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Approaching Social Media Advertising to your target market 2/3

Social Media advertising

In this second article, we will go over the details of creating a social media campaign such that it will fit your marketing roadmap. These steps will help you formulate your ideas on capturing the targetted audience and will seek ways for them to engage with your brand and product. With this in mind, existing customers vs. new customers must be kept in mind. The value proposition and the messaging have to be sensitive and deliberate to achieve the maximum client reaction to engage from your social media reach.

5 steps in creating a social media campaign

  1. Determine what to sell: With larger product catalogs, selecting the leading product that will have the most appeal, that might be priced or being promoted is a crucial attention grabber for the audience. Looking into the cross-selling products that might have significance as attach rates, as well as the conversion rates of your SKUs to ensure cost, profitability, availability, and seeing their return rates. Focusing on your best-selling products will ensure conversions remain high, with attach rates of your higher profit products making up the margins is what will make a good sales day. Selection is still not enough as the collateral has to be on point with the seasonality and social media messaging you are putting out.
  2. Research your target audience: Understanding the link between the product and the audience is where it all starts. Getting the facts on how the product delivers the right experience for the customer is where the extraction of the messaging comes from. A) Physical, how the product is and its features, color, form factor, and quality of finish. B) Functional, what the product delivers for the customer, its operability, maintainability, and longevity. C) Identity, how the product experience makes the customer feel. Figuring out who the customers are and what they want from the product at each of the 3 levels, will illustrate the required language that should be put forward to the target audience. Additional context and knowledge from "customer reviews" can fill in the 3 levels areas quite well or can try focus groups of customers using your products. These can be obtained from written content, video content, or even in message boards. Taking the time to filter through them, and capturing their feedback can assist in ensuring that the aim is true when you make build your messaging for your marketing campaign.
  3. Using a creative platform: When it comes to social media lead generation, Facebook Ads, Snapchat Ads, LinkedIn Ads, or any other social media platform Ads have their core strengths and limitations. Click-through rate is your core measure of their ability to reach and drive their traffic. There are ways to overcome limitations and can be done via landing pages, creative videos, or even creative language. Improving your conversion rates takes you to a place of lead generation strategies that you need to tap into so as to drive the interest in your product to be "desired" such that they are wanting to know more. Your product or service must be in demand such that the social media ads entice the audience to click, learn more, and eventually shop. The average time spent by a user on a news feed averages 1.7secs which you have to grab their attention enough to get them to pause, look harder, and want to know more.
  4. Creating a digital marketing campaign: 4-key areas are required to get a campaign defined - Set your goals, have your audience profiles identified, create your customer personas, and have a budget. Setting up clear and reachable goals is a core competence of a successful campaign. This is based on the click-through rate and ensuring there is follow-through to the products being promoted. Customer personas hinge on audience profiles - highlighting each one that makes a purchase decision, and filtering through them to ensure that your audience profiles are all included as part of your personas. Setting up your budget can be a tough one to measure - however, based on previous performance it can be given a guide. See if you can access historical information on that platform and what type of Ads were run so you can better project what you will need to spend to achieve the conversion results you are looking for.
  5. Improve your performance: Return on advertising spend can give you why you are successful, but will not give you the reason why you aren't. Unless A/B testing has been set up, customers will bounce at the rates they so chose, where A/B testing might give you a hint of what may be more desirable. AIDA (Attention, Interest, Desire, and Action) is a good way to measure your Ads performance. The behavioral model will highlight the reaction of a customer to your Ad.



Traditional marketing has now expanded into the digital space and marketing teams have now adapted their techniques and methods to use Social Media platforms to reach their audiences. Keep in mind that there is more to conversions in bringing the audience over to your site - conversion rate optimization might be required for a frictionless checkout of your sales funnel. All this has to complement your content marketing, which has to be in tune with the search keywords for SEO. Getting the engagement takes more than a Liked Page, but user pages where customers interact and service/support help customers use their products. If you would like to discuss social media marketing and the strategies in digital marketing, give us a shout at

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