Online promotion. How do we choose the right online platform?

For some years now, Facebook, Instagram and Linkedin have been online marketing tools used by many but mastered by a few. Advertising on these channels is different, you need to know how to "buy" the attention of your potential customers and you need to know how to select them.

Whether it's Facebook, Instagram, Google, Linkedin, Pinterest, Snapchat or TikTok, online marketing concepts remain the same, although the approaches are always different. Every business has its specifics. To be as visible as possible and to obtain the best possible conversion rate, any promotion must take into account first of all the choice of the most appropriate ways of promotion and the design of a message that is as appropriate and attractive as possible for the target audience. 

Depending on the field or niche of activity, competition and objectives, the most used channels are:

  1. Google ADS
    Google Ads offers different PPC (pay-per-click) services compared to social media platforms, mainly due to the different advertising delivery algorithm. The user's purchase or action decision already exists, and if it is not well defined, it is reinforced by advertisements placed naturally in the user's research process. Display locations are more and better defined in your own network: YouTube, Gmail, Search, Maps, Play Store, etc. The Google Ads platform can be used to its full potential for any type of strategy. In general, the Google search engine (SEO) is a huge benefit for brand awareness conversions.
  2. Facebook ADS
    Facebook is the most popular social media platform in the world. In 2020, it reached a 72% global market share, being in close competition with Google, but when it comes to New Brand Discovery, the ratio is 36% for Google and 27% for social media, according to the Data report reported. The platform aims to inform users about the events and topics they are interested in, social events and information in the circle of knowledge. Thus, success lies in the non-invasive integration of advertisements among that flow of information.
  3. Instagram ADS
    It is a visual social network by definition, therefore, it is perfect for promoting businesses most simply based on story, pictures and video. 75% of users do at least one action on Instagram. Instagram marketing moves your brand as close as possible to the interests of potential customers. At the same time, it brings you closer by putting those smiles on the faces of customers or consumers who enjoy your photos. 
    What can Instagram promotion do for a brand: 
    - Create a community
    - Involves users
    - Humanize the brand and build an emotional connection between you and users, who can see more of your brand and the values ​​it promotes.
    - Every heart or comment makes your brand even more visible. You can put up stories with polls or you can even run contests. Users will not remain indifferent to a photographic challenge.
  4.  LinkedIn ADS
    LinkedIn is a niche social media portal currently controlled by Microsoft. The architecture of the platform is similar to that of Facebook, in which the user can create a profile, can access an information feed and in which he can create a network of followers or acquaintances. The PPC (pay-per-click) services offered by LinkedIn naturally integrate into the users' feed, to distract much from the company's initial goal: to centralize and search for information about collaborations, employment or services. of companies. The advantage of using PPC ads on LinkedIn is that they can reach companies or users with well-defined buying interests and intentions. Of course, the niche of the business running these types of ads is good to be close to the general flow of the target audience. LinkedIn campaigns have the greatest impact and performance when used by businesses that provide services or want to create brand awareness.
Online promotion. How do we choose the right online platform?