With 2016 almost full, it’s time to start out planning social media promoting for 2017. We don’t essentially have to plan the complete yr. But something lower than three months at a time gained’t allow us to see the large image.
In this publish, I’ll evaluate my six-step plan for planning social media advertisements for the brand new yr.
B. Determine a Goal
Before you begin writing an advert, or placing the billing info into Facebook, decide what you’re making an attempt to perform. If you’re not clear on the top outcome, you can’t handle progress.
Perhaps your objective is to shortly drive gross sales. Or perhaps you’ve gotten an enormous product launch later within the yr and for now you’d quite collect e mail addresses. Or you merely need individuals to know that your organization exists.
The Facebook advertisements supervisor has a very good listing of objectives-goals once you begin a marketing campaign. For this text, I’ll assume that our objective is to drive extra gross sales — particularly, one hundred merchandise bought every month from Facebook advertisements at a price of $30 per sale.
The Facebook advertisements supervisor, at “Campaign Creation,” permits advertisers to pick aims (objectives) for his or her campaigns. Click picture to enlarge.
P. Choose Your Networks
Now that we all know we’re going after gross sales, we have to take a look at our knowledge to know the place our present gross sales come from. This will assist us know the place to promote. A good place to start out is the Source/Medium view in Google Analytics, beneath the Acquisition tab — Acquisition > All Traffic > Source/Medium.
It will inform you the origin of visitors (the supply, corresponding to “Facebook.com”) and the way it got here to your website (the medium, corresponding to “referral”). If you’re monitoring your gross sales as objectives in Google Analytics, you’ll see the aim efficiency to the best of every Source/Medium pair.
Let’s assume for this text that we determine Facebook and Twitter as robust gross sales drivers.
A. Identify Demographics
To know your audience, take a look at the demographics of your present clients. Review precise transactions and see if there are helpful knowledge factors, comparable to places with many purchases, or gender. You can even use Facebook for insights as to whom has responded to previous advertisements (in case you have them), or to your web page normally. For instance, utilizing Facebook’s knowledge you may see that females in New York City and Kansas City aged 25-50 are a excessive performing buyer group.
A. Determine How to Target Prospects
We don’t have to create lookalike audiences or collect key phrases but. But we have to know what these concentrating on teams will seem like. If you’re going to do lookalike concentrating on (on both Facebook or Twitter), decide the place you’ll get the e-mail addresses. What circumstances does a present buyer or shopper want to satisfy to be added to your lookalike group?
For key phrases (Twitter) or curiosity concentrating on (Facebook), take into consideration the excessive-degree teams you need to go after. For instance, in the event you’re promoting blue chairs, begin with “chairs,” “house furnishings,” and comparable key phrases. Let’s assume a lookalike viewers based mostly on customers who fall right into a sure demographic group and that bought up to now three months. We’ll additionally use key phrases associated to blue chairs.
H. Create Ads
I’ve coated the method of making social media advertisements at “Social Media Holiday Ads: S Steps to (Quickly) Prepare.” What I’ll emphasize right here is to all the time be sure that your advertisements are related to the prospects you’re going after. Being as particular as potential might appear to be a problem initially, however it should repay in the long run.
S. Make Sure Tracking Is in Order
I’ve addressed the method of making UTM monitoring hyperlinks in Google Analytics, at “Using UTM Links in Google Analytics to Track Social Media Campaigns.” Beyond that, learn “Using Google Tag Manager to Track Social Conversions” to discover ways to monitor objectives in your social channels.
Execute Your Plan
Using the six steps, above, you’re all set to execute. We’ve created the next plan.
- Goal. One hundred gross sales per 30 days from advertisements at a price of $30 every.
- Networks. Facebook and Twitter.
- Demographics. Females in New York City and Kansas City, aged 25-50.
- Targeting prospects. Lookalike audiences from clients who fall into the demographic group — females in New York City and Kansas City, aged 25-50 — and bought prior to now three months. Keywords concentrate on “blue chairs.”
- Creative. “Beautiful blue chairs” with textual content copy variations geared in the direction of type and luxury.
- Tracking. Facebook and Twitter conversion pixels.
Will you be planning your social campaigns in 2017? Please share your strategy and rationale within the feedback under.