Our Social Media Marketing & Advertising Services
Social media marketing / paid social advertising is the use of social media platforms to connect and engage with your target audience. Added benefits including building your brand exposure, driving sales and increased web traffic.
Social Media Marketing & Advertising involves publishing great content on your social media profiles, listening to and engaging your followers, analysing your results, and running paid social media advertisements in synergy with parallel digital marketing initiatives.
When choosing a paid social media marketing service, businesses should be looking for an agency with an established reputation and experience.
Prohibition PR is a full-service social media marketing agency. Not all social media agencies were created equal. While many social media marketers profess to be social networking experts in the field, at Prohibition PR, social media is our life.
As a bespoke social media marketing agency, the team at Prohibition PR is the CIPR’s Outstanding PR Consultancy of the Year and winner of its Best Use of Social Media, Best Use of Influencer Relations and Prolific North’s Best Integrated Campaign of the year 2019-20. For full details of the 12 awards, the Prohibition PR team has won in the last year, visit our blog here.
Prohibition PR’s culturally connected, socially progressive media managers can help connect traditional PR, advertising, influencer relations and social media platforms such as Facebook, Instagram, and LinkedIn, creating high-impact integrated social media campaigns that deliver real business results. To compliment your social media campaigns, we encourage Social Media advertising to engage with customers.
What is Paid Social Media Advertising
Paid social media advertising is relatively similar to traditional advertising in that it helps in improving awareness about your organisation/company’s products and or services.
Paid social media is the means of displaying advertisements or sponsored marketing messages on popular social media platforms and targeting specific sub-audiences or demographics.
Pay-per-click advertising (PPC), branded or influencer-generated content and display advertising are examples of paid social media.
Think of it like traditional advertising, such as a magazine ad or a billboard. With paid social advertising, your company/organisation pays to have your product or service put directly in front of potential customers based on general demographic characteristics and statistical profiles.
This allows marketers the ability to zero in on their intended audience to get your advert in front of users more likely to convert or engage.
Why Use Paid Social Media Marketing
Each day, more than two billion people use social networks; with the average person spends 135 minutes a day on social media.
As the organic reach of social networks continues to decline, paid social media advertising should be at the forefront of business owners minds.
As a result, companies and organisations of all sizes are having to change their social media strategies also to include paid social advertising.
Paying to display social media adverts allows marketers to amplify reach, enhance targeting, and drive greater results but also yields greater insights into user behaviour and more.
While the targeting capabilities of paid social advertising is beyond question, marketers need to be aware of the different mentalities of social users when compared to those of a user conducting a transaction – based search query and should use it to tailor their messaging depending on their audience/platform of choice.
Additionally paid social campaigns should be used in conjunction with other forms of digital marketing and media such as TV advertising, newspaper ads, direct mail, organic social, content marketing and SEO to maximise the effectiveness of social media advertising.
Paid Social Media Advertising Converts
One of the most successful outlets for motivating potential customers to purchase your brand is social media.
Strategic social media advertisements appear at the right time in front of users, educate them about your product or service, inspire them to make a buying decision.
In a nutshell, Social Media advertising makes completing a sale simpler than ever, and it’s a perfect way to boost your brand’s scope and impact on the market.
Your Competitors Do It
Brands in the UK alone will invest more than £14.17 billion this year on paid social media ads and PPC. Your rivals will most likely be in those statistics. Now more than ever is the time to consider investing in a paid strategy advertising strategy.
Small Businesses Can Customise Paid Social Media Spend for Practically Any Budget
Most marketing campaigns and ventures come with an entry barrier — usually thousands or tens of thousands of pounds. For example, a brand-new website will set you back a couple thousand or tens of thousands (though very well spent money), while managing social media, probably around £500 per month minimum if outsourced. Paid social advertising gives business owners the ability to set a budget and to understand how every penny is spent.
Our Social Media managers use a combination of unmatched experience and big data to establish what will work for your business before committing a more substantial monthly spend.
How Much Do Paid Social Ads Cost?
Depending on your industry/sector and several factors listed above, the typical cost per lead vs cost per click you benefit from in Google Ads may be either cheaper or more expensive than a paid social media campaign.
By contrast, however, the typical cost per interaction is usually significantly less expensive than Google Ads.
The social platforms themselves differ as well; if you measure cost per click (CPC) Facebook advertising costs on average about £0.20 per click.
