6 Things Your Company Should Have in Place Before Starting Paid Social Advertising

By Brooke Tomasetti

You need more than just a budget in place before starting paid social advertising—that is, if you want your paid social campaign tests to have the best structure in place for success. Whatever platform or platforms you’re planning on allocating spend to, set yourself up for success by having these things in place before spending your first dollar.

1. Goals and Objectives

This should be obvious, but don’t plan your campaigns in a vacuum. Determine how the paid social platforms you’re using and the campaigns you plan to run fit into the organization’s short- and long-term goals.

It’s okay to not know exactly what to expect when testing a new platform or campaign or type of ad, but having high-level company goals to compare results to is a must.

2. Clearly Defined Buyer Personas for Each Platform

Has it been a couple of years since your team created your buyer personas? Now might be a good time to revisit your primary personas. Over time, you learn more about your personas and should update them based on what you’re learning. This is especially true when it comes to paid media, because you will always refer to your buyer personas when building audiences.

Negative buyer personas will help you determine who you don’t want to target with your ads. In some cases, it might make sense to exclude these users from the audiences you create.

3. Content that Your Buyer Personas Actually Want

It can be tempting to start doing paid social before you have an optimized landing page or site page to drive targeted traffic to. If you’re a startup and don’t have any data regarding which of your site pages or landing pages convert best, simply following best practices when designing or updating landing pages for your paid media campaigns can go a long way.

Already have a guide or other valuable piece of content for your primary buyer personas? Or have you been putting off creating one? Now would be a great time to get that ready to use with your paid campaigns. If you’re initially trying to prove that paid social is a viable channel for your organization, it’s an especially good strategy to have a valuable content asset in place to build paid social campaigns around. Be sure to tailor the content, landing page, and follow-up workflow to the specific buyer persona you’re targeting with the ads.

4. Optimized Landing Pages and Thank You Pages

We can’t stress this enough: It doesn’t matter how much-qualified traffic you send to a landing page if no one is converting on it. Before you spend ad dollars, audit your site—with special attention to your landing and thank you pages—and make any necessary improvements. Use heat mapping software to analyze visitor behavior and make informed decisions around page optimization.

Most importantly, tailor landing pages to the persona you’ll be targeting with your ad campaigns. This might include duplicating a landing page for each primary persona so that the copy and images speak directly to them. Your ad creative, landing page, and …read more

Read more here:: B2CMarketingInsider

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