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Social Media Marketing Has Revolutionized The Way Marketers Communicate With Customers

Over the past 20 years, social networks have changed the fundamental ways in which marketers communicate and interact with their customers. Due to the power of social proof and its high engagement, social media has risen to become one of the must-have marketing channels for many brands.

Social media marketing is now an integral part of the marketing mix of any B2C or B2B company that seeks to have direct contact with its customer.

With a global number of 3.8 billion active social media users, it is no surprise that companies are leveraging on social media marketing to attract and convert customers online.

Marketers who have successfully built a strong social media presence experience greater engagement with their customers and a significant increase in lead generation.

  • 80% of social media B2B leads come from LinkedIn (LinkedIn)
  • 37% of consumers finding purchase inspiration through social network channels (PWC)

Clearly, social media marketing is increasingly an essential strategy rather than an optional strategy for businesses these days.

Future of Social Media Marketing – Take a Dynamic Approach

While social media marketing is immensely valuable and beneficial to your business growth, your social media strategy will have to differ based on which social networks your audience spends their time on.

That means taking on a dynamic approach with your social media marketing strategy.

What Is Dynamic Content?

Dynamic content refers to content that changes based on data, behaviour and interests of the users.

Different social media platforms have a different set of demographics, interest and type of content consumption. Therefore it’s essential that marketers tailor their social media content to suit each platform’s users.

The Components Of Dynamic Content On Social Media

A dynamic approach can be applied to both content and paid social ads (including retargeting ads). Whether it’s content or paid ads, the type and presentation of content will have to change based on the behaviour and interests of the target audience. 

The key is customization and personalisation.

Dynamic Paid Ads

For paid ad campaigns, the most common practice is to customise blocks of tailored content (ads) that are displayed on social media according to the rules for particular subscriber groups.

Using tools such as Facebook Dynamic Ads & LinkedIn Dynamic ads  marketers can customise the “look” of the ad and leverage the various targeting options available.

When marketers create retargeting ads, they can choose to target a group of customers who are most likely to convert (for example, customers who have left items in the cart or have browsed your site previously).   

Creating a Facebook Dynamic Ad

When you create a dynamic ad, choose assets that make sense together when combined. You can choose up to 30 assets for your dynamic creative ad.

You should also:

  •  A/B test best call-to-action buttons 
  • Reach the right people with the use of pixels
  • Keep the text short, clear and to the point 
  • Draw attention to your image with movement/ formats

Dynamic Monthly Social Content

Using insights gathered from your social media channels, marketers should also plan their monthly social media calendar according to their customers’ interests and purchase intent. These can be gathered using the page insights function that all your social channels will have. 

Tips for planning your social media calendar:

  • User Segmentation

Segmentation is a method of dividing your visitors into specific groups and customizing both your content and the user experience for each segment. You may refer to our guide on creating a customer strategy to segment your target audience.

  • Collect Relevant Data

Collect consumer insights based on the products that the user has been looking at.

  • Adapt Your Branding / Creative

Change the content type and style based on all the data that has been collected thus far.

How Dynamic Future-Proofs Your Social Media Strategy

A one-size-fits-all social media content won’t cut it anymore.

Your customers are increasingly demanding. They expect their interactions with businesses on social to be tailored to who they are, their goals and their needs.

For marketers to maintain a competitive advantage, they must adopt a strategy that is flexible enough to reach their customers at multiple touchpoints.

That is why we recommend a dynamic strategy which will deliver long-term value and drive social ROI for any company.

A dynamic Approach Optimizes Your Content to Drive Conversions and Sales Faster

Dynamic content is your first step towards better audience targeting to bump up social ROI and achieve business results for your brand.

It is a versatile and cost-effective strategy which will help businesses receive the most return on ad spend.

With a dynamic approach, marketers are optimizing content which will appeal to their existing and potential customers.

With dynamic ads, you can:

  • Reach more customers: Show people items that are tailored to their interests, regardless if they’ve been to your website or app
  • Complete the sale:  Dynamic ads retarget your website or mobile app shoppers to remind customers of items they’ve left in their shopping cart
  • Find new potential shoppers: Using a function known as broad audience targeting, you can reach new people who’ve expressed interest in your products (or products similar to yours) even if they haven’t visited your website or app yet
  • Save time on creating ads: Marketers just need to create an ad template that automatically uses images and details from your catalogue for products you’d like to advertise

As a result, dynamic ads help quicken the conversion process and increase conversion rates because you are targeting customers who have the greatest probability to buy from you.

Rather than incurring a huge ad spend on a general audience, marketers will achieve better results with the least possible amount of ad spend by selling to customers with the highest purchase intent, across all the stages of the marketing funnel.

Anaconda Stores Case Study – Examining a Successful Use of Dynamic Ads

Anaconda Stores* is an Australian camping and outdoor adventure retailer. Started in 2004, Anaconda’s mission is to inspire and equip Australians with the best value and broadest range of outdoor adventure and sporting products.

The company ran a campaign during the highly competitive winter sales season when there are many local retailers promoting snow gear and related accessories to Australian consumers.

The ads featured a mix of lifestyle photos and videos that showed people in action (camping and skiing). In the ads, there were also clear call-to-action buttons with a clear offer “40-50% off” to highlight the promotion which encouraged customers to click on the ad.

The campaign was also targeted to Anaconda’s Adventure Club members using Facebook Custom Audiences. This allowed Anaconda to measure offline sales through loyalty club sales data, and online sales using Facebook pixel.

Anaconda’s campaign successfully drove online and offline sales during one of the most important times of the year for outdoor retail. Within two months, the retail company experienced a 16.8X incremental offline sales and a 17.9X return on ad spend.

*Anaconda is not a client of 2Stallions. To learn more about 2Stallions’ successful social media campaigns, head over to our case study section and download our FREE case studies! 

Wrapping Up

The steps we’ve provided for you to create a dynamic strategy is relevant for Facebook and other social media channels. Feel free to adopt any of the tips we’ve provided and get started on creating your own dynamic strategy today!

The content in this article is part of 2Stallion’s #SPEAKEASYASIA webinar: Creating A Dynamic Social Media Strategy. If you’re interested to receive the slides of the webinar, feel free to reach out directly to Anish and he will be in touch with you shortly. To stay updated on our latest events, head over to our #SPEAKEASYASIA website for more information.

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