With more people looking at paid social to diversify their ad spend; many are diving in without fully considering what will provide the best results. One of the mistakes many brands make is having a “full funnel” conversion objective. Instead, building awareness and consideration into your sales funnel will help you secure and maintain conversion rates. The key is to make sure the content you’re serving up is finding the right audience at the right time – considering a purchase, exploring their options or ready to buy now. Looking at all the stages throughout the funnel will allow you to drive traffic and help you convert users throughout the buying cycle resulting in a stronger return on your ad spend.
- There are opportunities for capitalizing on paid social throughout the funnel.
- 72% of the ads in Pattern89’s data set from 2017 were focused on conversion. Only 10% were focused on awareness and a mere 17% have a goal of consideration.
- At every level of the funnel, consumers seemingly respond best to messages that simply give them information so they can choose to respond positively or negatively.
“You might be missing the forest for the trees if you assume that’s the only way to approach paid social. An overwhelming majority (72%) of social ads focus on conversion at the expense of awareness, consideration, etc. The imbalance is striking.”
Read more: https://www.convinceandconvert.com/social-media-marketing/where-your-brand-is-going-wrong-paid-social/
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August 3, 2018With more people looking at paid social to diversify their ad spend; many are diving in without fully considering what will provide the best results. One of the mistakes many brands make is having a “full funnel” conversion objective. Instead, building awareness and consideration into your sales funnel will help you secure and maintain conversion rates. The key is to make sure the content you’re serving up is finding the right audience at the right time – considering a purchase, exploring their options or ready to buy now. Looking at all the stages throughout the funnel will allow you to drive traffic and help you convert users throughout the buying cycle resulting in a stronger return on your ad spend.
Key Takeaways:
“You might be missing the forest for the trees if you assume that’s the only way to approach paid social. An overwhelming majority (72%) of social ads focus on conversion at the expense of awareness, consideration, etc. The imbalance is striking.”
Read more: https://www.convinceandconvert.com/social-media-marketing/where-your-brand-is-going-wrong-paid-social/
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