The rise of consumers who are digital as they partake on social media platforms is evident enough to grab a business’ attention to invest in social ads and remain at the forefront in terms of competition. A forecasted 20% rise in social ad spending for 2020 is enough for businesses who have not yet jumped on the wagon should do so now. With such a surge means errors cannot take place with the social media strategy.
Now is the time for businesses to invest in well thought out strategies that cover every aspect of social ads. With such a demand and the urgency to follow in trend, we understand that identifying the best marketing tools for a good strategy can be overwhelming. The following article will outline the top 3 common mistakes companies make with their social ad strategies and need to avoid.
1. Commencing ad spends without audience testing
A common mistake that companies make is to start social ads based on current knowledge they know from their consumers. However, market research alone is not enough, and audience testing is essential for social ads. Facebook has integrated a split-testing feature to make the process of finding your ideal audience easier. However, when it comes to other platforms like Tik Tok, Twitter and Pinterest, a split test feature is not available. Instead, create a test budget based on an educated guess and adjust accordingly. Do not change the ad, but alter key factors and take note of the results.
2. Negative ad comments lead to a loss of sales and potential customers.
When promoting your business and services/products, ads are exposed to thousands and millions of people, allowing the possibility of negative comments. For example; 1 potential customer is interested in purchasing your product; however, one negative feedback about the product disheartens them. Hence, negative comments lead to loss of sales.
Companies incorporate a virtual assistant who would tackle such negative comments is one of the most common fixes companies seek. However, Joseph Lazukin, founder of Facebook ad campaign manager Pixelsmarter, states that with such a fix, human error is still possible. The best solution would be to manage negative comments by software, according to Lazukin.
3. A clear call to action strategy is not in place.
The purpose of social ads is to gain action from viewers, whether it to be purchase, sign up, follow your account, etc. The action of the ad needs to be outlined clearly for viewers to understand your message. 13% of social media users expressed that having a ‘buy’ button increases their urge to purchase. As opposed to searching for the website and the product, as outlined by Global Web Index. Keeping it simple is the key to gain more action.
After having outlined the most common three mistakes, it is valuable to note that other errors such as changing the brand feel and not making tweaks once report date are collected are common amongst companies.
Why GCS Malta?
Our highly skilled and educated Marketing team are here to aid you with your marketing strategy to help you achieve the goals set out in your business plan. We can take your marketing to the next level and avoid unnecessary mistakes to maximise results from your social ads.
