Using conventional marketing methods, you need to plan for months for any upcoming advertising campaign for your business. Unfortunately, a lot can change in the intervening period. It can result in lost marketing opportunities and missed targets.
However, online social media technologies like Facebook and Instagram allow you to launch your ad campaigns in minutes and easily reach a broader audience. Recent survey data indicates that Kenya has over 11 million social media users, most of whom are on Facebook, Instagram, and WhatsApp. Thus, this is a gold mine waiting for you to exploit as you attempt to generate new leads for your business.
But how do you go about running engaging Facebook and Instagram ad campaigns that resonate with your audience? Today, we look at a few steps to give you pointers in future marketing campaigns.
1. Who is Your Audience?
Understanding your audience is a crucial starting point while developing a strategic marketing strategy. Don’t know where to start? You should first understand the problem you want to solve and whether your solution surpasses your customer’s expectations. Will my potential leads become excited by our solution and convert them into buying clients?
You can also review your previous ad campaigns and analyze the comments, questions, and interests of those who interacted with your product/service. You can review your Google and Facebook analytics for information that provides tips regarding your audience’s behaviors and interests.
All these steps are meant to develop your customer profile based on what you already know and new data. This way, your creative content can match what the customers outside there want.
2. Set SMART Goals and a Budget
The SMART goal-setting strategy can allow you to remain focused and intentional in what you want to achieve as a business. Your ad campaign objective should reflect your brand offering and solution to client problems. For instance, do you want to generate new leads, increase traffic to your website, or improve social media engagement? Is your goal to enhance brand awareness, increase social media followers, or promote new product offerings?
After setting your goals, they have to be supported by budgetary allocations. For instance, how long do you want to run your objective, and what demographic do you want to reach? The time and demographic factors heavily influence the budget you need. Thus, you must have this aligned with your objectives.
3. Create Compelling Ad Content
To win in the advertising game online, you must create visually appealing content, such as posters, videos, and images. Testing different creative ideas before settling on one that will give you a home run is vital. Your content must tell a story about the solution you offer to inspire people to engage with your brand. You can run the A/B testing option to test your creative ideas and help you identify the most appealing combination. The content must resonate with your target clients and align with your brand aesthetic.
After launching your ad, monitor it daily to review its performance. This allows you to identify whether it’s meeting your advertising goals early enough. If not, you can pause and relook at your creative ad. In addition, optimize your creative content regularly to reflect new ideas to avoid causing ad fatigue that reduces your ad engagement and ROI.
4. Embrace the Right Targeting
After making a winning creative ad, you must have the right audience target for it to work. You should refine your audience by segmenting it according to their needs. For example, are you targeting Gen Z, middle-aged, or older people? Does your solution target professionals, SMEs, or farmers? You can experiment with different ad formats, such as videos, posters, or stories, to identify the right ad for the right audience.
Your ads should be configured for a mobile-first approach. Most social media users rely on smartphones to view content online. In particular, you can utilize Facebook Ads Manager, which has advanced targeting options such as demographics, location, behaviors, and interests, to reach the right audience.
5. Track your Ad Performance
Lucky for you, Meta has gone to great lengths to ensure you can get all your analytics at the click of a button. Through Facebook analytic tools, you can monitor crucial performance metrics, such as ad engagement, reach, impressions, click-through rate, and lead conversions. This way, you can identify what works in your ad and areas you need to improve.
6. Stay Consistent
Consistency allows your brand to remain visible to new and existing clients for longer. The goal is to ensure your brand lingers in their mind whenever they think of purchasing products/services related to what you offer. Thus, you should post regular engaging content on both Facebook and Instagram to enhance customer engagement, generate new leads, and build brand loyalty.
Ensuring your creative ad ideas shine on Facebook and Instagram requires intentionality and focus on your part as a business owner. As a digital marketer, Wenamax aims to make this entire process hassle-free and results-driven.
Still unsure about the best way to run your Facebook and Instagram ad campaign? Contact Wenamax today for a free consultation and professional advice on digital marketing.
