Social media advertising is a large and ever-changing field, which means that for many people it is hard to know where to begin. Facebook is the largest social media platform in the world, with billions of active users – with other platforms, such as Twitter and Snapchat, becoming increasingly popular with younger audiences.
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Social media advertising can be split into many elements, which are all of equal importance for a successful digital presence: audience targeting, pixel tracking, analysis, budgeting, designing, writing and A/B testing. Even those at the top of their game – such as Chief Creative Officer Ajab Samrai – know that lots of experimentation and failure is required before mastering social media ads.
Although experiments are a necessary part of finding what works for your brand, when it comes to social media advertising, there are three steps that everyone should follow for a more successful ad strategy.
Step One: Awareness / Top of the Funnel
The first stage focuses on awareness – where customers are unaware of your brand, or do not know they have a pain-point to be solved. One of the most effective ways to improve brand awareness is through organic social media posting, as well as amplifying the content that performs best. Boosting top performing posts is a great strategy for smaller companies, which have less time and resources for social media advertising.
Step Two: Consideration / Middle of the Funnel
The consideration stage focuses on customers that are aware of your brand, product or service – or are searching for options that will solve a particular pain-point. At this stage, targeting and retargeting should become the focus of your marketing efforts, as targeting the right audience can increase conversions whilst lowering costs. Facebook Pixel is a great tool to use at this stage, and for companies that don’t have a lot of website traffic, Facebook’s Lookalike custom audience tool is an excellent place to start.
Step Three: Conversion / Bottom of the Funnel
When the customer is ready to make a purchase, conversion is the last hurdle. Ads that focus on conversion almost always have an amazing offer, something irresistible that will push someone to make a purchase like a discount, coupon, BOGOF offer or free trial. Track the success of your conversion adverts to understand which work best for your target audience – which are resulting in higher lifetime value customers, and which are losing money.