• How to Double-Check Your Social Media Campaigns before You Launch Jan 11, 2019
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    Even the experts get it wrong. How many times do you click a link in a social media promoted the post and find it’s dead?

    Your social marketing has many components, and all it takes is for one of them to be broken and every click on your ad is another dollar down the toilet.

    Landing Pages

    Each of your social media campaigns is aimed at a different group, so you need different landing pages to appeal to each target profile: Each page will use messages, visuals, and colors that are most likely to convert one target group.

    Domain names are so cheap you might buy a campaign-specific domain for a maximum impact landing page. Consider using geo-specific landing pages for maximum credibility in each market.

    Alternatively, you could use a subdomain of your main URL or even a hidden page on your website.

    Remember to point the nameservers for your new URL to your web hosting, and to allow 48 hours for the nameserver information to spread over the Internet.

    The screenshots below show how to do this if you buy your domain from LCN, but most companies will have similar links.

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    Click on the ‘Domains’ icon

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    Then click the ‘Manage’ link and enter your hosting name server details.

    Set up your new URL as an add-on domain on your main cPanel dashboard or set up a subdomain in the same way.

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    Make sure you have WordPress installed on your new URL, and choose a theme or builder to construct your landing page.

    Test your landing page using a mobile simulator website such as MobileTest.me because most of your users’ first clicks will be on phones, and your web page needs to impress if it is to succeed in converting visitors.

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    Test your page in other browsers too using sites such asTurbo.net.

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    You will find a browser simulator site much quicker than installing and using eighteen different browsers on your own computer.

    Technical

    Does everything work?

    Pay someone unrelated to the campaign to test the marketing page sequence. Use screen recording software such as Icecreamapps.com so you can look back and find any hesitations or glitches. If you want to make things easier, then use a testing service like UserTesting.com.

    Test landing pages. Test your ads. Test landing page links. Test your email autoresponder. Test any downloads.

    Audience Profile

    Check your social media targeting criteria. Have you checked gender, interests, location, age range, interests, and previous ads clicked?

    Creatives

    Check all your images are free or yours to use. If using free pictures then check the license details cover the planned uses. If you have your own photos, do you have model release forms signed and are they free of trademarks like a store or car branding details?

    Check all spellings are correct for the target geographical market, including US/rest of world alternative spellings and punctuation.

    Check that fonts and colors align with brand choices. Use a font identifying service likeFontSquirrel.com to easily distinguish between Arial and Calibri or other easily confused font pairs.

    Do yourself a favor and read this Socialnomics.net article on Facebook ads and why they fail. You could save money and time by learning from the mistakes others have made.

    Budgets

    Are the budgets set appropriately? If your daily budget is set too low, you won’t reach as many people as you hoped.

    Check your stats continuously while your campaign is running. If it is paying off, then consider increasing your daily spending limit. Check whether ads are being shown to a group that is not responding as you expected. If any group is clicking your ads and then failing to follow through, then stop showing your ad to those people because they are costing you money with every click.

    The Short Version

    Landing page URLs are crucial to success. Double check URLs, name servers, and cPanel setup or you will be wasting your resources.

    Things go wrong. When links fail to work or direct to 404 ‘Page not found’ screens, it’s not an act of God or the fault of a computer: Broken links or email sequences come down to a failure to check.

    If you check your social media campaign yourself, it is too easy to see what you expect to see. The only way to have confidence in your test is to get others to click and test it for you.
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