Top 6 Tips to Plan a Paid Social Media Campaign
Among all the challenges that a social media marketer faces, the top three are:
a. Reaching the target audience
b. Effectively supporting business objectives
c. Calculating the return on investment (ROI)
A recent study found out that consumers continue engaging with a brand in different ways after following them on social media.
Therefore, effectively planning your paid campaign is critical for the success of your social media efforts.
This will enable you to target specific audiences and strengthen your organic presence.
This blog post lists the top 6 tips you can use to maximize conversions and increase your reach with a paid social media campaign.
How Do I Plan a Paid Social Media Campaign?
Define Your Budget
Before you plan an investment, you need to define a budget for your campaign.
The first step is analyzing the ROI, Return on Ad Spend (ROAS), Cost-Per-Click (CPC) and Cost-Per-View (CPV).
Note down ideal numbers you’d like to achieve and then plan a budget amount you can spend on your campaign.
While setting up a budget for your campaign, keep aside at least one-third of the finances to make future adjustments in bid levels.
Identify Your Objectives
A social media campaign is usually planned to achieve objectives such as increasing engagement, sales, lead generation, and making your brand known to a wider audience.
Outlining the objectives of your campaign is the next significant step.
Once you have clearly defined objectives, going about your campaign becomes easy.
Write down which objectives and goals you want to achieve in a certain period of time.
This will give you more visibility as to how you want to channel the resources you have.
For instance, for increasing engagement, you would require likes and shares on social media posts, and for improving brand visibility, you would need ads featuring your brand.
Similarly, for increasing lead generation, you need to use paid and social media ads to bring prospective customers into your sales funnel.
Select a Suitable Platform
Another crucial aspect of social media campaigns is choosing a platform that will support your brand.
Choose a platform where your target audience is, for example, Instagram, Facebook, LinkedIn, and Twitter.
All of these platforms cater to a slightly different set of demographics and that’s why it’s important to find out where you want to promote your business.
While Twitter is a great selection for both B2C and B2B audiences, LinkedIn happens to be a great platform for B2B campaigns.
Facebook and Instagram have a wide range of users, therefore, most businesses target audiences on these two platforms.
Strategize your social media campaigns with a social media content calendar.
Create Ad Sets
Creating ‘ad sets’ or creative properties such as photos, click-through links, and intriguing video clips in your advertisement makes for highly-engaging viewing.
Once the social media platform approves your advertisement, you will be good to launch your campaign.
The ad set should not look like spam to visitors, rather it should be made keeping in view the aim of generating traffic towards your brand.
Make it look like a regular post that your target audience is more inclined towards clicking.
Create a Landing Page That Converts
Did you know that you can improve your conversion rate by up to 300% by correctly targeting your pages?
Yes, you read that right.
You can increase conversions by creating a landing page that sells, and also serves your objectives.
The ad talking about your product should direct the visitor to the information they need to know.
After your social media campaign is ready, conduct a dry run to ensure that the pages the ads direct the user to are glitch-free.
Measure and Analyze Results
Probably the most important step of all is measuring the results of your campaign.
When you have made an investment into running a paid social media campaign, you should analyze the ROI generated.
This will help you understand which objectives were achieved, and how well your campaign fared.
Track the KPIs you selected while outlining your goals.
A great tool for measuring the success of your ads with regard to the target audience, as well as conversions, is Google Analytics.
Review metrics such as your Click-Through-Rate, View Rate, Cost-Per-View, and clicks to measure the effectiveness of your social media campaign.
Social media platforms also provide their own analytics to enable you to directly review ad performance.
Wrapping Up
A paid social media campaign that drives engagement and conversions calls for an effective plan of action.
Make the most of the above mentioned best practices to outline an effective strategy for your social media campaign.
