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ABOUT

Social Media Advertising - Campaign Focused.

Looking to run a social media advertising campaign with a clear objective?

We will fully customise a plan that fits your business objectives with a tailored advertising solution that we will implement on our subject social media platforms. We are platform agnostic, which means we will strategise the right social media channel for our campaign.

We Are Platform Agnostic

Core Focus

01
01
The Creative

The content we use or create will be our main point of attraction. Having a well-thought creative aspect is our point of difference when advertising

02
02
Platform Placements

We will identify which platform is best suited to a primary goal which will enable us to optimise your results with a clear outcome.

03
03
Identifying the Objective

We will find the objective that best suits your goal. What will be the purpose of our advertising campaign? Is it sales? Traffic? Conversions? Conversations?

04
04
Data Collection and Analysis

Collecting as much data as possible to further optimise our next steps within our campaign. We will learn about the culture and behaviour of your target audience.

FINDING THE OBJECTIVE

Identify Your Objective
and What You Want to Achieve

Nail your advertising campaign with a clear end in mind

When it comes to advertising on social media, there are a number of key steps necessary to achieve an optimal outcome. Advertising your product or service without a clear objective is like putting up a billboard in the amazon hoping someone will see it. The reality is, most businesses have very vague objectives which is why marketing on social media can be a disappointment.

In order to get the best outcome, it is essential that identifying a clear objective with specificity will bring very little to none disappointment.

THE FORMULA

Finding the Winning Ad
- It’s All About Testing

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Variable Split-testing
Variable Split-testing

Building multiple ad campaigns, single ads, and ad-sets with diversified content and creative.

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Leverage Winning Ad
Leverage Winning Ad

The ad that receives the best results will be the building block for future ad campaigns.

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Sharpen the Saw
Sharpen the Saw

We continue to improve our current methods by optimising the winning ad and create new assets that are alike.

Advertising Vs Marketing

Advertising is a function of marketing which represents one component. It is used by companies to promote or sell products and services. In essence, advertising is a way of influence on buying behaviour.

  • Advertising focuses on creative positioning and media.
  • Advertising spreads brand awareness and what is ultimately on offer.

Marketing, by contrast, is much broader. It refers to the means of communication between a company and its target audience. It is an activity that allows the exchanging of an offer for information that leads to a point of sale.

  • Falls within the 4 P’s - Product, Price, Place and promotion.
  • Marketing is a technical process which takes a consumer from point A to point B.
TRUST FACTOR

Build Trust and Recognition With a Meaningful Message

Create a strong connection with your audience by establishing something meaningful and relatable that your target market can connect with.

By capturing your target market’s attention you automatically create instant opportunities whether it’s a sales opportunity or awareness opportunity. Coming up with shareable, likeable and meaningful content spreads like crazy and can imprint into the minds of others, convincing them you are the ‘Go to’.

Brand Building

Establish a recognizable brand that people can feel emotionally connected to. Build a relationship with meaningful creative.

Engagement

Create a strong connection by interacting with your target audience. Nurture what you capture and strengthen the rapport.

Conversions

Take the opportunity to offer something special and convert your audience into a paying client/customer.

CONVERSIONS

Nurture Your Data With the Intent to Convert Into Sales

It’s one thing to capture a lead but another converting it into a sale which is why nurturing your leads (database) is most essential when marketing on social media.

Depending on what your offer is, will depend on the nurturing process. Some offers can give very little nurturing whereas others are quite lengthy. It’s important to understand the psychology of consumer behaviour and what makes people buy into a product or service.  

FAQs

Social Media Advertising

What is social media advertising?

Social Media Marketing and advertising is the use of social media platforms to engage and communicate a unique offer or a message that allows consumers to connect with. Platforms such as Instagram, Facebook, TikTok, YouTube, LinkedIn and Snapchat. SMA, Short for Social Media Advertising is about establishing a meaningful connection with your targeted audience. The reason why social media is a popular marketing method is mainly because of its affordability and versatility. 

Different social media platforms hold very different marketing objectives and one of the most commonly used channels is Facebook. It currently holds the most users from a social point of view and has the most amount of advertising dollars spent on it. However, in saying that, it may not always be the most effective for achieving your marketing objective. 

Instagram advertising, on the other hand, is growing rapidly fast with users having more targeted interests that are proving better returns on investment from a branding and sales perspective. Instagram’s features are very different from Facebook. Users are spending less time reading and viewing content and browsing at a faster pace. For instance, Instagram stories is a popular ad placement for advertising your product or service.  Given that Instagram is owned by Facebook, the metrics and targeting methodology fall under the same umbrella. There are different methods in marketing your product and service on these social media channels. Some ads can be run as traffic, lead forms, conversions for your online store, video views, brand awareness and many more. 

Marketing on LinkedIn is also very different from Facebook and Instagram as it’s main demographic is ‘professionals’. This means it is less social and more work/business related (professional). Marketing initiatives for LinkedIn won't have the same metrics or content appeal, so it’s crucial to diversify your advertising objective for the different social media channels. 

