social media campaigns

When it comes to marketing and advertising, you’re often tasked with making something out of nothing, by doing more with less. Hence the article title and the focus on the potential of a social media campaign.

There was a time when big budgets were the norm and spending tons of money on advertising was the way to go. Not so much these days. Nowadays marketers and advertisers are told to do their jobs with lean budgets and tough mentalities, much to the chagrin of large advertising platforms, and that’s where the focus on a social media campaign becomes so appealing to marketers.

Gone are the days of national television campaigns being the main way to advertise. These days, big companies with big budgets to produce a commercial, buy the ad slot, and run it are the only ones who can reliably pursue this approach. The pricing and overhead is just too much anymore for the regular business to follow that approach.

According to the American Association of Advertising Agencies Local television stations typically charge from $200 to $1,500 to create a 30-second commercial. And the costs are only going to rise, as they do year in, year out. Look at the Super Bowl, the grand daddy of all advertising venues:

According to Kantar media, from 2006 to 2015 Super Bowl had generated $2.38 billion of network advertising sales from more than 130 marketers, making it one of the most valuable sports franchises in the US.

The average rate for a 30-second advertisement in the Super Bowl game had been increased by 76 percent during the past decade and reached $4.4 million in 2015.

Super Bowl Advertising Costs

{Source: Kantar Media}

Budget was the huge factor in keeping away small businesses from TV commercials, with events like the Super Bowl being all but inaccessible.

However, the rise of digital media had changed everything, which gives many small businesses the opportunity to leverage their business and advertise at a low cost. Many marketers have embraced the social media campaign as a means to decrease their marketing spending while also improving their reach; the value can’t be understated. According to Hubspot, 92% of marketers agreed that social media is important for their business, up from 86% in 2013. So the real question when it comes to a social media campaign must be…

Is it worth it?

Yes!

With a great brand, website, and product or service, social media can dramatically impact your sales. It can deliver thousands of relevant clicks to your website at a low cost, and increase your profit margin and ROI. Social media has given business the advertising power they have long lacked, for a much lower cost when compared to traditional advertising outlets.

According to recent research, it was found that social media advertising could be more than 10x cheaper than bidding on keywords through Google advertising. By using social media you can decrease your marketing expenditures and reach 1,000 people for a fraction of the cost of television and billboards. It performs the same functions of traditional advertising sources and more, but by leveraging social media, you can greatly improve your ROI and improve your reach.

5 strategies for social media success

Be Human

If you don’t want to lose your potential customers, then make sure that your interactions on social media are personable and genuine. Your customers always need real human interaction when they complain or ask question, and it’s just as important when they share their joy or happiness with you. Always make your customer feel that your social media channel is operated by an interesting, intelligent human being. In other words:

Be Real

You can make them feel good by saying hello in the morning, or share stories which interest them. Always remember that social media is a people-to-people platform for communication; be a person to your audience. If you can convey a human feel through your social media channels and campaign, then you will already set yourself apart from the countless others who don’t.

Prioritize The Channels

The most common mistake that social media marketers make is assuming that every social media channel they operate is same and requires them to be a part of it. You need to understand that every social media campaign and social media channel will operate differently, depend upon your business needs, and that not every channel is right for your business.

Twitter needs brief content that can be consumed on the timeline and garner a click-through with it’s quick message. Facebook needs fluffier, friendlier content for viewers and LinkedIn needs sharp and business focused content. Instagram is all image focused and actors to a younger demographic. All channels are different.

By Prioritizing the content into the appropriate channels, and understanding which channel and its audience is right for your business, you can cater to all of your potential customers’ expectations. Don’t be afraid to walk away from Instagram if your target audience doesn’t regularly use it. Only spend your time where it will yield results.

Focus On Your Customer

You need to give value to your customer, If you don’t, then you’re going to have a hard time getting the audience on board with your business. Without providing them value, they have no incentive to pay attention to you, let alone do business with you.

On top of providing value, you also need to communicate with the audience. In order to run a successful social media channel, not one single customer comment – good or bad – can be left unanswered. You must be vocal and interactive with consumers and engage with them regularly. Think when someone doesn’t reply your message, how did you feel about that? Exactly.

Ideally, your strategy should involve a first responder type role, an individual responsible for making sure every question or concern gets answered within a day. Remember, always treat your social media channels as an opportunity to display how fantastically you treat your customers; It will pay off in the long run.

Study Your Competition

Know your enemy, it’s an old tenet of war. It also applies to marketing. Every marketer follows this, because it can give deep insight into what the competition is doing and what ind of success they are having. A successful social media campaign does the exact same and for the same reasons.

When you take a time to check out your competitors, you can assess what’s working for them – and what isn’t working for them. You can then use their successes (or failures) as a template for your own campaigns. Paying close attention to your competitor’s on social media channels will give you a head-start with your own social media campaign.

Team Coordination

A successful social marketer is one who puts everything in place, but relies on feedback and ideas from the company to reach the best result. Initially, you might think that one person can do it all, but in reality that’s not usually the case. It’s a team effort.

If you have the resources available, then you should have staff working on content creation, content strategy, client interaction, and brand persona management. Once you have clearly defined the role of each staff member and their contribution to the campaign, you can ensure that everyone is working towards the same objectives.

Success stories

AirAsia Friendsy

Air Asia Facebook

AirAsia is a low cost airline based in Malaysia, with little brand awareness and a fiercely competitive market. AirAsia launch a social media campaign on April 10, 2012 which includes Facebook ads, a highlight Page post, new cover image and video post promoting once-in-a-lifetime opportunity.
The idea of this social media campaign was to showcase everything the AirAsia had to offer with a limited budget of $80,000. The brand developed a Facebook app showing a virtual plane, inviting fans to explore the features of the Airbus A330, including in-flight services.

