Tag Archive for: Digital Marketing

5 Tips for Improving Your Webinar Success in 2021

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While many of us hoped webinars would be a trend that stayed in 2020, they’re still a necessity in the upcoming year. There are many benefits to holding webinars, though. Such as educating your audience, proving your industry expertise and increasing overall sales of your product or service. 

If you’re going to continue to run webinars in 2021 and are looking to increase your registrants and improve its overall success, follow these simple tips. 

1. Create Lead Gen Campaigns to Secure Registrants

Besides the webinar itself, a lead generation campaign is the most essential step in the overall process. To run a lead gen campaign you need an effective landing page with an easy-to-complete form and clear copy that lists: 

  • The topic and main talking points of the webinar 
  • The date and time 
  • Who will be the speaker and their expertise 

Once your landing page has been created, you can begin leveraging it to secure registrants. Here are some strategies to reach your target audience and getting them to register: 

  • Create Google Ads and paid social campaigns using targeted keywords aimed at your demographic. 
  • Run an email campaign. 
  • Link your landing page in any newsletters. 
  • Write a blog on the same topic of your webinar and use a CTA that links to your landing page. 
  • Create an organic social media campaign. 

2. Perform Lead Nurturing 

Your strategy should include a lead nurturing campaign as well. This should consist of a series of 3-4 emails or text messages that remind registrants of the event and include links to different content assets related to the topic. 

Since you already have your registrants contact info, the link to whatever content assets you include should be un-gated whenever possible. It’s important to balance your lead gen efforts with user experience. The best way to ensure this is to collect information slowly over time and by providing valuable content that keeps your users engaged. 

It’s also important to remember to not send too many nurturing emails or texts. You don’t want to bombard your audience with too many messages and motivate them to unsubscribe before the webinar even takes place.

3. Utilize Polls During the Webinar

Now that you’ve secured your registrants and the webinar is taking place, it’s time to figure out how to keep them engaged. The best way to do this is by posting questions throughout the webinar to keep attendees engaged and collect valuable information along the way. Many of your attendees might be reluctant to use the Q&A portion of the webinar as well. So polling them throughout the event is a great strategy for learning more about your audience in real time. 

Here are a few things to keep in mind when creating your webinar questions: 

  • Ask one question at a time to avoid confusion. 
  • Use simple language to get the most accurate answers. 
  • Introduce the question before asking them and show your attendees where to respond. 
  • Show the results to keep your audience invested. 

4. Create and Distribute an On-Demand Version of the Webinar

Creating an on-demand version of your webinar allows you to get the most out of these online events. By being able to post a recorded version of the event, you can exceed your registrant totals and market to a new audience. These recordings should be gated, as they’re premium content and are likely being viewed by users who did not originally sign up for it.

5. Create Automated Programs to Follow-Up with Attendees 

Since you have already established a relationship with those who attended the webinar, you should set up an automated email campaign to communicate with them. This campaign should be a series of 4-5 messages that include details about your products or services and how they can solve the recipients’ pain points. 

More from Onimod Global 

At Onimod Global, we’re always looking to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

5 Ways to Increase Your Customers’ Online Trust of Your Products

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Along with the ramping up of ecommerce in the early days of quarantine, so did fraudulent activities. According to brand protection firm, Red Points, the sale of fake cosmetics, apparel, toys, and sporting goods surged, with the number of counterfeit detections growing by 38%. This is becoming a growing concern for consumers, with 92% having concerns about making purchases from unfamiliar websites. Customers main concerns seem to be: 

  •  Getting their credit card or personal information stolen. 
  • They won’t be able to return items.
  • Not getting personalized customer support. 
  • That the product will look different once it arrives. 

Trust among your online customers is more important than ever before. Businesses are now tasked with not only providing quality products and exceptional customer service, but also with proving they’re reliable and can be trusted. 

Building that trust requires appealing to consumers’ social, psychological and economic instincts. Here are 5 ways to help improve the trustworthiness of your brand and products with online customers. 

1. Social Proof 

Social proof can be anything from your social media following, endorsements from trusted experts or influencers, evidence of demand or certifications. But the most effective form of social proof is word-of-mouth and positive online reviews and testimonials. According to research conducted by the Spiegel Research Center, nearly 95% of shoppers read reviews before making a purchase. It’s not as simple as just getting reviews, though. There needs to be a substantial amount and they must be authentic. It’s also important that you don’t delete negative reviews, either. Instead, you should take the time to respond to them. This shows that you read your reviews and actually care about your customers, increasing brand trust. 

