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 interreacted 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
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 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.
Danielle is a serial entrepreneur and has been creating and running businesses for over 20 years. She currently operates Easy As Pie Design, a website design firm and Build Your Mastermind, a business consulting agency.
Danielle has been featured in over 30 publications, worked with National Geographic in over 50+ countries, and has created a process for extracting an ROI from an ROE in training and development which is currently being used in over 100+ corporations.
Danielle encourages all of those that work with her to deep dive into their values, maximize those natural talents and skills, and create the life they have always dreamed of. She is a full believer that when you align yourself with who you are meant to be, there is an opportunity around every corner.
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