There’s so much to learn about running advertisements on social media, so in this article, we will provide a step-by-step guide for you.
The significant benefits of digital advertising are that it enables you to learn along the way, discover what your customers respond to, and understand what works and what doesn’t work for your customers.
Get to know where and how your customers relate to your advertisements. It’s also an excellent way to boost your brand value.
Email Marketing And Social Media
Social media marketing and email marketing are the two areas where most businesses spend most of their marketing budgets.
Using social media and email marketing together will take your customer relationship to the next level.
Using social media to promote your brand can help you achieve a friendly and approachable image. It’s a great platform to interact with your audience quickly.
Marketing Via Email Remains The Most Profitable Channel
However, for the best results, I recommend that you let both channels work simultaneously. The data you collect from your email subscribers can help you offer personalized recommendations to your customers on social media.
Cross-channel social network/email marketing campaigns allow for endless creativity.
The following elements need to be considered if you want to see positive ROI from social media advertising.
These are the target audience, budgeting, A/B testing, pixel tracking, writing, designing, time, resources, and analyzing.
Social media managers who are responsible for multi-million dollar advertising budgets, know that it takes hundreds of trials and errors to figure out how to create successful social media ads.
In order for your creative strategy to succeed, it must provide you with useful and actionable information.
Each loss should serve as a lesson for the future. Winning should serve as a milestone for the future. Moreover, if you keep on improving your work, you will eventually achieve the revenue results you desire.
Would you like to reach as many people as possible with your emails? Also, grow the number of people signing up for your mailing list at a faster pace?
We all do, right? Email continues to convert better than social media, even today.
The millennials, however, are more likely to be on social media only, so you want to be active with them as well. For example upload your data from your email service provider like (Mailvio) to Twitter, Facebook, etc. To get the ball rolling
This article will show you how you can effectively use these two massive marketing channels to grow your business and build your brand reputation.
Retargeting With Social Media
Most of the more popular social media platforms allow you to upload your contact list to their platform.
Putting faces to names of people who are already familiar with your brand and like you. Because they’re subscribed to your email list, this can be really helpful.
Why should you bother to give your email subscribers a face?
By using social media, you are able to keep in touch with them more deeply. Your social networks will also provide you with more information about their needs. That will help you design products or blog posts that address their problems.
We have discovered some simple methods for successful social media advertising, based on our research on top brands and marketers around the globe.
You can use this approach to bring all the different elements of advertising together in perfect harmony and drive more ROI from your advertisements on social media.
A Winning Strategy For Social Media Advertising
Our team has spent countless hours testing different social media advertising strategies. During our research for these experiments, we found tons of awesome advice on the best tactics to use for each channel. We were missing a holistic strategy for running advertisements on social media.
Rather than focusing on tactics or channels that change frequently. The goal was to create a blueprint that could be applied to any business or brand, no matter the industry or product. These stages include:
- (Top-of-the-funnel) Awareness
- (Middle of the funnel) Contemplation/Consideration
- (Bottom-of-funnel) Conversion
If you don’t have a new product that’s flying off the shelves or a viral marketing campaign. All three stages will work together to attract and acquire customers.
The Importance of All These Three Phases
The number one complaint from businesses is that they are having difficulty marketing their products or services through social media advertising.
We ask those businesses the following question: “Do you have any campaigns running that aren’t simply to sell, but also to build awareness?”
A majority of the time, the answer to this question is “no.”
Having the ability to immediately begin selling your product through social media ads can be quite challenging.
In order for you to be successful as a marketer. You need to be able to build relationships with potential customers before seeking their purchases.
We do see how that idea comes into play by focusing on awareness, consideration, and conversions.
An Analysis Of The Pros and Cons Of Social Media Advertising
Pros:
- Social media advertising can be a very affordable alternative to other advertising platforms
- Campaigns can be tracked easily
- Within minutes, you can start driving traffic and converting
- Each campaign’s ROI will be clearly visible
- You can target users based on their age, likes, interests, income bracket, location, etc.
- If your content has been interacted with or your website has been visited, you can retarget those people
Cons:
- A majority of your audience may be irrelevant depending on your target market – resulting in a ‘wasted’ ad budget
- Ads can be created and left without ever checking the performance, which can also lead to costs
- In order to maximize the results of social media advertising, it takes time and attention
- Larger investment upfront as you figure out the right blend of content, images, and copy
The Awareness Stage of Social Media Advertising
When people are in the awareness stage, they are either completely unfamiliar with your brand or are unaware that they have a problem.
To increase brand awareness, focus on organic social media posting and amplify your top-performing content.
Boosting top-performing posts on a brand’s page is one of the best opportunities for brands with limited time and resources.
As well as being the most inexpensive form of social media advertising. It allows brands to reach a new customer segment that they could not reach with traditional advertising.
