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Time to Rethink Your Social Media Ad Spending Strategy

David Bosley

There’s no fighting it… a strong social media presence is essential to your brand’s success.  We’ve been telling out clients this for years, but money talks and according to a recent report, marketing and advertising professionals are now spending more on social media than ever before.


According to the first Social Media Advertising Report from Advertiser Perceptions, on average advertising and marketing professionals now spend nearly 24% of their digital ad budgets on social media, while an additional 47% plan to push for more spending during the next six months.


“Social advertising is a shining opportunity for agencies, but they need to ramp up expertise quickly,” said Advertising Perceptions President Randy Cohen. “Marketers are set to rely on agencies more as they increase social media, because they don’t have the in-house expertise.”


Whether you seek out an agency like PBJ Marketing or tackle the task head on, according to Entrepreneur, it’s important to understand some fundamental ways social media strengthens your brand.


1. Concentrate on networks that support your brand image.
Start by defining the brand image you want to portray. Who is your audience and what do they want to hear? Are you a B2B or B2C company? Entrepreneur argues that Facebook is the best social media site to promote consumer brands while LinkedIn is the go-to choice for developing business-related content and spreading brand awareness in your industry.


2. Craft valuable (and shareable) content.
It’s a well-known fact that you need compelling content to build your brand’s social media presence. Otherwise, followers won’t share your content with their networks. Furthermore, every single piece of content should support your brand image, while posts with images may resonate better with your audience.


3. Enlist the help of influencers.
An excellent way to expedite your brand’s social media strategy is to leverage influencers who already have a respected voice in your industry. Reach out to influencers on social media and ask if they would like to write a guest blog or participate in an interview. Chances are they’ll say “yes” since it will benefit both parties in the long run.


4. Promote content with social media campaigns.
Reaching social media audiences organically can be a tough sell, but there are numerous alternatives. Many brands use contests and other social media campaigns to improve visibility as well as generate leads. Provide valuable incentives that encourage participation and appeal to a broad audience. The last thing you want to do it alienate a group of prospective clients.

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