paid social campaign

Five Steps To A Successful Paid Social Media Campaign

Conducting a paid social media campaign during the holidays is essential for businesses. With Christmas only a few weeks away, now is the time businesses will be looking to boost their brand and hopefully increase their campaign awareness.  With the current pandemic, online shopping has soared through the roof and shopping over the holidays will surely set new records.  For this reason, concentrating on paid social campaigns is key for businesses right now.  With so much competition out there, you need to make sure that your brand messaging stands out.

Below are five steps to a successful paid social campaign

Step 1: Determine your paid social campaign goals 

When it comes to creating a goal for your campaign, using the S.M.A.R.T goal framework is helpful.  Through this framework, you will be able to come up with a clear goal that is both achievable and relevant.

  • Specific –  Figure out exactly what you want to achieve with your social media campaign.  Is it higher engagement? Increased number of followers? Be as specific as possible.  Even include exact numbers.
  • Measurable – You need to be able to measure your progress.  You must have a metric that will tell you whether your campaign has been successful or not.
  • Attainable – Whatever goal you choose, it must be something that can be realistically achieved.
  • Relevant –  The goal you choose should be a stepping stone towards reaching your overall larger goals.
  • Timely – Every goal needs a timeframe.

There are also other important details to consider when coming up with your goal:

  • Determine your budget.
  • Who is your target audience?
  • Choose the right platform that will best suit your campaign.

Step 2: Learn about your audience

You must know who your target audience is and what type of content they want to see in order to have a successful social media presence.  You want to create content that they will like, comment on and hopefully share with their friends.  The ultimate goal here is to make your followers into long term customers and fans of your products/services.

Here is what you should know about your target customer:

  • Age
  • Location
  • Income
  • Job/Industry
  • Interests

Once you figure out the needs and wants of your followers, you will have the key information you need to engage with them on social media.

Step 3: Check out what the competition is doing

Looking at what your competitors are doing on social media will provide you with key knowledge.  You want to conduct a competitive analysis which will provide you insight into what is working and not working for your competition.  See what platforms they are on and which they are not on.  This may provide an opportunity for you to reach an underserved community rather than trying to get the focus of your competitor’s fans.  

Using social listening is another key way to gain insight to what your competitors are up to.  Look up their information (company name, account handles, and other relevant keywords) on social media and see what type of content they are sharing and how their followers are engaging with them.

Step 4: Choose the type of content to share  

So what will you share with this paid social campaign?  Content is key and you need to decide what type of content will resonate with your audience.  Is it a short video on Facebook and Instagram?  Here are some content ideas:

  • Try influencer marketing – Do some research to determine who are the influencers in your niche.  Just be sure not to shy away from those with less of a following.  Micro influencers with less than 10k followers have just as much influence, if not more, than those with 100k followers.  You will help to increase your fan base and reach.  
  • UGC content- User-generated content is some of the best performing.  Running a contest is one of the most successful ways to use this type of content.  People find them engaging and enjoyable.

Step 5: Do an audit of your paid social campaigns

Once you get going with your social media efforts, you need to monitor how it is going by conducting a social media audit.  You want to ask yourself these questions:

  • What is working for you and what is not working.
  • Are you getting the engagement you would like to see?
  • Are you reaching your target audience with the  platforms you are using?
  • How does your social media presence stand up to the competition?

Once you gather this intel, you will be able to conduct an audit and see where you need to make adjustments to your paid social campaign.  If you find that any of the platforms are not serving your ultimate goals, decide whether it is worth keeping as a part of your overall marketing strategy.

Here are some questions to ask yourself:

  1. Can I reach my target audience here?
  2. How are they using this platform?
  3. Is this platform helping me reach my goals?

Asking these questions will help you keep your strategy focused.

Final thoughts

Social media is constantly evolving and your business will evolve right along with it.  This means that your social media marketing strategy is dynamic and will require you to make adjustments as needed.


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