2. Personalize Your “About Us” Page 

Users that have never heard of a company and are making a purchase for the first time will likely navigate over to the “about” page to learn more. Your “about” page isn’t the time to use sale pitches, jargon or company lines. It’s an opportunity to tell your story and create a genuine connection with your customers. Introduce yourself, your business and tell what makes your products unique. This is how you best translate real authenticity and start a relationship with your customers. 

3. Prioritize Social Media 

There are many ecommerce counterfeiters that will utilize social media to hit their targets. This is why it’s essential to ensure your own social media channels convey authenticity and the genuine nature of your brand. It’s important to share content regularly, ensure consistent messaging across all platforms and interact with your followers. When pages aren’t updated consistently or only show low quality images and content, it can leave users questioning the legitimacy of your business as well. If you don’t have the capacity to consistently update all your social channels and create quality content, it may be worth outsourcing.

4. Create Clear and Detailed Product Descriptions with High-Quality Photos 

Normally when it comes to copywriting, less is more, but not when it comes to product descriptions. The best way to differentiate yourself from scammers is by including as much information as possible. Your product descriptions should have: 

  • Measurements 
  • Materials 
  • Colors 
  • How it’s packaged 
  • How it’s shipped

You should also include as many high-quality photos as you possibly can.

5. Be Available for Questions and Customer Support 

It can be unsettling to consumers if they’re trying to reach a company but aren’t able to easily find contact information. Along with an email address, be sure to also include a physical address. Customers should also receive prompt responses from your company. If customer service fails, all other efforts are meaningless. When emails or direct messages are left unanswered, consumers immediately have doubts. This can also lead to more negative reviews and word-of-mouth. 

Final Thoughts 

Establishing your brand authenticity and trust among your customers isn’t difficult. It just takes sharing your products, why you love what you sell, investing time and resources into original content creation and clearing communication with customers. 

At Onimod Global we’re experts in the ecommerce and social space. We’re always looking to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How to Maximize Lead Generation via Facebook Posts and Ads

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With billions of people using Facebook each month, the opportunity for lead generation is endless. Facebook recently shared tips on how to maximize lead generation via Facebook posts and ads to help businesses boost the performance of their Facebook marketing efforts. These tips cover the four critical elements of effective lead generation, intending to help marketers formulate a better strategy for reaching and connecting with potential customers. 

1. Lead Capture

According to Facebook, one of the keys to capturing leads is ensuring that your audience clearly understands what they’re signing up for. They should also clearly understand what makes your product or service worthy of giving their personal email address or other information. Being upfront and having clear communication from the get-go helps ensure that those that are converting are a part of your target audience. 

2. Lead Magnets 

Facebook’s second tip is that brands should adopt the “give before asking” mentality by offering users something in return for their information. This could be a one-sheeter, eBook, discount code, free trial, newsletter, webinar, etc. By providing value upfront you establish trust and a connection with your audience, leading to a better relationship and more brand-loyalty in the future.

3. Landing Page 

Landing pages are a critical element to ads. It’s important that once you get a user to click through your post or ad, that your landing page matches what you’ve explained. It’s also important that it has a quality design and effectively collects the information you need. Facebook advises brands to test different versions of landing pages to see which have the high click-through and conversion rates. They also suggest that you should consider setting up a custom audience to then retarget those who have clicked through, but not yet converted. 

4. Lead Scoring

Facebook’s final tip is to create a lead scoring matrix in order to better customize their outreach efforts and prioritize leads based on past engagement. For example, downloading a white paper is worth more points than unsubscribing from your email list. This can help you save time and effort by only contacting the leads that are more likely to convert first. The way you go about establishing your lead scoring table will vary, depending on your offer and goals. But the idea is that by segmenting each of your leads will allow you to better focus the outreach for each of your strategies. 

Final Thoughts 

Lead generation is key to maximizing your Facebook marketing efforts. The more insights you can gather, the better you can hone in on where the right people are for every campaign. Either by focusing on groups directly or using them for Lookalike’s to expand your research. At Onimod Global, we’re experts in digital marketing, specializing in Facebook Ads. If you need additional assistance in the Facebook ad space, or any area of digital marketing, we can help. At Onimod Global we’re experts in all areas of social media and digital marketing. Learn more about who we are and what we do, and contact us here today. 

We also release the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here.

