In the latest issue of Floral Management, a digital marketing expert shares tips to ensure your social media ads are getting clicks and netting sales.
Running social media ads may feel like a stab in the dark. These bite-sized ads need to capture the attention of an audience who are constantly scrolling. How do you make users stop long enough to consider your product and, even better, click over to your website? A digital marketing expert shared strategies in Floral Management’s latest Social Savvy column by Jennifer Sperry.
Megan Gerace, digital marketing director for the floral marketing and website design business GravityFree Studios, recommends choosing your target audience and the appropriate platform before launching an ad campaign. Ensure that you’re isolating specific users who are most likely to purchase your product so you’re not blowing your budget.
“Make sure your ads are served to people within your delivery or service radius,” says Gerace. “Facebook can get really carried away; you don’t want to spend valuable money on clients who can’t purchase.”
When creating ads, Gerace recommends using videos rather than a still image for heightened visibility. Even a video collage of images may be more effective than one still, she says. If you do opt for video, make sure it is effective even without sound.
“Video is king on social media right now,” says Gerace. “Since Meta is pushing this format, you might get bonus points for a video ad, aka a boost in displays.”
For more on experimenting with video and reaching your target audience, read “Create an Effective Social Media Ad” in the November/December issue of Floral Management.
Laurie Herrera is a contributing writer for the Society of American Florists.
