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Here are our Top 8 Tips for a successful digital media campaign….
Before we get started, let’s talk the big ‘S’- Strategy. Creating a strategy is key to running successful digital advertising campaigns, and require time, planning and forward thinking. The strategy of any campaign needs to truly champion your brand’s USP’s (Unique Selling Points) and your brands story. It’s best to think how your top-selling products serve your audience, instead of you describing how you would push them to market. Ask yourself a few questions, Why would customers want to buy these products? How will it help improve or benefit their lives? What makes your products remarkable and unique to any other products on the market today?
This kind of strategic thinking will help your brand stand out above the rest. Smaller businesses need to put in even more work to compete with bigger brands!
Let’s break this down further.
Top Tip #1
Define your audience.
With your strategy, you need to clearly define your audience, understanding where your shoppers shop, how old they are, what their interests are, what their pain points are, where they would be most likely to shop, what day of the week they would usually shop. These questions help you create social profiles and clarify your niche market, ensuring your advertising is highly targeted and effective.
Be sure to be very specific with your social profiling, because too broad of an audience, is not going to drive quality interactions with your brand. Narrowing your target market will ensure your adverts are speaking to the right audience, to the people are mostly like to buy your products. This contributes to increased engagement, revenue and customer loyalty. Importantly, this also affects the affordability of the campaign.
Top Tip #2
Your USP’s must shine.
When it comes to choosing the specific products you wish to advertise, make sure you base it on your product’s Unique Selling Points. For example, its’ wide range, uniqueness or attractive price. You need to provide information in your advert that really highlights these benefits and uniqueness, to help drive results and engagement.
It is usually advised to focus on your best-performing products. These will be your best sellers by nature and will drive the highest conversion rates.
Top Tip #3
Do your research!
You need to stay on top of trends and competitor activity. Get to know how your competitors are positioning their products on the market and see if you can do it better with your offering and/or copy. It will help to inform and enhance your own marketing strategy for better results.
Ensure the keywords that you've chosen and the copy you've provided are highly relevant in a saturated, competitive market. Google will reward you with lower cost-per-clicks if your quality score is good.
Top Tip #4
Creating an advert.
For Facebook Ads, your posts need to contain several images, a description, a call-to-action and link to the site or product page. If you can add in a potential promotion and the product benefits too that helps drive performance but remember to keep it brief. If the advert is too wordy, and long, then people will just scroll past it. It needs to captivate your audience quickly and efficiently. If you can hold their attention for the first three seconds, you have a higher chance of successfully delivering your message.
There are plenty of ways to create efficient campaigns, either by creating a number of different advertising sets within one campaign for A/B Testing. You can also use Carousel Ads for example, which are a good way to use multiple visuals to help deliver the message like using 10 beautifully-aesthetic images of your products. An important metric is achieving as high as possible click-through-rates, to do this your images need to be attractive visually. One strategy is using carousels with a lifestyle image featuring your products in a curated lifestyle environment followed by bright and clear close-up shots of the product.
Top Tip #5
Use Call-To-Actions (CTA).
You want to tell your shopper directly what to do next after reading your advert. Try to be specific with your Call-To-Actions to encourage the necessary next step. For example, Shop Now, Call Now, Learn More all drive customers to your website.
Creating a sense of emergency can be very effective, for example you can tell your shopper that they have only today to shop, or for a limited time period only, or a special offer is available. These call-to-actions encourage an immediate response from your shopper, compelling them to shop now or risk losing out.
Top Tip #6
Enhance your website.
With digital advertising campaigns, you pay for each customer that click’s on your advert. With every click, comes a new user to your website. This is good news! The not-so good news is that it can also eat into your budget, for example the user clicking through can land on your website and leave straight away, because nothing caught there attention, it wasn’t quite the page they’re looking for or your website is not easy to use. Each click has to count and people should know exactly what to expect when they land on your website. This comes to down to ensuring your website is user-friendly, offers a seamless journey and experience, is responsive (meaning optimised for mobile) and that your website offers exactly what you said you’re in your advert. If not, the user will bounce away, and it would be precious budget wasted. The key is to reduce this bounce rate as much as possible - A high bounce rate is anywhere in the 70s or higher in conjunction with low conversion rates.
Smart digital campaigns work very well too, so ensure that you have a Google Merchant Centre to have your products listed on the shopping aspect of Google to drive both organic and paid growth. Google Merchant Center lets you manage how your in-store and online product inventory appears on Google. This helps feature your products in front of thousands of shoppers on Google globally.
Top Tip #7
Try Re-marketing. You know, the cookies that follow you around. Not literally, but kind of.
Remarketing on Facebook is a powerful marketing tool in every smaller businesses digital campaign.
Remarketing is an excellent way to connect with people who previously interacted with your website, or Facebook page and have shown interest in your products but have not yet purchased from you. This happens a lot, you browse through a site, choose a product you want, go right to through to payment, and then you get distracted, or decide you’ll do it later, or maybe you want more time to think about it.
A remarketing campaign can use a Facebook Pixel or link to your Facebook page, and enables you to place your adverts in front of these people as they continue to browse on Google, or other websites, reminding them to come back to the website to complete their purchase.
Linking your catalogue to the Facebook ad account is very useful for abandoned cart remarketing and is an excellent way to increase brand awareness, traffic and sales.
Speak to us here on live support if you want more information on Re-Marketing campaigns.
Top Tip #8
Timing and budget matter.
Lastly, you’ll want to ensure you have a clear idea of the budget you wish to spend on your advertising campaign and over what period. It is critical to run your campaigns over a minimum of a 3 month period to gather meaningful insight and data into your campaigns, to better run your future campaigns.
Apportion at least 10% of your budget to engagement campaigns, even if you're looking for sales or traffic only. The benefit is that shoppers will be getting in touch with you directly and you will be boosting sales at very low costs compared to traffic and conversion campaigns. Then, as your engagement audience starts to build, more powerful remarketing strategies can be employed. Plus, with this plan, you’ll slowly be building your community on social media.
To finish off, manage your expectations for campaign performance.
In the beginning, there is a lot of testing and optimising taking place. You need to allow for machine learning, warmth of the pixel to gather data to be able to optimise, as well as trying new creative and testing new audiences. The more engagement and sales data you gather, the better results for the future. Budget is never wasted on gaining this kind of knowledge, and just helps on future digital campaigns.
And hey, when it comes to managing expectations and holding your hand through the process, that’s what we’re here for……
We at Bambuuu create bespoke strategies for smaller businesses within minutes, using all of the above and our experience in achieving results for our customers. We utilise years of data and leverage it to define your audience and provide the best strategy for your business.
We simplify the process of creating advert’s and A/B Testing different content with our easy-to-use platform, making it simple to add Call to Actions and provide a platform for your Unique Selling Points to SHINE.
Our premium service includes Facebook Pixel set-up and Remarketing campaigns, helping make your budget go further.
Come and see us today, and get 50% off our fee with Bambuuu50, or chat to us on Live Support.