Have you ever wondered about the true essence of social media advertising? In its simplest form, it’s about purchasing attention from social networks to drive specific actions. However, the complexity lies in navigating platforms like Facebook, Instagram, TikTok, Snap, Pinterest, and LinkedIn, among others. It’s not just about ad costs, budgets, and spending. It’s about creating a compelling narrative that goes beyond the conventional Return on Ad Spend (ROAS) metrics.
Ditch The ROAS Obsession: Embrace The Art Of Advertising
Focusing solely on ROAS might be a trap that could potentially hinder your social media advertising efforts. When challenges arise, the instinct to prioritize top-performing content, build extensive DCTs without optimizing, or overusing retargeting can lead to diminishing returns. The real problem with ROAS-centric thinking is that it can tell you if an ad is working but fails to explain why.
The key to a remarkable online marketing plan is to break free from the siloed approach and embrace traditional advertising wisdom. Let’s delve into five essential steps to construct a creative strategy.
Step 1: Product – Redefining What You Should Promote
For single-SKU businesses or those aligning with trending DTC products, this step is straightforward. However, for others, identifying the core products that truly matter involves digging into high-profit items that are underrepresented in your ad account. By strategically promoting specific products, you can achieve substantial business growth even when ROAS fluctuates.
Step 2: Person – Humanising Your Approach Over Demographics
People don’t just buy products; they buy into the solutions those products provide. We echo Eugene Schwartz’s perspective that each product has two dimensions: the physical and the functional. Moreover, we introduce a third dimension – identity. Through in-depth research techniques like reading reviews, exploring Reddit, and utilising Google Trends, you can unearth functional and identity problems your product solves. This step helps you align your marketing strategy with the emotional and functional needs of your audience.
Step 3: Platform – Crafting Creative Within Constraints
Restrictions can breed creativity. Successful social media advertising requires understanding and embracing the limitations imposed by each platform. From grabbing attention in less than three seconds to making the product the hero, building ads for mobile, creating content with the sound off, and ensuring legible branding, each platform has unique demands that can shape your creative strategy. Learn how to navigate these constraints effectively to make your message stand out.
Step 4: Production – Cooking Up Effective Digital Marketing Campaigns
Now that you’ve gathered insights about what to sell, who to target, and where to promote, it’s time to conceptualise your digital marketing campaigns. Developing a compelling offer, determining brand awareness, writing attention-grabbing opening lines, gathering social proof, and constructing a sales sequence are crucial components. Making your product’s price feel right, educating or signalling to different awareness levels, and crafting the first three seconds of your ad to hook your audience.
Step 5: Performance – The Power of Iteration and Learning
Iterating, learning, and improving are fundamental to success.. David Ogilvy’s famous quote, “If it doesn’t sell, it’s not creative,” is paraphrased to highlight the behavioural change your ads should drive. Instead of solely relying on ROAS, we introduce the AIDA model – Attention, Interest, Desire, and Action. By measuring these leading indicators, you gain insights into how people experience your creative. Learn how to tweak variables through AIDA to optimise your ad campaign’s success.
Conclusion: Elevate Your Social Media Advertising to Unprecedented Heights
Social media advertising is not just about buying attention; it’s about telling a compelling story that resonates with your audience. By following these five steps and exploring real-world examples, you’ll be equipped to revolutionise your approach to social media advertising. Embrace creativity, break free from conventional thinking, and let your advertising strategy evolve into an exceptional narrative that captivates and converts your audience. Happy advertising! 🚀
