You have your business, and you need to get the word out. Marketing is your answer.
Great! But you can’t quite put a finger on what’s going wrong. If you’re an online business or rely on the digital era, then social media marketing is your solution. Put simply – a social media campaign is an art of effectively marketing your business online.
The ultimate goal of every business is to have customers raving about products/services without any initiation, and this is where a social media campaign plan comes in.
Let’s cut to the chase and get started.
What is a Social Media Campaign?
A Social Media Campaign is a campaign to promote your business through visual media, blogs, social media platforms, etc.
The key takeaway is marketing your brand through a blend of active and passive engagement. Basically, the heart of every social media campaign strategy lies in ‘spreading the word out’ and getting users interested in your business or talking.
What can be Ideal Social Media Campaign Goals?
The ideal social media campaign goals are goals that achieve milestones and are measurable. Aim too high, and you’ll drop like an egg from the sky. Without goals and strategies, you won’t be getting anywhere.
Here’s what ideal social media campaign goals for different businesses have in common-
Set out time-frames for your team. You must reach your goals (whether short-term/long-term) by that stipulated deadline. Don’t reach too far, make your goals measurable and achievable.
Set social media campaign goals of moderate difficulty. You don’t want to achieve them in your sleep, and you certainly don’t want to burn out either. The in-between is the sweet spot.
Make sure you set goals keeping in mind your budget, resources, team members, and time constraints. This is a no-brainer. If you blow up all your money too soon before hitting those required milestones, you won’t be able to continue the journey.
Use Data Analytics tools like Google Analytics and analyze web traffic stats to identify goal metrics. For example, if you are identifying metrics for “Brand Awareness,” then you’ll be checking into fan counts, post impressions, link clicks, and Data Analytics for Facebook referrals.
Advantages of Setting Goals
Goal setting helps you achieve milestones, both short-term and long-term. Here are a few advantages of setting goals for your social media campaigns-
- Higher ROI – Social media campaign goals help you make the best use out of your money. Period.
- Customer Loyalty– Your customers will love you for considering their future. Customer loyalty attributes huge brownie points to campaign goal-setting.
- Optimized Auditing – Review results, planning how to run a social media campaign, and allocating your resources most efficiently, these are the biggest advantages of goal-setting your social media campaign ideas.
- Increased Brand Referrals – Your brand referral metrics will go through the roof if you market your brand through social media right.
|Read: Organic Social Media Marketing|
Steps to Follow to Get Predictable Results
If your goal is to increase brand awareness or product sales, then this is what you need to know in learning how to create a social media campaign that works-
- Set S.M.A.R.T. Goals – Set goals that are Specific, Measurable, Attainable, Relevant, And Timely, or in short, SMART goals. A simple example is by setting out to gain 50 new followers a week for your Instagram business account.
- Do A Social Media Audit – This looks into your existing channels and reviews campaign performances. Here’s a template you can use to get you started. Revise your S.M.A.R.T. goals based on the results of the audit.
- Measure The Right Metrics – Use Google Analytics for tracking your click-through rates and bounce rates. Track the bounce rates of visitors coming from your social media networks and those directly visiting the website. If your social media bounce rate is lower than your website bounce rate, you can tell your boss that your social media campaign is working.
- Track Social Media Traffic – Under the Google Analytics “Acquisitions and Channels” segment, track the amount of traffic being directed through social media, ads and searches, and other marketing channels. If the percentage of share of traffic for your social media campaigns is higher than your other channels, your efforts are working.
- Calculate Mentions – Your audience speaks, and you better start tracking the number of mentions of your brand. Use Hootsuite Analytics to analyze numbers at a glance, add them up and divide by 100. Yay, you have your percentage now!
- Track Engagement – Use Buffer or tools like Facebook Insights and Twitter Analytics to track your social media engagement and view or filter your most engaging content.
- Newsletter Signups – Email marketing gives a high ROI for the majority of e-commerce and online businesses. Track the signup metrics with tools like Google Analytics URL Goals and Goal Funnels. Visit Duration Goals and see how long people stay on your website through the dashboard. Learn about Goal Values and set them up to track where customers come from.
- Community Building – Build communities for your social media campaigns and business. For Facebook Groups, use Grytics and Community Analytics. For tracking Twitter metrics, use KeyHole and Hashtracking.
- Choose The Right Social Media Platforms – For growing connections in the business world, LinkedIn is ideal, however, for sharing images and visual boards, Pinterest does the job. If you’re making visual or animated content and frequently stream content live, YouTube is recommended. Facebook lets you portray your business in a friendly way and promotes user engagement and social interactions. Choosing the right social media platform for promoting your business is vital.
What to Expect in Results
Consistency in maintaining brand visual identity and regular content creation is crucial to achieving social media campaign goals. Here’s what you to expect from your efforts-
Increased Web Traffic
If you run your campaigns with success, you’ll notice a steady flow of increased web traffic through your social media marketing efforts.
Posting informative content that engages your readers/viewers will result in more mentions and referrals of your brand. The ultimate goal is to get people talking and sharing, remember that.
Optimize Results or Restrategize
Based on performance results by running Analytics tools and platform metrics; you may need to reinvest or optimize your finance allocations for your social media marketing efforts.
At the end of the day, every business gets a high ROI through successful social media campaigns. Your efforts will be rewarded, with time.
“We don’t have a choice in whether we DO social media, the question is how well we DO it.”
Your brand’s future depends on social media marketing. How well you connect with your target audience and whether or not you target the correct age groups matter too.
Audit often, analyze your metrics and make sure you get your platform/audience right when drafting your social media campaign and you’ll be good to go.