Social media advertising made simple
Advertising on social media has never had such an optimal time to use it with your marketing strategies, regardless if you’re new to it or not. Regardless of industry, advertisers can rest assured that in terms of awareness and potential leads, their audience will be more receptive to their adverts and the trend looks set to continue into the future.
Whether you are advertising for your business or on the behalf of clients, there are many things you can do to make sure you stay ahead of your competition.
In this article we’re going to talk about 3 ways you can use to make the most of your social media campaigns.
First of all, do you know your audience and how to target them online? If you’re unsure, read our article on using digital advertising to get you up to speed.
Okay, social media advertising requires that you know the behaviour of your target audience. You have to be able to step into their shoes and see things from their point of view. The things you want to know about them is what type of advertising will appeal to them, what will grab their attention, what do your audience like most and least about your product/service etc. Questions like these will help you understand what types of adverts to design, this will help you to know the right amount of words/video time, the colours, and most importantly the subject of the advertisement itself. The more time you put in to understand your audience, the better your results will be.
Now that you know what you need to do to create your perfect advert. It is important that before you create your campaign you define your overall aim, and smaller goals to reach that aim. This will help to keep your campaign focused and efficient. Now is the most important part, how do you turn a plan into visible traffic. To do this follow the steps below:
Step 1 - Awareness
The first step is awareness. In this stage you create awareness for your product/service, through your advertisement on social media. You target your audience based on their characteristics or behavioural traits so that you can specifically target people who can potentially turn into clients.
It is important that in this stage you outline what journey you want the customer to take from the moment they see your advert. Moreover, think about what will happen when an audience clicks on your advert, will they be taken to your social media page, landing page or website? This is an important choice and what you choose will depend on the overall aim of your campaign.
Once customers begin to see your advert, the ones who are interested will click on it for more information; which brings us to the next stage.
Step 2 - Consideration
The second step is consideration. In this stage your audience has clicked on your advert and they’ve been taken to your desired landing page. This page should be suited to your campaign and it should expose the customer to your intentions, whether you are selling a product/service, or simply raising awareness etc. It's time to give the audience whatever VALUE you are able to, in this small window of opportunity where you have captured their attention, use it wisely and efficiently.
If you want to increase awareness, you should make sure your page increases the value of your brand/product/service etc.
In the same way, if you want to increase sales or leads, you want to make sure that your page is again designed for that purpose, you want to make sure it meets the needs of your audience, or that it creates a need and you position your business as being perfectly suited to fill this need.
Step 3 - Conversion
The last step is conversion, which is partly connected to consideration. This involves turning your new traffic into customers or clients. This is connected to the previous stages, in the sense that once your audience has clicked on your advert, they will be taken to your landing page, where they will learn more information. Once they are satisfied, you want to make sure that you have something to entice them into being a customer or client to seal the deal.
There are many things to use, such as offers, coupons, free trial etc. The main thing is you want to give the customer a valid reason to do business with you, rather than they go through all the steps with you and then decide to go with your competitor. In this final most important step, you don’t want to lose potential customers for reasons you can control such as price etc, you want to make the choice as straightforward and easy as possible.
You want to give your audience a reason for doing business with you giving as much value as you can to your target audience, give them as much of a reason as you can to choose you over your competitors. If your campaign is planned well from the beginning your target audience will see the value in your products/services from the beginning, and will only need a little push to become your customer.
This has been a small guide to helping businesses and individuals understand the process of advertising on social media. However, it will also work when advertising anywhere online, the process will more or less be the same, the only difference will be on the nature of the platform and what it will or will not allow.