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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LinkedIn Ads and B2B Marketing

LinkedIn Ads and B2B Marketing

LinkedIn Ads and B2B Marketing

If you’re not using LinkedIn as part of your marketing strategy, you are missing out on an insane number of leads—LinkedIn is the top lead-generating social network for B2Bs. In addition to creating a company page, connecting with industry professionals, and publishing and promoting engaging content on LinkedIn, you should also be taking advantage of LinkedIn ads to target your ideal clients.

What’s a LinkedIn ad like?

If you’re an active LinkedIn user, you’ve likely seen LinkedIn ads in the sidebar or underneath the navigation bar, and in many ways they’re similar to the ads you’ll see on other social networks or on Google partner site: ad copy and a link, oftentimes with a logo or other small image or video. LinkedIn offers both text-and-image ads and video ads, as well as some larger ad formats, on a PPC (pay-per-click) or cost-per impression basis.

As with any digital ad, a good LinkedIn ad will have compelling copy that encourages viewers to click, upon which they are directed to a landing page where, ideally, they’ll convert to leads.

So what’s so great about LinkedIn ads?

LinkedIn has over 450 million members, and it captures information from these users on their on job titles, industries, company names, and more, all of which can be useful in targeting users who are potential clients. LinkedIn ads can be very specifically targeted by criteria that is relevant to your marketing strategy, industries, companies, company sizes, job titles, job functions, seniority, location, and more. According to the 2016 Salesforce Advertising Index Report, the audience of a LinkedIn ad has two times the buying power of the average web audience. What this means is that you can put your ads in front of the exact people who will have use for your product or service, and will have purchasing power, in a way that you can’t target them on any other platform.

Additionally, LinkedIn provides reporting on ad campaigns that includes aggregated data on who clicked on your ads by job title, industry, and seniority. This information is extremely useful in determining the effectiveness of your ads; is your target audience clicking? If not, you can use this information to make adjustments to your campaign.

What does this mean for you?

Using LinkedIn ads can generate leads like crazy. For example, if your company does plastic injection molding of components for automotive interiors, you can target your LinkedIn ad to product designers and sourcing specialists at the Big Three automotive OEMs. You’ll maximize your PPC budget by reducing clicks from users with no lead potential, since your ad won’t be reaching those users, unlike in paid search, where your ad is tied to a search term that is not necessarily completely specific to your target audience, and you’ll know that your target audience is seeing your ad, instead of trying to predict their search behavior.

LinkedIn is an essential component of any B2B marketing strategy in the digital age. If you’re interested in enhancing your LinkedIn presence, we have tons of resources on marketing with LinkedIn, including 6 Ways LinkedIn Can Work For Your B2B Marketing Strategy and our free guide to creating the perfect LinkedIn page for B2B manufacturers, located below:

LinkedIn Pages For Manufacturers

If you have more questions about how your company can use LinkedIn to generate more leads, or you’re interested in expanding your digital marketing strategy, let’s talk.

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