16 Oct 2015 How to maximise social campaign conversions Business
Every marketer wants to maximise the impact of their campaign and get the best possible return on their marketing spend. Here are three tips for getting the most out of your campaign in social media:
1. Tweak your campaign regularly
One of the appeals of running a campaign in social media is that it can be tweaked and adjusted on a regular basis to optimise performance. This allows you to experiment in ways that would be unimaginable in other marketing channels such as print advertising. Don’t be shy of trying new things with your campaign and running experiments to optimise it. For example, run social split tests of your campaign to different audience segments and see which performs best. This could be as simple as trying tiny creative changes, such as adjusting a single word.
The most successful marketing teams are those that learn all the time. It may surprise you what works and what doesn’t, so keep experimenting.
2. Watch for new features
Social media changes fast. While new platforms can quickly emerge and become popular, established ones also offer new features on a regular basis. Few brands running a Twitter account are even aware of the campaign tools this platform offers. For instance, Twitter cards allow you to attach rich photos, videos and media to your tweets. These enhanced features are designed specifically to improve conversion.
3. Target carefully
Carefully targeted campaigns are the most successful ones. Social media offers marketers the chance to segment the audience for their campaign with much more precision than is available in other channels. Facebook allows you to segment by demographic information and by other information, such as interests. This allows you to reach the right audience for your campaign. Maximise your conversions on social media by tailoring your message to its audience. This doesn’t even have to be done via paid advertising. Brands with both a UK and US audience posts content for the US audience at a different time to the UK audience and lets the time zones do the segmentation for them.
A few other things to consider
If you haven’t already developed some personas for your marketing team to use, it’s a good idea to do so. Personas are a sketch of the kind of person your audience is made up of. If you’re a company that sells children’s’ clothing, you might have three or four personas, which may include a 30-year-old budget-conscious single mother who’s prepared to shop around for the best deals, an indulgent dad in his early 40’s that’s shopping for gifts with a generous budget, and a time-poor working mother of three who needs to get holiday clothes in a hurry. Having these kinds of people in mind as you create your campaigns will help you understand who they are likely to appeal to and will enable you to maximise conversion based on their specific needs and constraints.