This is the launch of a series exploring the key campaign elements and associated strategies for a powerful digital marketing campaign, each integrating specific advice for crafting a Jebbit campaign geared for success.
This week is an immersion into the world of Paid & Owned Social. We’ll hone in on the nuances of display advertising next week!
Strategies for Paid Social Ads
This category encompasses paid Facebook ads and promoted Tweets among other platform methods. But why is paid social relevant when firms have been successful cultivating social media audiences with organic content?
Supplementing organic with paid social advertising is the reliable way to ensure a brand’s message is delivered. Brands must “pay to play.” Also consider a piece of wisdom from Jason Miller, the senior content marketing manager at LinkedIn:It is important and becoming more so because of the roadblocks firms are facing with organic. Today, targeting isn’t as freeform as it once was and going viral isn’t as simple as it was thought to be. The market is saturated with huge numbers of brands vying for consumer attention as well as the complication of an evolving Facebook algorithm. In a sales deck distributed to ad partners at the end of 2013, Facebook stated upfront: “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
“Relying only on organic strategies to drive results is analogous to hanging out with the same high school group your entire life. To grow, you have to expand beyond your immediately familiar community and break through to those coveted second-degree connections.”
Here are several elements to consider for your paid social strategy and to integrate with your Jebbit campaign:
Use Compelling Imagery
Whenever possible, use an image within your ad to increase your CTR and drive higher levels of engagement post-click. According to a study by Hubspot, social media posts with visuals get 120% more engagement, 53% more Likes, 104% more comments, and 84% more link clicks than other posts. An infographic by Wishpond illustrates this phenomenon.
Image choice is critical. Use fun images and fun content when applicable to create an emotional connection with your audience. A picture of a golden retriever may not align with your brand image, but use relevant, colorful photos as eye-catching, engagement-tools, not placeholders.
If you find yourself using similar messaging time and again, mix it up and keep the visuals fresh. Tailor your ads to current events, optimize for locality, and illustrate the incentive of new promotions.
Highlight the Incentive
Highlight the reward within creative and copy: the image you use as well as the text within the post.
The benefit should be made very obvious with a combination color, size, placement, and contrast. The incentive is vital to generating engagement. You need to snag a consumer’s attention immediately given diminishing attention spans and speedy scrollers: according to arecent study, the average attention span was 12 seconds in 2000 and has decreased to 8 seconds in 2013. The attention span of a goldfish is 9 seconds. You’ll get a few precious seconds, if that, to persuade viewers that what you offer is worth more of their time.
After attention is gained, difficulty to decipher or understand the finer text and the next step will quickly lead to abandonment. Make sure your text is clear, succinct, and actionable.
In a Jebbit campaign, simply state what’s to be gained, what they need to do to get it, and the link to get there
Keep it Short, Sweet, & Functional
Use a URL shortening tool to transform links into a URL that fits your social post. Long URL’s are distracting. Having a short URL is especially important for Twitter, where each character counts.
Reward & Foster Loyalty
According to a recent study by Ernst & Young surveying nearly 25,000 people across 34 different markets around the world, 40% of customers are loyal wordwide while only 25% are in the US.
With the internet breaking down barriers, competition for the consumer is fierce. Acts of generosity are one way to create and solidify emotional bonds. Nurture your followers and make them feel the two-way connection. Reciprocation is a natural inclination; these loyal fans can become your brand ambassadors.
Offer a reward to one lucky fan who retweets your social post. Perhaps a discount, a piece of company branded merchandise, or a digital giftcard. When conducting a Jebbit campaign, choose a participant to give an extra something in addition to the built-in reward. Instant gratification is a way for you to instantly delight your audience.
Leverage Your Resources
Broadening your organization’s reach and engagement in social media by encouraging your employees to retweet or link to your social posts and leverage their networks. Tapping into internal potential is a good place to begin to grow your reach.
Strategies for Owned Social
All of the above “Paid Social” tips can be applied to owned social, as well as these:
Use Branding to Drive Engagement
Brand the promotion in a creative way to drive increased engagement. Capitalize or cultivate brand recognition.
This will also create a more cohesive image of your company: in today’s world, selling your brand is just as important as selling your product.
Example: Rev Trivia, The Warrior Challenge, etc.
Fans respond more consistently when the social promotion is consistent (i.e. weekly basis). Erratic and infrequent promotional posts won’t be as effective.
Retain your place in the customer’s mindset and maintain your points of contact.Consumers are busy people that sometimes need a reminder and are more likely to participate if they can anticipate.
For more ideas see our blog post on Social Loyalty programs.