March 3, 2022

Four Steps to Social Media Marketing Success in 2022

According to our research, 3 out of 5 digital marketers aren’t confident that their campaigns target the right audience.
Mark Byrne
Mark Byrne

Head of Paid Search & Social

Thanks to competition and changing algorithms, organic reach on social media platforms is harder to achieve than ever. How can you get your social media marketing on a solid footing for 2022?

Get ready

The paid media and performance marketing landscape is constantly changing. There’s always a new platform, a new update, a new tactic – or a new challenge. 

2022 brings a few of those, as more and more people opt-out of cookies due to new data privacy rules. While this is a good thing in many ways, it does mean you can’t measure the success of a campaign as easily as you used to. So you need to put even more focus on growing a relationship with your chosen audience just as you would with an individual customer.

Let’s look at the four fundamental steps I recommend you take in any campaign.

young couple inside an amusement arcade park seriously looking at the camera
Step 1: Strategy

To create a strategy, you must know your audience and understand your different customers’ journeys. 

Ask yourself: which social media platforms do we need to be on? Which part of the funnel are we in right now? What are we optimising for: traffic, sales or leads?

Do you need to think about awareness campaigns to create more demand or focus on converting the customers you already have?

Once you know where you are, where you need to be, and how aggressively you need to act, you can decide what platforms and ad formats are best and where to direct spending.

Step 2: Campaign creation and creative

The campaign creation phase is about choosing the right platform for reaching those customers based on your strategic objectives.

Choosing the right platform

Developing a successful paid social campaign starts with building the creative – the ad you’re going to place on social media – with the audience in mind. Next, it’s about choosing the right platform to reach your customer. Finally, it’s about using the best ad formats for your goals.  

For example, many people use TikTok to look for inspiration, such as searching for ‘kitchen design’ for clever decor ideas before deciding what to buy. 

On the other hand, people use Google to search for specific products and brands: say “Wickes double ceramic sink” reviews. So if you want to put your homeware, fashion or lifestyle products in front of potential customers browsing for new ideas, TikTok might be a great place to do it.

Designing the right campaign for the right mindset

When building your creative, consider your audience’s purchase intent. If they’re close to buying, that’s a different creative approach than someone browsing. You might be selling lifestyle inspiration (farmhouse kitchen) versus a product (ceramic double sinks).

Step 3: Amplification

This stage is all about allocating budget and leveraging machine learning to inform budget decisions at scale. Successful digital campaigns are numbers-focused. You want to ensure that return on investment, so you need to allocate budgets in the way you think will help reach your objectives.

I find it better to be fluid and flexible in allocating budget, not tied to minimum spending on a particular platform or a specific funnel phase. It means you can then adapt your budget in the next phase – optimisation.

businesswoman working on laptop in cafe
Step 4: Optimisation – the biggest change for 2022

The optimisation process concerns every aspect of the campaign you want to test.

You should develop a hypothesis, run it, carry out an A/B test, and gather your results. When you see what worked, build on it and then test again. You can drive better and better results by paying attention to that feedback loop.

As cookies become deprecated, optimisation will be one of our biggest challenges this year. Data privacy issues and customers opting out makes it much harder to measure and optimise the outcome of paid media. And this challenge is only more complicated when working across multiple social media platforms.

I recommend a couple of strategies to our clients to help overcome these challenges:

Facebook’s Conversions API

  • The Conversions API allows the website’s server to track user behaviour on your site. From our experience, it more than doubles the number of conversion events visible within Ads Manager reporting.
  • The server notes the user’s actions (add to cart, purchase, lead) and then sends the information back to Facebook in a privacy-safe way.
  • You can use that information for optimisation.

Facebook’s Aggregated Event Measurement (AEM)

  • It respects consumers’ privacy while tracking conversion events, similar to Google’s Enhanced Conversions.
  • With eight trackable conversions events per domain, you can track what’s important to you and track conversions for opted-out and iOS14 consumers.

I recommend that our clients implement the Conversions API across their Ads Manager accounts and work with Facebook’s guide to align stakeholders, including the legal department.

blue and white logo guessing game

2021 was a turbulent year for social media marketing, but there’s no reason to fear 2022. With a well-planned strategy based on these four steps, you can ensure that your digital marketing reaches the right people at the right time, converting views into sales.

Our recent merger with Greenlight means that expert performance marketing is now part of the Brave Bison portfolio. Get in touch to find out how we can help amplify your paid media strategy.

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