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CONSULTATION
Our aim for phase one is to thoroughly understand the needs of our client businesses for their paid social ad budget.
We work with you to determine which key areas are important to your business. Then we conduct a comprehensive assessment of your current social media marketing and paid social channels.
This means taking a candid assessment of what you’re doing now and how well it’s working. Sometimes we may find a client is spending money in the wrong places and might get an improved ROI on a different platform.
Other times we find out they just aren’t targeting the right people using the site’s tools, which can be confusing for some people. Or, they may not know yet where they want to use paid strategies, or why.
PAID SOCIAL MEDIA STRATEGY PLAN
We discuss actionable tasks in depth and agree on work scopes with you. We will conduct social media marketing competitor analysis to determine how best to position your brand and share our recommendations with you to begin your strategy plan.
This is a great opportunity for you to see the scale of paid social media management you will be receiving, and time, value, brand awareness, and social reach that will benefit you.
Define Target Market
Using your current brand messaging and existing marketing collateral (website, Facebook page, Instagram etc.) and data from other platforms such as Google Analytics, and any previous social campaigns, two key target audiences are defined. Other possible audiences such as people who have previously engaged with your company are used for remarketing campaigns.
Create Buyer Personas
These personas also inform the content strategy for campaigns. Because users interact with each social platform differently, we craft content that aligns to each platform’s role, the best ad format and messaging to use, and what content to champion, whether it’s a photo, video, carousel, story, link, filter, or canvas ad.
Create Social Media Campaigns
Once the key audiences are defined, 3 campaigns can be created. These may include Brand awareness, lead generation, and remarketing. Each of these campaigns may include ad Sets that target the specified audiences, and ads that include the actual ad content.
Monitor and Refine Campaigns
Each month, Digital Delane will put aside time to monitor and refine your campaigns to ensure they are getting the desired results, as well as staying within the predefined budget.
REVIEW, REFINE & OPTIMIZE
Once the campaign starts, we implement our testing strategy, optimizing in real-time and shifting dollars between individual ads and platforms as we see key messaging performing well and KPIs being attained. Our testing covers performance by platform, audience, ad type, device, and flighting, giving us a robust picture of a brand’s campaign performance. Our reporting includes insights on performance on each of those parameters as well, giving transparency on spend. This focus on monitoring and refining the strategy based on results works toward improving the ROI of your campaign.
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