Social media marketing is a blanket statement that business owners hear all of the time. You know that you should be using social media in your marketing strategy, but you are not sure where to start and how to measure results. Before you start pumping time and resources into social media marketing, you should know the three different types of campaigns and how to effectively implement them into your marketing plan.
Prospecting is all about reaching people who know nothing about your business. They have never reached out or interacted in any way with your product or service. The goal of this type of campaign is to deliver content that will build awareness and make them want to learn more. You should not expect that they will purchase at this stage. This campaign should not have a hard sell component. There should be no “BUY NOW, or CONTACT US TODAY,” you simply want to pique their interest and deliver information about who you are and what you do.
A retargeting campaign is when you reach out to users who have expressed interest but have not taken further action. This could mean they have liked your social media profile, clicked on an offer, or visited your website from a social media platform. Retargeting works by having a small piece of code on your website called a pixel when they visit your site, or they have interacted with your social media platform they are then tagged and shown your retargeting campaign as a gentle reminder of your brand and what you offer.
The conversion campaign is focused on converting users into either paying customers or getting them to take action in other ways such as joining your email list, downloading a report or white paper, completing a form or survey or chatting with a customer service rep. These conversions are valuable because they are raising their hands and asking you to contact them further.
Most businesses use at least one and usually all three of these types of campaigns at some point in the lifetime of their businesses. Effective social media targeting allows you to gain interest, recapture interest and move the user into your client pool. If you are not an expert in social media advertising there are many brilliant marketers who specialize in these services and can help you get the most bang for your buck with this highly effective form of advertising.
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How to Use Social Media to Build Trust