When it comes to marketing your business, your campaigns must meet two requirements: they need to drive your business goals while also satisfying and engaging your audience. Social media campaigns are no exception. In fact, this concept is especially true for social media, as it can be difficult to get your business and posts to stand out above such a chaotic sea of content.
Creating and sticking to a social media campaign strategy will help you to ensure that you are growing your business through a satisfied and engaged audience. However, with the many variables that can affect a campaign’s success, coming up with a strategy can become overwhelming, fast. In this post we’ll simplify social media campaign strategy to help you come up with one that works for your business.
Every business is unique, so a successful social media marketing campaign for one business may not be successful for another. In addition, the mindset of your target audience will vary for each platform, so a good post idea for one platform may not be a good idea for another.
There is no one campaign, or campaign strategy that works for all businesses. In fact, you may have different strategies for different campaigns! But do not get overwhelmed. If you break your strategy down into three fundamentals, you can simplify things and guide your business to success. These fundamentals are: the goal, the content, and the platform.
What are you looking to accomplish with your social media marketing campaign? This is the backbone of your social media campaign strategy. Social media supports a wide number of business goals, but not all at once. Your campaign should have one goal, and your strategy should be focused on achieving that one goal only.
Examples of goals for social media campaigns include:
• Generate leads
• Improve traffic to website
• Promote a new product
• Revive dormant customers
A goal of increasing engagement on social media is too broad. Aim for something more specific that can be measured. The above examples can be measured with basic Google Analytics data, helping you to connect campaign activities with quantifiable results.
The content you use to achieve the goal of your social media campaign is the second fundamental of your strategy. Content refers to what you include in each post, but also to larger publications that your campaign may revolve around.
For example, if you are creating a campaign around an eBook, the content of your social media marketing campaign is not just the eBook, but also the verbiage you use to promote it. One of the benefits of social media for business is extended reach, but this is often through different platforms. Each platform has different character requirements and audiences, so as a part of your strategy, you should put careful thought into how you want to present the material for each platform.
You also want to put careful thought into the form of content that will best support the business goal of your campaign. For example, if your goal is to drive more leads, your content might be a longer piece, which people will have to provide their contact information in order to download. If your goal is to raise awareness about a particular product or service, a photo or short video might be the most effective.
While the goal of your campaign will help you come up with the content, the content will help you determine which social media platform to use—which is the third fundamental of your social media campaign strategy.
Businesses often use multiple platforms in their social media marketing strategy. The characteristics of your target audience will help you determine which platforms should be part of your social media strategy in general. For specific campaigns, the type of content you have will help you to determine which platform or platforms are best for that campaign.
For example, if you are trying to drive traffic to your website, Instagram may not be the best option as you cannot include clickable links in your photo captions. However, Instagram would be ideal if you are trying to increase engagement through a photo contest or raise brand awareness through a behind-the-scenes campaign.
Blog posts, on the other hand, provide great material for nearly all social media marketing campaigns, because they can contain such diverse material. You can pull content from them specific to social media channels—whether short excerpts, images, quotes, or stats. Then, each post can include a link to the longer article.
Social media marketing campaigns come in many shapes and sizes, and some will succeed more than others. As long as you you have the right intentions with them and the right strategy behind them, they are guaranteed to help your business grow—whether through direct results or important insights gathered along the way.
This post was published November 2016 and updated November 2018