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Six Steps to a Successful Social Media Advertising Campaign

July 07, 20163 min read

Why pay for a social media advertising campaign? Maybe you need to promote an event and need immediate results. Or maybe you’re just frustrated with the limited engagement rates typical of organic social posts. Whatever the reason, social advertising campaigns can be an effective, inexpensive way to drive traffic to your website.

Follow these six steps to a successful campaign.

  1. Define Your Goals: Like any good digital marketing initiative, your social advertising campaign should have clear goals; it is unlikely to succeed without one. Do you want to boost event RSVPs? Increase sales? Drive donations? Whatever you want to do, be sure to define and prioritize your goals before you buy any ads. The top goal should also determine the primary call to action in the copy of your social ad.
  2. Develop a Landing Page: A well-written ad with a clear call to action should send customers to a landing page with the single purpose of encouraging users to act in a way that satisfies your goal. The landing page should be simple, without distracting text, and point directly at a user action.  For example, if the goal of your social campaign is to drive event registrations, your landing page should include text about the event (a few paragraphs at most), a simple but engaging visual and, most importantly, a simple form visitors can fill out to RSVP. Do not -- do not -- send social traffic to your home page. Sending users to your home page as a way station before they get to the conversion page will simply distract them. It will drive down your conversion rates and drive up your bounce rate.
  3. Research and Choose Your Social Channels: Choose a social channel that aligns with the interests of your target audience. Because of that alignment, you should already have a presence on that channel. If you’re not sure where to start, review social data within your Google Analytics account. Focus on the social channels that already send traffic to your website.
  4. Define Your Audience: One of the biggest benefits of social advertising is the ability to define and zero in on your specific audience. On Facebook and Instagram, for example, you can tailor your audience by interest, location, gender and age while setting up an ad schedule. Twitter and LinkedIn also give you the ability to effectively target your audience. Ad performance data can yield insights about your audience that apply to your overall marketing strategy. Did your ad succeed with young professionals? Consider reaching out to them as part of your traditional marketing efforts, as well.
  5. Implement Your Ads: After completing steps 1-4, implement your ads. Like organic social content, social ads should be chatty, personal and engaging. Include an engaging image as well, and don’t be afraid to add a (relevant) hashtag or two if it’s likely to resonate with your audience.
  6. Measure, Rinse, and Repeat: Like PPC campaigns, your social ads should not run on autopilot. Monitor them weekly (if not daily). Adjust the language and imagery as necessary. Use the social analytics tools included in each channel. In addition, check the data within Google Analytics. Repeat what succeeds and ditch what does not.

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