Creating a 360 marketing campaign can seem like a daunting task, especially for small businesses who may not necessarily have access to big marketing budgets to make a huge splash and remain top of mind for audiences. If you struggle with this, and for you, print media seems far-fetched, and billboard ads are be well out of reach, check out these simple tips on how to create a 360 Digital campaign on a lean budget.
Yes, I know, everything you have ever read till this point has made you see 360 campaigns as the marketing strategy that involves the synergy of your messaging across various platforms, including traditional and digital media platforms. However, in an increasingly digital age, a 360 strategy can still be adopted to ensure that your marketing campaign attains the desired result.
What’s Your Budget?
Knowing your spending limits is a great place to start when mapping out an effective marketing strategy. This helps you plan your spending across the relevant platforms where you want your audience to see your products and services.
Let Data Guide You
The next thing to do is to ensure that your message gets to your audiences where they may be found. Let your data guide you to understand the behavior and interests of your audiences so that you can optimize your campaigns for success. You can do this by studying the insights and analytics of your business’s social pages as well as your website traffic to start. This will help you know how to streamline your ad efforts going forward.
Know Your Platforms
Now that you know where your customers are to be found, you should ensure that you learn all that you can about advertising on these platforms. On Facebook, create a business manager account to manage your campaigns, on Twitter, visit the Ads section to familiarise yourself with the features available, and on Google, set up a Google Ads account for your business if you are taking on your marketing efforts by yourself.
After familiarising yourself with the platforms, ensure that you map out your budget for each and prepare your creatives to match specifications on each platform as they vary.
Strategic Social Buying is a Key Strategy
Earlier in this article, I mentioned how important it is to know where your audiences are to be found. Well, this includes knowing the other social media pages they follow, and the comment sections where they ‘thrive’. For Nigerian businesses, you may want to explore various social media platforms, depending on what your niche is, to find out where your audiences are most likely to be found.
In this context, strategic social buying involves the placement of content on specific pages that have high volume traffic in a bid to ensure that your message reaches more people that are most likely to develop an interest in your products and services. If you are in the Nigerian space, you may have seen a few ‘sponsored posts’ on your favorite Instagram pages like ‘Instablog9ja’, or ‘Bellanaijaonline’ or ‘LindaIkejiBlogofficial’ and more. These platforms have a high number of followers and serve as social media advertising platforms for small businesses who want to reach more customers.
The key to cracking strategic social buying is to know what platforms your customers are likely to be on and serving your content on those platforms for a fee. Ensure that you consider this when planning your budget.
Set Frequency Caps
While I do not want to get to the nitty gritty of setting up ads on various platforms to get the 360-marketing effect, one of the smartest strategies you can adopt to get the 360 effect is to set a frequency cap on your campaigns. Since the idea behind the 360 model is to ensure that your campaigns are seen by customers over and over again to ensure that your brand is unforgettable, setting a frequency cap is just what you need.
A frequency cap is the number of times you would like audiences to see your ads in a day throughout your campaign. Usually, you will encounter this feature while setting the audience targeting feature for your ads. Depending on your budget, you can set your frequency cap to be between 2-9 times a day. This will help you serve your ads to audiences so that your brand remains at the top of their minds whenever they are using digital platforms. This feature is available on Facebook, Twitter, Instagram and Google.
Finally, ensure that your brand assets are created in line with specifications of the platforms you would like to advertise on. Following these rules helps you to effectively optimise your brand presence across platforms and ensuring that the experience is the same wherever your customers are viewing your ads. This way, you can effectively replicate the 360 model on a digital scale.