Insights, observations, and stories from the front lines of ecommerce and online marketing

Social Media and On-Site Campaigns: How They Work Together

Your marketing efforts don’t exist in a vacuum. You might be working on multiple projects at once, whether that’s on-site campaigns in Privy, Facebook or Instagram ads, email marketing campaigns, and more.

While they may feel like completely separate projects to you (or for completely separate teams in your company), for your customer or prospect, they experience  your brand as a whole. Making sure that the elements of your campaigns across channels work together well can get tricky no matter how experienced you are at juggling the unique requirements for each one.

The good news? There are lots of ways you can tie a variety of channels together with your on-site campaigns. Today we’ll focus on a low-lift way to make your marketing more cohesive: Tying your social media campaigns to your on-site ones.

Make Your Messages Match

The first step toward building a marketing campaign that cuts across channels is to determine your messaging. What are you offering, how are you offering it, and for how long?

No matter what you choose, you’ll want to make sure those messages match on each channel. Part of what makes a good marketing campaign so powerful is that a person can be anywhere online and see the same overall message. So, if one of your Instagram followers sees, “Get 10% off by signing up today,” you’ll want to make sure they see the exact same message once they click the link.

 

 

 

 

 

 

 

 

 

 

 

You’d be surprised how often people overlook this. It can be challenging on bigger teams or on projects with lots of moving parts, but once you match your message, it amplifies its power. The concept of repetition in marketing and advertising is nothing new; in fact, marketing rules about how many times someone needs to see a message before they buy the product have existed as far back as 1885.

That way there’s no question in people’s heads about where they are and what they’re there for. Making sure your headlines, calls-to-action, and imagery are the same is essential for making social media and your on-site campaigns work together.

Align Your Timing

You’ll want to think about the timing of your campaigns. How long are you planning on using and promoting your offer? Including limits on your on-site campaigns can generate a sense of urgency and make them more powerful.

If you’re planning on running a limited-time offer, you’ll want to make sure you put a time frame around your social media posts as well. That doesn’t mean you only have to post once—in fact, it’s probably a good idea to tie your limited-time offer into a few posts during the time period of the campaign.

For instance, if you’re running a spin to win sweepstakes on your site for one week, you’ll want to promote that via your social media channels throughout the week. That means including a link in your Instagram bio to your page, showcasing prizes or the contest prompt on your channels, and highlighting the reasons why your followers should join the contest.

Consider running a limited-time ad promotion during this period, too. Depending on the size of your campaign, it’s probably worth promoting a few posts to make sure you’re reaching a broader audience besides your followers. Even if you’re not running ads, if you’re posting on Facebook, you can use the “Stop showing” function to make sure your posts only run for a limited time.

 

 

 

 

 

 

 

 

Think About Your Audience

If you’re doing a social media based campaign, you also want to make sure to evaluate your followers. Are they mainly interacting with you on desktop or on mobile? If you’re running an offer through Instagram, it’s likely they’ll be on mobile. To make sure those users have the best experience, build a mobile-specific version of your on-site campaign.

Similarly, social media campaigns allow you to target based on geography—even getting as detailed as city neighborhoods—so you should do the same for your on-site campaigns. Use geotargeting or language targeting to completely match your social media message.

Using Links on your Social Media Campaigns

Once you have your message and timing down pat, it’s time to choose how you’ll actually connect the two channels.

If you’re going to promote a specific message, you want to make sure you include a way for your followers to take action on that message: A link. The way to do this varies by channel:

Instagram

To include a link, edit your profile and change the link to where you plan on sending your followers. Be sure to include a note on the message that the link is in the bio.

Instagram Stories

If you qualify on Instagram with 10,000 followers or more, you can also include links in your stories. To use this, click the link icon at the top of the story and paste in your link. Be sure to include a note to swipe up for your followers to take action.

Facebook and LinkedIn

Both Facebook and LinkedIn make it easy to include links. With ads, you can edit your call-to-action button. For regular posts, simply paste the link into the message, wait for the link’s image to appear, and then delete the link—this makes your message much cleaner, and users can still click the link image to take action.

Once you’ve set up your links, you have two options: Landing pages or pop ups.

Connecting Social Media to Landing Pages

Building a dedicated landing page for your social media posts gives you more room to tell the story without any distractions. A great landing page has only a few key elements on it, with the focus on the offer or call-to-action. Keep things super simple with your message and form, like this one we’re using for our Black Friday webinar:

In this example, we’ve put together a brief outline of what the webinar entails with a clear call to action to reserve your spot. Nothing more.

The advantage to using a landing page is twofold: You have a unique URL that makes it easy to track the success of your campaign and because the page is so simple, it makes it easier for your visitors to convert. If they clicked on the link in your Instagram bio, then they’re probably most interested in your offer, not to browse.

Connecting Social Media to Targeted Pop Ups

On the other hand, building targeted pop ups for your social media posts allows you to deliver a super targeted experience without detracting from the rest of your website, and unlike a landing page, allows your visitors to continue to browse.

By targeting your campaign based on the referring source, you can put together campaigns just for visitors coming to your site from social media.

In Privy, there’s several ways to do this. You can target by traffic type:

By referring URL for a specific social channel:

Or targeting the URL you used in your social promotion with a UTM code. (Confused? Read up on them here).

If you’re looking to put together a super relevant message without detracting from browsing, then a pop up is the way to go. This is best suited to simple messages or offers that are quick to get the point across.

In Summary: Don’t Be Afraid to Get Social

Building a cross-channel marketing campaign can sound intimidating, but it doesn’t actually take that much more work. With a little coordination and a few handy targeting rules, you can create a seamless experience for your social media traffic in no time.

If you’re looking for some of these advanced targeting techniques in Privy, you’ll need a Plus plan or above. Learn more about what else you can do to power up your on-site conversion with one of our paid plans:

How To's, Inspiration, social media strategy, Social Media

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