Social media marketing has matured into an industry that requires more than just creativity to succeed. Today, marketers not only have to create content but also need to have a strategic mindset to execute that content effectively and tie it to the business bottom line.
For many brands, social media marketing is still a new territory in terms of their brand marketing assets. It is considered a channel that allows a brand to be creative - a platform to see who can speak the loudest, make the boldest statements, and reach the most people. Many perceive it only as a brand awareness asset. It shouldn’t be.
The same pattern applies when it comes to where brands decide to target their digital audiences.
Such distribution of ad objectives and the allocation of spending across said objectives is worrisome - especially when today marketers are dealing with increasing pressure to tie their paid social media efforts to the business bottom line.
Having a comprehensive social media strategy in place not only solves the problem of proving the social media’s value to the business but also reduces Facebook advertising costs through efficiency. It is the first step towards optimizing spending and taking the brand’s social media marketing strategy to the maturity level that social media channels today allow marketers achieve.
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