With the New Year comes a new set of goals and a new set of strategies. Take a moment to evaluate the year behind us and let go of those things that were not driving return for you, and carry forward those things that really knocked it out of the park for your business.
With all the changes constantly coming to social advertising, this medium has become a powerful and an extremely effective tool to help you grow your business. If you haven't experimented with social ads yet, here are some tips to help you jump start your advertising strategy.
Already well on the path to finding success with social ads? Well, 2017 is a new year, don't be afraid to shake it up and try something new.
1. Refresh Your Creative and Test, Test, Test
Start by evaluating the creative you ran in 2016. What worked? What didn’t work? Knocking your creative and ad copy out of the park can significantly impact your ads performance. From increasing your reach to decreasing your costs, killer creative is an essential part to a successful social media ad.
If you weren’t testing creative against each other in 2016, now is the time to start. Try testing 2-3 ads within an ad set, and altering one variable.
By taking one variable and altering it, you can get an understanding of what type of creative performs better. Then, do more of what worked. Try testing different headlines, or even different images.
2. Experiment with New Platforms
As a small business it can be difficult to manage the plethora of social networks available, while maintaining a consistent and engaging presence. Choose the platforms that best suit your business and your customer base. Once you’ve mastered these, try adding something new. This year Pinterest launched promoted pins and remarketing capabilities, allowing you more ways to reach your ideal customer. Plus, with buy buttons now available on Twitter and Pinterest, and the constant updates to SnapChat, trying something new is bound to give your advertising strategy the kick in the butt it needs.
3. Improve Your Repurchase Rates
We all know that a customer who makes more than one purchase is extremely valuable. Craft special messages to speak to those who just purchased and bring them back to your website to convert again right away. Understand who your customer is and what they previously purchased and show them more of what they want.
You’ll also want to review all those leads you acquired in 2016 and create special messaging to attract those have not yet made a purchase, and encourage them to convert. Now with the ability to create Facebook website custom audiences of users who interacted with your Lead Ad, creating messaging to move your leads further down the funnel is a must.
If you haven’t experimented with remarketing yet, this is a must do for 2017. With Facebook, Twitter & Pinterest now enabling remarketing capabilities, it has become essential to harness the power of communicating with your past website visitors and turning them into loyal followers.
4. Build Your 2017 Strategy
As with all of your social media initiatives, it’s important to set strategy for your social advertising campaigns to keep you on budget and help you stay on track. Start by outlining your goals & objectives, set target dates and determine your key performance indicators (KPI’s) for measurement. You’ll want to have a clear understanding for what ad types are best suited to help you reach different goals along the consumers path to conversion, and which social platforms will give you the highest return on your investment.
5. Evaluate Your Tracking
If you don’t currently have any marketing tags set up, this is something you’ll want to talk to your web developer about prior to launching any social advertising campaigns. If you had tags placed for campaigns in 2016, evaluate and test them to ensure they are firing properly, and remove any that you no longer need.
If you need guidance on installing Facebook’s Website Custom Audience pixel, this article may be a good place to start.
It’s also important to use UTM tags in your campaign links to help track each campaign within Google Analytics. Here is a guide on how to get started with UTM tags.
Whatever your marketing objectives may be, social advertising is essential in helping you get there. In summary, don’t be shy to experiment with something new, measure EVERYTHING, and test, test, test.
If you need help developing your social advertising strategy, or simply just getting started, give us a shout. We’d love to help!