There’s power in patience. If you haven’t realized this fundamental truth about business and marketing yet, you will. No one opens a business – whether it’s a boutique, a bookstore, or a bike shop – expecting to see a profit the next week, or even the next month. So why should you approach your paid social media campaigns the any differently? The answer is you shouldn’t, and this blog will explain what you ought to do instead. We will break down what it means to embark on a paid social media campaign, how to do so wisely and strategically, and when to hand off the reins to someone like us at Fortress, a digital marketing agency in Chicago. With that, let’s get into it. 

Which Platforms Should I Choose?

Great question. First off, we must understand which platforms allow for paid campaigns in the first place. Facebook and Instagram are the most popular platforms for driving traffic through social media, and you can easily set up your advertising account through the Meta Business Suite. If you are in the retail e-commerce space, these platforms are particularly advantageous for you. Keep in mind that while you can often cast a wider demographic net with Facebook, Instagram tends to see better engagement and targets an audience with higher purchase intent. This year at Fortress, we helped our e-commerce client, Give’r, increase their holiday season conversion rate by almost 70%, with an ad spend increase of only 6%, with the majority of the efforts coming from Facebook and Instagram. 

On the other hand, LinkedIn offers massive potential for paid campaigns as well. Companies that do particularly well on Instagram are typically in the B2B space, private equity, or other tech-focused industries. No matter what platform you choose, think about paid social media just as you think about all other advertising forms: you must be genuine, meet your audience where they are, and, as always, stay patient. 

Paid Social Media: The Rocket Booster

Now let’s talk about the content itself. When you start a paid campaign, you have to put yourself in the shoes of your target audience. What will speak to them? What assets does your brand have that are compelling enough to not only click, but convert? What does your library of photos and videos look like? If you’re struggling with any of these questions, you ought to consider outsourcing your digital marketing to a team of experts, rather than trying to do everything yourself. After all, you have a business to run. That’s where Fortress comes in. We have executed marketing visions for clients across industries – from legal to automotive, and e-commerce to food and beverage. For more on our video production and photography services, click here. 

Moreover, another aspect of paid social media that cannot be overlooked is the potential that user-generated content (UGC) unlocks. UGC, comprising posts, reviews, and testimonials created by your audience, holds a unique power to build trust and authenticity. Audiences often connect more deeply with content that feels genuine and relatable, making UGC a cornerstone of successful campaigns. Encouraging customers to share their experiences with your product or service not only provides a fresh perspective but also serves as a powerful endorsement. Whether it’s user-generated images, videos, or stories, this content not only resonates with your existing audience but can also attract new followers who value real, unfiltered experiences. However, harnessing the potential of UGC requires a nuanced approach, one that a digital marketing agency is adept at navigating. By incorporating UGC strategically into your paid social media strategy, a skilled Chicago marketing agency can help amplify your brand’s authenticity, foster a sense of community, and ultimately elevate the impact of your marketing efforts. The collaborative expertise of a digital agency ensures that UGC is seamlessly integrated into your campaigns, creating a dynamic and engaging narrative that speaks directly to your target audience. An example of this in action is our work for Walner Law, a longtime client in the competitive personal injury field. Each month we monitor the reviews that their firm gets from satisfied clients and then turn them into engaging paid social media graphics. This social proof goes a long way towards securing Walner more qualified leads, and profitable cases, particularly because we are able to target specific neighborhoods in Chicago that are more likely to require legal representation.

In conclusion, it is imperative for your business to execute paid social media campaigns with these best practices in mind. Remember to stay patient and practical in the process.