5 Google Ads Campaign Tips for 2021

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Is your 2021 resolution to improve your Google Ads campaigns and increase your overall business profitability? As marketers, it’s important to maintain control over our strategies and campaigns. Google’s optimizations are not always in the best interests of our business, they also don’t exactly know the context of our brands. To succeed in the upcoming year, we must try new things and change our strategies and tactics. We have to integrate more data, retain control over automatic Google optimizations and fight against increased competition. 

Here are 5 things to do and focus on in 2021 to improve your Google Ads campaigns. 

1. Have keyword intent. 

Google always favors consistency with campaigns. The more similar performance your keywords have, usually the better the campaign will perform overall. When selecting keywords, user intent should be the top priority around which we group our keywords. 

Users who have searched for the name of your brand are obviously more likely to convert once they make it to your website. So, any keywords relating to your brand should be grouped together since they bring the best CPA and ROAS. Any keywords mentioning “price” or “discount” are strong signals of purchasing intent as well. Phrases including “specifications,” “size” or “warranty” are important to bid on, but CTR and CR are likely to be lower, so you want to reduce your bid. 

If you want to improve results, it’s important to visualize and quantify areas in which you can improve things and find new business. The trick is to structure your account appropriately. This can be a tedious and complicated process, but there are a number of tools that can assist you. 

2. Declutter your campaigns. 

Keeping a close eye on all aspects of your campaigns can seem overwhelming, yet it can be key to success. Any underperforming spend represents the portion of your Google Ads investment that either has a low quality score or isn’t converting enough. To reduce waste spend, it’s important to focus on two Google reports: Quality Score and Search Query Report. This will help you analyze the search terms that trigger your ads and identify where to increase and decrease spend. 

3. Identify and double down on your strengths. 

It’s a common misconception that bidding on new keywords automatically leads to increasing sales. While this is sometimes true, it’s more effective to make sure you have the maximum market share on the keywords that are your most profitable, beyond just branded traffic. 

The best way to ensure you don’t miss out on any opportunity is to monitor your impression share on Google Ad SEPRs. Lost impressions relate to missed opportunities on searches related to the keywords you bid on. Best practice includes focusing on your top 10 campaigns and checking the market shares of your competitors, monitoring closely when you’re not shown and identifying why that might be. 

4. Use high quality creatives. 

Ad copy and visuals obviously play a huge role in your campaigns. Users are exposed to more than 6000 ads daily, so standing out and grabbing attention is essential. The quality of creative weighs up to 80% in the performance of Facebook Ads campaigns and the case is similar for Google Ads. Optimizing ads and creatives includes giving in to statistics. It’s impossible to know for sure which creatives will perform best without testing multiple versions. It’s also important to continuously test ads. Even when you identify a clear winner in one test, create new versions to continue to test to ensure you’re always increasing your ad performance. 

5. Spend smarter, not more. 

Spend should be allocated not only on keywords or placement levels, but user profiles also need to be taken into account. Data is gathered from users’ declarative info, when and where they’re active online, as well as Google Analytics shared data and inferred data from previous search queries. It’s important to take these user profiles into consideration and make bid adjustments to your most valuable audiences and criteria. 

More from Onimod Global 

At Onimod Global we’re experts in all areas of Google Ads. If you’re looking for digital marketing assistance, we can help your business reach its full digital potential. Interested in growing digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How to Use Instagram’s New Keyword Search to Grow Your Brand in 2021

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Instagram’s recent update came with several new features. While this one may not seem like the most exciting, it’s extremely useful for brands. As marketers, we’re always working to get our content found easier online and on social platforms. Instagram’s keyword search tool now allows posts to get found, even without using specific hashtags. 

Here are three ways to utilize this new Instagram feature to help grow your profile and your brand in 2021. 

1. Customer Engagement and Profile Growth 

One of the biggest opportunities from Instagram keyword search is brands being able to identify and engage with customers. Today, frequently engaging with your audience on social media is essential for organic growth. With this new feature, you can now search for posts by using the words and phrases your ideal customers are known to use in their captions. 

You can then spark conversations with these users and build stronger relationships with them on social media. This growth method requires really getting to know your audience, their interests and pain points, in order to identify the correct keywords and phrases to search. 

The tool also helps you find brand mentions that you may have missed prior because the user didn’t tag you or use a branded hashtag. 

2. Market Research and Competitive Analysis 

Social listening is critical for social media growth, as it enables brands to conduct competitor analysis and get into the mind of their ideal customers. With Instagram’s keyword search tool, brands can now look up competitor keywords to see what their audience is saying about them. Brands can also now see if users are speaking about pain points that their products or service solve. 

