How to Create an Effective Paid Social Media Marketing Strategy

Posted by Philip Storey on 19/04/18 17:11
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Philip Storey

How to create an effective paid social strategy

Many businesses are starting to apply more focus and resources to paid social, as organic reach for brands on social media has plummeted, especially on Facebook. Also, the primary social networks are giving brands more tools to create really engaging ads and marketers are driving good ROI with paid social. Here's how to do it well...

In this blog, we'll outline 5 expert recommendations and tactics for creating an effective paid social marketing strategy:

1. Integrate your marketing channels

The best place to start with paid social is retargeting campaigns. Leverage all the locations on your website for automating paid social ads, according to browsing history and behavioural triggers based actions taken by website visitors. You can integrate paid social with emails marketing in a similar way.

Utilise the Facebook Pixel, to target shoppers who have shown an interest in your brand, products and services at different levels of engagement and use paid social ads as a way to continue the dialogue. 

2. Consider each customer lifecycle phase

Focus on each of your customer lifecycle phases, including acquisition, retention and reengagement. Plan your strategy for each lifecycle phase, and create content for paid social ads that's relevant for each stage of the funnel.

Consider different types of content for each phase, from product tutorials to loyalty discounts and rewards. Or why not use customer testimonials and influencers to promote social proof and advocacy, like this example from Eve Sleep below:

Paid social ad with customer testimonials from Eve Sleep

Most retailers use paid social primarily for acquisition, but brands should be doing a lot more work with social media advertising in the other phases of the customer lifecycle. Businesses can often apply too much weight to acquisition for proving ROI, but remember that retaining and growing a customer is always cheaper than finding a new one. The same applies to paid social marketing.

3. Target your key personas 

When it comes to acquisition, don't be tempted to think the bigger the reach the better with ad campaigns on social. Your paid social activity should be targeted at your key personas (your ideal customers). If you choose Facebook for paid social activity, use Facebook Ad Manager to target different audiences, according to your personas. This will not only help you to drive more engagement and get better results, but more granular customer audiences will also keep your budget down!   

4. Retarget customers post-purchase

If you’re looking drive revenue through paid social, start with retargeting. Using retargeting ads in the customer retention phase is extremely effective, especially for retailers and FMCG businesses.

Think about the journey that top brands like Amazon, ASOS or Ocado, take their customers on through email marketing. Whether it's browse and basket abandonment campaigns or seasonal offers and loyalty campaigns, email marketing is an effective channel for delighting customers post-purchase. Why not mirror the journey with paid social?

Drive personalised product recommendations through paid social like this ASOS ad below:

Paid social retargeting ad from ASOS

In fact, most of your customers might actually respond quicker to deals and offers via social media, especially on mobile. Make sure you're delighting and incentivising your customers on the channels they spend most of their time. 

5. Test and optimise your ads on the fly

Be ruthlessly inquisitive and learn to fail fast. This is how you improve quickest. Social networks have made it much easier now for businesses to control, test and optimise their ad campaigns on the fly, during campaigns. You'll be able see what's working best and which audiences are driving the most engagement, and you can tweak your budget and targeting accordingly.

Learn from all the insights that testing and analysing campaigns yields, to create improved ads for your next campaign.

Wrapping up

Consumer browsing and buying behaviours have changed a lot in recent years. Marketers must create an omnichannel experience for prospects and customers. Use paid social advertising to nudge and nurture your personas across key channels, with relevant content throughout the customer lifecycle.

Want to get our extensive ebook guide to paid social media strategy? Get top tactics, channel comparisons and best practice tips in our free guide to creating an effective paid social strategy. Download it now!

Download Paid Social Strategy Guide

Enchant is a leading UK digital marketing agency, based in London. Our highly-experienced marketing consultants specialise in paid socialinbound marketing and email marketing strategy. Do you need help creating a successful paid social media marketing strategy? Why not get in touch and see how we could drive awesome results for your brand!


Topics: Social Media, Ads, Marketing strategy, paid campaigns, paid content, paid social, paid social ads, Paid social campaigns, social channels, social media marketers, Social media marketing, Social strategy, paid social strategy

Philip Storey

Written by Philip Storey

Philip Storey is the Founder and CEO at Enchant Agency. Philip is an email marketing specialist in London, UK. He has enabled hundreds of brands to improve their email marketing. Beyond marketing, Philip is a business coach, personal and professional development coach and mentor to business leaders and senior marketers.

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