A social media campaign not only provides you with a goal-oriented strategy but is more likely to drive results and grow your business. Create your campaign in simple steps.
Creating a social media campaign is one of the things most businesses do not give much thought to. As a business, creating a social media presence may rank high in your marketing plan, but how does it fit into your strategy? Creating a bunch of social media pages and posting content no particular audience is interested in is one of the ways most businesses burn their hard-earned cash without getting the benefits on their bottom line. One of the ways to bring some spice, energize your team, and create better engagement with your social media pages is to craft a winning social media campaign
A social media campaign is a strategy revolving around one or more social media channels of the company to achieve a specific business objective and a single goal such as growing customer base, generating sales, growing your social media presence, etc.
Social media campaigns are a powerful way of creating brand awareness, generating sales, or building your email list. There are many goals a social media campaign can have. But each campaign should be assigned a single goal or objective.
Start With an Objective
The main component of a social media campaign is a specific campaign goal and objective. A business objective that can be measured is ideal and could be anything from:
Building your email list
Growing your social media pages
Rewarding loyal customers and building customer loyalty
Creating brand awareness.
The objective of a social media campaign should mean something to your business. With an overarching objective, build a set of goals using the Specific, Measurable, Achievable, Realistic, and Time-Bound or the SMART framework as it is commonly known. With goals that check all the boxes of the SMART framework, you can be assured of a smoother process of campaign management. An example of a SMART goal for Increasing sales objectives is “Increase sales revenue by 35% for the 1st quarter of the year”. This goal is not only very specific but can readily be judged as successful or failed by the end of the quarter depending on the 35% goal.
Choose Your Channels
A campaign could be on a single platform like Facebook. It could also be held on several platforms that fit the campaign objectives. The more the platforms, the more complex the campaign. Measuring success has to be carefully strategized when using multiple platforms. By the end of the campaign, the results should be traced back to the source, making it very important when choosing the channels.
Build Your Social Media Campaign Plan
The plan is the heart of the social media campaign. If there is no plan, the campaign is as good as dead on arrival and stands little chance of achieving the set goals. Your plan is the glue that brings everything together. Channels, content, strategy, success measurement, KPIs, tracking tools, and project management come together to build a solid plan.
The plan also includes how exactly the campaign is going to be promoted. Are you going to go fully organic, paid, or a combination of both? This is an important aspect of budgeting and approvals from the appropriate managers.
When creating a social media campaign plan, the content is an aspect you should spend much time on even though, not into detail. A content strategy should suffice for the content marketing team to work on. For instance, if the objective is to increase brand awareness, quizzes, infographics, and various content types and forms (text, video, graphics, etc) could be employed in a coordinated manner to educate your audience about your story, what you do and why you do what you do. When engaging in brand awareness campaigns, it is important to use storytelling. Using stories is a powerful way to get your audience hooked to your brand and love you for who you are and not only what you are. There is a difference.
Set Your KIPs and Metrics
Campaigns are based on broad objectives and specific goals. This means there should be provision on how to keep track of the campaign’s progress and success. Measuring the success of the campaign is also important for the next campaigns. You can learn a lot from your first campaign which will help you do a better job in your second campaign. The cumulative learning will enable your teams to build a subsequent successful campaign with ease and results.
A good way to measure your success is to take a careful look at your social media analytics tools. The native tools are great but if you are launching a large campaign, you might want to use specialized social listening tools like Hootsuite, Brand24, and Brandmentions. Be sure to use hashtags to help generate user content as well as track specific campaign posts.
In most cases, while your campaign may have a single specific objective, it can achieve more than that single objective. And that is good. You may be looking at increasing sales and getting new customers. But that objective could lead to more followers on your pages and website visits. When tracking, it is important to include complementary KPIs to carefully understand how each variable plays out for a better more comprehensive job in your next campaign.
The end of a good campaign is the beginning of the next great campaign.
Content, content, content. The amount of content, the strategy, and how it plays into the plan is where you can make or break your campaign. Whether you are going with a paid, organic, or a combination, your content will be the front of your campaign. Your audience will see your posts and through that decide to engage with you or not. It may surprise you to run a giveaway and get no one engaging. Yes, even giveaways! This is because social media users can read cues from posts and decide to engage or not. A giveaway should be exciting and your content should tell just how fun it would be for your audience to play and win. Whichever campaign objective and goals you choose, your content should be the best way to communicate it.
Set Timelines and Implement
Your entire campaign should have gone through all of these steps.
Once done, your campaign is ready to rock n’ roll. At this stage, it is important everyone on the team knows their role, when they are supposed to play it and how they are to do it. Being this detailed in setting timelines will help you not only have peace of mind but also be able to track not only online data but also teamwork.
Assess Campaign and Document
Your campaign is not complete without a critical analysis of the data the campaign generated. A campaign may be successful but it can be even better when you know how it happened, the sweet spots, and the learnings you can take from the social media campaign.
Social media campaigns are fantastic for small businesses looking to build an audience and grow their business. With a few stages of preparation, you can leverage its benefits using the 7 steps outlined in this article. However, things can get pretty complex, and having a certified social media strategist can make a world of difference to the results you get.