Social media is not just about likes, shares and follows or vanity metrics anymore – it’s a maturing paid advertising channel, which offers opportunity to drive qualified leads and sales for your business. Because your customers are engaged with content on their social networks more than any other online platforms, there’s an amazing opportunity to capture their attention with inspired, targeted campaigns on Facebook, Instagram, Snapchat, Pinterest, Twitter, Linkedin, YouTube and Quora.
Pantelope is a Los Angeles social media agency that’s lean, agile and performance-driven, with years of experience building and scaling profitable social media campaigns.
The social networks that prove to have the most traction depends on your brand, your customers, and how you’re positioning your content in the marketplace. So the key will be testing all relevant channels and validating their performance, and shifting dollars between paid search and paid social based in which performs best. This includes both paid social ads and organic social media marketing and promotion.
The biggest opportunity and easiest win is to leverage paid social ads to do remarketing to previous site visitors and old customers on an email list, so you can recapture and convert customers after they visited your site but didn’t convert immediately. This is a highly effective strategy to couple with your other ‘top of funnel’ traffic generation strategies, such as PPC advertising, SEO or content marketing.
Additionally, we recommend using paid social to leverage customer data and create lookalike models to target new prospective customers who profile similarly to your existing customer base. This helps to use customer data to find and reach new customers who look a lot like your old customers.
In paid social, your opportunity to capture market share is virtually limitless, as we can push reach and frequency as much as we want. However, as your social media managers, we’ll want to employ a similar budgeting strategy as the one we’ll be using for AdWords – start with a modest budget, optimize to true business performance metrics (based on acquisition costs and top line growth goals), test and validate the channel, and scale spend and lead generation over time. And though we’re a Los Angeles social media agency, we work with a diverse range of brands all across the country, and we’ve got a proven methodology that gets results.