In addition to offering our customers top-notch thought leadership pieces, articles, social media posts, and videos, I’m excited to announce that we’re now well-equipped to handle any of your digital advertising needs. We know that this major expansion in our capabilities will help us better assist our clients in growing their companies.
I recommend checking out Your Guide to Digital Marketing, which is my 5-part series exploring the best practices for marketing on LinkedIn, Twitter, Facebook, Instagram, and TikTok. In addition to these explorations, I’d like to share a few of the insights I’ve gathered from my deep dive into the inner workings of the digital marketing world. From assisting multiple clients in conducting Facebook and LinkedIn campaigns to promote their brands and generate leads, I’ve been updating my own understanding of the true practicality of promoting your business on these platforms.
Here are some recent insights and takeaways from the digital advertising world.
The Pros and Cons of Advertising on Facebook
Facebook is an incredible tool for reaching potential customers, communicating your company’s unique value proposition, and building a strong, resilient brand. Their platform Facebook for Business offers a wide variety of advertising, business optimization, and planning features to help you grow. Here’s a breakdown of the best part about advertising on Facebook, as well as my least favorite.
When setting up an advertising campaign on Facebook, it generates a predicted number of impressions and a cost breakdown based on this value. At first glance, I always assume that Facebook is purposefully exaggerating this value as a way to encourage me to spend additional advertising dollars. However, after running multiple campaigns, I’ve found that these estimates are far from exaggerated. In fact, I ran one campaign where it estimated I would receive approximately 18,000 impressions over a period of 20 days. To my surprise and excitement, this particular campaign ended up receiving 55,000 impressions instead. When you spend money advertising on Facebook, you can generally expect great results, at least in terms of your campaign’s impressions.
Lacks Certain Targeting Functions
Whether you’re placing an advertisement on the internet or a billboard, it’s important to be able to position it where promising leads will be able to see it. For example, you wouldn’t bother placing a giant billboard advertising tractors and farming supplies in the middle of Times Square! When creating an advertisement on social media, you’d hope that the targeting capabilities would enable you to perfectly pinpoint your ideal customer, but for Facebook, this simply isn’t the case. You’re able to target populations of people based on their life experiences, basic interests, and locations, but beyond that, their targeting capabilities are lackluster compared to other platforms.
The Pros and Cons of Advertising on LinkedIn
If you’re looking to engage with B2Bs and fellow professionals online, LinkedIn is your new best friend. Campaign Manager is their all-in-one program for running paid advertisements and when used properly, it can be an absolute game-changer for your organization. Here’s a major perk I’ve observed while advertising on LinkedIn, as well as a significant drawback.
Ever since I ventured into the world of digital advertising on social media, I’ve been fascinated by the sheer power of the targeting features available on LinkedIn. I’ve run countless campaigns on this platform and I’ve found that the advanced targeting capabilities are effective in helping me reach people who are eager to engage with my messaging. You can target people based on their job title, current company, experience level, industry, interests, location, and the list goes on. When you finally widdle the LinkedIn community down to your target audience, you’re left with the exact population of professionals that you’re interested in marketing to.
While the targeting capabilities of LinkedIn are, in my opinion, superior to all other social media platforms, their reporting options are very limited and need to be improved. For example, I recently ran a campaign to target employees from around 100 different companies across the country, and I was interested in seeing how many leads were generated from each organization. Unfortunately, LinkedIn was only able to show me the top 20 results, while leaving out the remaining ones. For the type of work I do, this type of limitation is significant and it impacts my ability to assess the overall performance of a campaign.
Our Digital Marketing Services
If you’re interested in learning more about our digital marketing services, make sure to contact Parklife today. Advertising in places like Facebook and LinkedIn can help even small and mid-sized companies reach targeted audiences to build brands, increase engagement with customers, and bring new prospects to the table.