How to Excel at Paid Social Media Marketing, Socialbakers CEO Yuval Ben-Itzhak

How to Excel at Paid Social Media Marketing, Socialbakers CEO Yuval Ben-Itzhak


Running a successful paid campaign over social
media should not be just a gamble. You should start by learning who is the audience
that you want to go after. You need to define the KPIs to know when this
campaign is successful. Once you’ve done that, you need to go and
find, what is the content that will get your audience engaged? What format of content? What should you produce? Is it a video, a story, an image? Once you have that, you need to define the
budget for the goals that you want to achieve. And you should not make a guess. You can actually leverage benchmarks and data
that’s coming directly from systems that monitor the spend of many brands in every
region and every vertical. Then you can understand the budget that you
should allocate. Once you execute a campaign, either with the
help of agencies or you’re doing it yourself, it’s good to have a platform that brings
all of this data together and provides you a holistic view of how your campaign is being
executed and how your spend is actually performing and attribute all of these different activities
to the goals that you’ve defined for that particular campaign. Connecting your web content into the social
campaigns that you have and having a dashboard that shows you all that information together,
so you really know the spend that you’re doing is delivering the results that you need. Many brands are missing the talent to execute
ads over social media so they’re working very closely with many agencies around the
world. And agencies are great; they’re providing
the talents that the brand is missing, they’re executing the campaigns based on the instructions
that they’re getting from the brands. But in that case, many brands are missing
the visibility and exactly how the budget is being spent. What is the performance of the ad account? They have to wait until the campaign is finished
or the weekly call in order to see the results. When you’re running a paid campaign, you
need to have a platform that collects the data in real time and gives you a holistic
view of how the campaign is actually performing so that you can slice and dice the data and
really understand how you’re progressing towards your goal while the agency is executing
that campaign. When you’re managing multiple accounts,
things start to be a little bit more complex. You need to sync the data between the different
campaigns, between the different regions, the people that are all working on it. You’re spending many hours on the phone,
Excels flying around; being able to bring all of that data together, as a budget owner
who needs to have a holistic view on how things are actually executed and what really works
well for you in each region, this is where the platform’s giving you the power to see
all of that information and execute quickly. So you’re saving all the time to connect
and collect the data from each and every team and each and every region. Over the years, marketers were using different
tools to execute their digital marketing campaign, either internally in the brands or by working
with remote agencies that execute the campaign for them. However, as a result the data was stored in
silos. Each tool has its own data and you’re basically
missing the context of how the campaign is being executed and how your marketing operation
looks like. By in-housing all of this data together, by
connecting the dots, you’re getting a much better view, a holistic view, of how you’re
campaign is being executed. For marketers to connect and bring the data
in-house while still giving access to the agency or remote team to operate, this is
of great benefit and gives the executives a holistic view of how everything is actually
working.

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