Social media is an amazing, relevant, and easy to use platform for businesses to reach out to their target audience. But a business can’t do whatever it wants in order to attract existing and new customers to its products and services. In order to actually and successfully attract people, it has to follow a game plan.
A social media campaign is defined as a coordinated marketing effort that reinforces the business’ information like brand, product, and service by using social media platforms.
Often a business may have a goal for starting a social media campaign. Common goals are:
- User feedback
- Building email lists
- Increasing sales and brand engagement
- Increasing website traffic
Goals should be discrete and measurable. They should be made after having analyzed metrics, changes, and performance of past campaigns. Different demographics use different social media, and a business should choose the right one according to their target audience.
This leads us to the steps of a successful social media campaign.
- Knowing your customer. It is important to understand the demographic you want to reach. A business should not only understand the target audience’s interests, but also what they do online, what websites they visit, and how they engage with social media. The campaign should be made in such a way that it aligns with the values of the audience so that they can be really invested and engaged with the campaign.
- Setting a target or goal. When the target audience has been identified and researched about, the business should consider what it is trying to achieve with the campaign. A proper goal should be SMART: Specific, Measurable, Achievable, Realistic, Time-bound. As discussed earlier in this post, common goals include increased website traffic, sales, or brand engagement.
- Execution of the plan. The business next needs to make a plan and find out the best tactics to achieve the goal. It is important to consider the medium of reaching out to the target audience. For example, using Facebook to reach millennials or Gen Z is bound to fail, as both generations use Instagram more. Consider the impact that the campaign will have on the audience in the present and in future, and what effect it will bring to the company’s goals.
- Measurement of results. In order to find out how successful the campaign was, it is important to measure the results. Measurements can tell the business whether or not it will be possible to make more campaigns or not. In the modern world, it is possible for businesses to keep continuous track of results of the campaign. According to the measurements, a campaign may or may not need to be adjusted.
And after the measurements, the cycle continues to the next campaign. The feedback received in past campaigns is useful for future ones.
In short, a successful social media campaign involves knowing the audience, setting a goal according to the research, execution of the plan, and finally, measurement of the results. The cycle to the next campaign then continues.
We at B2B Global Access provide social media marketing services that include making the best strategy for your business’ needs. Visit our services page and contact our team for more information.
