The strategy aims to reduce Customer Acquisition Cost (CAC) for social media campaigns by focusing on three main areas: Optimising Targeting, Enhancing Ad Creatives and Messaging, and Improving the Conversion Funnel.
Firstly, "Optimise targeting" involves identifying relevant audience segments through market research and using techniques like lookalike audiences and A/B testing to refine targeting. For instance, targeting high-converting demographics and excluding those who have already converted ensures efficient use of resources.
Secondly, "Enhance ad creatives and messaging" focuses on crafting compelling visuals and concise ad copy, incorporating strong call-to-actions, and using dynamic creatives to personalise content. For example, leveraging user testimonials can add credibility to the ads.
Lastly, "Improve conversion funnel" covers simplifying the user journey, optimising landing pages, and ensuring alignment with ad messaging. This could mean reducing conversion steps and offering incentives like discounts to encourage conversions.
The strategies
⛳️ Strategy 1: Optimise targeting
- Conduct market research to identify the most relevant audience segments
- Utilise lookalike audiences based on existing customer data
- Refine targeting parameters to focus on high-converting demographics
- Use A/B testing to find the most effective targeting settings
- Analyse engagement metrics to adjust targeting in real-time
- Exclude audiences who have already converted
- Incorporate retargeting for users who have shown previous interest
- Segment and personalise ad messaging for different audience groups
- Collaborate with influencers or brand ambassadors relevant to target segments
- Continuously monitor and update audience segments based on campaign performance
⛳️ Strategy 2: Enhance ad creatives and messaging
- Develop a suite of high-quality visuals and video content
- Craft compelling and concise ad copy focused on value propositions
- Utilise storytelling to create engaging narratives in ads
- Incorporate strong call-to-actions in all creatives
- Use dynamic creatives to personalise ad content
- Test different creatives in small segments to identify top performers
- Optimise creatives based on engagement and conversion data
- Ensure consistent branding across all creatives
- Leverage social proof such as testimonials and user reviews in ads
- Update ad creatives regularly to avoid ad fatigue
⛳️ Strategy 3: Improve conversion funnel
- Simplify the user journey from ad click to conversion
- Optimise landing pages for speed and mobile responsiveness
- Ensure that landing pages align closely with ad messaging
- Use clear and prominent call-to-actions on landing pages
- A/B test different landing page designs and layouts
- Reduce the number of steps required for users to convert
- Offer incentives such as discounts or free trials
- Implement remarketing strategies for users who dropped off in the funnel
- Analyse conversion data to identify and address bottlenecks
- Utilise social proof and trust signals on landing pages
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
