Social Media advertising is an expanding component of the IMC Program. This week and next week we will be looking more in depth at the digital options available to the advertising team. Jump ahead and read pages 485 beginning with Paid Searches through the bottom of page 487 including Contextual Ads.
Identify your company from Dropbox Assignment 1
- Choose 3 social media platforms that will fit with your company, such as, but not limited to, the social media identified in Figure 15-5 Social Media Landscape. Do not choose Google+ as it is shut down. (You will be building on this assignment next week.)
- Explain why you believe each option is the best option for your company.
- Choose three of the following and explain how you would utilize Pay Per Click, Search Engine Optimization, Behavioral Targeting, Retargeting, Contextual Advertising, or Native Advertising to drive traffic in your plan.
If you are not familiar with social media you will need to spend some time on your laptop, tablet, or smartphone engaging in various social media platforms to familiarize yourself with some of the options available.
Full Answer Section
- LinkedIn: LinkedIn is a social media platform for professionals. This makes it a great platform for my company to connect with potential customers who are in the market for our products or services. Additionally, LinkedIn users are more likely to be decision-makers, so I can expect my ads to be seen by people who have the power to buy from my company.
Here are three of the digital advertising options that I would utilize to drive traffic to my company's website:
- Pay Per Click (PPC): PPC advertising allows me to pay only when someone clicks on my ad. This means that I can control my advertising budget and only spend money on ads that are actually effective.
- Search Engine Optimization (SEO): SEO is the process of optimizing my website so that it ranks higher in search engine results pages (SERPs). This means that my website will be more likely to be seen by people who are searching for products or services like mine.
- Behavioral Targeting: Behavioral targeting allows me to show my ads to people who have visited my website in the past or who have shown an interest in my products or services. This means that my ads are more likely to be seen by people who are actually interested in what I have to offer.
I believe that these three digital advertising options would be the most effective for my company because they allow me to reach a large audience, target my ads to specific demographics, and track the results of my campaigns.
I would also use a combination of these three options to create a comprehensive social media advertising plan for my company. This would allow me to reach a wider audience and achieve my marketing goals more effectively.