As a Communications Manager you may find yourself being pulled from pillar to post. The last thing you may be thinking about is your companies next social media advertising campaign.
Every now and again your boss might mention that their kids were on Snapchat or posting on Instagram, now they are on your tail to post something… anything!
It is the norm for a lot of businesses to not see any engagement on their social channels.
One of the most difficult things to do is show ROI on a social media advertising campaign.
In this blog post we will show you exactly how to get the most of your social media campaign and have your boss singing your praises.
When it comes to setting up a social media advertising campaign, it can be quite a challenge to know where to start.
This is a quick top-line guide of what you need to think about when it comes to the strategy of your social media advertising campaign. Here we go:
First up, what are you trying to achieve from the campaign? Do you want more visits to the website or views to your video campaign.
Whatever your objective is, the content, CTA (call to action) and images that you use should be in line with these objectives.
This means that you’re trying to reach new audiences and basically recruit new potential customers.
Increase Website Traffic
Most of the time, this is one of the less ‘fluffy’ objectives which other stakeholders across the business are more likely to understand. You’re running a social media campaign to basically get more hits to the website which should in theory generate more sales.
Increase Customer Engagement
This may be an example of the more ‘fluffy’ type objectives, but it certainly isn’t! Engagement is key! It’s great to get your messages out there, but if no one is actually responding to them, you might as well be talking to yourself…
Generate LeadsLast but not least - time for the one your boss cares about! You can run advertising campaigns which are purely focused on generating leads for your business e.g. click here to get your free consultation or click here if you’re a dog lover and want to buy products that make your dog happy!
What platforms shall I use?
This again depends on your objectives and the content that you have for your campaign.
For example, video campaigns work very well on YouTube and Facebook if you are trying to increase the number of views to a piece of content. If however, you would like people to click through to your website you may find that platforms such as Twitter and sometimes Facebook work better than Instagram for example. Here’s a lose guide of platform of what works well for which objective:
Facebook is Good for
Reaching new people and raising awareness about your business. This obviously depends on whether you’re B2B or B2C, but for B2C brands – this is a great place to start.
Twitter is goof for
Getting clicks through to your website. As this is a less invasive platform, you can tweet several times a day and reach more people each time. You can use Twitter advertising to specifically target your competitors so that the people who click through are actually your target audience!
Generating leads for B2B. This is a fantastic platform for B2B brands so if you’re a B2B business and you’re not sure what platform to start with, make sure LinkedIn is on your radar!
Dividing your budget
If this is your first campaign, it may be advised to start by running your campaign cross several platforms in order to understand what ‘good’ or ‘excellent’ results look like for you.
Each business is unique and a certain CPC may be good for your competitor but may actually be bad for you. So initially, use the first advertising campaign you create to help you gain insights and test out different strategies to see what works best for you.
If you have a small budget, perhaps just focus on two platforms and see how well you can optimise each campaign. For example:
Budget 150 or less
This is fine and you an even work with a social media agency with this budget. It’s not the end of the world if you have a small budget. Perhaps just focus on two platforms and run a campaign for a week or so. There’s a lot of opportunities here for you to have a think about how you could use this budget to test out campaigns. From this research you can then ask for more budget as you’ve proved that social media advertising is working!
Budget 150 – 500
If you have a bigger budget, this doesn’t necessarily mean that you should test out another platform, although if your social media strategy is to be successful across x3 platforms, then this may be a good idea.
Alternatively, what you should consider is the different objectives that you could trial through a bigger budget. So for example, perhaps just focus on LinkedIn and Twitter as the two platforms but run a campaign to drive traffic to your website, one about a specific piece of content and one which is a key offer.
You may be able to use a higher budget to actually test out more diverse advertising, which isn’t just focused on specific advertising. This could also include influencer campaigns, partnership opportunities and more. If you’d like to stick to using this spend on platforms only, we’d suggest having a Facebook pixel setup to help you capture more detailed results and run more strategic campaigns.
Activating and monitoring
Now that you have set up your campaign and it’s live, you will want to have a look every day or every other day to see how the campaign is doing. It is also important to keep an eye on the comments that appear on the posts as this may determine whether to keep the ads running or to switch them off.
Looking at the results you may find that after 3 days of running the campaign, the first post on Twitter is doing the best whereas the second post on Facebook isn’t as successful. You may then decide to reallocate the budget from one ad to the other platform as this is giving you better results.
Throughout the campaign, you will be able to pull key insights and see whether you are getting the best ROI.
Here are the tools you can use to help you understand how you’re doing:
Platform specific insights
This is an obvious one. Use the insights and analytics tools that you have available for all the platforms including Facebook, Twitter, LinkedIn etc.
Google tracking links
Use goo.gl to help you track your activity and see how many people are actually clicking on your links. This will help you to understand whether the ads are running on the right platforms and what content/posts are doing the best on which platform.
Looking at Google Analytics will give you a more holistic view of how your ads are performing. If you’re running PPC campaigns, you may be able to see what combination of adverts work well to help you get the best results!
All of these tools are also key in helping you with the following…
Once the campaign is complete you can then take some time to have a look at what campaign did the best based on the engagement with the campaign rather than the cost.
Reporting is the most important part of this activity as it will give you the insights that you need to make a strategic pan for your next advertising campaign on social media.
We hope that helped! If you have any questions about any of the above or would like to have a chat about how you could optimise your social media advertising campaigns across Facebook, Instagram, Twitter, LinkedIn or YouTube, please don’t hesitate to get in touch.
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