Chapter 6: Building a Social Media Campaign
Creating a social media campaign within Business Manager requires a strategic approach from the outset. Here’s a guide to help you navigate through the process and make informed decisions that align with your business objectives.
Step 1: Choosing Your Campaign Setup
When initiating a campaign, the Business Manager offers two setup options: “Tailored Campaign Setup” and “Manual Campaign Setup.” Opting for the manual setup is particularly advised for new accounts, which lack historical data for Meta to utilize in optimizing the campaign.
Step 2: Determining Your Social Media Objective
Identifying the right objective is fundamental to the success of your campaign. Your objective should reflect the most critical outcome you aim to achieve with your business at its current stage. Objectives may evolve as your business grows, ranging from increasing brand awareness to driving sales. The key objectives available include:
- Awareness
- Traffic
- Engagement
- Leads
- App Promotion
- Sales
Each objective targets different stages of the customer journey, from initial awareness to the final purchase decision.
Objective Insights and Advice:
- Brand Awareness: Ideal for early-stage customer engagement, focusing on maximizing ad recall and impressions.
- Traffic: Directs potential customers to your desired destination, such as your website or app, with goals like maximizing landing page views.
- Engagement: Targets top-of-funnel engagement, useful for increasing interactions through messages, video views, or post engagement.
- Leads: Facilitates lead generation within Meta or on your website, aiming to maximize conversions through form submissions or direct interactions.
- App Promotion: Encourages app downloads and interactions, requiring a connected app for optimal results.
- Sales: The ultimate goal of generating revenue, focusing on driving conversions and purchases on your website.
Implementing Your Campaign:
- Manual Selection: Always select the manual campaign setup for greater control over your campaign’s structure and targeting.
- Objective Selection: Choose an objective that aligns with your current business goals and the actions you want your potential customers to take.
- Performance Goals: For each objective, select a performance goal that Meta will prioritize when seeking out your audience. This could range from maximizing ad recall for brand awareness campaigns to driving landing page views for traffic objectives.
- Campaign Customization: Tailor your campaign based on the selected objective, adjusting your strategy to target the right audience with the right message.
My Advice:
- For brand awareness, focus on maximizing ThruPlay views to engage users likely to watch your entire video.
- For traffic objectives, prioritize landing page views over link clicks to ensure users actually reach your site.
- Use engagement objectives to enhance top-of-funnel interactions, such as running social media giveaways or increasing page followers.
- When collecting leads, focus on optimizing for conversions and ensure proper tracking is set up for lead events on your website.
By carefully selecting your campaign setup, objectives, and performance goals, you can create a tailored social media campaign that aligns with your business objectives and drives meaningful engagement and conversions.