If you’re the proud owner of your own startup business, you have probably heard about paid marketing. That being said, you might not be fully aware of what paid marketing actually involves. But don’t worry, we’re here to tell you all about it, and the benefits that paid marketing can have on your social and business growth.
In our last blog, we discussed the benefits of organic social marketing, and how you can soft-introduce paid advertising through boosting social posts. Whilst organic social marketing is beneficial for initial brand awareness and building a community across your platforms, you may be left frustrated with its limitations for achieving direct results such as conversions or website traffic. Adding paid marketing into your wider strategy may be the missing piece to your startup business puzzle.
So, what is paid marketing?
Paid marketing refers to funded campaigns using ads to directly target and reach potential customers and consumers for your brand. There’s a big difference between organic social marketing and paid marketing, and that big difference comes in the form of the investment of money, targeting a more curated audience and being able to achieve more specific results.
With organic social marketing, you don’t need to invest a single penny for growth to begin, and it’s the perfect way to get yourself started. There are ways to soft-introduce paid marketing, (e.g. boosting organic posts on social media), however, full paid marketing campaigns are the natural next step - just be prepared to put a little bit of coin into your strategies.
This specific type of marketing allows you to be able to:
- Reach a wider but tailored target audience
- Bring traffic to your website
- Increase the number of leads
- Create brand awareness
- Generate sales
- & more! (dependant on the platform you’re using)
- Reaching a smaller audience
- Slower, more niche results
- Less money invested = less impact
Why should I invest in paid marketing?
You’re probably wondering why you should start investing in paid marketing when the organic social marketing you’ve been consistent with has been performing just fine. After all, “if it ain’t broke, why fix it?”
Let’s say you’ve just launched your own startup business. By exploring organic social marketing, you can start to build brand awareness and an online community. However, you may soon start to realise that there are gaps where organic social marketing is limiting you from achieving your wider business goals.
This is where paid marketing can really help you - if you’re in the position to put some money behind your business and social campaigns, magic can happen.
Paid social marketing
The beauty of paid marketing is that you can choose your own budget. It goes without saying that more budget can achieve more results, but there are various avenues within paid that you can explore with a limited budget. From pay-per-click (it’s exactly what you’d think) to video views, there are multiple ways to get started in paid marketing to suit your business goals.
On Facebook, you’re able to explore advertising across both Facebook and Instagram using Facebook Ads Manager. This platform allows you to target your audience based on location, demographic, interests and profile information. After creating your ad, you set a budget based on your goal for that ad. The targeted audiences of Facebook will then see your ad in your placement of choice.
Paid marketing is not limited to just Facebook ads. Social platforms like Twitter, LinkedIn and TikTok all allow for paid advertisements - you just need to explore their options and decide which platform works best for you.
On Twitter, you can pay to promote specific content (e.g. a tweet promoting your startup’s newest blog post), which will appear as a Promoted Ad - with the intention to expose your startup to an audience of your choice for increased visibility and exposure.
Linkedin Ads work similarly within the Linkedin Campaign Manager. First, you choose your objective (e.g. conversions or brand awareness), then you select your targeting criteria, pick your ad format (e.g. sponsored post, dynamic or text ads), set your budget and track the success of your ad.
When you’re advertising on Instagram, it’s very similar to Facebook’s ad system and is done through the Ads Manager as mentioned earlier. This is due to both of these platforms being part of the same company, Meta (formerly Facebook). Once you have the hang of Facebook ads, you’ll easily be able to navigate advertising on Instagram too. Whether you’re looking for sponsored in-feed posts or content amongst Instagram stories, there are options to suit your goals and content.
So, what’s the winning formula?
With all this talk of the benefits and downsides of paid and organic, you’re probably wondering by now, “What’s the recipe for success? How do I make this work best for my startup?”
The answer is quite simple: if you’re looking for less targeted results with minimum to no spending, organic social marketing is a great first step - especially if you’re soft-introducing boosted posts and exploring efforts like using niche hashtags. If you have invested money to put behind your startup, and you’re after specific results like website traffic then it may be a good time to start some paid advertising. It’s important to note, however, that the combination of paid and organic marketing is the most powerful and transformative approach. Organic helps you build rapport with your community, increase follower growth and offer a place for customer service, whilst paid can reach your specific target audiences and help you to achieve direct results to help you reach your wider business goals. However, with only using organic social marketing, you’re in for slow but steady progress, instead of direct results. This is why a combination of the two is your best bet for startup success.
A recipe for success, but what next?
You now know all about organic social marketing, paid marketing and the magical combination of the two. Now, it’s up to you to decide how you’ll incorporate these forms of marketing to build your business and start seeing results. Still not entirely sure what to do next, or need a little assistance? Drop us a line: email@example.com