Advertising campaigns, whether in social media, TV, or SEA, have one specific goal: to persuade users to make a purchase. The advantage of social media campaigns is that they usually spread very quickly – and can be tailored to users using targeting options. However, if this potential remains unused in the online shop, the advertising effect will fall flat. In today’s blog post, we would like to demonstrate how to successfully extend social media advertising campaigns on your website and what you should pay close attention to.
The power of virality – social media as an advertising channel
TikTok, YouTube and Instagram are no longer just captivating private individuals; companies are also becoming increasingly devoted to these channels. And that is no surprise – by posting regularly, they can not only keep their users up to date and retain their loyalty. They can also increase their reach by making their content go viral. For this to happen, however, people need to like sharing their content. That’s why it’s recommended to publish special promotions on social media and display campaigns via social media ads.
Unfortunately, many marketers forget one thing: to extend the viral campaigns on the website. The main goal should be to address the users individually and to directly present them with the desired product or action. To not only address users individually, but also to convince them of the rest of the product range, you can promote alternatives.
How about a digital hunt, for example, which starts on social media and then leads through the online shop. This is perfect for seasonal events, but doesn’t have to be limited to them: An Easter egg hunt at Easter, a flying ghost users have to catch on Halloween, or a Christmas tree ornament hunt on Christmas, and so on. By clicking from social media, the user is directed to the website, where the first teaser for the hunt is displayed. This pursuit then takes users through the entire product range, where they have to find and collect a number of hidden items. At the end, a reward beckons, for example in form of a discount or add-on.
It’s a win-win situation: on the hunt through the product range, the users may not only find the items they are looking for, but also exciting products that end up in the shopping cart. In addition, a digital hunt is a very special shopping experience – that will be remembered positively and shared with friends and followers. This helps spread the word about the campaign, maybe more people will buy, and customers are happy about the change.
It has to be good – Using the influence of influencers
An additional way to advertise the company via social media is influencer marketing. For many users, the opinion of other people matters, especially if it is the perception of their favorite influencer. But again, the advertised product or campaign should be featured on the website. If the user is led to the shop via swipe-up, he may even be greeted here with the image of the influencer on the campaign teaser.
Marketers can also have influencers compile their favorite shop items on a landing page. The customer may then not only buy the item he has just seen, but also additional products.
Social media targeting – Knowing your customers
When a user logs on to a social media channel, they reveal a lot about themselves. In addition to geographic data such as age, gender and name, companies also learn more about the user’s interests and needs. These granular targeting options are, of course, worth a fortune for social media advertising. But it also works the other way around: because if you run highly targeted campaigns, you also know who visits the website from these campaigns. If the marketer knows the user’s interests, recommendations can be suggested on the website in addition to the advertised campaign – matching the user’s preferences. The user feels well advised and obtains a positive image of the online shop.
Using the user’s interests to optimize the web shop
If a user clicks on a particular ad, the information from social media can also be used for further optimization beyond the direct shopping experience. If a shop knows that the user belongs to a certain shopping group, surveys on targeted topics can yield a meaningful result. If the shop has recently started offering a collection for young people and the fashion-savvy user fits into the age group, surveys on the new collection can be displayed. The survey result not only helps the shop to better adapt to the users, but also strengthens customer satisfaction and loyalty. In addition, attention is once again drawn to the collection.
Social Media has a lot of potential – you just have to know how to use it
It is hard to imagine marketing without social media – it has become an important part of everyday marketing. It offers many advantages from which marketers can benefit, e.g. expanding reach, attracting new customers and strengthening customer loyalty. But if the customer doesn’t find the product or the promotion from social media in the online shop, the disappointment is huge. Therefore, it is very important for companies to work across channels and extend the advertising campaigns on the website.