Social media campaigns are no easy task. Once you have built your social media presence, creating the perfect campaign is the next step to success. If you’re starting from scratch, this task may seem too large to tackle. But don’t worry, we’ve got your back – here is a quick guide on creating your next successful social media campaign.
Develop Your Goal
Your campaign will be worthless without a clear, defined goal set in stone. Start on the right track by following the SMART goal setting strategy.
Specific: A goal that is too vague, like “get more business”, will not work. Make a specific goal to see the best results, for example, “Increase sales by 10% within 6 months.”
Measurable: You should be able to definitively answer “yes, we hit this goal” or “no, we came up short by 5%.” If you are able to see what went right or wrong, you can correctly adjust your next campaign.
Attainable: Don’t set yourself up for failure. You should push yourself to reach your goal, but saying you are going to double your sales within a month is usually not realistic.
Relevant: Your social media campaign goal should tie into your general marketing. Did the campaign build your audience? Did it increase website traffic? If not, time to go back to the drawing board and regroup.
Timely: Setting specific dates and times keep you accountable. Stay on track by breaking up the entire campaign into smaller, mini-goals which will eventually lead you to your end game.
Define Your Audience
When you know your audience, you can create a more successful campaign. Don’t know how to start? Study your happy clients, find out why they are satisfied and what is keeping them around. Then, figure out what they have in common to develop a demographic that fits your campaign. Use this, along with what you are selling or promoting as it can help you target a specific age group or region.
Choose The Best Platforms
It’s easy to become overwhelmed when trying to manage your campaign across a dozen platforms. Don’t stress yourself out, choose one or two platforms that are aligned with your goals. Ask yourself, WHO needs this? If you’re selling directly to consumers, Facebook will be your best bet. If you are targeting a younger audience, Instagram is the way to go.
Secondly, make note of where your competitors are. If they are doing well on that social platform, you may want to consider giving it more attention. However, don’t restrict yourself to the same platforms as your competitor as they might have goals different from yours.
Create Quality Content
All of your content should encompass these four attributes: Is it informative, sharable, actionable, and relevant to your target audience? If not, it’s time to do some work. Social media content should inform the viewer, allow them to share with their peers, give them an action to complete, and be relevant to them.
Also, think visually when creating content. Consumers respond 78% more often when there is an engaging image included in a social post. Whether it be a graphic, a GIF or a video, visual content will receive the highest responses and engagements.
Engage With Your Audience
Your campaign is not over the moment you hit post. Engaging with your audience not only strengthens your brand, but it also helps retain customers. Respond to their comments with insightful knowledge and use hashtags to keep a cohesive message throughout the campaign. Link relevant information or the product you are selling so buyers can quickly browse your website or learn more about your company.
Measure Your Results
In order to gauge how you are doing throughout the campaign and after, you need to measure your results. Define what metrics are important for this campaign and keep track of them.
Followers: Compare the number of new followers to your goal (if this was a part of your goal) to see if you are close to reaching or exceeding the campaign goals.
Likes/Shares/Comments: Although these are probably not a direct part of your goal, they are still important to measure. Note which type of content is getting the most engagement and largest responses.
Clicks: This will measure if social media efforts are, or aren’t, increasing sales. Your campaign will be more successful if you’re consumers are not only clicking on your post but also following through with your call to action.
Remember, creating social media campaigns takes time, strategy, and patience. Because in today’s world, establishing a connection with your audience is no longer optional, it’s crucial to the validation of your brand.