The first step, as with any marketing,Â is to define your campaign objectives. You also need to know what success is and how much to pay for it. Some small businessesÂ have no idea about their CPA (cost per acquisition) or CPO (cost per order) but you do need a ball park figure. Through the process of delivering your marketing you can start to see which channels are delivering at what price. Take this in aggregateÂ and you get your “Blended CPA.”
2.Â Set up your Tracking and Reporting
Google analytics can tell youÂ twitter may have driven a sale but you wonâ€™t know which ad worked for you.Â This can be done through pixel tracking; a piece of code generated by the advertising platform which you embed on your site. Crucially, it enables you to retarget your site visitors on the social channel too. GetÂ your reports set up too before you start so you canÂ monitor on the fly.
3.Â Be FamiliarÂ with your Audiences & Targeting
The beauty of using social media is the ability toÂ target very specific audiences which your small business may have interacted with already. Either onÂ theÂ social channel, on your site, by email or if youâ€™ve gathered mobile numbers. Â Think about lookalike audiences where you expand your existing audiences too. Layer all the demographic targeting, location, interests, education, etc on top you can really start to get pretty tight with who youâ€™re targeting.
4.Â MakeÂ your Creative Stand Out
Getting the creative right is the most important part of your campaign.Â If you do use video, make sure you overlay with appropriate copy in case the sound isÂ off. Â There are some great ad formats available on Facebook including Carousel and Canvas and they are constantly evolving with new features. If you do use these, think about the overall story youâ€™re telling. Â Make your call to action clear in the text or within the imagery to drive your objectives and results.
5.Â Campaign Set Up, Testing & Optimization
Youâ€™ve defined your audience, creative and calls to action, now itâ€™s time to finalizeÂ the test campaigns and do end-to-end testing.Â Go through the user flow (on a mobile if thatâ€™s what youâ€™re targeting) from clicking on the advert in the social channel, landing at the destination and taking the desired steps. Â Check on the social network the tracking is working andÂ the data on your side, deciding the timing for launch,Â pressing go on yourÂ test campaigns, monitoring, tweaking, upping spend on better performing campaigns and reducing spend to find your sweet spot.