When I speak to kitchen retailers and they tell me they’re “doing social,” I can usually guess what they mean.
They’re posting organically.
And that’s of value.
It keeps your name in front of people, shows off your work, and builds familiarity with your brand.
But organic on its own is limited.
The reach is small, and the audience is mostly people who already know you.
That’s where paid social media is different.
And by paid, I don’t mean boosting a post with a bit of money behind it.
I’m talking about running proper Meta advertising - on Facebook and Instagram - through its Ads Manager.
That’s where the real power lies.
Because instead of reaching hundreds or a few thousand people with each post, you can reach tens of thousands of homeowners in your area - for a surprisingly modest budget.
And you’re not firing a shotgun and hoping for the best.
The Ads Manager gives you sophisticated targeting options. You can aim like a rifle - speaking directly to the right audience with the right message at the right time.
That’s why we’ve always seen Meta Ads as a cornerstone of lead generation for kitchen retailers.
And it’s why, in the past three months, our clients have seen a near 50% year-on-year improvement in leads.
Not because we posted more.
It’s because we trialled and proved yet another better use of the advanced tools available in the Ads Manager. (A seemingly subtle tweak, with less-than-subtle results!)
Organic is important. It plays a role.
But if you’re serious about filling your pipeline, properly using paid Meta advertising is where social media can really start working for you.
It’s how you take awareness and turn it into opportunities.
PS. If you’d like to talk through how paid social media could better sit alongside what you’re already posting, contact us here or send an email to david.barker@inspirekbb.com.