Creating a Social Media Marketing Campaign

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Every modern business should have a social media marketing plan. Within that plan, you should create campaigns throughout the year. You might formulate a campaign to help promote a new product you are launching, or to create a seasonal campaign to help you cash in on the holidays.

No matter what the reason for the campaign, you can create one easily, provided you follow a few simple steps.

Decide what to promote

Choose a product or service to focus on so you can match the message to the correct audience, and be able to start gathering useful content for your social media posts.

Decide why you are promoting it

If it is a new product, the reason why will be to help launch it successfully and start earning money from it right out of the starting gate. If it is a holiday sale, try to tie in the product to the holiday in some way, such as end of year resolutions your product will help them with.

Set your goal

The goal of any campaign will ultimately be to make more sales, but you might first wish to start with getting more engagement, or signing up more subscribers to your emails. In this way you can connect with your audience more closely and therefore be able to market to them more effectively.

Setting a goal that is measureable also helps you to track your progress to see if you are achieving it.

Gather your content

It should be based around the product and take various forms, such as:

  • Blog posts/written content
  • High-quality images
  • Memes
  • Videos
  • Infographics
  • ebooks
  • Cheat sheets or other useful handouts
  • Audio files
  • and so on.

In this way, you will be offering a range of content that should speak to the needs and preferences of your target audience.

Match the content to the goal

If your goal is to get more subscribers, an ebook or useful handout will be the incentive for them to sign up. If your goal is to get more sales, images and a video of your product in action, with a downloadable quick start guide on how to use it might be ideal.

Brand the content

Be sure the content has your URL on it. Brand your images, ebooks, and so on.

Make sure the content is shareable

The reason for branding the content is that you want it to be shared as widely as possible. Branding it will tell people where that great meme you created originally came from and point them back to you, for more traffic.

Create a new, unique hashtag for the content

This can help you track the success of the campaign.

Use automation tools to deliver your campaign’s content

Use a program like Buffer or HootSuite to queue up your content at each of the social networks you are active at, so you can post regularly, and cross-post. It’s too much work to do manually on the fly every day. Automation will make your life much easier and your campaign more successful because it will be consistent.

Dare to go live with your video

These are becoming increasingly popular on social media. They are a great way to engage with your target audience and get to know them, while they get to know you. Worried no one will turn up? Do your best to market the video prior to going live, but remember, they can always watch a recording of it after the broadcast if they’ve missed it.

Track your success

Use all of the analytics reporting available to see what your winners have been during, and at the end of each campaign. Make a note of the “winners” and see if you can re-use them, or re-formulate them for a new product launch or other campaigns in the future.