If you’re estimating the cost per thousand impressions (CPM), Facebook advertising costs about £6.50 CPM. However, LinkedIn’s CPC is usually significantly higher as the target audience is of higher value, B2B decision-makers.
Social Ads are sold in an auction format on most social networks. For a goal result, you set a maximum bid (such as a click), or a maximum budget per day. There is no fixed payable number. The ad manager interface will provide you with a suggested bid based on your specified objectives when you build your ad.
Depending on your campaign target, you must usually pay using one of those methods:
- Cost per click (CPC)
- Cost per 1000 impressions (CPM)
- Cost per conversion
- Cost per video view
Several variables influence how much you are paying for a social media ad beyond your competitor’s budgets. Such considerations include:
- The quality of your ad
- Your campaign objectives
- Type of audience you are targeting
- The country you are targeting
- Time of year or time of day
Once you decide what your social media advertising goals are, our Social Media team will provide you with social media advertising examples as well as help you choose where your PPC advertising spend budget is best allocated.
What Are The Benefits Of Advertising On Social Media Channels?
Why is social media advertising the best quick ROI advertising bet? Because most non-social channels require substantial lead times to produce an ROI. Content marketing, for example, works best over time after articles published, have been able to attract backlinks and SEO traction. The reach and penetration of social media advertising, in contrast, is unparalleled.
For example, B2C influencer marketing can earn yields fast results in terms of sales for low effort (though high cost). B2B Influencer marketing campaigns require long term patience and a more substantial investment yet yield a far higher ROI for a single sale.
Some channels produce consistent results but are time-consuming to manage. For example, Google AdWords can produce consistent outcomes for your brand. Still, it takes time to learn, there is an ongoing management overhead, and an experienced user can waste substantial amounts of money unintentionally.
A paid B2C social media advertising campaign setup and managed by Prohibition will yield consistent sales from day one.
Why Paid Social Advertising Matters
When it comes to paying to advertise your business online, there are several reasons why you should consider paid social:
The main reason to consider paid social advertising is to complement the organic reach of an organic social campaign.
On Facebook, for example, unpaid posts advertising your website only have the potential to reach users who have previously liked your page, and even among those, only about 1% will ever visit your company’ social page, much less go to your website or even make a purchase.
Since social networks collect so much information about users, social media ads can reach an audience in a wider variety of ways than other online platforms. Social networking advertisements combined with granular user targeting have opened the door to deeper interest, behavioural and connection-based targeting approaches, extending beyond general demographic and geographical data.
Paid social advertising allows marketers to identify specific segments of an audience (gender, region, age, preferences and other demographics) and create adverts that both appeal to and are only served to a desirable audience. Each different social media platform attracts a diverse audience in and of itself.
The variables offered are differ depending on the platform being used and each platform retains a lot of information about their users’ likes, dislikes, behaviours, interests and demographics, all of which can be leveraged to target your desired audience with precision accuracy.
With LinkedIn, for example, Prohibition can customise your target audience by identifying industry, job title, company, or total employees.
Such advanced targeting options increase the relevance of your ad to your users and offer a degree of versatility which cannot be accomplished within other advertising channels.
Advertising with Benefits
Users typically form connections with other users on social media because they have something in common.
Paid social advertising allows you to identify specific segments of the audience (gender, region, age, preferences and other demographics) and craft messages/adverts that relate to that segment of the market.
In summary, this means if you can engage a user with your paid social content, then there’s a chance that user may choose to share your content with their connections who didn’t see your paid social ad but share a common interest.
This kind of referral can be especially powerful since people tend to trust the recommendation of their friends over other media sources.
In fact, it’s been reported that as many as 92% of people value the opinion of a friend more than any type of ad. Once you get exposure through paid social avenues, the power of word-of-mouth marketing can make your social media efforts even more effective.
Your dedicated social advertising specialist at Prohibition will collaborate with your Account Manager to continuously optimise your campaigns. We will analyse account KPI’s and supporting data to make calculated adjustments to your social marketing ads ensuring successful delivery campaigns.
Paid social advertising has something in common with more traditional online advertising.
Like a website banner or in-app advertising, paid social media adverts are an effective way of achieving or expanding brand awareness.
