Marketers are facing wonderful new opportunities in 2020. Unfortunately, they are also struggling to deal with a variety of challenges as well. PPC costs have been on the uptick for years. According to data from WordStream, the average CPC across all industries is $2.69, which is a remarkable increase from just a few years ago.
Rising advertising and cloud overspend costs have made marketing funnels that depend on organic traffic more appealing. In a number of verticals, social media marketing can have a higher long-term ROI than PPC or media buying.
However, social media marketers can encounter some unexpected obstacles in the early stages of their campaigns. They need to invest in the right tools and technology to execute successful strategies. Cloud hosting is particularly important for social media marketers.
Companies are expected to spend $623 billion on public cloud services buy 2023, which underscores its benefits. However, marketers need to make sure that they buy the right cloud hosting plan, since features vary considerably between providers. Neil Patel has a great review of web hosting companies on his site. He has reviewed seven of the top hosting providers across three important factors – speed, uptime and customer service. Since Patel has an outstanding reputation for thoroughly researching the services he recommends, this article should be a good primer on choosing a hosting plan.
Here are some reasons social media marketers should invest in it.
Content personalization is becoming increasingly important in modern marketing. Social media marketers need to prioritize the user experience. Since content personalization is proven to improve user engagement, a growing number of marketers are leveraging it. Research from Epsilon found that 80% of customers would rather purchase products from brands that offer personalized experiences. Another study found that 91% of customers prefer purchasing from brands that offer relevant product recommendations.
Cloud hosting is important for companies that offer personalized content. ScienceDirect published a study arguing that cloud-enabled personalization is essential for Software-as-a-Service (SaaS) companies. Although brands with smaller digital footprints than your average SaaS company require less bandwidth, they can still run into bottlenecks with more archaic hosting solutions.
Personalized content places a larger strain on the hosting, because it requires the syncing of real-time data and more complex algorithms. Companies that rely on personalized content can avoid downtime and reduce website loading times by opting for a reliable cloud hosting provider.
Handle Larger Traffic Volume
The numbers behind social media marketing campaigns are different than search engine marketing strategies. The obvious benefit of organic search engine traffic is the lower cost of acquisition. However, conversion rates are also considerably lower. This means that social media marketers need to attract much larger volumes of visitors in order to sustain viable funnels.
Large traffic volume from successful social media campaigns can easily put a strain on hosting servers. If a brand does not have adequate hosting to accommodate this traffic, then they face serious challenges with maintaining a reasonable time guarantee and making sure webpages load quickly enough.
This is one of the biggest advantages of cloud hosting for social media marketers. They can reliably serve large numbers of visitors if they have the right hosting plan.
Protecting Lead Magnets and Other Content from Server Failures
Social media marketers often rely on more extensive types of content than those employing other marketing funnels. Social media marketing strategies often rely on lead magnets, such as whitepapers or e-books to build mailing lists.
Marketing strategies that rely on lead magnets are more vulnerable to server failures. If the documents are lost due to a server crash, then they can be very difficult to replace.
This is another reason that cloud hosting can be so incredibly beneficial. With a decent cloud hosting plan, all of the files on your server are regularly backed up. There are multiple copies of them, which makes it a lot easier to restore them if the original file is deleted. This makes it a lot easier to restore your landing pages and lead magnets during a crash.
More Opportunities for A/B Testing
Testing is one of the most important aspects of any marketing strategy. Social media marketing is no exception.
Cloud hosting gives marketers more opportunities to conduct extensive testing. They can retain a lot more data and analyze it in real time. Instead of testing a limited range of variables, marketers using cloud hosting can look at important marketing elements in much more detail.
Cloud Hosting Provides Important Benefits to Social Media Marketers
Many brands have discovered the numerous benefits of cloud hosting. Social media marketers should consider investing in cloud hosting plans to make sure their site can accommodate the traffic that they generate.