Why working with always-on advertising is so important

Working with advertising on social media is a given for a lot of businesses. But we meet many customers who only work with short, standalone campaigns and don’t embrace an always-on mindset. Here are five reasons why it’s so important to work with ‘always on’.

Top-of-mind with the target group:
By always having ads running, you keep your brand visible and top-of-mind with the target group. According to McKinsey, B2B decision-makers use an average of ten channels when researching a purchase. If you appear regularly in the target group’s feed, you increase the likelihood that they will choose you.

If you want to know more about paid social, you can check out this article.

A steady flow of conversions:
Always-on advertising ensures that you are constantly generating leads – something that organic visibility has a hard time doing on the same level. Shorter campaigns can certainly deliver good and valuable leads – but the constant influx that non-stop advertising can create helps predict sales volumes better, which is also crucial for long-term planning and growth.

Possibility of continuous optimisation:
When you always have campaigns running, you continuously collect data. This gives you the opportunity to constantly test, learn and improve your content, increasing your ROI over time. The more data you have, the more accurate your advertising. The data from the advertising provides incredible insights into other communications, such as organic flows or website content. For example, you will learn what type of content a certain target group wants to see and which formats are most effective to work with.

Build customer relationships:
Interacting regularly with your customers via social media strengthens your relationships with them. Through always-on advertising, you can constantly engage your audience with relevant content that educates, entertains and informs. With this commitment you will keep your customers coming back to you, time and time again.

Quick adaptation to trends:
A constant presence makes it possible to quickly adapt your messages and campaigns based on changes in the market, trends or customer behaviour. This means you can be proactive rather than reactive, which is crucial in a fast-moving digital environment.

Do you need help with a strategy for your advertising? Contact us and we’ll get right back to you!