Creating a great social media campaign involves strategy and time. This blog has been created to outline the key steps that need to be taken when designing a thought out campaign. We have outlined 5 key stages that are included in a new campaign setup:
1) Choosing a Campaign Objective
Choosing a campaign objective is never easy, but really it depends on the goal of your campaign. There are three main stages to choose from, these are Awareness, Consideration and finally, Conversion. To break it down even further:
Awareness - If you want your brand/product to gain brand awareness.
Consideration - Sending your potential customers to a certain destination, such as a website or messenger. Or this can be for gaining engagement on posts.
Conversion – Looking to gain some conversions? The name gives this one away.
All three campaign objectives work alongside each other very weTIll. We here at Digital Advantage would not jump straight into running a conversion campaign, before running either an awareness or consideration campaign first.
2) Budget & Schedule
Getting your budget correct is important. If you don’t spend enough, then perhaps your brilliant, well designed ads, will get lost in the Facebook algorithms. Spending too much also has its down fall, as Facebook will do its best to spend your budget, remember that. Depending on your overall marketing budget, a good starting point is from anywhere between £5-£10 spend per day, to start seeing results.
3) Choosing Your Audience
Audiences can be built based on locations, interests, demographics and other characteristics. When you create your audience, it’s important to consider your current customer base, if you have one. If you are running an awareness or consideration campaign, then a broad audience is the way to go. From the results, you can then be more specific and start narrowing your audience down. Facebook allows you to be extremely specific with your targeting. For example, if you want to target mums that have kids between a certain age group, this is possible. When running a conversion campaign, the more specific you get, the better.
4) Creating Your Advert
When creating an advert, you can either create it from scratch, or promote an existing advert on your Facebook or Instagram. Say we are building it from scratch, then there are important stages to follow:
What kind of advert to choose - You might choose to run a single image or video ad, or perhaps a carousel ad, which is 2 or more scrollable images. Here, you get the opportunity to be creative and use your own images or one of Facebook’s many stock images.
Primary Text - This is what makes your ad really stand out, explain what it is you’re advertising, but try to be different.
Add a headline – This will not look the same on all placements, but you have the opportunity to get an important message across here.
Add a destination – You can link your advert directly to a page on your website, or even a product if that’s what your ad is for. You can also link to the app store, messenger and others.
Once you’ve created your advert, make sure it all fits well in different placements and links to your Instagram Page if that’s your desire.
5) The Facebook Pixel
Adding a Facebook pixel code to your website will allow you to see any activity going on from potential customers. You can then build audiences from that information for them incredible retargeting campaigns! This is an extremely important tool if you are looking to make social media ads part of your marketing strategy. Not only can you track activity on your site, but you can also create lookalike audiences, which make your change of converting a lot higher.
Creating a Facebook/Instagram campaign is not easy. You might not gain the results you want straight away, but with a clear strategy and some stand out adverts, you will soon start seeing the results you desire. We here at Digital Advantage have great experience in running campaigns from start to finish, and would be happy to offer a helping hand. To get in touch, email Dom at firstname.lastname@example.org and for more information, see our website.