TikTok is growing each day and very few businesses have not yet taken advantage of the cost-effective advertising measures it currently holds. Running marketing ads on TikTok is a lot like Instagram and Snapchat. The user demographic is a lot younger than Facebook users, however, the reach is far more targeted. The marketing material and objective used for TikTok will need to be highly curated and seamless so users don't feel bombarded by click-bait ads. 

There are a number of social media marketing strategies your brand can utilise solely. But with a solid strategy and serious investment, it’s essential to have all components of your cog in the  wheel.

Lastly, if your company isn’t marketing or advertising on any of the social channels, it is more than likely to be under threat with competitors taking advantage. It’s a survival game, not an ego thing. Businesses build their reputation via word of mouth, so does social media. It’s a word of mouth strategy.  

What are the different types of social media advertising?

There are many forms of social media advertising that point towards different objectives and goals. Some businesses seek a sales funnel while others look for brand optimisation and lead generation. Advertising a service has a unique approach while advertising a product is black and a white.

For advertising your company’s services it requires a careful breakdown of what the potential customer’s pain points are. Reverse engineering the buyer’s journey to a point of an introduction is key in finding what your offer and process will look like. 

So to put it simply, for a service-based business, you will need to identify all of the current pain points a customer goes through along with the customer journey from inception right through to a contract conclusion.  

With regards to selling a product, your ad will need to have an extensive funnel map directing the customer from the point of awareness to a sales followed by up-selling. 

Here are some examples of different types of ad objectives you can run; 

#1 Website Traffic 

#2 Brand Awareness

#3 Messenger 

#4 Lead Generation

#5 Direct Conversions 

#6 Video Views 

#7 Swipe up Stories

What type of ad should I run for my business?

This will all be subject to your primary objective. Identifying what type of objective you are wanting to achieve on social media will determine the type of ad you need to run for your business. 

Ideally, most businesses will need to assess the customer journey and conversion processes that their business runs off. 

To put it simply, it is always best to follow this step-by-step process.

Get your brand noticed - This is the brand awareness phase of your ad campaign. It is also your audience building component which is essential for targeting the right people down the track.

  1. Provide value - Give your audience something useful that they can interact and engage with that will remind them of you. 
  2. Create an offer - Now that you have built your audience and have engaged with your target market, you will want to offer them something unique that they can exchange with. This can be a promotion, sale or complimentary offering.
  3. Nurture for a conversion - Here you will need to put a lot of effort to ensure that the potential customer is taken on a seamless journey to the point of sale. 
How much money should I spend on social media advertising?

This is without a doubt the hottest question out there and it’s asked quite a lot, however, the reality is, there is no true price point for spending money on ads.
Advertising on social media has a wide scope of variables to consider. For example, running Facebook ads alone can cost as little as $10 per day right up to $2000+ per day. However, this will all depend on the type of offer, creative, ad placements and targeting. 

If a business is already generating tons of traffic on its website, a simple retargeting and branding ad could be a highly cost-effective approach. If you are already spending thousands of dollars on Google, then that traffic can be converted from Facebook and Instagram. This is what is called a “Pixel integration” 

On the other hand, if you are starting from scratch, your brand will need to be established first before pushing offers and promos to a point of sale. This process, of course, is much more costly and time-consuming.

Of course, this is subject to your main objective. Different types of ads will come at a different cost compared to one another.  In most cases, well-performing ads will end up costing less than ones that aren’t performing great. Facebook and Instagram will recognise this and treat higher-performing ads better than those that don’t. So it is essential to optimise your running ads on a regular basis to ensure that you are not overspending. 

In a nutshell, you are looking at an investment in the vicinity of $5 to $3,000 per day.

How do I measure ROI in social media?

This is one of many controversial topics within the social media marketing sector and has been tough on many marketers for years. The question is, how does one work out the ROI of social media? 

In essence, ROI (Return on Investment) is a financial term for finding out what gets spent vs what gets returned.  Let’s say you spend $1,000 and you earned $3,000: ($3,000 - $1,000)/$1,000 = 2, or 200% ROI. This means for every dollar spent, $3 comes back. 

ROI is challenging for a lot of marketers, especially social media marketers to understand and track. The reason being is primarily because marketers don’t have a firm understanding of what they are spending vs what is being earned from a company’s perspective.  Whilst this calculation is simple and mathematically obvious, there is a lot more to what goes into it as there are so many moving parts of the equation. 

Without going into too much depth, ROI can only be effectively measured from an entire income and expenditure point of view. This means that expenses such as operating costs, wages, subscriptions, software etc are factored into the equation alongside many other cost-bearing initiatives to achieve income for a business. 

To learn more about how ROI works, either speak with a consultant at Bound By Story or alternatively visit our blog section for more information.

Who should I target when advertising on social media

In an ideal world, you would want to target everyone, however, you should only be targeting people that are interested in your products or services. 

The best way to find your target market is to assess who your current demographics are and implement that data into your targeting metrics field on the ad platform. If you are a new business, the quickest way to find this is to run a very broad targeted ad which will capture data on those who are most interested in your services or products.

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