Clicks Into Conversions: Maximizing ROI With Paid Social Media

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.

In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services


The Best Slogans in the World


We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.


Next up, Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

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SENIOR Designer

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

        Attach Files (Resume, Portfolio etc.)



        Someone from our team will reach out to you about your project soon.