Social media advertising is a vast topic of discussion, it includes a few of these techniques like audience targeting, budgeting, A/B testing, pixel tracking, writing, and designing. You are required to analyze all these if you want to see positive ROI from social media advertising.
Even incredibly talented social media managers who look after multi-million dollar advertising budgets understand that it takes hundreds of experiments to master the art of social media ads.
After knowing about top marketers globally, we’ve discovered a simple 3-step approach to successful social media advertising. This approach will help you bring all the various elements of advertising together, so the 3 step approach is:
Over the years, we’ve devoted hours to experimenting with various social media advertising strategies. Instead of focusing on individual tactics and channels that change frequently, we wanted to focus on a blueprint that could be applied to any business or brand, no matter what the industry or product is.
So, the social media advertising blueprint is broken up into three distinct stages:
● Awareness (Top-of-the-funnel)
● Consideration (Middle-of-the-funnel)
● Conversion (Bottom-of-the-funnel)
Most businesses complain that they’re facing trouble in succeeding with social media advertising, particularly with Facebook, in selling their product or services.
Whenever we come across these types of complaints, one of the questions we usually ask them is: “Do you have any campaigns set up that aren’t simply trying to sell but to generate awareness?” Mostly the answer is “no.”
It is really difficult to immediately start selling your product through social media advertising. As a marketer, first you have to build relationships with potential customers before you can ask for a purchase.
From there the idea of awareness, consideration, and conversions come into play.
● Campaigns are easy to track
● You can begin to drive traffic and conversions immediately (depending on your knowledge of customers)
● You’ll have a complete picture of the ROI on each campaign
● Tons of targeting options, including age, likes, interests, income bracket, location, and other demographics
● Retargeting options for people who have interacted with your content or visited your website
● Relative to other advertising mediums, social media can be extremely affordable (which we all love)
In the awareness stage, people are not at all familiar with your brand as they are unaware of the fact that they have a serious issue that needs to be solved as early as possible.
The strategy for increasing brand awareness is to focus on organic social media posting and keep elaborating on your top-performing content.
This is the most feasible form of social media advertising, but it also assists brands in a way to capture new customer segments that they cannot achieve with traditional ads. As organic social media content is a powerful catalyst for increasing word-of-mouth marketing.
The most interesting part about TOFU social media advertising is that you can boost posts to specific, targeted audiences. On Facebook, you don’t have to use the “boost post” button that you see next to your posts in the feed. Instead as a Page manager, you can use Facebook Ads Manager to create a campaign (for traffic, engagement, or video views) to create a custom audience.
The second stage of social media advertising is the consideration stage. When we consumers hear the word ‘Advertising’ only think about consideration and conversions. Consideration, in this particular stage, is where people are either familiar with your product or recognize that they have an issue and are researching options to solve their problems/challenges.
Pixel targeting is listed under the consideration stage where an edge over proper targeting and retargeting can become a huge factor in the overall success of your ads. Targeting the correct audience can lead to higher conversions and lower costs. We recommend having the basic Facebook Pixel set up on your website. You can find your unique pixel in Facebook Ads Manager under “Pixels.” If you install Pixel then you can easily track the behavior of users on your website and also target them with Facebook Ads in the future based on specific actions.
The conversion stage is one of the most difficult stages to master, but the professionals who command it can drive big results for their businesses. It is the stage when people become familiar with your brand or products and are ready to purchase from you, or they have identified a solution to their problem and are ready to purchase the product.
Success in the conversion stage comes down to three critical components:
● The quality of your targeting
● The quality of your ads
● The ability to track results
The conversion stage is knowing how to track valuable pieces of content in every part of the customer journey.
Thanks for Reading!