These insights ultimately help with creating better content that resonates with your ideal audience, in turn, boosting your Instagram presence. 

3. Get Discovered Easier 

One of the biggest benefits of Instagram keyword search is that it makes it much easier for users to find you, ultimately enabling you to grow faster as well. Be sure to use highly trafficked and relevant keywords in the captions of all your posts.

Final Thoughts

Despite this new tool seeming like a very underwhelming update, the opportunities for brands are huge. 

Looking for an agency to increase Instagram engagement and turn your Instagram business into a customer converting machine? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Google Core Update December: First Insights

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Google’s December 2020 Core update was a notable change according to several data providers. The Google core update is now completely finished rolling out as of December 16, 2020 and while the December core update is not figured out completely, experts at Onimod Global wanted to share significant first insights that can be made so far based on first data.

What is a core update?

Google changes their algorithm on an almost daily basis.  A couple of times a year, they release significant changes to their core search algorithms and systems that are much more noticeable. Potentially in the past, your website may have experience a decline in traffic following a Google core update. This most likely is related to the fact that Google’s algorithms have determined that there are other pages on the web that are more relevant and helpful than yours. It can be frustrating to SEO’s to not know how Google does this.

How search works

  1. Organize content on the internet:
    As Google crawls the internet and all of the web pages that can be searched in a search engine, they organize the pages in an index. They take note of key signals on each page such as which keywords are on the page, how up to date the page is, and more.
  2. What is the meaning of the user’s search query:
    In order to know what to recommend, Google needs to understand exactly what the user means with their search query. Algorithms determine whether a query is looking for fresh, new content or not. Some words in a query may be easy for Google to decipher. This has become quite advanced with the featured snippets showing you a small graph or snippet of information that is a fast answer to a search query.
  3. What pages are the most helpful:
    Once Google understands the intent behind a query, their goal is to return web pages that are the most helpful to answer this query.

Patterns from the latest update

  1.  Google may have made changes to how they assess alternative medical topics
    According to Search Engine Land, several company sites in the medical industries have performed better after this update. It’s possible that Google may have made strides in being able to understand which of these pages are trustworthy. In the past, SEL says that a lot of alt-med content was simply discounted by Google even though it was the type of content many people were searching for.
  2. UX becoming a factor
    If you declined with this update and have a large number of ads, especially ads that interfere with a user’s ability to read the main content, it may be worth experimenting with showing fewer ads. But know that if Google did change something with this core update in regards to ads, you may need to wait until there is more data about the core update and its improvements.
  3. More attention to headings and content structure
    This allows for faster skimming, and searchers like to skim headings to determine whether an article is one with which they want to engage. One of the questions Google lists in their post on core updates is, “Does the headline and/or page title provide a descriptive, helpful summary of the content?” This is telling of the fact that this update has placed an emphasis on this type of content.

More from Onimod Global

Onimod Global is looking forward to the future and helping your business reach your full digital potential. Interested in growing digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Top 4 Digital Marketing Trends For 2021

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Many businesses have completely altered the way they operate in 2020. More and more products and services move online and many employees will continue to work remotely or in a hybrid setting for much of next year. What are the most relevant digital marketing trends for 2021 that your business should keep in mind to build customer loyalty and generate more traffic, leads, and revenue? Check out the top 4 areas Onimod Global experts recommend to invest your time and resources into next year. If you’re not sure where to begin, this list is the perfect starting point.

Businesses must embrace the digital transformation

The post-COVID world we will hopefully experience in 2021 will make a digital presence for companies almost mandatory. “Digital transformation” has become a popular buzzword since March 2020, and all types of companies are investing heavily in the migration to digital platforms. This includes platforms such as e-commerce, chatbots, email, apps, artificial intelligence, predictive analytics, omnichannel marketing and augmented and virtual reality.

Google listings and local SEO will be a top priority for small businesses

If you own a small business, one of the most important things you can do is ensure your local listings are verified and kept current on various search platforms. For B2C businesses that draw in primarily local traffic, the Google My Business listing provides valuable information about your hours and whether or not they are affectd by COVID, services, and geographical location. It’s one of the key factors in search and business owners are often blown away to learn how many directories there are out there.

One tip you can easily implement today: make sure that you have a geographically-defined service area in your local listings. Doing this will help your business show up in “near me” searches. That’s because Google and other search engines will prioritize relevance in their search algorithms.

