Paid Social Media Strategy

This service is aimed at companies and organisations that want to promote a specific offering or occasion on social media with a media budget. It is useful if you want to develop a clear direction for your paid social activities and place your advertising decisions on a sound strategic foundation.

Paid social media encompasses paid advertising activities on social media platforms. This includes, for example, ads that are specifically delivered to particular target groups. As part of this service, we develop the strategic foundation and the specific measures for your paid social activities.

For example, we can address products, services, events, ticket sales, recruitment and applications, offline activities, leads, webinars, travel, bookings or courses. What matters is that there is a specific offering or occasion and a clear objective for the promotion.

We review your existing advertising activities and include the platforms that are relevant to your starting position and your offering. We clarify which platforms will be included in the strategy in the questionnaire and during the kick-off call.

We conduct an offering audit, an ads audit and a competitor audit. In doing so, we review the offering you want to promote, your previous social media advertising activities and the advertising activities of your relevant competitors. We incorporate the topics and interests of relevant communities as a perspective in our strategic work.

Communities show which questions, topics and interests matter to people in a particular environment. Digiknall combines this view of communities with experience in organic social media and applies the insights to your paid social strategy. This results in advertising messages and ad directions that build on the content relevant to your target groups.

No. The audits form the basis for the strategy. We review your offering, your previous advertising activities, your competitive environment and the relevant community topics. We then develop target groups, advertising messages, a delivery plan and an ad creative strategy with specific ad directions.

We define target groups and the associated advertising messages, create a delivery plan and develop an ad creative strategy with specific ad directions. The measures are set out in writing and presented in the presentation.

No. We develop the strategic direction and work out specific ad directions. Finished ad creatives are not produced as part of this service. Mock-ups can illustrate the planned direction, but they are not finished advertising materials.

No. The service includes the strategy, the delivery plan and the developed measures for your paid social activities. Ads are not set up. Ongoing campaign management is also not part of this service.

You complete Digiknall’s questionnaire and prepare your questions about your paid social activities. If ads have already been run, the associated information and previous advertising activities should be available. We clarify which further information is relevant to your situation during the kick-off call.

From kick-off to presentation, the process generally takes three to four weeks. This also includes the questionnaire, the kick-off call and the follow-up call after the presentation.

You will receive a fully developed paid social strategy with defined target audiences, suitable advertising messages, a delivery plan and an ad creative strategy with specific ad directions. This includes the written strategy, the presentation of the results and a follow-up call to discuss them.

After the presentation, there is a follow-up call. We discuss any outstanding questions and jointly assess how you can continue working with the strategy and the measures developed.