This step by step guide to social media advertising will: - show you how you can use personas to plan your campaign - help you identify a social campaign journey - guide you through the different types of content available - give you a head start on tracking success - and run through detailed targeting and ad set-up options on each platform: Facebook, Twitter and LinkedIn. Download the ebook here: https://www.axonn.co.uk/the-content-marketer/social-media-advertising-handbook-download

1. SOCIAL
MEDIAADVERTISING
HANDBOOK

2. TABLE OF CONTENTS
3 Using personas for social media planning.
4 Why is it important to have buyer personas for social media campaigns?
5 How do you start building personas and what bits matter for social media?
7 Identifying a social campaign journey.
9 Social content for different stages of your campaign journey.
11 Selecting social assets.
12 Ad copy.
12 Write for your audience.
12 Ensure the ad copy matches or compliments your visual.
13 Keep it short and to the point.
13 Graphics.
14 Videos.
14 How long should videos be?
15 How should video for social be formatted?
16 Tracking success.
17 Choosing your KPIs.
17 Conversion tracking with social media pixels.
18 Social advertising setup.
19 Social advertisements on Facebook.
19 Targeting options.
21 Building an audience from scratch (creating a saved audience).
23 Audience from existing customer file (custom audience).
24 Website traffic audience using Facebook pixel (custom audience).
25 Engagement audience (custom audience).
26 Lookalike audience.
28 Setting up a Facebook campaign.
28 If you are adding a new advert to an existing campaign.
29 If you are creating a new campaign.
35 Social advertisements on Twitter.
35 Targeting options.
37 Setting up a Twitter campaign.
43 Social advertisements on LinkedIn.
43 Targeting options.
45 Setting up a LinkedIn campaign.
53 Conclusion.

3. USING
PERSONAS
FOR SOCIAL
MEDIA
PLANNING.

4. SOCIAL MEDIA ADVERTISING HANDBOOK AXONN MEDIA
USING PERSONAS FOR SOCIAL MEDIA PLANNINGPAGE 4 / CHAPTER 1
In short, personas help you make better decisions about
how to use social media platforms to maximise audience
reach and performance.
THE AVAILABLE
TARGETING OPTIONS
CONTENT THAT YOU
USE TO ENGAGE YOUR
AUDIENCE ON SOCIAL
CHANNELS
APPROPRIATE
TONE OF VOICE
THE BEST PLATFORMS ON
WHICH TO ADVERTISE
Having a thorough understanding of your audience enables
you to craft tailored content that will be more likely to
resonate with them on social media. This extends to the
wider scope of a paid social media campaign, where in
addition to deciding on the type of content and the core
messages, thought must also be given to:
WHY IS IT
IMPORTANT
TO HAVE
BUYER
PERSONAS
FOR SOCIAL
MEDIA
CAMPAIGNS?

5. SOCIAL MEDIA ADVERTISING HANDBOOK AXONN MEDIA
USING PERSONAS FOR SOCIAL MEDIA PLANNINGPAGE 5 / CHAPTER 1
HOW DO
YOU START
BUILDING
PERSONAS
AND WHAT
BITS MATTER
FOR SOCIAL
MEDIA?
Some of the audience information is going to be more useful
than other when it comes to planning and setting up social
media campaigns.
If your brand is already well established on social media
channels and has been using them for a while, this part can
be easier, as you’ll have data from your existing customer
base (social media insights, survey data etc.) that can help
to pinpoint who is already engaging with you. Some of that
information will already be available in the platform you
intend to use for your advertising. For example, you may
already be using a Facebook or LinkedIn pixel to collect
information about visitors to your website that can be
utilised in a variety of ways on each ad platform to create
custom audience segments for targeting (more on this later).
However, setting up a pixel is not the only route to
acquiring persona information that you can use to plan
your social campaigns. Consider speaking with your sales,
customer facing teams or even current customers to
identify the different types of people your company attract
and their habits.
For a more in-depth resource that includes a free buyer
persona template and the questions you should be asking
about your target audience, see this guide on “4 Simple
steps: Creating your digital personas”.
It can sometimes be helpful to have an idea about
how social media campaigns are se tup in your chosen
social media platform before you start asking relevant
stakeholders questions, and we provide some guidance and
tips on how to do this on each platform a little further on in
this handbook.
WHAT IS A BUYER PERSONA?
According to HubSpot:
“A buyer persona is a semi-fictional representation of your ideal customer based on
market research and real data about your existing customers.
A detailed buyer persona will help you determine where to focus your time, guide
product development, and allow for alignment across the organisation.”