Demand Generation

Leveraging Social Media in Your Outbound Marketing Strategy

June 28, 2021

Social media still reigns as one of the best sources of customers and sales. According to a study cited by Asset Digital, 55% of customers and clients look for business information on social media. That’s why presence on these platforms has become an indispensable tool. With so many businesses clamoring for attention, there are only two ways to be noticed: go viral or run directed social media ads.

Importance of Outbound Marketing Integration

While going viral is the most effective and cost-efficient way to stand out from the noise, it is the most difficult thing to create. With so much content coming out every moment, virility will more likely miss than hit. This is why it is better to focus on marketing strategy, using social media ads to make sure your message reaches the right people at the right time.

While seeing your content go viral is exciting, it is not necessarily a long-term solution. Going viral is equivalent to having your 15 seconds of fame before people move on to the next interesting thing. On the other hand, while a properly produced social media marketing strategy doesn’t necessarily go viral, it helps you get to know your audience even more as the audience gets to know you as well. But for your campaign to even reach your audience, you need to be seen by them, and this can only be done by targeting your audience through ads.

The success of ads on social media can be influenced by a number of different factors, most of which are dependent on your unique company branding and style. To bring them to the fore, it is not enough just to post image ads nowadays and expect people to click and buy from you.

The varying ad formats available on social media can help you optimize your strategy and succeed in the pay-to-win game of social media marketing.

Just check on the table below:

By now, you might be thinking that, yes, social media ads work, but you already have a social media manager posting for you and making sure to engage with your posts. Why do you need to burn more cash?

The answer is, you’re actually burning cash on your social media manager if you don’t have an ad to support his efforts. Why? Let’s look at the numbers. It takes time organically to build an audience, but an investment of $5 on one Facebook ad can reach 1,000 people. In one testimonial given by Lyfe Marketing, one company spent $519.87 in Facebook ads—and got more than $1,550 in sales.

What does this mean for you? If you integrate ads into your marketing strategy, here are the benefits you get, according to Toasted Collective co-founder Allen Finn:

77% more page fans
96% more page clicks
126% more page impressions
225% more post impressions
90% more fans reached
111% more friends of page fans reached

Companies like The House Outfit understand the importance of integrating ads with their overall marketing strategy. The company was able to make over £50,000 (US$70,960) in sales per month from Facebook and Instagram and 1,000 purchases directly from their ad campaigns.

Regardless of the size of your business, in this day and age where everyone is competing for attention on social media, spending on ads is fast becoming your best friend. Gone are the days where you create content and pray to the gods of social media that you will be seen and noticed. With ads helping you target the right audience, your social media marketing effort can now be heard through them.

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