I am constantly baffled by clients who are spending money on traditional mediums like TV, outdoor and print, but are still so hesitant to jump into the paid social game. I think it is more of a “creature of comfort” move than anything else and this really is something that needs to change. Most just prefer what they know (even if it stinks) over what they don’t know (or worse, just don’t understand) when it comes to marketing.
Paid social media provides highly targeted audiences to brands looking to sell products and in a medium where they are paying close attention. This is not serving banner ads on publisher sites, nor is it competing in the Google landscape, where smaller brands with minimal budgets can get eaten alive. This is about value for your dollar and knowing where consumers are paying attention and this is where we are ALL IN, ALL DAY LONG!
Above is a screenshot from a client’s Google Analytics after our first week with them. We convinced them to assign a nominal budget ($200) to test paid social out, and it produced early and promising results. They generated $852 on $200 spent (4X1 return) and generated 807 unique visitors and 9000+ impressions for their branded content. I would argue this might be the best $200 they spent on their business to date, and it should certainly pave the way for a bigger commitment to the platform(s).
With traditional efforts, even if they worked, you wouldn’t have this type of actionable data to prove it. I still have conversations with my brand partner counterparts where they tell me that paid social doesn’t produce an ROI. Some stay away as a result, while others do it begrudgingly and more so as a necessary evil than a real revenue producing tactic.
It is so important that we change that mindset and that brands take that leap of faith with paid social. The efforts pay off and without a commitment to the cause, you are leaving money on the table and allowing your competitors to take those dollars. That just cant happen, right?