Graphic showing social media logos and text How to Build a Social Media Advertising Strategy from Scratch.

How to Build a Social Media Advertising Strategy from Scratch

By Baylie Gary

In

Social Media

In today's digital environment, having a robust social media advertising strategy is not just an advantage—it's essential. Whether you're a startup, a small business, or an established brand venturing into online advertising for the first time, constructing a social media advertising strategy from scratch can feel overwhelming. However, with the right approach, it's achievable and can yield great rewards.

Here's a step-by-step guide to help you develop your social media advertising strategy from the ground up.


Step 1: Establish Clear, Measurable Goals


Every effective advertising strategy begins with defining your objectives. Consider what you want to accomplish:

  • Are you looking to raise brand awareness?

  • Do you want to drive traffic to your website?

  • Are you aiming to generate leads or sales?

  • Is there an event or product launch you want to promote?


Step 2: Know Your Audience


Before investing any money, it's crucial to identify your target audience. Utilize data from your current followers, customer demographics, and social media insights to create detailed buyer personas. The more you understand your audience, the more impactful your ads will be.


Step 3: Select the Right Platforms


Not all social media platforms are equally effective for advertising. Choose platforms based on where your target audience is most engaged:

  • Facebook & Instagram: Excellent for visually-oriented products with detailed targeting options.

  • LinkedIn: Best suited for professional services and recruitment.

  • TikTok: Ideal for connecting with Gen Z through creative, video-centric content.

  • X (formerly Twitter): Useful for time-sensitive promotions and event-driven campaigns.

  • Pinterest: Great for lifestyle, fashion, food, and DIY brands.


Step 4: Determine a Realistic Budget


Social media ads can fit nearly any budget, but your strategy should align with your financial capabilities. Start small, evaluate outcomes, and scale up what proves effective.


Step 5: Develop Engaging Creative


The success of your advertising campaign depends on the quality of your content. Experiment with different headlines, images, and formats to discover what resonates most. Ensure your creative:

  • Aligns with your brand voice

  • Includes a strong call-to-action (CTA)

  • Utilizes eye-catching visuals or videos

  • Is adapted to the platform's format (e.g., vertical videos for TikTok)


Step 6: Launch and Monitor Campaigns


Once your ads are live, it's vital to monitor their performance. Track metrics such as:

  • Click-through rate (CTR)

  • Conversion rate

  • Cost-per-click (CPC)

  • Engagement (likes, shares, comments)


Step 7: Analyze Results and Make Adjustments


Regularly assess your campaign's performance and refine your strategy based on data. Continuously improve your return on investment by asking:

  • Which ads are yielding the best results?

  • Which audiences are converting at the lowest cost?

  • Are you achieving your original goals?


Creating a social media advertising strategy from scratch may require time and experimentation, but the investment is worthwhile. With a well-defined plan, targeted approach, compelling content, and ongoing optimization, you can transform social media into one of your most effective marketing assets!


Ready to get started? Reach out to SilverBack Advertising today and discover how your social media advertising strategy can flourish!