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Social Media Campaign Strategy Introduction

Social Media Campaign Strategy Introduction

By: SkyClicks | 05/12/2022

It is no secret that we are fully immersed in a world powered by social media. With Facebook & Instagram having 4.1 billion and growing users combined, millions of companies have turned to these platforms to market their products and services for good reason. The ability to target the exact people you want to reach in detail is extremely effective in driving sales, if done correctly. In this article, we will address an overview into building an effective campaign strategy to help you reach your goals.

To preface, despite the immense opportunity, the competition of acquiring customers in today’s world has never been more challenging than now. In seemingly every industry, there are countless brands offering top quality products that help make our lives as consumers better. Social media platforms have become a huge clutter, filled with endless posts and advertisements. Combining that with the human attention span that is continuously shrinking shows why it is crucially important that you capture your audience’s attention within the first couple seconds of ad exposure.

When building your Social Media advertising campaign strategy, one of the key aspects is taking the time to do your due diligence and fully understand who your audience is. Consumer behavior evolved. Take Gen-Z shoppers for example; they are a demographic that needs to be nurtured, as they are much more likely to buy due to brand trust as opposed to product features. The need to differentiate yourself from other brands and build a connection with your customers is imperative to success. Understanding the entire customer journey will help you tailor your ads to each stage of that process, whether it is a cold lead or someone on the verge of becoming your new customer. Gone are the days of generic advertisements blasted to a random audience.

Below are a few questions you should consider:

  1. Who are my target audiences, and what are their demographics/interests?
  2. What parts of my brand appeal most to my audience groups, and what problems do my offerings solve?
  3. What are my goals with each advertising campaign?

An optimal way of organizing your campaigns is to structure them into three different layers. By looking at the different stages in the funnel, you can start to plan the actual content for each ad that fits each level. Strategizing for the different layers will not only improve the campaigns performance, it will also help optimize ad spend.

Awareness Campaigns are cost efficient ads tailored to cold leads, meaning people that either do not know your brand, or have not previously purchased a product. Your audience should be fairly broad, and you should only allocate 10-15% of your entire budget unless you are a new brand. The objective of these ads aren’t to drive a ton of traffic to your site or generate sales, but rather to build rapport and trust with your audience. Some approaches that we found perform are content that introduces a pain point that your audience may be facing, problems that your products solve, as well as key factors that differentiate your brand from others and being a viable solution. Success with awareness campaigns, for example, is defined as having your audience watch through your entire video content and remembering you.

Nurturing your new audience and gradually acquiring them to be a customer is extremely important to overall growth.

Retargeting Campaigns are the next level down your funnel, and you are now targeting people who have previously interacted with your social media content or website. In this stage, you are trying to build strong leads along several other goals. The important factors here are to educate your audience more about your products, your brand story, and to incite first steps of action taking. Approaches that work well include ads that are intended to increase engagement and interaction. Asking a question in your copywriting is an example. Secondly, we are also looking to drive traffic to your website/landing page, where your audience will become increasingly familiar with your offerings. One thing to note is that we cannot emphasize the importance of analyzing performance insights enough to understand who responded best, and to what type of creatives, placement, and messaging.

Conversion Campaigns are intended for exactly that, conversions. This is the fun stage where you have a list of hot leads that you have nurtured to this point where they are now ready to become your customers. Conversion rates go up tremendously since these are the audience groups most primed to buy from your brand. Take the opportunity to offer a first time buyer promotion, create a sense of urgency with your copywriting, and test formats such as catalog or carousel which showcases multiple products at once. Purchases are not the only conversion factor to monitor; you can also remarket to those who initiated a checkout, added items to a cart, performed a search on your website, and many other events that you can set up with a tracking pixel or API.

We hope this gives you an insight into the importance of strategizing every single campaign to have a specific purpose and goal. Social media advertising is an extremely important part of your full digital strategy, and our team at SkyClicks is always here to elevate your brand to the next level with personalized marketing plans.

Stay tuned for more in depth articles on all things digital marketing! 

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