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How To Advertise On Social Media - Developing an Effective Social Media Ad Campaign (Part 1 of 3)

How To Advertise On Social Media

Developing an Effective Social Media Ad Campaign (Part 1 of 3)

by Jason Runyan, Advertising Solutions
Revised December 5, 2019
Originally Published August 17, 2016

When done correctly, a Facebook Ad campaign can significantly boost a company’s sales; all while increasing overall visibility on the most popular social network on the planet.

It’s worth noting that a Facebook Ad campaign is different than managing a Facebook Business Page profile, or optimizing it for consumers and search engines. Facebook Ads are a separate form of advertisement than a company’s Business Facebook Page; hence has a different set of rules for success.

There are numerous facets to effectively advertising on social medias, such as Facebook Ads:

1. Promote One Product Or Service Per Ad

  • Identify a specific product or service that will be advertised.
  • Rarely does advertising general sales or services work for social media ads.
  • Success is often achieved when a specific product or service is offered.
  • If there are multiple products or services to be advertised, create a separate ad campaign for each product or service.

2. Offer Something For Free

  • Offer to solve a problem for free; provide them something small, (yet of value) at no cost.
  • Consumers like to be enticed with a free taste of what they will get.
  • Depending on the industry and the product or service for sale, the enticement should solve (or attempt to solve) a minor problem with promise of more.
  • If offering consulting, perhaps provide a snippet of what will be learned utilizing the program being advertised.
  • Pay attention to fan pages, and rumblings of what’s wrong, or can be improved.

3. Show Personality

  • Show personality and culture.
  • Consumers don’t buy the service; they buy the people before they buy the service.
  • Whether an individual consultancy, or a larger multi-employee firm; show users the fun, yet professional, side of the company culture and those personalities within.

4. Charge To Solve Additional Problems

  • Everyone knows that a business has to pay the bills.
  • Companies can’t give away everything, as much as one may wish.
  • Offer to solve more problems for a fee.

5. Start Small & Grow From There

  • Start with a small campaign; something within an allotted, yet affordable budget.
  • When done correctly, small campaigns will generate additional revenues that can be reinvested into larger campaigns; as growth and sales permit.

6. Target Audience

  • Any campaign is about showing the right offer, to the right person, at the right time.
  • Determining the audience most appropriate and likely to respond to an ad, is the best way to succeed.
  • Many have heard the adage “Location, location, location” when it comes to the success of a physical storefront; so “Audience, audience, audience” is the magic formula to most any online or offline advertising campaign.

7. Create Opportunity

  • While offering a taste of something for free can often get people in the door; creating an opportunity will keep them moving forward to purchase more.
  • Provide prospects and return customers with incentive and opportunity by providing coupon codes for a percentage off, buy one get one, etc.
  • Depending on the industry will determine what kind of opportunity and incentive may be most enticing.

8. Effective Landing Page

  • An effective landing page will attract and focus attention on moving the consumer through the process to close the offer.
  • With social media ads, there should be no other distractions or links to detract from the message at hand, nor cause users to navigate away from the offer.

9. Utilizing The Thank You Page

  • Too often, the Thank You page doesn’t get used to its full potential.
  • If someone just provided their information to signup for an offer, then they have proven legitimate interest.
  • This interest should allow for additional opportunity to take action immediately.
  • Entice them to “act now” from the Thank You page with either an additional percentage off, free shipping, or some other incentive.

10. Follow-Up

  • All ad campaigns should integrate some sort of follow-up for a better return on investment.
  • Follow-up using email campaigns, or digital footprint follow-up services (like Google’s Remarketing Ad service or Facebook Retargeting Ad)
  • Such follow-up elements keep the ad in front of people; continuously reminding them of the offer, as not everyone purchases the first time seeing an ad.

Campaigns that follow these guidelines as a basis for all social media advertising, are going to have more effective and successful paid campaigns on social medias (such as Facebook Ads and other social media platforms).

This 3-part series continues next week with "Developing an Effective Landing Page (Part 2 of 3)"

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