Do you ever wonder what the value of paid media engagement is with regard to digital marketing? When we talk to marketers, they often tell us that their ads aren't bringing in many leads or sales but that the ads are getting a lot of engagement. They're getting a lot of likes, comments, shares, and/or video views, but not enough business. But is there not any value in these engagements?
A lot of people think about paid media engagement as a vanity metric. 'It's great that people are interacting with our ads,' they'll say, 'but we need to see results. We need leads or sales from our ad campaigns, or at least some indirect result of our efforts.'
What this approach overlooks is that paid media engagement is really valuable as a data signal to be used for remarketing. For example, an engagement could be someone following your TikTok account. This person may then be the prime audience to serve an ad to asking them to work with you. In short, engagement is a really high-fidelity way of understanding if people are interested in your products or service.
Paid Media Engagement Is More Than A Vanity Metric
Video Transcript: Paid Media Engagement Is More Than A Vanity Metric
Facebook and Instagram are great places to be. They have the best algorithm in the marketplace and the algorithm gets your message in front of the right people. If you want more followers on Instagram we can help you do that.
That's a vanity metric. All that does is it helps with social proof. Social proof is that thing when you walk by a restaurant and one restaurant is completely empty and the other one is really full and you're going to say I'm going to eat at the one that's really full even though there's a line because clearly they're good.
That's the benefit of getting followers on Instagram. But followers on Instagram doesn't necessarily equate to more business. It just means vanity metrics.
It just means hey look at me I have a lot of followers.
They really have very low expectations of what marketing should be. And a lot of people get caught up, or a lot of companies get caught up with engagements and impressions and reach, but really it has to result in leads. Leads have to turn into calls, calls need to turn into money.
It's not completely on marketing for that because you need salespeople and you need a good product, you need something differentiated and whatnot. But at the end of the day, one of the big things we espouse or we evangelize is like you need to expect more from your marketing company because marketing should be an additive investment that results in more money back into your business. Hey, if you like this video, we have a lot more for you.
Check out the link below, we'll develop a free custom marketing strategy for you in under 30 minutes. So you can experience what it's like to do marketing without the guesswork, which in all the years of experience we have, it's the number one thing that prevents companies from growing predictably and getting the growth that they deserve. Click the link below, we'll be happy to schedule a time and really give you the marketing systems that you need so you can grow effectively.
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