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.
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.
Create Intent by using phrases in your ad that users are most likely to be looking out for in your brand’s context.
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.
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.
Source : The Secret To Facebook Advertising Success, Image sourced from Social Media Examiner
Instagram with its user base of 500 Million users and numerous photos shared per day, may prove to be an ideal network to attract your target audience this holiday season. Advertising on Instagram has given boost to advertisers with increase in Ad recall; and with newly added features Instagram is the go-to network for visually-engaging campaigns.
Here are Ten Ways Brands can promote on Instagram.
Create Seasonal Posts introducing a new product or promotion highlighting the key product attributes in a visually engaging format.
Present your Gift Card Customer Value Proposition in a static frame of a video or an image, as an image and caption the post with an emotional connect.
Engage Social Media Influencers that can get your proposition noticed with visuals that engage your target audience.
Create a Video Loop that places your brand logo in a seasonal context in a creative manner as can be seen for Pepsi’s post for Art Dome at an event with the help of an artist.
Use Instagram posts as a style guide to create a Visual LookBook for the holiday season.
According to Shareablee, Oreo generated 120 percent more engagement on Instagram with holiday themed campaigns, compared with the same time in the previous year, capturing more than 376,000 total actions (likes and comments).
Oreo highlighted the seasonal pack that uses creative layouts depicting interaction, which is the point of engagement with audiences.
Ask a question linked to the post. Krispy Kreme introduced Santa Belly doughnuts with a simple question.
Engage audiences with reposts from your followers with a seasonal theme.
Share Content that audiences find useful such as DIY and recipe ideas, One of the most engaged posts on Twitter was a dessert recipe shared for Thanksgiving by Jell-O.
Highlight any special offers that you are introducing during the season, or share a window display that highlights your brand’s identity as seen for Nordstrom’s Holiday post.
Gift Cards are the number one gift that people wanted to receive and the Top Three Gift card categories are Department Stores at 33 percent, Restaurants at 35 percent and Coffee Shops at 21 percent. According to NRF consumer insights 78 percent shoppers plan to purchase a Gift Card this holiday season.
Planning your Gift card strategy with Social Media and Search Marketing focus can bring in results for your Gift cards and Holiday campaign.
Though search remains a key behavioral influencer for Shoppers, Brand and Retailer social are the emerging Stars for purchases as far as the Digital Tools Influence and Utility are concerned. Your Holiday Season’s Gift Card strategy can look at factoring in Digital tools that are likely to influence Shopper Behavior.
Combining the customer identities with Deep linking of apps on Social Networks can provide newer ways for Retailers to engage audiences with Loyalty Programs and Referral Marketing .
According to Google Trends, Gift Cards start trending as early as the first week of November.The search queries for Gift cards according to Google trends start building in first week of November and are highest in the month of December in the week of Christmas.