There are many ways to create a successful social media marketing campaign. Plans vary based on industry, social media platform, and campaign type. Use the following tips — which are centered around three major steps including researching your competition, crafting your strategy, and promoting your content — to create your social media marketing campaign.
1. Research Your Competition
In the planning stages of your social media marketing campaign, consider your competition.
- Which companies are similar to yours and already have successful social media accounts?
- Which companies have campaigns that you know did well?
- Do the companies you are reviewing typically conduct giveaways, contests, or live videos?
- What is engagement like on their social posts?
By taking a step back and asking yourself these questions, you’ll start to understand what’s working well in your industry. You will also be able to determine how you can make your campaign unique.
Look for inspiration elsewhere, too. If your competition isn’t on social, you’re not a fan of their previous campaign style, or you have an exceptionally unique business, then look for other campaigns that inspire you and determine how you can apply elements such as a similar style, level of engagement, aesthetic, or a specific message to your campaign.
2. Craft Your Strategy
Next, craft your campaign strategy. To determine your campaign goal, consider your target audience.
Appeal to your target audience.
- Who are you trying to reach?
- How would you classify your target audience?
- What are you hoping this campaign will achieve for your company and your audience?
- How can you create continued engagement with your followers throughout your campaign?
Ensuring your content and messaging appeals to your target audience should always be your top priority. Remember this important rule throughout your social media marketing campaign. Don’t lose sight of who you are trying to connect with and why.
Otherwise, your audience will likely scroll right by your social posts or lose interest in your campaign in a matter of seconds.
Here are some ways to appeal to your target audience on social media:
- Consider current trends. What do people want to view these days? For example, Instagram stories and live streaming have become quite popular. Can you incorporate these trends into your social routine and campaign?
- Be informative. Make your audience want to stop and listen. If you don’t have information worth their time, why would they check out your post or campaign? Provide your audience with an incentive — create a giveaway that requires your audience to read your description from start to finish. Additionally, tell them how to participate in the giveaway and when you will announce a winner.
- Create unique and compelling visual content. Whether it’s a video on Facebook or an edited picture on Instagram, make sure your visual content is compelling and entertaining. Give your audience something they haven’t seen before.
- Engage with your audience. After posting on social media, 84% of consumers expect companies to respond within 24-hours. If your followers leave questions, comments, or concerns on your posts, you should reach back out to them. You will form a personal bond with your audience that will make them more loyal to you and your brand. You will also earn their trust more efficiently.
Choose your content type and format.
To determine your content type, think about why you’re creating your campaign. Here are some instances in which a company might create a social media marketing campaign:
- Special occasions or milestones
- Partnerships with other businesses
- User-generated content promotions
- Contests or giveaways
Consider which content type should be used on what platform. For example, if your campaign uses a lot of still photography, then maybe Instagram is the platform for you. If you require live streaming and want to share longer videos, Facebook might be a good option. And if you want to release shorter bursts of information, Twitter could be a good fit. Think about what each platform is best for and go from there.
Manage the results of your campaign strategy.
No matter why you’re creating your campaign, you’ll probably be interested in knowing your campaign’s level of success. To make any conclusions about your success, you’ll need some type of metrics to measure and monitor throughout your campaign.
A popular way to do this is through a metric tracker such as Google Analytics or HubSpot’s social monitoring and metric tracking tool. This type of concrete data will provide you with information like the amount of overall campaign traffic, how many new followers that you attract (as well as how many followers you lose), your level of engagement, changes in website traffic, and any change in sales.
3. Promote Your Content
Now it’s time to start sharing your campaign and promoting your content. Consider the following techniques on how to promote and share your content.
Promote one message throughout your campaign.
You should start by promoting one message on multiple different platforms using content that fits the chosen platform. By consistently sharing the same message across your campaign, your followers will hear the same information over and over again, which will allow them to retain your message.
Marketing campaigns in the past have proven that messages are most effective when repeated. Repetition will result in familiarity, which will foster trust between your audience and your message, brand, and product. Redundant messages stick.
Balance your promotional and non-promotional content.
Your followers will notice if you’re constantly pushing promotional content on them. By balancing promotional and non-promotional, your followers will perceive you as being helpful and will want to engage with you more.
This is about your followers not feeling pressured or pushed into becoming a customer. You will be most effective if you provide your followers with promotional content that is balanced out with content that they find helpful and engaging.
Ensure your content is unique to your business.
Create an aesthetic for your campaign that matches your brand. You want this to be unique — anyone that lands on your page should know that it’s yours without reading your profile handle. Being unique and authentic helps you stand out … it also gives people a reason to want to follow you over your competitors.
Engage with your audience regularly.
No matter how many followers you have, you should set aside a bit of time to answer questions, “like” comments, and respond to feedback. By taking the time to engage with your followers, you will give them a personal experience that they won’t forget. These are the types of relationships and experiences that keep followers invested in your brand.
Create a unique hashtag for your campaign.
All major social media campaigns have a hashtag that should be the same across your social platforms. Hashtags allow your team members to keep track of interactions and make it easy for your followers to engage with your campaign. Your hashtag should be unique and memorable.
For example, Snickers has a popular social media campaign called You’re Not You When You’re Hungry. They depict people lashing out, losing their minds, and even turning into different people because they are “hangry” … or hungry-angry. These people go back to their normal selves once they eat a bite of a Snickers bar and satisfy their hunger.
Their hashtag for the campaign is #EatASnickers. It’s straightforward, simple to remember, and action-oriented. Additionally, “Eat a Snickers” is also one of their ad tag lines, which contributes to the uniformity across the campaign.
Automate your content with scheduling software.
Although creating engaging content and interacting with your followers may be time-consuming, there is a way to schedule your campaign posts ahead of time to save you from having to do it in real-time.
Tools such as Hootsuite, Crowdfire, and CoSchedule allow marketers to schedule posts with text, photos, videos, hashtags, and more. Some of these scheduling tools contain analytics features to help users determine which scheduled posts are doing well and which posts need to be modified.
Use live stream to your advantage.
By 2021, live streaming is expected to become more than a $70 billion industry. With live streaming, audience members can watch content in real-time from anywhere around the world, which creates a unique and engaging experience.
Facebook Live is one of the most popular ways to stream live content, followed by other platforms such as Twitter, Instagram, and YouTube. You can use live streaming to update followers on news as it happens, conduct giveaways and contests, interview guests and influencers, or simply make followers feel personally connected to your brand.
The way you promote your content is your decision, but don’t forget to test and analyze your results. This way, you’ll know if any immediate changes can or should be modified while the campaign is still live. You can also apply this information to future campaigns.
Begin Creating Your Campaign
Social media has taken the world by storm. Although some trends are changing, social media is here to stay. Social media marketing campaigns are a great option for businesses that want to remain relevant and promote their content effectively and efficiently.
With the possibility of significant reach, ability to directly engage with followers and customers, the ease of sharing your content with thousands (or even millions) of people, and the budget-friendly nature of the work, social media marketing campaigns are appealing to both businesses and consumers alike.
Original Post by Hubspot