Voice search and its power

Voice search queries will often populate different results than if the user had typed in a text-based search. Even though voice search is not a part of Google’s algorithm, it still dictates current search results. This means that businesses should be up to date on voice search components for their consumers who are adapting and switching over to that medium.

Content must be specifically optimized for voice searches, according to experts in voice search. The content needs to be more direct and conversational, and by doing so it will accurately sync with search queries. This will help boost traffic by staying relevant and more visible to consumers.

Influencer marketing a key pillar of marketing for consumer brands

Consumer brands have historically used social media influencers to present authentic unbiased advertising to appeal to prospects and customers. The pandemic amplified the impact influencers have on the purchase of products, due to a limited ability to shop at stores and increased online shopping traffic.

A recent study found that 40% of people reported that they purchased a product online after seeing it used by an influencer on YouTube, Instagram or Twitter. Influencers and their impact are expected to gain even more popularity and followers and businesses to use influencers more than ever before.

More from Onimod Global

Onimod Global is looking forward to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How Content and Marketing Automation Work Together to Maximize Your Marketing Efforts

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A study found that 84% of people now expect brands to publish content that entertains, provides solutions and is engaging. Content really is the brand ambassador of an organization and as a marketer, you have to make sure it’s curated that way. To maximize the power of content, it’s essential to combine it with marketing automation. Here’s how.

Why We Need Content and Marketing Automation Together: 

Obviously, we want our content to be insightful, relevant and engaging so our customers continue to keep our brand in mind. Marketing automation gives content a pipeline so that it’s delivered to the right users at the right time. It also allows you to track which content works best for you. 

Content and marketing automation work together through channels such as: 

  • Social: Marketing automation can assist you in discovering insights on customer engagement across all platforms. With the ultimate goal of creating channel-specific content to better nurture leads. 
  • Email: Marketing automation ensures email messages are personalized and relevant to your recipients. 
  • Web: Web personalization collects behavioral insights on each visitor so that each time they visit, it alters content to their preferences.  
  • Mobile: With insights from marketing automation, you can determine what type of content brings higher engagement rates and channelize your efforts into it. 

How Does Content and Marketing Automation Actually Work Together? 

1. Content Marketing 

Today, content marketing is an essential business asset to all brands. It helps with brand awareness, lead qualification, customer engagement and retention and drives sales. 

It also helps with lead nurturing, which aims to bring prospects closer to conversion and builds a better relationship with them. Different forms of content should be used at each stage of the sales funnel. 

The top of the funnel, which is where they’re identifying their pain points, newsletters, eBooks and blog posts are the most effective forms of content. The middle of the funnel is where you want to provide more details on these pain points. Content pieces like data sheets, case studies, webinars and personalized email campaigns are best here. Lastly, at the end of the funnel, you should explain why you’re the best solution to their problem. Here you would use industry reports, product demonstrations, white papers and highly-trafficked content from your assets. 

2. Hyper-Personalization 

The modern customer does not only prefer content that’s tailored to their needs, it’s expected. That’s why hyper-personalization is so essential. Backed with AI tools and real-time data, brands get actionable insights into customer needs. 

3. CRM

These tools help you understand what your audience really wants, tracking user engagement. Content marketers should take these insights and use them to curate a variety of content tailored to each audience, maximizing their efforts. 

Final Thoughts 

With the expectation of the modern consumer, it’s evident the clear need for material to be tailored to each stage of the buyer journey. When combining the power of content and marketing automation, you can guide your customers in making those purchasing decisions more efficiently and quickly. 

At Onimod Global, we have expertise in content marketing and marketing automation. If you need assistance in any area of digital marketing, contact us today! 

We also release the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here.

5 Ways to Boost Your Brand Awareness and Grow Your Business in 2021

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Looking to increase your brand awareness and grow your small business in 2021? Utilize these 5 psychological factors and strategies to achieve just that. 

1. Social Influence

Today, around 80% of consumers’ purchasing decisions are influenced by their friends’ social media posts. On top of that, consumers are around 70% more likely to make a purchase based on a social media referral. So, being active on social media has a number of benefits for brands. It not only helps you increase your brand awareness, but also allows you to influence user perception. Consistently engaging with your target audience and positioning your brand how you want to be seen can deliver great results. 

2. Consistency and Transparency 

In the current climate, honesty is extremely important to consumers. Be transparent about your products and services and keep your promises. This means if something goes wrong, be upfront to your consumers about it. Odds are people will find out eventually, and it looks worse if you’ve attempted to hide it. Share information freely and be consistent with your branding to help build trust among your audience. 

