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 For Brands To Use Instagram For Holiday Season

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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.

View this post on Instagram

We've decked the halls! #🎄 #holiday

A post shared by Nordstrom (@nordstrom) on

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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Ten Steps For Influencer Marketing Campaigns

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Priming your content for the Omnichannel customer requires marketers to map out all possible content marketing touch-points and points of Influence for your audience. Influencer Marketing as seen from data shared by Tomoson is seen as one of the most effective Content tacticfor online customer acquisition.

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Your influencer marketing campaign requires a strategic view of programs and channels that work for you. According to eMarketer research has shown Influencer Marketing campaigns provide an average value of USD 6 across categories and for certain categories value can be as high as USD 14 for every dollar spent on Influencer marketing. The lead channels for Influencer marketing identified by Tomoson are Blogs, Facebook, YouTube, Instagram and Twitter.

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Influencer Marketing is all about making Brand Content interesting for the user. The engagement of Influencer content is based on the interest of the user for the context that you are engaging the user with.

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Ten Steps For Influencer  marketing Campaign
Define your Influencer  Marketing Campaign Goal

Some of the influencer marketing goals are in the Infographic below. The goals can vary from awareness, creating preference, increasing brand affinity, engagement or brand loyalty. The campaign goals can help you arrive at specific objectives such as reach, follower and fans growth, shares on social media, posts, conversions and referrals.

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Identify the Context that Resonates With Your Audience

Influencer Content that is contextual is likely to resonate better. Influencers that are pertinent for the core brand value proposition can make your posts more engaging with a higher likelihood of being discovered. Start with identifying broad level interest groups such as Sports, Music, Automotive, Reading, Equestrian, Eating-out. To identify broad interest clusters, it is important to look at the customer journey and top mentioned keywords for your lookalike audiences on social networks and your existing customers.

Once the context and top interests are known you can go with possible influencers and their rankings for different channels.

Decide The Influencer Marketing Campaign Design

Zero in on the campaign design depending on your campaign goals. With the campaign goal that is built around acquisition and awareness, a campaign design that builds in offers featuring influencers is likely to work better. For campaigns that are targeting audiences with a campaign that build brand preference then a campaign design that uses influencers for endorsement with testimonials is likely to work better.

Choose The Content marketing Channels

You may choose to go with more than one content channel i.e., you may use a blog or publisher network influencer program in cohesion with more than one social media channel i.e. Instagram or Facebook. While certain Influencer campaigns perform better on one channel for a category another set of Influencers on a different channel may work for another category. The channels and platforms that are likely to generate maximum trust and at the same time engage users better for your category are likely to get the best impact for your campaign.

Martha Stewart is an influencer for The Home Depot and features exclusive tips on all that is required to designing interiors and making your living spaces state-of-the-art with a link on Martha Stewart Living.

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Another Influencer post on Instagram featuring products from Beauty care works with an assorted collection that lets users choose the right products from an assortment that is right for the season.

Influencer Content Marketing Tactics

Influencer Content Marketing Tactics require that the brand messaging and content marketing impact gets amplified. A social media post from an influencer that gets amplified across other networks is likely to create greater impact for your campaign. An Influencer campaign has a greater amplification  intrinsic to the Influencer equity. Choosing the right tactic requires Influencer campaign to leverage the equity associated with the Influencer by way of messaging and content. One of the tactics could be co-promotion as seen for Under Armour and HTC campaign for UA HealthBox.

Influencer Content Marketing Content Formats

Decide on the Content formats that are likely to work for your campaigns. You can choose from different formats such as long form posts, Video haul, product catalogs or Instagram posts that provide sneak previews or a featured digital property.

Decide on Campaign Discovery keywords

As Influencers build on the affinity for your brand, for your influencer campaign to be amplified, it is critical that you go with Keywords that will get your campaign discovered by target audiences. Content Amplification that takes place through post sharing is correlated with referral links according to a BuzzSumo study. For your influencer marketing content to be amplified, keywords for targeting should be matched to search queries for the target audience. Depending on the channel that you choose for your Influencer campaign and the design, you can build on campaign effectiveness by articulating the search keywords.

Advertise Your Influencer Marketing Campaign

It is important that you promote your Influencer Marketing campaign with Native Advertising formats so that your content appears seamlessly integrated with the users viewing experience. Publisher posts can help you achieve your reach goals for Influencer campaigns. Search Engine Marketing can be another way for your campaign to be discovered.

Promote The Influencer Marketing Campaign Outcomes

For an Influencer marketing campaign based on interactions, promote any outcomes for amplification such as winners of giveaways and contests.

Key Measurement Metrics

Develop a performance measurement metric grid that measures campaign performance for the different objectives.