Again, the biggest advantage here is that paid social media advertising allows marketers to target new audience segments by selecting key demographics. Those who use paid social well are also finding ways to go beyond brand awareness alone, by incorporating direct response calls-to-action that drive users to their websites. This is a great way to build a brand and increase engagement with new and future clients.
Gathering and Leveriding Market Insights
Native analytics within the social media platforms allows marketers to assess and refine the performance of any social media advertising campaign. Prohibition looks to KPIs such as clicks, comments, and profile visits to determine if a client’s adverting budget/activities are creating an impact.
Nothing exists in a vacuum; Prohibition uses a combination of analytics, competitive benchmarking and data driving insights to see the bigger picture and drive success for our clients.
Optimise Paid Social Media With AI and Reduce Errors
Budget decisions can not be taken on the basis of hunches. Digital Marketers know better than anyone else that our intuition often fails us. It’s always tricky to decide which of your organic posts to put a budget behind in order to reach new audiences. There are so many factors involved, and without a data-driven solution, we’d have to rely on guesswork. Big data and machine learning allows Prohibition to target and reach a client’s audience with ease. Each Social Media platform is designed to facilitate the goals of a business, including and as mentioned earlier brand awareness, lead generation, website traffic, and more.
Today, with accurate AI prediction models, Prohibition can easily gauge where a client’s budget will be best spent. When running an extensive multi-platform, multi-regional strategy on a clients behalf, it’s the only way to scale while retaining complete control.
Types of Social Media Advertising Platforms
With so many social networks and more emerging every year, it may appear challenging to determine where your social media advertising spending is best allocated. Choosing the wrong social media platform to advertise on could be a waste of precious resources. Each Social Media platform is different, has a diverse audience, and serves a different purpose. When considering which social networks to use for advertising, Prohibition look at which social platforms attract desirable demographics and perform well organically.
Comparison of Paid Social Media Advertising Platforms
Almost all major social networks offer advertising opportunities. That doesn’t mean you need to use all of them. Prohibition will profile communities on each platform and identify where best to place your adverts.
Facebook allows both text and photos to be displayed in your advertisement for maximum public involvement. Marketers can target your audience based on interest, geography and demographics while also determining how much you want to pay per click or pay per mile (cost per 1,000 impressions).
Facebook advertisements are created to help business owners accomplish one of three specific objectives for a campaign:
Awareness: Increase of reach and building brand awareness.
Consideration: Sending traffic to a website, increased engagement, encouraging app installs or video views, generating leads, or encouraging prospective clients to communicate with a clients brand via Facebook Messenger.
Conversion: Create online conversions, make catalogue sales, or drive foot traffic to offline stores.
Audience considerations: Facebook is popular with demographics and provides comprehensive options for targeting, which makes it a great platform.
Facebook owns Instagram. So, it’s not shocking that Instagram ads endorse the same three specific campaign target categories as Facebook advertising.
Audience considerations: Among millennials and Gen Z, Instagram is the most popular platform currently. Many Generation Xers also use the platform.
Twitter allows marketers to choose their campaign objectives, including tweet commitments (retweets, favourites, replies), website clicks, app installs or engagements, followers, or even leads, and it only charges you when your specified action takes place.
In addition, Twitter allows for a maximum daily budget and maximum cost per action. Twitter ads work towards four different business objectives:
Tweet engagements: Promote Tweets to start conversations about a client’s brand.
Followers: Promote a brands Twitter profile and pay per follower acquired.
Awareness: Promote a brands Tweets to a broad audience and pay for impressions (CPM).
YouTube is considered a search engine social hybrid and is the second largest search engine behind Google (who also own it). Youtube also has a larger adult audience than any TV cable network in the world.
Over 90% of Internet users state that video plays a significant role in their purchasing decisions.
On top of that, in 2019, video accounted for 80 percent of global Internet traffic. Unlike television, marketers can target their client’s adverts to their target audience, eliminating wasted spend.
LinkedIn ads can benefit a business with three strategic objectives:
- Awareness: Create more awareness of your company or brand.
- Consideration: Drive website visits, increase engagement, or encourage video views.
- Conversions: Collect leads and drive website conversions.
Audience considerations: LinkedIn is business-oriented. The platform provides options for targeting, based on professional credentials such as job title and seniority. This makes Linkedin a potent tool for B2B marketing when managed by Prohibition.
Pinterest advertising work with six types of business goals:
- Build brand awareness
- Drive traffic to your website
- Drive app installs
- Drive traffic to specific products
- Encourage particular actions on your website
- Drive video impressions
Audience considerations: Pinterest has markedly more female users than males. 42% of US women use Pinterest, compared with only 15% of US men, according to the Pew Research Centre.
People are using Pinterest to save their thoughts. Which means the network, of course, leads to shopping and purchasing, but those transactions cannot happen immediately.
Promoted Pins are called Pinterest ads. They just look like regular pins and act. The only difference is that you are paying for making a broader audience view them.
You can make Promoted Pins with video, or a carousel of up to five photos, in addition to simple picture Pins.
Promoted pins are marked with a tiny “Promoted” tag as adverts. When users save your ads to their Pinterest boards, however, the supported mark will vanish. These saved Pins win organic (free) exposure incentives for you. There are a few ways to support your Pins.
YouTube advertising will help you attain the following company objectives:
- Collect leads
- Drive website traffic
- Increase product and brand consideration
- Build brand awareness and extend your reach
Audience considerations: YouTube’s viewers are more male than female. The audience of age groups up to 65 is well distributed.
YouTube offers a few different video ad types. Because Google owns YouTube, you’ll need to create YouTube ads using a Google AdWords account.
How Can Prohibition PR Help You To Cut Through The Noise On Social?
Social media can solve a number of business problems, from launching your product and generating brand awareness, to generating quality leads or purely driving sales. As an expert social media agency, we have an end-to-end knowledge of how to use it to achieve your objectives and how it integrates with other channels.
There are two main focuses within social media that we, as a social media marketing agency, deal with, organic social and paid social. Organic social refers to all non-paid for activity on your social media channels; essentially, everything that you see when you visit a brand’s profile – from managing channels to communities. Paid social is what it says on the tin – paid for social media advertising activity. Both areas integral as each other when it comes to developing a strong social media strategy, whatever your objective may be, and whatever industry you do business within.
We will integrate Social Media into Your Email Marketing Campaigns. We also offer insight services like social listening insights and social media strategies and reporting.
Reporting is a key element of our social media services. Insightful and accurate reporting allows us to review and assess all of our activity against your objectives and KPIs, allowing us to make sure that we’re delivering the best results that we can, which is what we pride ourselves on.
Social Media Marketing
Brands That Trust Us
Why Choose Prohibition PR As Your Social Media Marketing Agency?
We have many years of experience handling projects within loads of different industries.
We pride ourselves in the work that we do – our work is a reflection of us, and we want to be great.
We see ourselves as an extension of your team, not just another social media agency. We are open and transparent with you at all times.
We love social! Our social media managers have been chosen to be part of our team because they all have one thing in common – they are passionate about the job they do!
More than 3.25 billion active social media users have a mobile device to access social networks.
This means that most advertisements on social media are displayed on mobile devices. Your mobile advertising will be explicitly designed for the small screen. Incorporate images on a pocket-sized computer which are easy to display. (Unless you want Desktop Placement directly, of course.)
Instant feedback is one of the significant benefits of social advertising. You can gauge a supported post’s effectiveness in minutes and follow up with advanced analytics reports. The best approach is to check with small audiences’ multiple advertisements to decide what works best, and then use the winning ad in the primary campaign.
Testing one ad against another is known as A / B testing to decide what works best and refine the plan. It is a vital part of the promotional campaigns on social media. We have a complete guide on how to do it right here: A / B Research for Social Media.
Much like understanding the expectations before launching an ad campaign is important, tracking success is essential. These metrics tell marketers and client you what worked and what did not work.
A crucial aspect of proving ROI is to calculate performance and provide clear evidence about the benefit to the company (purchases, leads, and so forth).
The big social networks provide analytics that can help marketers calculate ad outcomes. Prohibition can assist clients with Analytics data and will report on insights to help clients make informed decisions.
Research your buyer personas and audience Determine which social platforms you’ll market on Create unique and engaging content Organise a schedule for your posts Analyse your impact and results.
Social media advertising platforms allow Social Media Managers to create user behaviour targeted lists based on purchasing habits and/or attempts, and the use of smartphones. With the targeted link, you can reach people who have a particular connexion to your website, app, community, or case. Both kinds of targeting consider past habits to help you assess intent. Offered via Facebook, LinkedIn, Twitter.