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.

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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.

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

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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.

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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.

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

Ten Ways To Promote Gift Cards

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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.

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Planning your Gift card strategy with  Social Media and Search Marketing focus can bring in results for your Gift cards and Holiday campaign.

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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.

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Retargeting on Social Media

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retargeting-on-social-mediaRetargeting is the process of targeting website visitors based on their interest or behavior, with ads tailored to their level of interest in your brand or business, across an advertising network. Retargeting allows you to place conversion tracking onto your website so you can track which users have come to your website via your social media ads.  With retargeting you can target existing customers, website visitors on Facebook, Instagram or Twitter. Retargeting helps you place your brand Top of Mind.

Facebook offers targeting options for retargeting visitors to your site, and visitors of Fan page with Custom Audience and Engagement Audience. Engagement Audience allows you to reach visitors who have previously interacted with Facebook content. Engagement Audience option is available within Custom Audience section in the Ads manager.

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Retargeting on Social Media works as visitors take the time to convert and visit your store a number of times prior to making a purchase. Here are four ways you can benefit from retargeting on Social Media.

Increased Conversions

You can  increase conversions by targeting visitors who visit a specific Landing page on your site. This can be done by choosing specific Landing Page in “Create Your Custom Audience” section. You can also choose to retarget email subscribers by uploading your list, increasing the chance of conversion exponentially. You can also target Email subscribers from a list by uploading the same to Custom Audience.

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Upselling your Products and Service

You can retarget existing customers with an offer that is designed to sell a higher priced product or service. You can also easily  target existing fans of your Facebook page.   Targeting existing fans and existing customers works out to be more cost-effective and provides a subscriber base that is more likely to convert.

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Expand Reach

Expand reach for your campaigns  by targeting Lookalike Audiences that can be created based on your fans or Custom Audiences. This can be easily done by choosing Lookalike audience option.

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Increased Engagement

Retargeted audiences spend more time on your site than first time visitors.  The retargeted audience spend increased time and are more engaged when you retarget them for a specific purpose.

To learn how to retarget on Facebook, click here.

6 Steps For Your Facebook Campaign For Holiday Season

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As per Merkle’s Q3 Digital Marketing report, Facebook drove 61 percent of site visits driven by social media in Q3. Here are six steps to planning your Holiday Season Facebook campaign.

Know Your Audience
Use audience insights to gain information about your audience so that you can target effectively. Understand the demographics, location, purchase behavior as well as interests, attitude. and Lifestyle.  With Audience insights, you can effectively tailor messaging for effective targeting.
Identify Your Key Audiences

Once you know your Target audience, you can create audience segments and effectively target segments with messaging that is most likely to resonate with each segment. An effective way to segment is to take an email list of your existing audience and use them as custom audience segmenting them based on their past purchases. You can also take existing audience and build lookalike audiences for your campaign.

 

Plan your Holiday Spend

Plan your holiday spend for different objectives. Facebook recommends you plan your Holiday Spend for Brand Awareness objectives to create an engaged audience for offers and deals. Start with a Brand Awareness campaign that builds awareness for your products. Later in the season, you may want to switch to Direct Response ads that target audience with promotions, deals, and offers for Cyber Monday, Black Friday or any other limited time promotion such as Coupons, Free Shipping or discount codes.

Retargeting

Add a Facebook Conversions pixel and Custom Audience pixel to your site for retargeting. Adding the pixels to your site can help you retarget the audience on Facebook- if they visit your site and do not make a purchase.

 

Optimize For Mobile 

Optimize your creative for Mobile, as during the holiday season as more than half of online shopping traffic is from  mobile. According to Facebook, “Use your time before the holidays to test your ad campaigns and creative on mobile and optimize your mobile web and app purchase experiences so that they align with an audience on the go. In addition, consider separating mobile and desktop campaigns, and set specific bids for each.”

Test Your Creative

Test your creative and ad formats prior to the holiday season shopping days. Test different creative and calls-to-action in addition to ad formats and creative, so that you can select the best performing creative prior to the holiday season. Include your bestselling products in the test, so that you are ready for the holiday season.

Here is a slideshare for different metrics for Facebook advertising: