How to Get Your Social Media Ad Campaign Off the Ground

How to Get Your Social Media Ad Campaign Off the Ground

How to Get Your Social Media Ad Campaign Off the Ground

If your organization is like most, you’ve probably been using social media platforms organically for your business for a while, posting occasional company updates or sharing your content. To level-up in the social media space and use social media to its best advantage for your business, you need to start investing in outbound marketing and running social media ad campaigns. But that can be a daunting task. Here’s our guide on how to get your social media ad campaign off the ground.

Why Run a Social Media Ad Campaign?

You want to reach people. Everyone is using social media. It’s really that simple. According to Hubspot, 42 percent of people in the world are using social media. That’s 90.4 percent of Millennials, 77.5 percent of Generation X, and 48.2 percent of Baby Boomers using social media, and on average, they’re spending over two hours every day on social networks. If you want to reach people, social media is where you can find them. Click To Tweet

Because of this, social media ad campaigns are scalable, relatively inexpensive, and can have a huge ROI. Most social media advertising platforms also have great analytics to help you analyze and hone your strategy and report on campaign performance.

Determine Your Social Media Ad Campaign Goals

Like any and all advertising campaigns, for your social media campaign to be successful, you need to begin with clearly defined goals. What do you want this campaign to do? That can depend on your industry, position, brand, and current situation. Some common goals include:

  • Brand awareness
    • We’re a new company and we want people to know that we and our products/services are out there
    • We’re an established company who wants to stay top of mind for our consumers
  • Engagement
    • We want people to like/share/comment on our content
  • Traffic
    • We want to drive traffic to our website or a specific page
  • Lead generation
    • We want leads for our new product line
    • We want leads to subscribe to our email list
  • Sales
    • We want people to buy this product or service

Social media ad campaigns can help you reach any of those goals, and your goal will determine who you target with your campaign, the ad creative and copy you use, and how you target your desired audience. Your goal will also determine how you calculate ROI and the effectiveness of your campaign.

Determine Your Target Audiences

One of the major benefits of social media advertising are the targeting options available to you, so determining your target audience is crucial to taking advantage of these options.On social media, people are just giving away useful demographic and behavioral information about themselves that you can use to find interested and decision-ready customers. Click To Tweet

Social media users enter their names, locations, age, gender, and other demographic indicators, plus indicate their interests by their behaviors: watching certain videos, liking and engaging with posts, people, and brands, and clicking on all sorts of things that catch their eyes. Social media platforms leverage this information to serve the most relevant ads—the ones most likely to result in a like, click, or conversion.

Who Do You Want to Reach?

So, you need to determine who you want to target with your ads. This will depend in part on the previous step, determining your goals. You might have various different groups of people you want to reach, but because of the differences in these groups, like their industry or stage in the buyer’s journey, you may have different goals pertaining to them. 

Check Your Buyer Personas

If you don’t already have buyer personas, creating them would be helpful to understanding who you want to target with your ad campaign. Knowing basic demographic information about your ideal client, as well as their roles, goals, and challenges pertaining to your offerings can help you know who to try to get your ad in front of.

Let’s say that you’re a book publisher who publishes historical fiction. You want to grow your email list to send marketing content to readers of historical fiction who are likely to buy your books. Your campaign goal is lead generation, and your target audience will be historical fiction readers… but you want to be more specific than that, and social media can help. You know that people who like certain historical fiction authors and titles will like your books—and you can target them based on their demonstrated interests.

Select Social Media Ad Campaign Platforms

Guess what? This depends on your industry, target audience, and goals (ugh, we always say that). 

That historical fiction publisher has an audience of women between ages 18 and 70, skewing toward 45-65, and they want to generate leads. For them, Facebook is going to be their primary advertising platform, though they might also use Pinterest, etc.

But for an industrial manufacturer who is selling to B2B clients, specifically, sourcing specialists/buyers who work for other large manufacturers, LinkedIn is probably going to be the most useful and relevant platform. This is both because that’s where professionals will be engaging with content related to their work and the targeting options that let you target audiences by their company and job title.

Maximize Your Budget

There are several factors to maximizing your budget, including choosing the right audience and targeting them precisely, using the right platforms, and having clearly defined goals for your campaign that guide all aspects from creative to targeting to placement. Another critical factor is actually setting the right budgets and parameters, and adjusting those as needed.

Keep an Eye on Your Social Media Ad Campaigns

One of the great things about social media advertising is that you can monitor campaigns in real time and make adjustments as necessary. “Set it and forget it” sounds nice, and if you’re a social media advertising pro with lots of experience, maybe you can do that. For everyone else, monitoring your campaigns is crucial. Why? You might find that your budget is too low or too high, and you’re spending too much without seeing results or seeing marginal returns for additional spending.

Adjust Social Media Ad Campaigns According to Data

If a campaign is spending all of its percentage of the lifetime budget for that day before noon, you might decide to end it sooner so the daily budgets would be higher and the ads would serve more each day. You might also discover that a campaign is working really well and you want to extend it past your original end date—that’s a great way to maximize your budget, because you already know it works and has the necessary ROI to be worthwhile.

Social media has so much potential in the marketing and advertising space because an audience—your audience—is already there, engaging with content. Taking advantage of that with advertisements can boost your advertising reach and ROI immensely, and the first step to doing that is getting a campaign off the ground. With a little practice and experimentation, you’ll see the benefits of those campaigns in your bottom line.

Still want a little help getting those social media ad campaigns going? We got you.

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7 Ways to Apply Inbound Marketing Tactics to Your Facebook Ad Strategy

7 Ways to Apply Inbound Marketing Tactics to Your Facebook Ad Strategy

7 Ways to Apply Inbound Marketing Tactics to Your Facebook Ad Strategy

Optimizing Your Facebook Ad Spend With Inbound Marketing

In recent years, a solid social media ad campaign has become just as important as a PPC ad campaign for many industries. The fact is, most people spend a great deal of time on social media sites, and because of the exceptional targeting power of social media giants like Facebook, the platforms offer the segmentation data and the exposure many inbound marketers are looking for.

If your company is thinking of starting a Facebook ad campaign, or already has a Facebook ad strategy in place, applying a few inbound marketing tactics can help optimize your Facebook ads for ultimate results. Here are 7 inbound marketing tactics you can use to boost the effectiveness of your Facebook ad strategy:

#1 Target Facebook Ads To Your Buyer Personas

Remember those buyer personas you spent so long drafting and editing? Well, they’re good for a lot more than just your website content. Use your buyer personas to determine your Facebook ad targeting settings. You can’t make content (or ads) perfectly suited for everyone — so don’t try.

Instead, segment your ads based on buyer persona, and build different Facebook ad sets to target different personas with different interests. Facebook offers a vast suite of targeting tools, so you can set ads to go out to people with specific likes, dislikes, hobbies, job titles, and more — all things you probably already have outlined in your buyer personas. Use those buyer personas to develop Facebook ad campaigns that go out to consumers you already know have an interest in the products or services you offer.

#2 Set Clear, SMART Goals

Inbound Methodology tells us that we should always set SMART Goals. That is, goals that are Specific, Measureable, Attainable, Relevant, and Timely.

This principle is directly applicable to your Facebook ad strategy as well. Whether you’re looking to boost engagement, or drive traffic to your website, it’s important to define a goal for each Facebook ad you create, so you understand immediately when your ad is successful, and when it’s not. Here’s how you can apply SMART goal setting to your Facebook ads:

  • Specific: 500 likes, or 100 new followers. A specific, ultimate goal for your campaign to work towards.
  • Measurable: If your goal is to drive traffic to your site, is there a certain percentage of traffic you’re looking for? Do you want a certain number of new contacts? How will you measure the success of your Facebook ad?
  • Attainable: If your last campaign resulted in 15 new followers, you shouldn’t set a new campaign goal of 100 followers. That’s just unrealistic. While it would be amazing if you reached 100 new followers, you need to make sure your goals are set based on real, hard data, and are possible to reach. Otherwise, your results will always be discouraging, and you may not be able to see the benefits that your ads are creating.
  • Relevant: Your goal should be relevant to the campaign you’re putting out. If your ad talks about the story behind your company, your goal might be engagement focused. If you’re advertising a free ebook or webinar, your goal might be more conversion-based.
  • Timely: Don’t let your Facebook ad run in perpetuity, but don’t set it to run for just a few hours either. Plan for your campaign to run for a specific amount of time that will help your company work to its goal, and that will produce enough data for you to learn from and implement on your next ad campaign.

#3 Tell, Don’t Sell

When it comes to creating ads for social media, especially for Facebook, it’s key to keep inbound marketing best practices in mind. That means forget about the hard sell. Especially if you’re a B2B company, a “Buy Now” ad isn’t likely to convert the way you want.

Write a bit of compelling content that tells a story, rather than tries to “sell” your company or your product.

Consumers run from the hard sale like the plague, so put effort into drafting a narrative, and offering up something unique and worthwhile. The more interesting and compelling your offer, the more effective your campaign will be.

#4 Test, Smartly

Always test for your goals by sending out more than one version of your ad. You never know what photo, what content, or even what call-to-action button consumers will respond best to, so it’s always good to test your ads.

How to test multiple Facebook ads:

Let’s say you have two different graphics for the same ad. Create one ad set, targeted to your specific buyer persona, and upload the first image to that set. Launch the first set, and then go back into your Facebook ad manager. You can now duplicate that set — so the ad with the other graphic goes out to the exact same consumers — and simply change the image. Set both ads to deploy simultaneously, and you’ll be able to watch the ads progress, and see which graphic performs best in your targeted audience.

When you’re testing your ads, it’s important to only change one aspect at a time, so you know exactly what is driving more or less engagement, and so you can accurately apply those results to future ad campaigns.

#5 Adjust in Real Time

Facebook allows you to adjust and tweak ads at any point in your campaign, and you should take advantage of that. If you’re a few days into an ad that’s just not performing, you can pause it or adjust your settings for better performance. On the other hand, if you have an ad that’s facilitating a ton of conversions and boosted engagement, you can extend it or bump up the budget slightly. Making adjustments in real-time allows you to maximize your budget on the spot. This way, you’re not wasting money on an underperforming ad.

#6 Focus on Long Term Value

While your immediate budget and spending goals are important, it’s equally important to keep an eye on how much you’re spending relevant to your Customer Lifetime Value (CLV). When you’re just starting your Facebook Ad campaign, it’s easy to worry that the money you’re spending isn’t worth the leads you’re getting. A surefire way to figure out if that’s true is to consider your customer lifetime value.

For example, let’s say it costs you $80 to acquire a customer. Let’s also say that your average loyal customer spends about $800 over their lifetime as your customer. Even if you don’t make $800 immediately from each customer, you know that over their lifetime as your client, you have essentially spent $80 to earn $800. That’s a pretty attractive ROI, if you ask us.

Bottom line — Don’t get caught up in the immediate shock of spending, unless you’re shelling out a lot on ads that aren’t producing new business. Your goal should always be long-term success, and to accurately measure that, you need to look at the ratio of what you’re spending compared to what you’ll make in the long run from each of those new customers you’ve acquired.

#7 Inbound-ify Your Facebook Ads — Turn Them Into Funnels

Finally, if you want to apply really successful inbound marketing tactics to your Facebook ad strategy — embrace the funnel.

If you’re familiar with inbound marketing, you’ll know that it’s best practice to create content for consumers in every stage of the inbound marketing funnel. From a stranger to your brand to an interested lead, each consumer at each level of the funnel will be seeking different information. Traditional inbound marketing targets leads moving through the funnel with email workflows that provide the right content, at just the right time. You can apply this idea of nurturing leads through the funnel to your Facebook ad strategy too!

Facebook Ad Funnel Basics

Facebook allows you to create ad funnels, which work much the same as an email workflow.  You start with a top-level ad that tells consumers a little bit about your company. Let that ad run for a few days.

Then, send out a second ad to the consumers who interacted with the first ad. If your first ad was a video, then you can send your second ad to just the people who watched say, 20 percent of your video. If your first ad was a static image, you can send the second one to just those consumers who clicked on or in some way interacted with the first.

From there, you can keep your ad funnel going about as far as you want, until you’re targeting only the most interested, engaged consumers for that particular ad set. This is a great way to optimize your spending, and it also helps to pull people through the inbound marketing funnel, ensuring they’re even more qualified for your products and services by the time they make it to your website.

Though it’ll take a bit more work to set up a Facebook ad funnel, it’s a useful tool that will give you increased insight into how your ideal customers and target buyers react to your social media advertising strategy.

Why Inbound Marketing Tactics Work for Facebook Ads

Inbound marketing tactics are so effective for Facebook advertising campaigns because they are already designed specifically for today’s consumer. The average consumer (who just so happens to be the exact same person you’re targeting on Facebook) prefers a warmer sales experience than the traditional hard-sell. Since inbound marketing is already geared to those consumers, it’s easily applied to a Facebook ad campaign to boost your results and maximize your spend. Learn more about using outbound marketing to attract, engage, and close qualified leads here. 

The foundation of inbound marketing is getting to know, on a personal level, your ideal consumer. If you’d like to know a little bit more about how you can use inbound marketing to grow your company in 2019, let’s chat. We’re a HubSpot Gold Certified Agency Partner, and we’ve been doing inbound marketing for about as long as it’s been around. We’d love to help you grow, so schedule time with our president, John Heritage to see what Evenbound is all about.

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