Brian Peters (Buffer) on Digital Marketing and Facebook Ads - Class Excerpt

TL;DR

Investing in a small paid strategy on social media can help reach new customers and provide valuable data.

Transcript

• If I were teaching this class five years ago, I might sit here and tell you that a paid strategy on social media is not worth your time. Organic reach was booming, businesses and brands were seeing a ton of organic engagement, and success with social media without using any sort of paid ads. The fact of the matter is in 2017, even a small paid st... Read More

Key Insights

• 👨‍💼 Organic reach on social media has declined, making a paid strategy essential for businesses.
• 👶 Paid advertising offers the ability to reach new customers and gather valuable data not available organically.
• 😘 Facebook and Instagram provide low-cost options for businesses to start with paid advertising.
• 🥺 Boosting top-performing organic posts can lead to better results and engagement.
• 😫 Setting clear goals and metrics is crucial for identifying the right posts to boost.
• 🫠 Monitoring negative feedback and adjusting ad budgets accordingly is important for successful paid advertising.
• 😘 Any budget, even as low as one or five dollars per day, can be a good starting point for businesses to test paid social media advertising.

Questions & Answers

Q: Why is a paid strategy on social media important for businesses?

A paid strategy is vital due to the decline in organic reach, as it helps businesses reach new customers and gather valuable data that may not be accessible organically.

Q: What are the benefits of investing in paid advertising on social media?

Paid advertising allows businesses to reach a wider audience, obtain useful data like cost per click, and target specific demographics for better engagement and conversions.

Q: What are the key steps in a five-step paid advertising strategy?

The five steps include creating organic posts, analyzing insights to identify top performers, targeting specific audiences, boosting posts with a small budget, and optimizing ads based on performance.

Q: How can businesses justify spending on paid social media ads?

By tying ad performance to real business objectives and results, businesses can justify their ad spending, understand the impact on their bottom line, and make informed decisions on future investments.

Summary & Key Takeaways

• In 2017, organic reach on social media declined, making a small paid strategy essential for businesses.

• Paid advertising offers the benefit of reaching new customers and obtaining valuable data not available through organic posting.

• A five-step paid advertising strategy focuses on boosting top-performing organic posts for better results.