As the ad adage goes, content is king – truer now than it has ever been. Content is being created at an astounding rate.
Here are a few stats from some of the most-used social media platforms in 2017: every minute, Snapchat users share 527,760 photos, users send 456,000 tweets on Twitter, and Instagram users post 46,740 photos.
Web designers might have to start coming up with creative ways to display the massive amount of content on their sites.
Even though it is still king, the content has to be seen to pass along a message. If it never reaches your audience in the first place, you will not get a reliable measurement of the quality of the content. This is why every single great campaign has a well-planned strategy behind it.
Strategy can make or break your entire campaign – low-quality content can be made effective due to great strategy while high-quality content can be rendered useless by a poor or total disregard for strategy.
Here’s our approach to creating a great social media marketing campaign.
It often seems like the most important step in any list is always the first one. By setting goals, you will be able to determine exactly what you are looking for to achieve with your social media.
Your goals need to be ones that you can actually accomplish. It would be unreasonable to say that you want to gain a million Twitter followers by next month.
You should pick a broad, but targeted overall goal for the entire campaign and then also set smaller, incremental goals as stepping stones as a path to your main goal.
Here are some examples of campaign goals:
- Increase brand awareness
- Acquire new customers
- Improve sales
- Increase engagement
- Reach a new audience
Once your goals are set, you can map out the rest of your strategy.
To effectively execute strategy, you need to know everything you can about your audience. There are no shortcuts to immediately learn all of that information, but thankfully there are some tools you can use to make your life a little bit easier.
They will let you know which channels your target audience is most active on and help you determine the best way to reach them.
In-depth research will tell you which channels and ad locations will have the highest chance of success.
Analyze, Analyze, Analyze!
After setting your goals and researching your audience and their habits, you are ready to start acting on what you learned. Finding out that your target demographic tends to use one platform much more than others is a great indicator that ads would perform well on that channel.
Facebook Ads does a wonderful job of simplifying the entire process for clients. It guides you all the way from choosing an objective to setting a budget, and then from picking a format to measuring and analyzing its performance.
Once you have launched the campaign you should be constantly checking to see how it is doing. Your strategy does not stop after launch – you can make tweaks to the campaign to make it perform even better.
Analyzing the campaign throughout its run will ensure that you get the most bang for your buck.
Make Your Social Media Campaign a Success
Creating a successful social media marketing campaign is all about the strategy.
- First, set goals when devising your campaign to figure out what you want your campaign to accomplish.
- Then, conduct research to give you insight into the best path to take to achieve your goals.
- Finally, analyze your campaign repeatedly to ensure that it continues to perform well.
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