5 Tips To Creating A Successful Social Media Advertising Campaign
Suppose you want to promote an event and get immediate results, or you are dissatisfied with the low level of engagement from organic social posts and want to increase it. It is unfortunate that some marketers think that social media marketing is beyond their skills and timelines, causing them to rely heavily on paid social media advertising.
Though effective, you can still use social media to drive traffic to your website on a much lower budget, while making your efforts more productive, effective, and rewarding.
Here are some tips to a successful social media advertising campaign:
1. Define measurable goals
Before you plan out the details of your social media marketing strategy, you need to identify the objectives of your campaign, and preferably come up with measurable goals that will help you know you are on track. Some metrics to track include:
- Gains in number of fans/followers
- Gains in number RSVPs in Facebook event
- Number of brand mentions on a single platform within a set time frame
- Website conversions from social media traffic
Knowing your main goal will also help you determine the primary call-to-action in your ad.
2. Know your Audience
An effective social media marketing strategy demands that you see the world from the point of view of the people that you intend to reach and influence via your campaign. Identify the platforms where your target audience spends more of their time, as well as how they interact with brands they’re interested in.
This will not only help you determine where to invest your social media marketing resources, but also how to communicate directly to that audience on their preferred social media platform. For instance, if your audience spends more time on Facebook than on YouTube, you can focus your campaign on Facebook, using available ad tools to target a specific age group, gender, location, or people with a certain interest.
3. Choose your social media channels
If you know your audience, you will also be able to know the social platforms that they engage with the most. Base your campaign on the platform that aligns with the interests of your audience. Review social data in your Google Analytics account to identify social channels that send traffic to your site and build your campaign to increase that traffic.
4. Create a landing page
Your ad should have a clear call-to-action that clearly tells them what to expect when they click on it. They should be directed to a well-designed landing page that clearly communicates how you want them to respond – register for an event, submit an email for a product trial, etc.
After you have created your social media advertising campaign, roll it out on the platform you expect to reach most of your target audience. The ad should be visually attractive, un-cluttered, personal, and engaging. Use available social analytics tools to track the performance as you compare the metrics to your goals in step (1). Tweak the ad as many times as you need to until your key goals are met.
Finally, while a social media advertising campaign may run for a limited time, you should participate in your chosen channels daily. Keep in mind that the objective of social media is ‘conversation’, so you must be available to interact with your audience and provide leadership in industry matters, so they don’t seek the same information from your competitors.