Mapping the Journey for B2B Social Ad Campaigns
For the remainder of the semester, I will create social ad campaigns across different platforms for the company nuCaffeine. nuCaffeine is a brand of SBH Labs that creates natural solutions to replace the unhealthy energy drinks in your life. nuCaffeine is available to consumers at the nuCaffeine Store, but it has also been a valuable addition to many businesses in the United States. Examples include coffee and tea shops, beverage manufacturers, hospital cafeterias, CBD gummies, and tobacco snuff.
Currently, nuCaffeine relies on word of mouth and luck to acquire new commercial customers as buyers find B2C-centered sites and advertisements. Unsurprisingly, the process has been slow. Therefore, I will navigate the creation of advertising campaigns across several digital and social platforms to, hopefully, increase the number of commercial leads for nuCaffeine.
Creating a Map
According to the LinkedIn community, powered by AI (check image below), the steps for creating a social media campaign are as follows:
- Set your objectives and budget
- Choose your platforms and tools
- Create and distribute your content
- Measure and optimize your results
We will explore steps 1 and 2 today. I will spend most of the next 6 weeks on step 3 and come back on week 8 to review and analyze results.
Set Your Objectives and Budget
The objective for these campaigns is simple: attract different types of businesses that would benefit from adding nuCaffeine to their current product offerings or can use nuCaffeine as raw material in their products. Currently, the B2B team receives an average of 4 leads per month. The goal of these campaigns will be to increase the number of customer leads to 6 per month by mid-December.
I am allocating $20 per platform to start this project. The budget may be revised with the company owner based on initial results.
Choose Your Platforms and Tools
In class, we will dive into the following social platforms: Google, Facebook, LinkedIn, Pinterest, Snapchat, YouTube, Reddit, and Snapchat. I asked GPT-4 to create a summary of each platform, including user demographics and who would be better suited to advertise on each platform. Below is what it gave me.
Most consumers use Google Search, with 74.3% using it as their primary option for finding information online. It's also the leading access point for various forms of content marketing, with 60% using Gmail and 61% using YouTube for video content. Businesses focusing on SEO and content marketing should consider Google an essential part of their strategy.
With 2.99 billion monthly active users, Facebook has a broad and highly engaged user base. It is accessed eight times daily on average by users and is heavily utilized on mobile devices. Businesses that can benefit from Facebook's advertising include those that can leverage Facebook Stories, employ captions for videos, and include a Call-to-Action (CTA) button to improve conversion rates.
LinkedIn has over 850 million members and is particularly effective for B2B and B2C brands. With strong organic engagement, it's an ideal platform for businesses looking to engage with professionals and leverage skills filters for recruitment. Companies in the B2B sector, those distributing content, and brands that prioritize skills and professionalism in their marketing can benefit the most.
Pinterest has an audience of 433 million monthly active users, with a notable presence in the United States. It is especially popular among higher-spending millennials. Businesses that can leverage Pinterest's visual discovery aspect, such as those in lifestyle, fashion, home decor, and DIY, should consider advertising here.
Snapchat
With 576 million users and 347 million daily active users, Snapchat's user base skews young, with 20.3% under 18 and 38.9% in the 18-24 age range. It's an ideal platform for brands targeting Gen-Z and younger Millennials, particularly in the lifestyle, entertainment, and fashion sectors.
YouTube
YouTube has 1.7 billion unique monthly visitors and a male-dominant user base. With high daily usage in the US and a significant amount of time spent on the platform, content creators and brands that can create engaging video content will find a large audience here, especially those targeting a slightly male-skewed demographic.
Reddit boasts a substantial user base with 52 million daily active users and over 430 million monthly active users. Given its large and diverse user base, Reddit is best suited for companies and advertisers looking to target a wide range of interests and demographics, particularly those who want to engage in community-centric marketing strategies. Niche businesses, as well as those with content that can spur discussions and interactions, would likely find success advertising on Reddit.
Platform Selection
After careful consideration, I have decided to create campaigns for Google, Facebook, LinkedIn, and Reddit based on the user-demographics and content creation software available to me. In the next few weeks, I will explore creating a campaign for each of these social media platforms. I will then compare and contrast the results from each campaign and modify as needed to reach my goal of increasing B2B commercial leads.
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