It’s still January, so there’s plenty of time to keep your New Year’s resolutions. While most of us are trying to stick to an earnest regimen of daily gym visits (and actually going this year!), eating healthy, and having a well-balanced lifestyle, social marketers in particular are making an industry-friendly list of our 2018 ambitions.
Let’s take a step back and organize our strategy for getting ahead in advertising this year.
Where do you want to take your social media strategy in 2018? The first step is looking at the current state of your campaigns. Are you meeting goals and capturing the right measures of success? Are you happy with your growth rate or can you accomplish even more? If you had all the resources you needed, what would you do to create a killer strategy?
Make a list of all the goals and objectives you want to achieve. This will be the basis of your plan and help guide you towards favorable outcomes. Be sure your goals are SMART:
Learn from Last Year’s Successes and Failures
As Thomas Edison famously stated, “I have not failed. I've just found 10,000 ways that won't work.” Learning means trial and error—we all fail at some stage or another and it's what you do with that failure that strengthens your efforts going forward.
Listen to constructive feedback and ask yourself, “Why? How did that happen?” Don’t be afraid to ask for feedback in the first place. You’ll challenge your team’s abilities and shake up the status quo, which will increase the chances of discovering even better ways of doing business.
“Move fast and break things. Unless you are breaking stuff, you are not moving fast enough.”
No, this isn’t a grade-school dare. It’s sound advice from Mark Zuckerberg, who used this mantra to build a trillion-dollar social empire. Your failure just may be the key to your success! Use your own version of “creative destruction” to rethink, revamp, and revive any deficient or lackluster parts of your social ad campaigns.
Explore ways to take advantage of new and evolving advertising technologies. Also take stock of your successes and what's working, then build on these. Set new growth targets and determine precise tactics for how you’ll achieve them.
Remember, 3M’s failed adhesive evolved into its flagship and ubiquitous product, the Post-it!
According to Facebook, mobile is now driving over half of all campaign conversions. If you’re not including mobile as part of your existing strategies, you’re missing out on a huge potential revenue stream.
With this trend expected to expand even more this year, we highly recommend a mobile-first strategy. Build out your campaigns with mobile in mind rather than having to adapt later.
Make Time for Video
Video ads are a powerful ad unit for generating engagement. Facebook has seen phenomenal growth in video usage over the past year—it’s now serving a staggering 8 billion video views a day. Video usage has exploded astronomically, with no signs of slowing down.
If you have no idea where to start, check out our previous article detailing 7 Tips for a Killer Video Advertising Strategy. And, to see just a few examples of how businesses have crafted successful video ad campaigns, read our case studies and check out our recent webinar on video advertising tips:
- Meliá Revamps Performance on Facebook Thanks to Marin’s Cross-Channel Search Intent
- The Economist Uses Marin Social Multi-Objective Media Plans and Facebook Video Ads to Raise New Subscriptions by 66%
- Webinar: Press Play on Video Advertising
Explore Multi-Touch Attribution
It’s now becoming more important than ever to understand each of the touch points in your customer’s journey. It often takes multiple touches with a brand before a consumer takes action, so it’s key for us marketers to plot this path to conversion accurately.
Resolve to make 2018 your Year of Attribution. You’ll gain valuable insights into your social ad campaigns, achieve a full picture of performance, and enable better budgeting decisions to drive profitable return on ad spend.
Facebook, Instagram, and Twitter have a host of placements across their platforms, so don’t limit your reach. Effectively drive action from your audience by choosing to set up placement-optimized campaigns whenever possible. Test various iterations of your placement setup—if you didn’t achieve your desired outcome the first time around, explore and analyze the reasons and refine to ensure success. Read our article on the benefits of placement optimization and how to implement it into your campaigns.
Happy New Year and good luck with your resolutions!