How to Get Real Value from Social Media Campaigns
How many times have you clicked on a social media advertisement just to be taken to a link that doesn’t really give you what the ad promised? I can’t tell you how many times I’ve clicked on a sponsored post, only to find myself on a company’s home page instead of the page where I can purchase the pair of boots that caught my eye. Instead of searching for the product, I usually return back to my feed and continue scrolling. Meanwhile, the company may have received some extra traffic, but they did not get any true value out of their advertisement because I didn’t make a purchase.
Social media ads and boosted posts can be a great way to generate traffic to your website or gain new contact information for potential leads. However, if you are simply creating ads or posts with no clear pathway for leads to follow, you will not see a large return on your time and resources.
The best way to get real value from your social media campaigns is to guide your leads to the answer to their problems - YOU!
How to Solve Problems and Provide Value
Any marketing campaign should start with these four steps to ensure success:
- Buyer Persona
- SMART Goal
- Simple Pathway
- Exchange of Information
These steps should be applied to any campaign you create - be it social media, email marketing, paid search, or anything else.
When you are specifically dealing with social media, there are three elements that must be present in your campaign:
1. Attention Grabbing Offer
If you’re following the four steps to a successful marketing campaign, you will have created a buyer persona for your ideal customer and a goal to be reached by the campaign.
In addition to these two elements, each campaign you produce must have a specific offer, deal, or promotion. This offer should be tailored to answer questions or solve problems that your ideal customer determined by your buyer persona may have.
By requesting or downloading the offer, the lead should be giving you whatever information they need to reach the predetermined marketing campaign goal.
This offer could be anything from a contest or giveaway, a free ebook download, a coupon or discount, or even an informative blog post. The real purpose of the offer is to give your visitors and leads a reason to provide the information needed to accomplish your goal.
By developing offers that allow you to reach campaign goals, you will be on your way towards creating a valuable social media campaign.
Whatever campaign goal you choose, you should ask yourself these three questions:
- What problem does my ideal customer have?
- How can I solve it?
- What offer will grab their attention so I can solve their problem?
By doing this, you will be able to develop an offer that will allow you to take the next step towards reaching your goal and creating a valuable social media campaign.
2. Enticing Call to Action
After you have developed an attention grabbing offer, you need to inform your leads what the next step will be for them. This typically involves a call to action, which will tell your leads what the next step is to receive their offer and how to do it.
For example, if your offer involves a downloadable ebook, you want to make it very clear that they need to click on a certain link to download that offer. To do this, you would add a button or a link that says “Download now” or “Get my eBook.”
Some tips for creating an enticing call to action include:
- Using a verb in the text (ex: download, get, click, view, shop)
- Including instructions in the text (ex: download now, click here, shop now, learn more)
- Draw attention the the CTA using a photo, media, contrasting colors, fonts, or text site and more
- Be specific with what you want the lead to do (ex: sign up here, download ebook now, learn more today)
- Don’t make your lead search for the CTA, put it in a prominent position (ex: above the fold as opposed to the sidebar)
By using these tips, your CTA will not only stand out, but it will serve its purpose - to guide your lead to the next step of your social media campaign.
3. Campaign-Specific Landing Page
Once your lead has decided they want your offer and they have clicked on your CTA, you must take them to a landing page that is specific to your social media campaign.
Each campaign you develop, whether it be an email marketing campaign, a social media campaign, a paid search campaign, or anything else, must have its own dedicated landing page.
The reason behind this goes back to the steps for a successful marketing campaign. Your overall goal for any marketing campaign is to create a simple path for your leads to follow from start to finish. You want to remove any friction and guide them to the exact place you want them to be.
At this step, businesses often direct leads to their website home page or even a product page. However, this is not typically the best way to create a frictionless path for your leads. You want to instead take them to a landing page because it will have every piece of information your leads need in one place.
They will not have to search through your entire website or scroll past other products to find what you’ve offered them in your advertisement and call to action. Since everything they need is on one page, they will have less incentive to leave the page before converting and it will remove all the distractions they would find on your website.
Some tips for creating specific landing pages that will convert leads include:
- Briefly restating the offer and any important information
- Removing navigation to encourage the lead to finish the transaction
- A way for your lead to give you information (a form, a comment box, etc.)
- Images, media, animation, or other attention grabbing elements
Remember, this landing page is not designed to take a large amount of time to read. Only put the necessary information that your lead will need to feel secure in receiving the offer from you by providing the requested information.
How to Follow Up After a Successful Conversion
Once your lead has exchanged information with your through your landing page, you have successfully converted the lead! Congratulations, you have created a social media campaign that has provided value in the form of a new lead.
Now, be sure to follow up with that lead to work on closing them as a customer! You could enter the lead into a nurturing campaign, assign a team member to follow up personally with the lead, or even add them to a specialized audience list for more targeted advertisements in the future.
The main goal is not to let the lead grow cold. You have put in the time and effort to create a valuable social media campaign with a clear and simple path of an offer, a CTA, and a landing page.
While this creates a valuable social media campaign, the true value lies in what you have gained from the campaign - a lead. Don’t let that value go to waste by not continuing to follow up.
The best way to see true value from your social media campaigns is to target the right audience. Learn how to target the right audience through a buyer persona here:
Written by Amy Silberman
Client Success Manager