The best part of this campaign, one lucky Facebook fan was given the chance to jump aboard and commandeer their very own AirAsia plane, alongside 302 of their Facebook friends.

The aim was to do something that no other airline had done before. The campaign of AirAsia spread like a wildfire generating 30% of Facebook fan base and 22k additional likes. The campaign also won gold, two silvers, and a bronze at the Brisbane Art Directors Club, running a close second to Best of Show.

Steps for small business to run an effective Facebook Ad:

The Facebook advertising platform allows you to place small display type ads in the right sidebar of Facebook page and profiles, or newsfeed ads. The ad platform is a vehicle used to funnel people from other websites to your own.

92% of social media marketer advertises, at least occasionally on Facebook, they consider Facebook advertising as a successful tool for their business. But there are still some businesses that spend few dollars on Facebook advertising and claim it’s not effective.

Firstly they need to understand that effectiveness of advertising depends on knowledge, skills, and experience with the platform. The more you advertise on a platform, like Facebook, the better you’ll get at it. There’s also various information and guides online that will help to educate you on the process.

Below are the few steps for small business to run an effective Facebook ad.

Step 1: Your Ad idea must be interesting.

Your Ad is not alone; there are thousands of posts by brands fighting over screen time on Facebook. Facebook has lot of competition for screen time, such as ads, trending topics, and friend suggestions in the right sidebar.

facebook newsfeed ads

In order to get any attention, your ad needs to stand out from hundreds of competing elements.So, you need to find a way to quickly get your message across and to stand out from large brands who spend lot of money optimizing their ads to get attention. The two aspects of your ad that garner your customers attention are:

Images

Images are the most important initial part of the ad, as they take up 50+% of the ad space and it’s the primary way to get your ad stand out from everything else on the screen.
In Facebook, your title and description have default font and color and they can’t help your ad to stand out from others. Images, however, contribute not only to your ad message, but it also help your ads to stand out from everyone else.

social media campaigns

Descriptions

Next is the Description, which is the second place the reader’s eyes will go. While this area won’t attract as much as attention as the image, it is just as important as it is the part of the ad that informs the audience and helps seal the deal.

facebook ad description

It’s important because it’s difficult to communicate a message in picture. The description must be in 2-3 lines, and worded in a way that makes the user interested enough to click through to your content or offer.
For e.g. “Get a copy of e-book for free” or “learn how to get a 200% ROI with social advertising in this post…”

Step 2: Right Image Size.

Have you ever encountered a situation with a cut off or squished type of picture when uploading an image online? That means the dimension of the images didn’t mesh correctly. This also applies to ad images.

For obvious reasons, this isn’t effective.

So, while using proper size of image won’t guarantee success, it is absolutely vital not to handicap your ad with a poor image. Because the images can be used in many ways and it also depends on which type of ad you run because some support larger images than others.

For these reasons, Facebook recommends a specific image size for each purpose:

best size for ad images

Step 3: Make your Ad Shareable.

Going Viral isn’t the easiest thing to do. In fact it’s very difficult. One has to offer great content that can possible lead to having your ad shared many times, which gets your ad in front of the people without paying for it. This is the goal, but there is no easy way to create a viral ad.

However, you can still benefit by making your images as shareable as possible. Images with a great offer in them are more likely to get liked and shared. The most popular examples are kids and pets:

Best facebook ad examples

You can’t always squeeze something cute into your images, but if you can you should go for it go for it.

Step 4: Spending The Right Amount on Facebook

Due to the shear number of Facebook users, in the billions now, advertising via Facebook has turned into a highly competitive game. While it takes some time and practice to figure out the best way to convert Facebook users into subscribers or customers, it can be helped along with spending money. While Facebook advertising is relatively cheap, that doesn’t mean you shouldn’t put your money into it.

Here are the few steps which help you to decide how much to spend:

Determining your bids: When you create an audience, you should have few different bidding options at your disposal:

  • Cost per click (CPC)
  • Cost per impression(CPM: Cost per 1,000 impressions)
  • Optimized CPM

CPC is the best bidding option when you are bidding per impression because you know where your ad will show up. Regardless of which option you choose, you’ll be able to set your maximum bid per click or 1,000 impressions. Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage.

facebook ads cpc

What you can also do is to have Facebook optimize your ad campaign for a specific event. For example, you can optimize for clicks on a link back to your website:

facebook ads cpc

You do need to be a little wary of this type of optimization, especially when you’re just starting out. If you optimize for clicks, Facebook is going to show your ad to users who click on things the most. These are usually the lowest quality traffic (but not always), because they’re always ready to click on the next thing.

Regardless of which options you choose, you’ll get a suggested bid range. If you’re brand new to advertising, start on the low end of this range. The lower you bid, the fewer impressions you’ll get, but it still may be enough for you. You can always increase your bids later.

There isn’t a definitive best bidding option, you should try them all out and see what works best for what you’re trying to achieve.

How much will you spend?

It’s stupid to spend hundreds of dollar per day until your campaign is profitable to scale. When you’re creating a Facebook campaign, you’re first asked to specify your maximum daily budget.

facebook ad budget

For newbie marketer, spending $5 per day is enough to start. It will give a good insight of your ad campaign in a few weeks, and will help you determine if the ad campaign is worth trying to improve. If the ad campaign is not performing well then scrap the campaign and start over. In time you’ll find that sweet spot for your ads and success will follow.





Generate leads with social media