When harnessed correctly, social media can have a significant impact on businesses of any size. Whether it is used to get in touch with your target audience, amplify your brand, or simply remain present in the industry, with the right planning behind your social media strategies you can run a successful campaign.
Most marketers think of social media as either a customer focussed channel or a form of advertising instead of thinking about social as a building block which can support, inform and power your business. That is of course, when executed to the right strategy.
Perfecting your campaign
Let us set this out from the get go- there is no one correct way of executing a marketing campaign. Where once marketing direction was solely focussed on TV slots, the industry has shifted to multi-faceted systems, and in some instances a sole social focus. Brands everywhere and of multiple sizes are implementing social media at the crux of campaigning, and have reaped the rewards that come with it.
So, what are the basics that underlie the formula of a successful social media campaign?
You cannot go into a social media campaign with a focus of targeting everyone. Not only is it unrealistic, but in many cases, unachievable. Casting the net too widely will not only have a negative effect on your message, but it will most likely be passed over due to its irrelevancy.
When planning your social media campaign, you need to have a clear idea of who you want to target. Knowing your target audience can heighten your conversion rates and improve the way you interact over social media. A way to figure out your target audience, or at least your ideal customer, can be by creating a customer avatar. These are created as a way to personify your ideal prospect and understand the motivations, desired and influences (amongst other traits) that may lead your customers buying decisions.
What are you ultimately looking to get out of your social media campaign? Outlining the goals of your campaign can create a clear direction, and allow you to measure the success in your own terms. Detailing both primary and secondary goals, as well as metrics to measure by, you can understand the ways that you determine success – whether that be the revenue it gains, the audience you gather or the increase in brand value.
Timing is everything, especially when it comes to the fast paced and evolving platform of social media. Anything posted in the social sphere has a lifespan, and you need to ensure that your campaign has the one you desire.
Knowing when to launch your social campaign can make or break it. Is there a lead up to the campaign? A follow up? Does it need to coincide with other aspects of the business, such as a website? Is it inside of a current trend that could disrupt any minute? Ensure that you take all factors into consideration when planning the timing of your campaign.
Social media encompasses many platforms, which all have specific people who are using them. Do not therefore just look at one channel to release your campaign, but narrow in on a few platforms that will work best when targeting your key audience and complement your campaign.
It may be challenging or difficult to understand that not everyone will want to purchase your new product or service. This makes the ‘why’ of each social campaign necessary to determine. Why should people invest in you? Why should they pay attention to your products/services above others?
Set yourself apart from the competition, and give people the reason as to why they should care about your campaign.
Now that we have the 5 W’s under control, it’s time to evaluate how exactly you are going to execute this social campaign. Start the plan, highlight key days to post, get your photographers, designers or videographers in place. Set out a timeline for your content to be uploaded for each social channel.
Keep it seamless and in the brand voice and tone of your business. Do not bombard your audience, but instead offer them new and fresh campaign content every time.
Once your campaign is done and dusted, take the time to evaluate the success of it. What went well and brought the most engagement and conversions, and what went to the wayside? This will help you understand what works best with your audience type, and gain an idea of what they would like to see from you. This will help to strengthen future campaigns that you run, and may heighten the results you achieve.