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Social Media Marketing for Businesses That ‘Don’t Do’ Social Media – Part 2

Social media marketing is a complex and oftentimes misunderstood process. In part 2 of this series we will be looking more in depth into how to set up tracking pixels, and creating paid social media campaigns. Don’t forget to read part 1 of the series to understand campaign goals, and the difference between paid and organic social media.

Preparing Your First Campaign

Congratulations, you’ve done your research and confirmed your goals – now you’re ready to start your first social media campaign!

Let’s start with Facebook, which allows you to set up a business account and post on your wall to your heart’s content. This is referred to as organic advertising, which in a nutshell means you haven’t forked out any money to do this. 

Facebook also offers businesses the opportunity to create an ads platform where you can create paid campaigns that target specific audiences, referred to as a paid social campaign.

Once you’ve created your business account you will be able to manage both your Facebook and Instagram profiles in the same place for easy access.

You can also add/remove permissions for third party organisations and agencies who might also be running campaigns on your behalf.

LinkedIn and Twitter offer a similar ads platform that allows you to segment your campaigns, and add budgets to ensure you don’t spend more than you were hoping to. 

Installing a Pixel 

The ‘Meta Pixel’, formerly known as a Facebook Pixel, is necessary to add to your website in order to see how many conversions you received and to create targeted audience segments, similar to Google Ads.

LinkedIn’s insight tag pixel and Twitter’s universal website tag work in similar ways where you are required to add either javascript or HTML code respectively to your website.

This can be a complex process for people unfamiliar with coding and should only be attempted by an experienced developer.

Facebook creates its own UTM parameters, which are simple to add to a Facebook campaign, and allows you to track your campaigns in Google Analytics – though this is not essential if you’re just running a brand awareness/traffic campaign, but we would still recommend being able to track a user’s journey from start to finish. 

Once you’ve got your ad account set up and your pixel tracker installed for your chosen platform- though we recommend using more than one (see part 1), you can now begin creating the content for your ads.

Choose the Right Type of Content

Facebook, LinkedIn, and Twitter all allow you to choose what type of ad you’d like to run whether it’s an image with a CTA, a short video, or a carousel.

It’s important to understand what type of content you think will work best for your specific campaign as well as the type of brand you are; a legal business doesn’t have much use for a carousel when they want their users to understand their litigation offerings, whilst a clothing brand won’t have much use for a single image ad when they’re holding a sale on a range of items. 

It is advised to run a couple of ads, at least in the first instance, to see what your users respond to the most. You might be surprised by the results! From our experience, video content is best on Instagram and Facebook, whilst Linkedin can be a mix of all media.

We recommend utilising hashtags on Instagram for growth, finding the most relevant ones in your industry (keyword research) and post about 10-15 below the caption, or in a comment on your post. This will ensure visibility and relevance when users land on your ad.

Don’t be Afraid of Failure

Time and again we see companies try one or two campaigns for about three months and then get frustrated when they don’t get the results they were hoping for.

There is so much more to running a campaign than the campaign itself, and you should take into account things like; the time of year you’re running the campaign, what users spending habits are like in general, how the economy is impacting their finances (like this year’s credit crunch), and whether your competitors are running similar campaigns. 

The most important thing to do is gather your data and make frequent adjustments to your campaigns and content even if it goes in a different direction to what you’d first envisaged. The most successful companies are those that can learn and adapt with the changing landscape. 

There are, of course, so many other factors that go into setting up a social media campaign and we’re happy to guide you through the process to ensure you get the most out of your budget and resources. Contact us for more information, and to discuss your requirements further. 

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