3. Color 

Colors have a significant influence on customer perception and purchase decisions. In fact, research has shown that 90% of subconscious judgements about a product are based on color alone and 85% of shoppers consider color and the primary reason for making a purchase decision. You want to use colors that coincide with your brand personality and brand image. 

4. Customer Experience 

Almost 90% of consumers say they are willing to pay more for a great customer experience. As we discussed above, staying active on social media can increase brand awareness and also allow you to influence user perception. You can deliver value by sharing content that’s useful, builds brand authority and increases consumer trust. If a user has already had a positive experience with your brand on social, they’re much more likely to take that to their purchasing decision. 

Additionally, encourage your customers to share their experiences online. People trust people significantly more than brands themselves. If a user sees that someone else has had a great experience with you, they will remember that when it comes time to make their purchase decision. 

5. Visual Storytelling

Lastly, it’s essential to incorporate visual storytelling. Telling intriguing stories that align with personal and social identities of your target audience helps boost brand loyalty drastically. People stay loyal to brands who share the same values as they do. Not only that, but 75% of website visitors visit a site after watching a branded video. 

Final Thoughts 

There are a number of ways to boost brand awareness and grow your business, but these strategies are a good place to start. It’s important to note that both of these goals can take time organically, but can be sped up by being paired with paid ads.

If you need additional assistance in any area of digital marketing, we can help. At Onimod Global we’re experts in all areas of social media and digital marketing. Learn more about who we are and what we do, and contact us here today. 

We also release the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. 

4 Steps to Create a Successful Paid Social Campaign

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With the holiday season upon us, eCommerce spend is set to hit new records. With people online shopping now more than ever, reaching out through social should be on the agenda for your brand. 

If you’re looking to refine your approach to paid social ads this season, here are 4 simple tips to create a winning campaign. 

Step 1: Define Your Goals

The first step to any winning campaign is defining your campaign goals, KPIs, parameters, plan and strategy. The easiest way to to do this is by creating a checklist with a variety of questions, such as: 

  • What is your campaign objective? 
  • Why does this matter? What’s your ultimate business goal? 
  • How will you measure success? 
  • What is your budget? 
  • Who is your target audience? 
  • How far through the funnel are they? 
  • What is your ideal audience reach? 
  • Which platforms best reach your target audience? 

Step 2: Design Ads 

When creating your ads, you should be guided by your audience data, social style guide and social listening tools. You should also craft multiple versions of the same ad to avoid creative fatigue. Best practices include designing 3-5 creative options for your ad visuals and writing multiple captions for each. Asking questions in the copy is also a good way to help boost engagement on the ad. 

It’s also important to incorporate different types of ad formats to test what performs best. This includes carousels, stories, video, ect. When doing this it’s important to make sure your creative is within specs and renders properly across all ad formats. 

Lastly, make sure your ad creative and copy are both on-brand and compliment whatever organic content you’re posting at the same time. Also ask for feedback to identify which creative assets are your best. 

Step 3: Build Ad Sets 

To get started on this step, build target audiences and upload your creative assets to your chosen social platforms. 

When building your target audiences you want to create multiple segments such as prospective, lookalike, retargeting, ABM, etc. Here are a few tips for building multiple segments: 

  • To build an audience of prospective customers, use platform offerings. 
  • For lookalike audiences, utilize your company’s first part data. 
  • Create retargeting audiences from your site tracking pixels. 
  • Use platform target parameters to suppress and exclude those you don’t want to reach.

Once you’ve completed these steps be sure to take advantage of custom tracking links to collect data and measure your success. You want to be granular but don’t go too narrow with your targeting.  

You should also be sure to install tracking links and that your conversion tracking pixels are placed correctly on your site. Utilize custom tracking links to collect your data and ultimately measure your success. 

Lastly, bid strategically. Implement automated rules and cost/bid caps to avoid high ad costs. Since there are so many brands running ads during the holiday season, it can be easy for costs to get high. 

Step 4: Launch Campaign

Once you’ve launched your campaign, A/B testing is essential. Learn what resonates better with your audiences and monitor your progress frequently. We recommend running ads for about 1-2 weeks before making any changes. 

Continue to go back and review your goals and KPIs when measuring your success. If there are ads you notice aren’t performing as well, pause them and don’t be afraid to increase spend on the ones that are. 

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.