How To Build A Paid Media Strategy For Your Just-Launched Ecommerce Business?
Regardless if you're a new brand or not—building up or increasing your brand awareness—whether you're promoting a new product, having an event, or launching a great big change in your operations or company, paid social media campaigns are valuable methods in making the aforementioned brand activities successful.
To be honest, a combination of paid media, earned media, and owned media, is the best way to get the maximum capacity of your brand awareness campaigns and all of your marketing campaigns. When we say paid social media campaigns, it means, a method of displaying sponsored advertisements and messages on social media platforms. It targets a specific audience. Its main goal is to spread a kind of message you'd want the target audience to have, may it be, about building up or increasing your brand awareness or just featuring a new product or having an important event.
The most known samples of paid social media campaigns are pay-per-click advertising, branded advertising, influencer-generated ads, and display ads. Because of the proliferation and effectiveness of paid social media campaigns to different brands, social media platforms have dedicated services for this, such as Facebook Advertising (can be linked with Instagram Advertising), Houzz Advertising, LinkedIn Advertising, Twitter Advertising, and Pinterest Advertising.
But as a newbie in the eCommerce world and having just launched your online business, how to start and plan a successful paid social media campaign?
Well, let me help you today, friend! I'm going to give you eight easy steps to plan a paid social media campaign. Hypothetically, let's target on getting your brand identity out in the market and building up brand awareness, shall we?
Steps on Planning Out Your Paid Social Media Campaign
Step 1: Know your budget.
You must set aside a win-win budget for your ads. When we say, win-win, it means it's right for the prospect effectiveness of your ads, and at the same time, it's not leading you not to have any good revenue from your business anymore.
It's advisable to set aside 1/3rd of your funds for the bid levels of your ads to maintain competitiveness throughout the whole duration of your campaign. You can seek the help of many Ad Spend Calculators online to help you out in seeking a budget apt for your capacity and the kind of business you run. Or, I have a better suggestion, you can choose me as your mentor in determining your ads' budget!
Step 2: Be clear with your objectives.
What do you want to achieve with your paid social media campaign? For you to get the results you want, you should be clear with what you want to achieve. Do you want to have more likes and comments? Do you want everybody to talk about your brand and products? Do you want to have more followers? Do you want to get people converted to a content offer? These are the questions, you need to ask yourself, for you to pin down your objectives and create one final goal—the ultimate achievement you seek: is it boosting up your brand awareness?
I suggest you should write everything down so that it will be easier for you to plan out your entire campaign.
Step 3: Choose the right social media platform.
Is it Facebook, Instagram, Youtube, Twitter, or LinkedIn?
With your objectives and goal, it's important to choose a social media platform that would suit all of them. It might be also you won't do a multiple platform campaign to nail down your ultimate goal. But if you're a newbie in the eCommerce world, I advise you to just pick one social media channel that is currently your biggest source of leads and do your campaign there.
Step 4: Have a clear definition or picture of your target audience.
Go back to your buyer personas and know them like the back of your hands. For your paid social media campaign to be effective it should be built on one of them. So, it's important that when you built your brand, you have thoroughly researched and pinned all of the pivotal details of your buyer personas. These include:
Where do they live?
What is their age range?
What is their gender?
What are their interests and hobbies?
What social media platform are they most active on?
What are their pain points?
What are their triggers?
What are their lifestyles?
Knowing your target audience is part of the nitty-gritty details of your campaign.
Step 5: Determine the start and end of your paid campaign.
Determining how long your campaign will run is essential. Do you want it for a week or two? Do you want it for a month? You should set specific start and end dates around your paid social media campaign.
Always remember that the span of your paid campaign affects how effective it would be in achieving your goals.
Step 6: Create 'AD SET.'
This is a complicated step and can vary per platform. Paid social media campaigns highly rely on an auction-style method. And each social media platform requires a bid for your campaign to run. A bid is when you set the amount you are willing to pay to have your ad shown to your target audience.
A few social media platforms would tell you what companies are currently paying so that you can point yourself somewhere right in the middle.
After you've determined your bid on your chosen social media platform, it's time to upload your creative ads, which can be photos, video clips, click-through links, and even post-messages. Your ads will need to be approved by the social media platform first before you can launch your paid social media campaigns.
A tip from me to you: advertisements with more than 20% of the ad photo containing writing or copy will be denied. You should keep it focused on a photo as much as possible. Put the words in the message part of your post.
And you should remember the phrase, “Ad Camouflage,” it's when your ad should look like a regular post so that your target audience will click it, concealing your real goal which is to generate traffic and attention. In short, put authenticity and genuineness in your ads, and don't make it obvious that you're all for generating traffic, because this always annoys audiences.
Step 7: Run your paid campaign.
Finally, you reach this part! After your ad or ads have been approved by your chosen social media site, your paid campaign can be officially launched.
Once it's running, your ads will automatically be posted during your indicated campaign start date and time.
Step 8: Check and measure.
Always check the performance of your ads and measure their effectiveness rate. It will be of great help if you have devised metrics on how to measure the performance of your ads and your paid social media campaign.
With metrics, you're not guessing what's the impact of your online ads.
It's important to measure the performance so that you know what kind of content works, how to adjust your bid for the next paid campaigns you'll mount—is it going to be higher or lower—and how people perceive your brand—do they comment on your posts, what are their reactions.
After your paid campaign ends, you should come up with a report detailing your results and what will be your next steps or new steps in the next campaigns you'll do or in the similar campaign you'll mount again in the future.
Planning out a paid social media campaign is tedious and it takes some time. Surely, this requires you to have a strategic approach. Because in the end, you should have an ROI (Return of Investment) when your paid campaign is done.
And a lot of things can affect the results of your paid social media campaigns. The content and even the visual aesthetics of your ads can drive a particular campaign of yours to success or failure. Certainly, there are a lot of things to consider.
A paid social media campaign requires in-depth research too. So it pays to have good marketing research from the start of the conception of your brand and knowing your buyer personas.
The points that I've given out here can serve as your guide to establish your brand well in the eCommerce world. These can be always furthered and sure enough, I can be your mentor in assuring the growth and development of your business.
Ecommerce is hard. But with determination and the right mindset, surely you'll smoothly thrive. And oh, a good mentor is an asset too while you thrive!
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