Advertising Your Downtown Main Street on Social Media
Did you know three of the largest social media platforms operate on an algorithm, meaning not all of your followers will see the content you post? While it makes some sense because it helps keep timelines and feeds less overwhelming, it can make it difficult for your message to be seen. As Facebook, Twitter and Instagram try to prioritize and personalize posts, you have a smaller opportunity for both engagement and outreach. Luckily there is still something we can do about it...advertise your downtown main street content on social media.
Think Bigger AND Better When it Comes to Your Audience
Primarily, there are two advertising goals on social media. The first goal is to increase the audience size for your account. A follower campaign is very cost effective, Facebook’s average cost-per-fan campaign comes in at a nice $0.64. But before you start, it’s imperative that you create customer personas. Who is the general downtown main street visitor? What do they do for fun? Where are they from? What do they care about? Once you have a persona, then you can begin targeting your ads at them. Use the options in these platforms to your advantage and make sure you reach the right audience.
Engagement is the Name of the Game
The second goal when advertising your downtown main street on social media is increasing engagement. Engagement is a fancy word for interactions with your posts such as likes, comments, shares, and clicks. An engagement campaign is really your solution to beating the social media algorithms! If you have a big event coming up or want to get the word out that a new merchant is coming to main street, then put an advertising budget behind your posts. This way it’s guaranteed you’re reaching more of your fanbase! The effort is worth it too, as 25% of people who see a social ad will visit the store or website. Remember to refer back to the GEAR Model we mentioned earlier on in our blog series, and remember, once you have the fanbase make a hard push towards increasing interactions with your posts.
So What About Snapchat?
While there are two main forms of social media advertising on the three main channels, Snapchat is an entirely different beast. It operates in real time reaching its 166 million daily active users with 9,000 Snapchats being sent every second. Companies who don’t want to pay $750,000 for a sponsored Lense or Geofilter, can always consider free Geofilters. Every time a visitor takes a Snapchat, they have the option to add a special Geofilter highlighting their location. As visitors use your Geofilter, they expose your downtown main street to friends...free! Snapchat also offers long-term Geofilters and special-use filters for events for a small fee.
There are many reasons your downtown main street needs social media advertising, but probably one of the two biggest involve advanced targeting and the simple fact that your organic posts are very likely not being seen by all your fans and followers. The bottom line, social media attracts billions of users around the world, and paying to be on social media is absolutely the future of marketing. Paid social reaches more people, and when handled correctly can generate awareness, create leads, increase followers and drive purchases.
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This is part 9 of a 12 part series called "Put Your Downtown Main Street on the Map."
You can follow along with our series each week by clicking here .