Social media can be a powerful tool for getting your products or services to stand out from the competition. But not all campaigns are created equal. While some do a great job of acquiring customers, others seem to fly entirely under the radar.
So what makes the difference? A major factor simply comes from the way account managers set up their social media campaigns. As important as witty copy and engaging images can be, they will only be as effective as your strategy allows them to be.
1. Build up your organic engagement.
Paid campaigns have become increasingly important in light of declining organic reach across Facebook and other social media platforms. But this doesn't mean you should ignore ways to expand your reach with organic posts. While paid campaigns may help your target audience discover your brand, your organic posts are essential for keeping them engaged in the long run.
Case in point: Instagram Stories have become one of the most popular types of social media posts, particularly among Millennials and Gen Z-ers. In fact, studies have found that one-fourth of these users use Instagram Stories to discover new products and services. This organic posting method could be key in helping your brand gain new customers.
Research from Buffer indicates that brands can post twice per day on Facebook, and up to three times a day on Twitter before audience engagement starts to decrease. Rather than overwhelming your audience with a large number of posts, the key is to create highly engaging content and post it at the right times.
For best results, use your audience insights to get a clear idea of which types of posts most resonate with your customers. Digging into profile data specific to your audience will help you identify which content to prioritize for the future.
2. Reduce the number of campaigns you are actively running.
More campaigns aren't necessarily a good thing on social media -- especially if you are operating on a tight budget. Some campaigns end up targeting the same individuals over and over again, resulting in ad fatigue that reduces their effectiveness.
Research from KlientBoost has determined that most brands should run a maximum of three or four campaigns, with each campaign focused on groups in different parts of the sales funnel. In its case study, the single action of taking a client from six campaigns with 24 ad sets to four campaigns with nine ad sets led to a 40 percent increase in revenue and 20 percent more ad clicks.
Too many ad sets will spread your social media spending too thin to have a meaningful impact. Reducing your campaigns and ad sets allocates more of your budget to each campaign so they can achieve a wider reach with the intended audience.
Fewer campaigns will require less time to track, making it easier to identify whether they are performing as expected.
3. Increase the power of retargeting campaigns with Automatic Advanced Matching and Dynamic Ads.
A Little Data study of more than 1,100 e-commerce stores found that the average conversion rate sat at a mere 1.4 percent. This low conversion rate relates to a fundamental marketing truth: Customers will rarely make a purchase the first time they engage with your brand.
Because of this, your ability to successful retarget customers through your social media campaigns can serve as a powerful reminding tool that guides them through the rest of the sales funnel.
Facebook's Automatic Advanced Matching links with its pixel tool to collect additional information from form fields on your website -- even email signups or landing page forms. It leverages this information to create bigger and more accurate custom audiences, while also helping you improve campaign conversion rates.
When paired with Dynamic Ads, this tool can be even more powerful. Perfect for e-commerce sellers, these ads deliver personalized content based on the products a customer was looking at while browsing your site. This serves as a helpful reminder of the products they've looked at, or it can highlight similar products that they are likely to be interested in.
As just one example, a 2019 Aeropostale campaign using dynamic ads helped the company double its conversion rate and achieve 3.7 times as much revenue as the prior holiday season.
While these tactics can streamline your social media efforts, this doesn't mean you can let social become a "set it and forget it" part of your marketing. By continuing to analyze your outcomes, introduce new campaigns, and make adjustments based on your audience's engagement levels, you can continue fine-tuning your social media marketing to grow even more.