Q4 is right around the corner and it’s imperative to do some legwork now to set yourself up for success once the holiday season is upon us.
Paid social is likely to have a significant impact on your overall efforts – not only in building the funnel but actually delivering end-of-the-funnel conversions.
So how do you set yourself up for success? Here are my top five tips for what to take care of now.
Personas, personas, personas
Do your audience research. Comb through your internal data and understand who your customers are – even if you think you know this like the back of your hand, do some research to see whether any segments have changed or emerged.
What are their characteristics, behaviors, and traits? Think about demographics, household income, interests, and likes. Additionally, leverage audience insights tools from both Google and Facebook to get a richer, more layered sense of who your customers might be.
Once you have this information, you can create your various personas – the different types of audiences that would be interested in your product or service. Now you know who to target.
Channels
When you truly know your customers, you’ll get additional insight into what channels you should be advertising on. Facebook, of all social media channels, is always a given because of its enormity and ability to get very granular with its targeting.
But which other social media channels might be right to advertise on? Did you find out that one of your target personas happens to consist of senior-level business people? If so, LinkedIn may be worth a try.
If your audiences like to consume information, news, and technical knowledge, Twitter would be