2017 has come, we don’t essentially must plan all the year. However something lower than three months at a time received’t allow us to see the large picture.
On this submit, I’ll evaluation my six-step plan for social media adverts for the brand new 12 months.
1. Determine a Goal
Earlier than you begin writing an advert, or placing the billing data into Facebook, decide what you’re making an attempt to perform. In the event you’re not clear on the top consequence, you can not handle progress.
Maybe your goal is to rapidly drive gross sales. Or perhaps you’ve gotten a giant product launch later within the 12 months and for now you’d slightly collect electronic mail addresses. Otherwise you merely need people to know that your organization exists.
The Facebook adverts supervisor has a very good record of goals-objectives whenever you begin a marketing campaign. For this text, I’ll assume that our aim is to drive extra gross sales — particularly, one hundred merchandise offered every month from Facebook advertisements at a price of $30 per sale.
2. Select Your Networks
Now that we all know we’re going after gross sales, we have to have a look at our knowledge to know the place our current gross sales come from. This can assist us know the place to promote. A superb place to begin is the Source/Medium view in Google Analytics, underneath the Acquisition tab — Acquisition > All Traffic > Source/Medium.
It would let you know the origin of visitors (the supply, comparable to “Facebook.com”) and the way it got here to your web site (the medium, comparable to “referral”). If you happen to’re monitoring your gross sales as targets in Google Analytics, you’ll see the objective efficiency to the fitting of every Source/Medium pair.
Let’s assume for this text that we establish Facebook and Twitter as robust gross sales drivers.
3. Determine Demographics
To know your audience, have a look at the demographics of your present clients. Evaluation precise transactions and see if there are helpful information factors, such as places with many purchases, or gender. You can too use Facebook for insights as to whom has responded to previous advertisements (you probably have them), or to your web page usually. For instance, utilizing Facebook’s information you could see that females in New York City and Kansas City aged 25-50 are a excessive performing buyer group.
4. Decide How to Target Prospects
We don’t must create lookalike audiences or collect key phrases but. However we have to know what these focusing on teams will appear to be. Should you’re going to do lookalike targeting (on both Facebook or Twitter), decide the place you’ll get the e-mail addresses. What situations does a present customer or shopper want to fulfill to be added to your lookalike group?
For key phrases (Twitter) or curiosity focusing on (Facebook), take into consideration the high-level teams you wish to go after. For instance, for those who’re promoting blue chairs, begin with “chairs,” “home furniture,” and related key phrases. Let’s assume a lookalike audience based mostly on customers who fall right into a sure demographic group and that bought previously three months. We’ll additionally use key phrases associated to blue chairs.
5. Create Adverts
What I’ll emphasize right here is to at all times be certain that your adverts are related to the prospects you’re going after. Being as particular as attainable could seem to be a trouble initially, however it can repay in the long run.
6. 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, read “Using Google Tag Manager to Track Social Conversions” to discover ways to monitor objectives in your social channels.
Execute Your Plan
Utilizing the six steps, above, you’re all set to execute. We’ve created the next plan.
- Purpose. 100 gross sales monthly from adverts at a price of $30 each.
- Networks. Facebook and Twitter.
- Demographics. Females in New York City and Kansas City, aged 25-50.
- Concentrating on prospects. Lookalike audiences from clients who fall into the demographic group — females in New York City and Kansas City, aged 25-50 — and bought up to now three months. Key phrases concentrate on “blue chairs.”
- Creative. “Beautiful blue chairs” with textual content copy variations geared in direction of fashion 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 beneath.