How to cut through the social media noise
When there are so many people out there to market to, and multiple competitors targeting the same audiences, how do you cut through all that noise?
With a precisely targeted social media campaign that speaks directly to the exact people who really need the solution your product or service offers, and are ready to commit to it. That's how!
Sounds simple right...?!
Whatever your brand's niche, you will simply waste ad spend if you hastily pull together a blanket ad campaign targeting people who you think should want or need your product.
Instead, pause for a moment, and improve your return on ad spend by following these simple steps:
Identify the key problem your product solves, or the desire it meets, then build clear personas around this. How do the people who need your product act, what are their other interests, what’s their spending power etc? Be ruthless - once you've clearly defined, engaged and cultivated loyalty with your core audience you can expand on this later.
Research the social media platforms that these people spend their time on, and how they use them. Crucially look at the types of posts they engage with, the brand tone of voice they respond to, and how they like to be marketed to.
Follow your competitors closely and study how they are marketing their products. What are they doing right and what are they doing that misses the mark and you could improve on?
Stay true to your own brand tone of voice and use this to craft a campaign that speaks directly to your target personas. Great campaign copy will immediately address the problem/desire that your product or service satisfies, and will instantly pique interest, persuading the reader to keep engaging to find out more.
Ensure your campaign creatives are eye-catching, informative and include a clear call to action - your aim is to stop people mid-scroll to find out more.
Add retargeting audiences to your campaign, to capture those who have visited the relevant pages on your website, follow your social accounts, and have engaged with your previous organic posts and paid ad campaigns.
If that seems like a lot, it's true to say a perfectly executed campaign takes time to pull off!
But this upfront investment in time and research always pays off - once you’ve hit the ‘launch campaign’ button you can sit back (only very briefly mind) and enjoy the higher return on your ad spend.
Then as the results start to gather pace, it’s time to analyse these and iterate!
Sorry, the work is never really done... once your successful campaign is complete it's then time to then crack on with planning the next! 💪
If you need help, working your way through this checklist, identifying your brand’s key personas and how best to reach them, just get in touch!
