Instagram Strategies for Shopping Season

Sep 24, 2019 | Social Media Marketing | 0 comments

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Battling the rising cost of ads

Instagram ads opened up to everyone in late 2015, and now over 2 million businesses are advertising on the platform.

“Pretty much every brand is doing paid social today,” says Reza Khadjavi, co-founder of Shoelace. “The heavy competition for a limited number of ad spots has driven up the cost of acquisition radically over the past few years.”

The heavy competition for a limited number of ad spots has driven up the cost of acquisition radically over the past few years.

With rising ad spend front of mind for many brands during the holiday shopping season, what can marketers do to ensure they get the very most from their advertising dollars?

Strategy #1: Take a brand-first approach to advertising

When you think about your advertising budget, it’s easy to focus on the bottom-of-the-funnel and direct conversions. But in the long run, it might be better to focus on a brand-first approach.

“Think companies like Apple, Nike, and Lululemon. Their audiences live and breath their products, and are the first in line when a new product is released,” says Khadjavi. “If these organizations took a sales-first approach rather than building genuine connections with their audience, this surreal amount of brand spectacle would not exist.”

When every other retailer is pushing sales and discounts, it can be tempting to join the pack and focus on cashing out quick sales to audiences that are craving deals. But this could have a negative impact on your brand, warns McLaughlin: “During the holiday season, it’s easy to lose your brand while strategizing aggressive marketing techniques. While this may lead to the obvious short-term positives, it can also lead to expensive one-time purchasers and potentially manipulate your loyal customer base.”

During the holiday season, it’s easy to lose your brand while strategizing aggressive marketing techniques. While this may lead to the obvious short-term positives, it can also lead to expensive one-time purchasers and potentially manipulate your loyal customer base.

This viewpoint is shared by Stance, too. “We are not interested in one-off customers,” says Bates. “We want people to engage with our brand for the long-term, which goes well beyond a one-and-done purchase.”

“Don’t rely strictly on discounts and sales to capture your audience during the holiday season,” says Khadjavi. “Instead, ask yourself how else you can convey value through your advertising experiences. This means interlacing your conversion-focused ads with content and media that will stand out to audiences when they are trying to figure out what their loved ones will appreciate the most.”

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