With the emergence of social media, marketers, business owners and companies are looking for better ways to make their brand stand out from the rest. Fortunately, we now have the option and freedom to advertise on these social media platforms to ensure the content and message reach the right audience. The most common and smartest options are Facebook ads and LinkedIn ads. It’s projected that social media ad spend could reach up to $102 Billion by 2020.
If you own a Facebook Business page, you might have been attracted to “Boost Your Post” by Facebook or on LinkedIn, if you own an advertising account, you might have seen the option to “Sponsor Content”. These are actually how these platforms are indirectly advertising their ad features. You sure would be tempted to hit that option immediately but you have to give it a second thought. You ask why? Well, there are even better ways to promote your content than just merely “Boosting” or “Sponsoring” a post.
Many digital marketing companies are leveraging this business need and offering their clients abundant and tailored adoptions. We can witness bigger companies benefiting from this amazing online advertising feature and spend an unlimited amount of money on both the platforms but when it comes to small businesses, this feature has greater benefits for them but the only barrier is the limited budget. Small businesses have to be thinking cautiously when choosing to spend on online advertising.
Firstly, the most important things you have to note before you start advertising is that you should have the following three things:
Now how would you know which one of the two you can choose to scale up the online presence of your business? Let’s find the significance and pros and cons of both:
If your target audience is more B2B then LinkedIn advertising is going to be your staple as the platform itself is meant for professionals and even though LinkedIn has a few users, you can target just the specific target audience based on job titles, company name, and business sizes. It is only too beneficial for businesses to start advertising here as they can reach a lot of real people who want to hear about your business and what it is offering.
If you are wondering how to sponsor your content on LinkedIn then here is your answer. You can easily do the task in four steps:
To make full use of your promotion efforts, you need to make sure first that the content you are advertising has a professional approach as the site is only for professional use and publishing informal content and ads can reduce the effectiveness of your efforts.
However, LinkedIn advertising is expensive as compared to on Facebook but it is also evident that advertising here can yield more ROI and can result in better and quality leads.
Following are the main formats available on LinkedIn which you can use to sponsor your message:
If you are a company looking to find more consumers of your products or services than Facebook advertising is an option made for you. On Facebook, you can find a variety of ad formats and options to choose from based on what suits your purpose and you can even track how your ads are performing through reporting and analytics options. You can combine actual data to promote your message which includes targeting through behaviors, locations, and different demographics. You can even target lookalike audiences. All in all, through Facebook ads, you can easily reach your content to people with similar and matching interests and behaviors as your intended audiences.
If you have a business page on Facebook then head straight to the Facebook Business Manager or Ads Manager and create your ad campaign there. Here are the steps to do it on Ads Manager:
As compared to LinkedIn advertising, ads on Facebook are much cheaper as it has a relatively low CPC cost and hence a great option for small businesses. You don’t need to sound professional here, you can be rather as creative as you want to be to attract the masses with personalized and informal content. The audience on Facebook is much bigger than on LinkedIn.
Here are the ad formats that Facebook offers to better promote your message: