How to Optimize your Social Efforts
We’re here to share you some social media marketing secrets that may help increase the reach potential of your message. If you’ve ever put together a social media ad, you know that there are a ton of options. From determining what kind of campaign objective you are looking for (website clicks, post engagements, conversions, leads, video views) to choosing an ad format (carousel, single image, single video, slideshow), a target audience, the right advertisement copy, and landing page requirements – you need to optimize every component in order to see a positive ROI.
Determine your Overall Marketing Objective – increasing traffic to your website is NOT going to help you convert. Marketing objectives are goals set by a business when promoting its products or services to potential consumers. A marketing objective can include increasing product awareness, increasing your email subscriptions, improving customer loyalty, increasing membership sales, providing information about product features, and so forth. Executing any social ads without an appropriate goal will just lead you towards social defeat.
Determine your Ad Campaign Objectives – after you come up with a clear and specific marketing objective, you will then be in a better position to determine which ad type would work best for your given objectives. If you’re looking for increasing your brand or product awareness, then post engagement ads tend to do best. If you’re looking for a direct action such as increasing your membership sales, conversion click ads will work best. If you’re an insurance broker, lead ads will be your best ad type for collecting valuable leads.
Determine your Audience Segment – promoting via social media will go nowhere unless you properly target your ads. Too specific and your reach will be limited, too broad and you will be wasting your hard earned dollars. Define your audience by including certain demographics, interests and behaviours relevant to your vertical and product offerings. We also encourage you to include an exclusion list as well as narrowing criteria- choosing new details to exclude people from the audience included above, or narrowing your list to refine your audience from the details listed above.
In addition, you can further increase your targeting by creating lookalike and custom audiences. A custom audience is used for targeting purposes which allows you to create a list of people who share similar interests or already interacted with your business; those individuals that have already established a relationship with your brand –perhaps interacted with your website or Facebook page. Creating custom audiences can enhance your ads targeting, improve conversion rates and your ads relevancy. You can create a custom audience targeting individuals with similar behaviours and interests, from your email list, your past inquires, previous engagement on Facebook, or people who have visited specific pages on your website. You will however need to input a Facebook pixel (tag) on your website to incorporate custom audiences – some coding experience is needed.
Determine your Placement, Budget and Scheduling – your next step is to make sure your ads are shown in the appropriate places and scheduled to be shown at the most effective times. For those that aren’t too familiar with Facebook advertising, they usually set up a general campaign with an average daily budget, scheduled to run continuously, with no thought of placement types. Facebook works like a bidding system; each ad impression works in an auction format where your ads run based on your maximum willingness to pay and your ads performance. All ads compete with one another on Facebook, and the auction will determine who will be likely to win that allocated time slot. If you select automatic bidding and have your ads running all the time, your marketing budget might be getting used up a lot quicker, limiting it’s reach potential and your ads relevancy. It’s important to select manual bids, arrange your ads to run on a schedule, and have a start and end date for your ads.
Determine the Appropriate Ad Format – choosing how you’d like your ad to look is very important when promoting via social. Single image, carousel, video and slideshow ads all appear in different formats and in different styles. As much as you want to believe selecting an ad format is only a visual choice, there are more important reasons why selecting the right ad format is paramount. When creating a social ad for brand awareness and product discovery, creating a carousel ad works best. Carousel ads are configured in a 2-10 scrollable image or video format, where you can tell a story and provide more information about your offerings. If done right, carousel ads provide a far greater reach, increase your ads rank, and generally provide more favourable outcomes.
Determine the Right Ad Copy – your ads copy is the voice behind your message. Your ads copy should pertain to your marketing objectives. Your ads text, as well as its headline will be most visible in all placement choices, so it’s important to develop compelling copy with a clear call to action.
Create Compelling and Relevant Visuals – because you’re constantly battling to compete for attention on social media, your ads visuals need to be on point. Make sure your ad contains bright colors, captivating visuals, the right typography, and a clean design. It’s important that you also select the right size so that your image is not distorted or at the risk of being cut off. See Facebook Image Size Guidelines.
Focus on your Landing Page – perhaps the most important part of your social strategy is the landing page that your advertisements are linked to. Increasing exposure to your websites homepage is NOT going to convert. Your ads copy and messaging MUST be in sync with the landing page. If your landing page is not consistent or relevant with your ads messaging, you will be flushing your marketing dollars down the drain. Make sure your landing page has goal driven copy, a call to action, a contact form (lead magnet), key visuals, and is mobile responsive. There are many do’s and don’ts when it comes to optimizing your landing page, sometimes it’s best to leave it to the experts.