Preparing the Field

To start your own social media advertising campaign, you need to have some basic tools ready that will be the backbone of your advertising plan. These 4 key points are the pillars of any campaign. 

Before we being, must be clear about who brand the brand is. We say “who” because it is a very useful resource to think about brands as people. To think about what they like, how they talk, who their friends are, how they look, etc.

It is also important to think about what place they occupy in society. That is to say, what value they provide or what void they fill; think about their usefulness.

From there you must define what customers you want to reach.


we must build our audience based on who we want to offer/sell our product or service to. This is the public to whom we will direct all our resources and communication and marketing efforts, with the aim of capturing their interest and achieving some kind of action on their part. Later in the course of the program, we will show you in greater depth how to delineate and create this audience, but it is important for you to know that when thinking about your audience, you must take into account both hard and soft characteristics.

By hard characteristics, we mean: age, gender, geographic location, and socioeconomic position. 

Soft characteristics: socio-cultural, commercial consumptions, tastes and interests. 


In order to adequately impact our public, we must define our objectives or what we want to achieve with the campaign. This will help us define an adequate budget that we will allocate to the execution of the campaign. 

This budget must be defined taking into account all the necessary resources; marketing professionals, development and execution of content pieces to upload, and also the budget for the platforms on which we will carry out the campaign. 

Each platform has different charging methods with different costs. Some, for example, charge per click on the ads or per impression of these in the users’ profiles. There are multiple forms and we must select the appropriate one according to our objectives.  We will also go deeper into this throughout the course of this class. 

These are points to take into consideration in order to define it more precisely and with less possibility of error. 


The third basic resource when developing a campaign is the actual content of the message we are going to communicate. We need to ask ourselves: what do we want to tell? what for? what do we want to generate with this? and finally, how?

The how should be answered based on the audience we want to impact, using our knowledge of their tastes and consumption patterns, you can develop appropriate content for these people; content they will enjoy and understand.

It is always advisable to have your imprint and originality in your content, but always keep in mind your audience and their interests. The way we communicate the message is key to being able to generate some kind of action on our brand. 


Finally, it is important to think about the journey that the customer is going to take in order to execute the action that you require in your brand. 

For example, if we seek to achieve conversions or sales with our campaign, it is important to consider what actions the customer has to take to make their purchase. 

Any ads that appear in different locations on your social networks should redirect the person to a site or profile where they can make the purchase. 

Although it is not mandatory to have a website, our recommendation is to have one because you can access more tracking and information about users and their actions on a website. 

Our landing page is the first real encounter of our customers with the brand. It has to be a place where they feel comfortable, can navigate easily, and be directed to the action we want them to take. This should be in an intuitive and agile way.  Therefore, when creating a landing page, it is very important to consider the design and aesthetics.  However, it is most important to consider the functionality of a site, making sure you show your products and services in such a way that it is easy to access. Navigation should be simple and the execution of actions should be practical.