Although many business owners shy away from inorganic methods in marketing, social media campaigns are super effective in drastically catalyzing brand awareness, traffic, and sales. With social media campaigns you are able to increase your brand awareness and attract new customers that you ideally want to serve don’t have to be a waste of time or money, so it’s important that an effective strategy is put in place to produce the best outcomes. If you’re keen to find out how to build a successful social media campaign, keep reading.
Identify your goals
It’s crucial to know the results you want to achieve before starting your social media campaign. Make your goals and intentions apparent, whether it’s to build brand awareness, increase engagement and conversions, or leverage sales, and ensure that you understand your reasons why.
Once that’s complete, you need to become crystal clear on your customer journey. Certain questions you should ask yourself are:
- Once they’ve clicked on your ad, what’s the next step?
- Does this ad funnel into your other offers or your email list where you can nurture them further?
Without clarity on your next steps running ads will be a waste of time for your business which will cause you to waste time on social media.
Define your target audience
Campaigns are beneficial simply because you are able to direct them directly to your target audience without all the hassle. It’s essential for you to clearly define your audience’s demographics (e.g. age, gender, income, nationality, ethnicity, and religion) as well as their psychographics (e.g. values, lifestyles, interests, desires, opinions, attitudes, and beliefs).
The more specific you are, the better you can connect to your audience. When developing your campaign, you need to select the demographics of your target audience in the channel of your choice to help target them accordingly based on their qualities and interests. At the same time, their psychographics is useful when you are creating powerful ad copy that will attract them to your ad in order to convert them.
Critical components for high-converting ad copy
Now that you’ve defined your target audience, you want to make sure that your messaging converts visitors to the next step in your funnel. Here are the key components that make up a high-converting social media campaign:
- Hook: This is where you stop that ideal client dead in their tracks. They have no option but to stop scrolling and continue watching your ad. How? You invoke an emotional response. You let them know that you know exactly where they are at and relate to what it feels like. This is why it’s important to get inside your audience’s mind and understand their pains as well as their desires.
- Personal Story: Here’s where you further relate to them and build on that emotional connection through interweaving a personal story, whether it be yours or a client you have worked with in the past. The goal here is to showcase relatability and let them know that you or your previous client was in a similar boat. [Learn how to attract your dream clients through emotional branding].
- Solution: You have a solution and it’s your job to make them aware of it if they didn’t already know, this is where you make them aware of what it is that you have to offer to help them out.
- Call to action: Now that you’ve made them aware of the solution direct them to where they can access it for themselves using a call to action.
The final stage to running successful campaigns is ensuring that you are able to track their progress. Below are two platforms that are a great way to kick-start and monitor the success of your campaigns.
Utilizing a tool like Facebook ads manager to monitor your Facebook and Instagram ads is a game-changer once you understand how to use it. Uses of a Facebook Ads manager include:
- Ad Creation
- Defining your target audience
- Metrics e.g awareness, conversions as well as identifying trends
- A/B split testing allows you to define your target audience and optimize performance before a dime is spent
Google Analytics and pixels
Google Analytics collects data across various platforms and channels to provide as much information about your audience as possible. Using Google Analytics to precisely track conversions on your website helps you gain a deeper insight into its performance. Additionally, Google Analytics allows you to input Facebook pixels into your ads using ads manager to act as the mediator for the information between the two channels.
When running any kind of ad, it’s important that you select a channel where your audience is already hanging out so that you can direct your content directly to them. Understanding how to run successful ads in your business can really help your business scale and grow. If you’d like to gain more insight into how you can weave your social media campaigns into your content marketing strategy, send me a message!