Maximising multi-marketing success in paid social campaigns

Understanding multi-market paid strategies is crucial to the success of any social media marketing campaign. I recently had the opportunity to speak at the International Social Summit in Barcelona, collating experiences from the past year to share some advice for organisations planning their own paid campaigns across multiple regions.

The Problem

Running a multi-market campaign presents several challenges. These include managing multiple moving parts, organising people and content, dealing with differences in languages and handling outcomes. As you might image, all of this can complicate the process of executing together a paid social marketing campaign.

Overcoming challenges

The first step towards overcoming these challenges is to consider the amount of time available for creating the campaign. It’s worth noting that multi-market campaigns often take longer to plan and implement than you might initially think.

You’ll need to consider the time it takes to source information and content from multiple markets. I recommend building in meetings with members of the team across each region as early as possible. It’s likely that there will be insights that those team members can share that are specific to each market. These insights will help shape your final content, and can ultimately impact on your campaign results. 

Translations 

Never skip this part. It’s vital that you have a native speaker from each of your markets to sense check any translated copy you plan on running within your campaign. It’s fine to use Google Translate or ChatGPT to start with, but you must check it before going live. 

You’ll have a very unhappy client and potentially confused end user if you skip this step. 

Be aware, that this will add considerable time to your campaign preparation. Different teams will respond at different times. I recommend a buffer in your schedule to help allow for any delays. 

Management

Effective management is crucial in a multi-market campaign. This includes communication with different contacts for each market, setting expected results for each market, and being explicitly clear with all campaign expectations. In the lead up to your launch date, ensure that you’ve factored in time for research, a measurement plan (more on that shortly), translations (allowing for time to check these are correct) and calls.

Don’t be afraid to hop on a call to find out more from each market and share your insights so far. It might be that you realise that there’s a hidden opportunity you can utilise to make your campaign even better.

Creating a Measurement Plan

Once you have your expected audience size for each market, collect the expected results for each so that you can make necessary tweaks during the campaign and determine its success afterwards. This will be vital in supporting your estimated results with statistics, based on your research – it helps keep your client in the loop with what to expect at every stage of the campaign.

You might uncover that certain markets will be more successful than others – perhaps some will have a cheaper CPC. Perhaps some will have a greater awareness of your product or service, making it easier to get them closer to conversion. Or maybe they won’t!

Be clear with your client exactly what you can expect from the campaign, to help ensure there’s a smooth process throughout. 

Results

Understanding the impact of the overall campaign and setting expectations for each market is key. This involves clearly defining campaign objectives, understanding what you’re striving for, and relating your campaign results back to this at all times.

My advice is to report at both a campaign level and market level. You can then tie back market-level learnings to your initial research, and the team members you collaborated with early in the process will greatly benefit from these insights. 

It opens the door to more content opportunities, whether that be organic search and social, thought leadership, or even further paid campaigns in specific regions. 

Maximising success in your multi-market paid campaigns requires careful planning, efficient management, and consistent monitoring. By keeping these points in mind, you can ensure the success of your campaign and achieve your objectives.

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More help

Want to get in touch about building a social media marketing strategy for your business? Drop me an email at [email protected].