GROW YOUR BRAND WITH PAID SOCIAL
Strategies built to bring social into your wider marketing mix.
Winning at social has always been easier said than done.
The impact of privacy changes, shifting consumer sentiment, diversified platform usage & more has only added to this.
There isn’t a single answer to best-practice. Anyone telling you there is (and that coincidentally it is the strategy they are recommending) is over-simplifying.
That being said, there are key areas that need to be reviewed in order to start building your brand-specific best-practice:
Creative Strategy
Bold, attention grabbing creative that fits your brand, but is tailored to the social platform & target audience. New formats should be embraced, but rigorously tested.
Campaign Structure
Data points are choked by privacy restrictions & overly segmented campaigns further reduce the data quantity crucial for optimisation. Finding the right balance is key.
First Party Data
Ensure you have a robust strategy both for gathering rich first party data, and for deploying it into your campaigns with lookalikes, suppression lists & more.
A/B Testing Methodology
Whether it is creative, audiences, structure, goals or otherwise, the micro (and sometimes macro) gains that you can make via fair testing will separate you from your competitors.
Technical Set-Up
Properly implemented feeds, pixels & CAPI have always been crucial to social management. With decreased signal quantity & quality due to privacy changes, this is even more critical.
Platform Specific Approach
Each social platform comes with its own nuances, whether it is the audience, creative, technical set-up, or all of the above & more. A one-size-fits-all strategy is not good enough.
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