Do you need to optimize your ads on social media for your business?
Are you wondering how you can successfully target buyers in all stages of your sales process?
Creativity and ability to map your buyers' persona enable you to come up with ads that meet consumers' needs thereby improving your conversions. This article aims at teaching you how to come up with social media ads that are optimized and generate a lot of sales from your customers.
Step 1: Create a Buyer Persona
Before creating any ads, it is very important to spend a good amount of time doing research. The aim of the research is to know who your buyer personas are, map the personas to the different stages of buying and come up with a list of selling positions to target when you run your ads tests. The first thing you need to do is conceptualize your persona. Take into account the psychographics as well as the demographics. The following should be included in your persona; education. location, gender, age, household image, relationship status, pets or children, career and goals among others.
Step 2 -Creating a Brand Persona
A brand persona embodies the vision and voice of your message. It is the most important persona and should be the first persona you create. The brand persona is a representation of the largest share of your audience and is an embodiment of your brands' values and attributes. The first step in creating a brand persona is coming up with the different characteristics of the persona. Next, include the psychographic and demographic data. Lastly, come up with a narrative that describes who your buyer persona is. Once you are done, you will have an idea of who you are talking to in your craft and design your ads.
Step 3 -Creating Additional Buyer Persona
Once you have created the brand persona, start coming up with other personas. For the additional personas, you can use tools like Up Close and Persona, Personapp and Xtensio. Step 2: Map the Personas to the Buying FunnelWhen you are done creating the different personas and you are aware of who your audience is. The next thing you need to do is understand each of the personas' needs at different stages of buying. These stages are; Awareness stage, Consideration stage, and Decision stage.
During awareness period, a persona is aware there is a problem that needs to be fixed but they are not sure what the answer to the problem is.When the persona is at the consideration stage, they are actively looking for solutions to their problem.When the personas get to the decision period, they simply need to choose a product they can purchase to solve their problem and a company providing the product.To map the buyer personas to the different buying stages, you need to create a mind map.
Start by coming up with a list of buyer personas. Include their names and images. Next, brainstorm each persona at each stage. Identify what problem they need a solution for. Now, find out what research the persona uses in the consideration stage to find a solution to their problem. What keywords does he or she use and where do they get their answers? In the decision stage, try to identify some of the things that might inspire the personas' decision. Is it reviews, coupons, mobile compatibility or return policies? Once you have done all these, consider some of the selling propositions that might stand out to the buyer persona. Follow the same method to map all your personas to each the different stages of the buying funnel stages. Lastly, come up with a value proposition and brand persona grid. In the grid, list the personas and USPs you intend to use when creating the ads.
Step 3: Test First Ad Copy and Images
Now that you are prepared, you need to carry out some tests to identify the best audiences, images, placements, descriptions, headlines and ad texts. All these variables ought to be tested in order to find out if they are the best. For this reason, it is very important to use strategic and methodical approaches.
Testing Ad Images
Images play a very important role in the success of ads. Test images with different text placement, with text and without text to see how they perform. You can also use animated videos and GIFs.
Testing Ad Copies
You can use AdEspresso to test ad copies. All you need to do is enter the different ad combinations and the tool comes up with different combinations. This enables you to test hundreds of ads.
Testing Ad Placement
Testing ad placements enable you to know where the audience clicks. This is where most of your ads ought to be. You can use AdEspresso for this as well.
Step 4: Test Ads on Different Audiences
Now that you know which variables work best for your ads, the next thing you need to do is test the ads on target audiences.For all your campaigns, the ad, ad placement, image, and ad copy should be similar. The only difference should be the target audience. This enables you to clearly identify the best fit. Identifying audiences to target is an art. Therefore, you should know how to go about it in order to have a successful testing process.
Step 5: Test Stand-out Ads with different Responsive Audiences. The purpose of this is to come up with hyper-targeted ads for promising target audiences. These type of advertisements are referred to as TACT (target audience creative testing). The process is the same as the one for creating starter ads. Test the ads, placement, images, ad copies and other variables to see how effective they are.
Step 6: Review the Metrics and Increase Your Budget for Winning AdsWhen you are at the TACT ads level, it is very easy to know which ads are doing well and which ones are not. You simply need to look at the cost per action, CTR, and conversions. When an ad has proven it is effective for a target audience you can end your testing phase of the campaign. Depending on how the ads continue to perform, you can consider increasing your budget on the ads.
Use these simple steps to test the viability and power of buyer personas and come up with marketing strategies to market to them at all stages of the buying funnel. This process will enable you to know what works and what doesn't when it comes to social media ads and it will definitely improve your conversions.
Now that you know which variables work best for your ads, the next thing you need to do is test the ads on target audiences. For all your campaigns, the ad, ad placement, image, and ad copy should be similar.
The only difference should be the target audience. This enables you to clearly identify the best fit. Identifying audiences to target is an art. Therefore, you should know how to go about it in order to have a successful testing process.
Contact us now for personalized assistance.