Warning Sign 1: No Impressions…and leftover budget (surely a good thing?)
Are you frustrated that your campaigns aren’t getting enough impressions despite having a set budget and bids? It’s time to analyse your campaign targeting strategy.
One common issue could be that you’re being too targeted with your campaigns. Targeting is a vital aspect of online campaigns as it ensures your message reaches the right audience. However, it’s essential to find a balance between being specific enough to reach your target audience and being too niche with your targeting. With over 1.39 billion active users on Facebook alone, it’s easy to get lost in a sea of competition.
To create an engaging campaign that resonates with your audience, it’s crucial to understand which marketing channels are most effective for your specific audience. Keep in mind that marketing to businesses is vastly different from marketing to individual consumers. Therefore, you need to adopt a marketing method that aligns with your audience’s preferences.
Start by understanding the buyer’s journey, which is divided into three stages:
Awareness Stage: The prospect has become aware of a problem and begins educating themselves.
Consideration Stage: The prospect researches solutions for their new problem.
Decision Stage: The prospect is ready to make a purchase or formally begin a buying process.
After understanding the buyer’s journey, take this opportunity to create a customer journey map to see the buyer’s journey that shows how your brand interacts with prospects during each phase. When you have that information, you can understand which marketing strategies will be most effective at each stage.
More specifically it is a crucial factor to consider who you’re marketing to. The best campaign targeting is highly specific, but not too niche. You can use your current customer data to identify common demographics such as age ranges, locations, and job titles to apply to your targeting. This will help you make your targeting highly specific without limiting your reach. Remember, you’re paying for campaign clicks, so make sure they’re the most likely to convert to sales.
Make sure to keep track of your progress and make any necessary adjustments to achieve your campaign goals. Don’t be afraid to make changes along the way and pivot your strategy if needed to optimize your results. Remember, the most successful campaigns are those that are constantly evaluated and refined to ensure they’re meeting their objectives.