A social media campaign with natural content can greatly increase word-of-mouth marketing. Ads that feel like advertisements are much less likely to be shared with friends and family.
Targeting And Awareness
TOFU social media advertising has the advantage of being able to target specific, targeted audiences. If you post something on Facebook, for example, you don’t have to use the “boost” button you see next to your post.
Facebook Ads Manager allows you to create a custom audience for a Page using traffic, engagement, or video views as metrics of your campaign.
Afterward, select “use existing post” once you’ve created a highly-relevant audience.
Boosted posts allow you to control budget, goals, and audience, as well as run them alongside your other campaigns. So that you can compare results.
Marketers have other options for social media advertising during the awareness stage.
Use articles, videos, graphics, memes, GIFs, and anything else that you know will resonate with an audience and (ideally) be shared by their followers.
Creating and sharing content with a top-of-the-funnel focus is a primary focus in the awareness stage. We don’t necessarily want this content to promote a product or ask for a sale.
In this situation, you want to provide fun, useful, or entertaining content to an audience. That doesn’t know your brand or don’t realize they have a problem.
The Consideration Stage Of Social Media Advertising
During consideration, for example, people are already familiar with your product or recognize that they have a problem and are researching solutions.
When you’re still in the consideration stage, retargeting and proper targeting can play a huge role in the success of your campaign. By targeting the correct audience, you can achieve higher conversions and lower costs.
Installing the basic Facebook Pixel on your site is highly recommended. Facebook Ads Manager provides you with access to your unique pixel under the “Pixels” section.
By installing the Pixel on your website, you can track users’ behavior on your website and also target them with Facebook Ads. Based on specific actions in the future.
Many social media networks offer snippets of code that you can place on your website. So that you can fully track the success of your ads.
It’s okay if your website doesn’t have a highway of traffic right now. Your business can still reach valuable audiences on Facebook with other great tactics.
Identical Audiences
You can create a custom lookalike audience using Facebook’s sophisticated algorithm that targets users most likely to engage with and purchase from your brand.
Creating Lookalike audiences can be accomplished in two different ways.
You can upload an email list of your most valuable customers. Ideal customers with a high lifetime value, or customers who make repeated purchases.
Facebook can now begin to understand whom to target based on that information.
You can also create a Lookalike audience based on the Facebook Page audience you have. It refers to an audience closely related to the current followers and who engages on your page.
We recently experimented by uploading a Mailvio email list of users to Facebook and creating a Lookalike audience. We’ve seen a 30% drop in CPC and an 11% increase in conversion rate for campaigns using this custom audience.
Navigating The Consideration Stage
Consideration begins when your customers have either heard of your brand or know they have a problem they’d like resolved. It’s important to develop your ads in a way that speaks to customers at this stage of their journey.
People in the consideration stage still need some guidance or time before making a purchase, similar to the awareness stage.
Since that audience already interacted with your content on Facebook and has now visited your website.
You’ll have a much higher chance of getting them to sign up for something in the future. You might even get their email address while you’re at it!
Conversion Stage Of Social Media Advertising
The conversion stage is one of the most challenging for business owners to master, but those who master it can significantly improve their sales.
In order to be successful at the conversion stage, there are three critical elements to consider:
- Your targeting effectiveness
- Your advertisements’ quality
- Results tracking capability.
Additionally, it’s also important to note that compelling ads with a conversion-focused focus always contain an unbeatable offer.
Depending on which industry you work in. This might mean that you receive a discount on a product, a free trial, a coupon, a buy-one-get-one-free offer. Or even just the standard product at full price.
Along with this, you will want to be able to track the results of your conversion ads. With tools like the Facebook Pixel, Google Analytics, or perhaps a CRM for your brand.
In order to be able to double down on what’s working and what’s not, you need to know which campaigns are converting. Which campaigns are generating higher lifetime value customers, and which campaigns are losing money.
It’s important to note here that the word “conversion” doesn’t necessarily have to mean purchases or sales. A conversion can mean a variety of different things to different businesses.
The user who signs up for your webinar. Will most likely be much more valuable than the one who signs up for a free trial.
Then you’ll probably find it useful to spend a majority of your ad dollars on webinar conversions. Which you can track with a simple landing page and thank you page using Mailvio.
Conversion involves knowing how to track valuable pieces of content at each step of the customer journey.
Conclusion
Many businesses and marketers find that running advertisements on social media can be a challenging prospect. We have provided some useful solutions to simplify the process with a stage-based approach to advertising.
You will be well ahead of more than 90% of the social media advertising marketers out there. If you take the awareness, consideration, and conversion phases into consideration.
Start by incorporating a couple of the methods shared in this article to build your integrated social network/email campaign. Your engagement will soar, and your sales will rise. Go Ahead and place your advertisements on social media.