on the ad, visit the brand's social media page, or browse through their posts. This journey often leads them to the brand's website.
By showing ads to potential customers at the right moment, social media platforms create an environment where people are more likely to seek out brands and products on their own.
Don't worry - we're not saying you should stop your SEO or Google/Bing advertising efforts. These are still important tools. However, it's also crucial to focus on social media advertising.
By promoting your brand on social platforms, you can:
- Expand your online presence
- Reach your target audience more effectively
- Connect with potential customers in a more engaging way
- Drive more traffic to your business
Social media advertising is a powerful addition to your marketing mix, not a replacement for your existing strategies. It's about using all the tools at your disposal to help your business grow.
To wrap it all up
Social media advertising offers businesses powerful ways to boost website traffic and forge meaningful connections with their target audience. By combining traditional search strategies with social media marketing, businesses can achieve amazing results.
Expanding beyond search engines to embrace social platforms can significantly enhance your advertising reach, audience engagement, and ultimately, your business growth. Isn't it time to harness the full potential of both worlds?
