Social Equity: Targeted Campaigns on Social Media

Targeted campaigns on social media provide certain unique benefits that can add significant value to your business.

There was a time when a few carefully placed television ads would reach 80% of your targeted audience. Those days, however, are long gone, and to reach those same numbers today you would, in most cases, need to spend far more than your budget.

Targeted campaigns on social media, however, provide similar capabilities at a fraction of the cost, and generate a significant degree of Social Equity.

Targeted campaigns generate Social Equity for your business in two distinct ways. First, while your reach may not be extremely broad, it is far more specific than with conventional campaigns and therefore generates higher conversion rates. Second, targeted campaigns on social media are far more cost effective than other types of marketing and advertising that generate similar results – and those are few and far between.

Value Added

As noted above, the ability to target a very specific audience leads to higher conversion rates. When you are able to tailor an ad specifically for the audience that it is reaching, you can expect that the engagement levels will be significantly higher than a case where a generic ad is shared to a mass audience.

Of course, marketers and advertisers try to do this on other media as well. Using the available data, campaigns are launched to specific audiences wherever possible. However, on social media the ability to narrow down your targeted audience is far easier and the results of a well-executed campaign will be much higher.

One example of this is a social media case study we looked at recently about Vestas, a wind energy provider. Vestas put together a very targeted campaign and sent it to 50 companies. For each executive or employee that came into contact with the campaign, Vestas had created a version of the campaign targeted specifically towards that company. The results were high engagement, significant conversion and the campaign was an overall success.

Costs Saved

The second area in which Social Equity is derived from targeted campaigns is in the costs that are saved from engaging in this type of campaign on social networks.

As noted at the beginning of this article, reaching 80% of your desired audience was easy at the dawn of television, but today the cost is far too prohibitive. On social media, however, you can still reach your targeted audience at a fraction of the cost.

The ability to launch targeted campaigns geared towards engaging your desired audience for a relatively low cost (compared to reaching the same audience with other media) is a big value. Increasing your exposure and growing your business at rates comparable to those that involve significant ad spending will benefit your business significantly in the long-run.

Often, Social Equity is as much about how much you are saving as it is about how much you are making.

Have you executed any targeted campaigns on social media? Tell us about them in the comments below or on Twitter!