Here at FieldTest we have talked extensively about our platform as a part of our clients’ “Marketing stack”, a broader marketing operation made up of several pieces that all interplay with one another. These can include any digital, social, or more traditional means of marketing, but typically is used to reference a brand’s various digital marketing channels i.e. display banners, social media, video pre-roll and so on. This multi-platform approach is foundational in many brand’s marketing plans as it allows them to diversify their marketing initiatives, cover all available bases and create as large of a footprint as possible with their digital marketing.

As your marketing stack grows questions may begin to arise: How do these marketing channels interact with one another? Does performance from one element influence the others? Here at FieldTest we firmly believe that your marketing is more than just its individual parts. We have always thought of ourselves as the vital missing piece for brands who are already investing in social media marketing but have not yet tapped into the rest of the open web, but that doesn’t mean we consider ourselves entirely in competition with them. Today we’ll begin our series on where FieldTest fits in your marketing stack and discuss how your social media marketing can compliment your FieldTest campaigns and vice versa! 

Expand your reach and push your customers down-funnel

We’ve long been proponents of social media marketing, particularly in the upper funnel awareness stage. We have seen many of our clients thriving with dedicated awareness campaigns on social platforms and have even managed several of these campaigns ourselves for our enterprise-level clients. We have long touted the fact that only 33% of the internet’s activity occurs on social media, however that 33% is still a large chunk that should not be overlooked! The FieldTest platform is not only a powerful tool for reaching the additional 67% of the web, it is also vital for taking the 33% you reach on social and pushing them down-funnel! When you link your website or any landing page on it through your social media marketing, any person who clicks your ad and lands on your page will trigger the FieldTest pixel, adding them to your retargeting bucket and helping strengthen your lookalike audience. This means that someone who saw your brand on social media and clicked through to your site will then continue to see your ads wherever they browse on the open web. In this light, your mid-to-lower funnel FieldTest campaigns become especially important. Messaging in this phase will take the momentum gained by your social campaigns and help further convince your customers to convert. 

Think of your social media campaigns as a basketball player tossing up the ball to the hoop, your FieldTest retargeting campaigns are the player who grabs that ball and completes the slam dunk! 

Compare data to get the full picture

It’s no secret that at FieldTest your campaign performance data is put front and center. We make every click, every impression, every conversion available for you to track all from a simple to use dashboard, but with our new 24/7 traffic monitor tool we opened up the data floodgates even further and made it easier than ever to track your total website traffic all from the FieldTest dashboard. So what does this mean for your social campaigns? With so many data scandals occurring in the social media world it gives you a new level of insight and, more importantly, transparency into your social campaign performance. Running a FieldTest campaign as well as a Facebook campaign and not sure if your Facebook traffic reporting is 100% accurate? Now you have a full view of all site traffic driven as well as a guaranteed accurate live view of traffic driven by your FieldTest campaigns. This gives you the ability to compare your traffic sources and ensure accuracy on all fronts. Any website with the FieldTest pixel installed has unlocked this capability, and luckily for you that process is easier than ever! 

This is just the tip of the iceberg of how FieldTest compliments your marketing stack, and the best is yet to come. We will continue to discuss the ways that FieldTest compliments your other marketing campaigns in this blog series, so keep an eye out for future guides and remember to always follow through on your social media marketing campaigns with powerful digital ads from FieldTest! 

Get in touch to find out how we can help you supercharge your social campaigns with powerful digital ads on the FieldTest Platform