Five Steps For Paid Social Media Advertising

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As you set out to create your Social Media and Digital marketing plans for 2017, here are some steps to help you plan your social media advertising for 2017. Based on the success of your organic content or previous advertising efforts you can choose social media network that delivers the best results.

Step One : Define Your Objectives

Start with defining your objectives. If increasing awareness is your objective your goal will need to be more specific.After defining the objectives pen down the goals i.e. Increase awareness by 20 percent.

Step Two : Know your Target Audience

Who is your Target Audience?

What are their interests, lifestyles, frustrations?

What does this group of customers want/need?

What will motivate them to click on the ad?

Develop personas of your Target Audience. Here is an example of personas for foreign Language learning Software company.

personas

Step Three : Develop Compelling Creative

Generate interest with the creative that will make the customers click on the link or take action with you ad. It is essential to use Bold and striking imagery that will compel people to click on the ad creative.

adexample

Create Intent by using phrases in your ad that users are most likely to be looking out for in your brand’s context.

intent

Include Call-to-Action in your ad copy. Promotions and Incentives help drive the intent to purchase, while CTA is important for increasing Click-through or allowing the audience to know how to engage with your content.

Specific Landing Pages

Design Specific landing pages tailored to different products and promotional offers. Well designed Landing Pages are essential for providing a quality experience for consumers and driving conversions with a personalized targeted message.  Fresh creative, iteration and constant testing  keeps  your brand current and top of mind, while avoiding saturation within your audience.

Step Four : Test New Layouts and Styles

Define the goal for your creative testing. Advertisers test ad creative to understand how to improve the performance or which ad concept resonates with the target audience. Set aside a budget for testing. Test different themes to arrive at the best performing themes. Test thematically to top performing audience segments, and use iterations of winning themes concepts. Narrow down on best performing content prior to roll out.

CTRs increase and CPA decreased with a change in creative.

ctrscpa

Step 5 : Target and Optimize

Optimize your campaign by targeting the top performing audience groups. Targeting your audience is based on Age, Gender and location. Narrow down your targeting options to include audiences that are most likely to respond based on your buyer personas. Specify the behaviors, interests and demographics in detailed targeting. For an Organics brand, here is an example of Detailed Targeting and Interests that can be used to narrow down and targeting specifically.

detailed-targeting

Source : The Secret To Facebook Advertising Success, Image sourced from Social Media Examiner

15 Step Checklist For Content Marketing Workflow

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cmw2Documenting and Sharing Content Marketing workflow can save time and can create a cohesive content marketing approach within an organization. At the same time documented workflow provides structure to your processes increasing execution efficiency. Here is a 15 step checklist for ensuring that you have fixed the ins and outs of your content marketing process.

Stage 1: Requests and Strategic Ideation

Have you identified and included the key members of your team, relevant stakeholders in the ideation process?

Have you created a central source for submitting content ideas such as contentideas@yourcompany.com for receiving all content ideas which can thereafter be prioritized?

Have you created a central repository of ideas? Have you detailed who needs to approve the ideas?

Have you streamlined a workflow for all ideas such as brainstorm ideas, cull ideas and fill out content brief etc.?

Stage 2:  Prioritization

Have you chosen your person or team responsible for prioritization of ideas. This could be Content Marketing Manager or person with similar responsibilities.

Have you mapped how and when to communicate priorities to your team members?

Have you created a workflow of how, when, and who will add content to your editorial calendar?

Stage 3: Creation

Have you identified Milestones in your content process? Milestones are key accomplishments such as writing, approvals and design.

Have you split Milestones into smaller tasks such as outlines,  drafts and approvals?

Have you outlined who is involved at each stage of the process?

Stage 4: Publication and Promotion

Have you identified the right channels of distribution? Social media? Paid advertising?  Email nurturing?

Have you aligned the content for each channel of distribution?

Have you identified who is responsible for each stage of distribution?

Stage 5: Content Organization

Have you chosen a single storage location for your files?

Have you created standardized naming convention for your files?Have you decided on organizing your files? Which files should go to which folders in which places? Have you decided on person in-charge of organizing and filing the final files in your storage system?

Also see: How To Document Your Content Marketing Workflow

 7 Steps To Create A Workflow For Your Content Strategy

5 Ways To Make Content Marketing Work For You

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If your content marketing efforts are not yielding results, here are five things you need to pay attention to, to make content marketing work for you.

Documentation

You need to document the workflow of your content and the results. According to Huffington Post, documenting your content marketing efforts, will help you identify the missing link, between what is working and what you’re doing.

According to CMI research 53 percent B2B marketers who reported a documented strategy, found content marketing to be highly effective.

Highly Relevant Content

Target your customers with highly relevant content. Very often marketers confuse creating content with content that is considered valuable by target audience. To meet the needs of the audience, it is important to create content that meets the content marketing needs of the audience. This can be done by creating highly relevant content by assessing the users content needs and serving highly relevant content in a personalized manner.

Distribution Strategy

An effective approach to Content Distribution strategy combines three different forms of distribution; paid media, owned media and earned media.

An effective distribution strategy combines different channels and forms of distribution to arrive at a streamlined effort.

Create Credible content

There are several factors that can make your content credible. Some of the ways to make your content credible are:

1 Address real concerns

2. Solve customer issues

Measure the right signals

In case you are measuring the wrong signals, the results from your content marketing will appear flawed. To measure the right signals define the most important KPIs.