Are you ready to start your own social media campaign? Here are the steps you should include to guarantee a strong campaign that will win you plenty of converts – and improve your sales in measurable ways.
Lay Out Conversion Goals and Budgets
Create goals that match exactly what your company wants to get out of this social media campaign. More customers? More sales? More brand awareness? Put down specific numbers, percentages, and dates for these goals. One problem that many social media efforts have is that there’s no real direction. Goals will lend these campaigns direction, and make it much, much easier to analyze ROI. This is also a necessary time to set your budget requirements for the project.
Decide on Channels
What social media channels will you use? Within the broad channel of social media there are many, many different types of content options to pursue. Facebook functions very different from Twitter, which works very differently from LinkedIn, which is nothing like Reddit, which is completely separate from company blogs, which are different from YouTube…and on it goes. At this point it’s smart to stick with your strengths or potential strengths. A social media audit to discover your current social media aptitude can be very useful here as you narrow down channels to those that will be the most effective.
You need a great team to conduct your campaign well. This does not mean assigning current employees to part-time tasks – that’s a recipe for disaster. In means creating a full-time social media position (probably more than one) for management, administration, and content creation. You may also want to consider bringing in an outside consultant if you have big goals but not much experience in social media.
Development Campaign Details
Now is the time to tie your goals to specific value offerings that you will use in your campaign – in other words, what are you advertising? A new product? A seasonal release? A special event? A new discount or deal? Loyalty programs? General brand awareness? It’s important to center the campaign on a reason for viewers to pay attention and interact with your content. You need a hook here. Since this is about traditional marketing tactics, it should be simple for most businesses to tackle – just don’t forget about this step!
Prepare Your Accounts
How do your social media profiles look? Are they prepared with the latest company information, bios, links, contact data, and logos? It’s a good idea to take some time to create or redo company social media profiles in preparation for your campaign. This way everything is in alignment, the tone is set, and there’s less danger of mixed messages.
With everything prepared, it’s time to lay out a content strategy, brainstorm, and assign specific bits of content. Some content should be long-term in nature, ads and blogs that you can use throughout the campaign. Other content needs to be short term, posts and messages created as the campaign moves along.
Ideally the content should be checked, not only for errors but also to make sure it matches the general tone and phrasing used by the company. When this isn’t possible content should be created by experienced people who fully understand the tone and direction of the campaign – particularly when it comes to creating new social network posts.
Create Publishing Schedules
Speaking of those posts – it’s a common problem for businesses to not have the time or energy to create new posts consistently throughout a campaign. The best effects tend to be gained when brands post every day or two (this varies based on the channel), so a significant amount of weekly work is required. It’s best to use a social media tool that can quickly schedule posts weeks in advance if you don’t have enough time to devote on social management every day.
Chart Progress and Engage in Conversation
As the campaign begins, it’s time to start studying conversions and social signals to see how effective your content is. You should be ready to shift focus or ads over the campaign if it’s apparent that something isn’t working. It’s also smart to invest a little time each day or so in commenting on important questions or comments from users: This is great for engagement and brand awareness.
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