Social media is filled with advertisements, for it has the potential to cut through the clutter and help you find your perfect target audience. The analytics tools at the disposal of online marketers, help them create social media ad campaigns for various platforms and a lot of thought goes into this, given the sheer types of ads that are marketed in social media today. With 936 million daily active users as of March 2015, Facebook offers a huge space for online marketers and this is a promising sign for social media ad campaigns.
42% of marketers say Facebook is critical or important to their business. ( HubSpot )
Define and design
There are different kinds of ads in Facebook with different objectives. Website clicks, Website conversions, Page likes, App installs, Video views among others. Cater to a specific section, give your campaign a direction and customize them to appear on people’s timelines in a way that catches their attention. Integrate the same in mobile marketing as well, since today there is more traffic in smartphones and tablets due to the sheer convenience of this medium.
Social media ad campaigns can be different in these aspects:
• Reaches a targeted segment, based on Facebook activity (likes, shares, comments).
• Different headlines for different segments gives a customized appeal to the product.
• Gives the vibe as a people friendly company, receptive to queries.
• Initiates a CTA at some level by attracting eyeballs and through word of mouth.
Traffic or engagement?
If your aim is to just get more shares and likes on your social media ad, it is a half-baked strategy. The engagement should act as a conduit to garner traffic to your website from where your chances of conversion are substantially higher. This helps you create a small bunch of loyal patrons, who could be followed up for future campaigns. Promoting posts gives a wider outreach and assures you a substantial amount of website views with higher conversion rates and CTAs.
“Content-based marketing gets repeated in social media and increases word-of-mouth mentions; it’s the best way to gather buzz about a product.”
Analyze and Track
As much as creating a social media ad campaign, it is good to keep track of its performance with time and ascertain the user response it garners with every publishing. Have a good range of alternative posts if one doesn’t perform well, and notice the demographics of people liking and sharing your posts. Next time you create some campaign, you can address them directly, surprising them and understanding their needs. This creates an impact in the viewer and is a direct CTA.
62% of marketers said social media became more important to the marketing campaigns in the last 6 months. ( HubSpot )
If I am a consumer looking to buy flash drives, and your ad suddenly pops up, all I am looking for is what your offer is. If you are giving me a good discount or a coupon, the chances of me clicking your ad are higher than just skim through the rest of my timeline. It is a good strategy to offer prices and coupons, as they attract impulsive online shoppers and there is your channel of opportunity.
Well seeing is believing, and it increases the credibility of your product. A short video of what your website has on offer is a good idea, but this should be a part of a social media post rather than an individual one. Yes, some people may beg to differ with this but it works! Engagement leads to views and furthermore, rings in conversion with website hits.
Social media has a 100% higher lead-to-close rate than outbound marketing. ( HubSpot )
So how would you like to craft your social media ad campaign?