Navigating Social Media Advertising in 2022

Check out these 5 steps to build a creative social media advertising strategy for your ecommerce business.

1.  Determine what to sell.

You will need to determine which of your products hold the highest value and center your advertising efforts around those products. Once you run ads for these products, you can determine which ones are generating high profits but are underrepresented in the ad account and adjust accordingly. While you can create a good advertisement for an average-selling product, featuring a bestselling product will likely result in more conversions and sales.

2.  Research your audience.

Before trying to sell to your audience, you first have to understand who they are and what they want. But knowing the functional purpose of your product and what your customers actually want isn’t always black and white.

  • Read Reviews - Customer reviews are valuable insights to what your customers want and how they actually view your product.
  • Utilize Google Trends and keyword searches to help understand how customers are thinking about different products and/or topics. 
  • Look at tagged photos and related hashtags on your brand’s social networks - this could be a great opportunity to find organic search for your products.
3.  Capture customer attention.

Marketers have much less time to capture customers’ attention before they end up scrolling to the next thing. By leading with the climax of the story in your ad, you can hook customers from the beginning and lead them to a call-to-action. 

Your product should be the star of the show. While there is value in lifestyle product photography and ads, at the end of the day, the goal is to sell a product, so it should be your main focal point. 

Your ads should fit on a mobile screen, and should be designed with the mobile user in mind. This means legible branding, large and clear text, eye-catching graphics and interactivity whenever possible. 

4.  Determine your budget. 

Your budget is key to determining what your limitations are and how you should be allocating your resources. Social media marketing is generally less expensive than traditional marketing, so your investments in digital will often give you more bang for your buck.

5.  Improve your performance.

Return on advertising spend (ROAS) can clue you in to whether your ads are working. The goal of social media advertising is to drive traffic and gain more sales. Before a customer hits the “Complete Purchase” button, there are several steps they have to move through to get there — and as a marketer, it’s your job to make sure they do.