How to Create a Social Media Campaign

Looking to run a social media campaign for your business?

If you want to get real results, it takes more than posting a few times each week.

Check out this great video by Marley Baird Media about creating a social media campaign, then check out the transcript and our commentary below for even more tips!

“If you want to succeed online with social media marketing, you don’t just randomly post your content on Facebook or Instagram and hope for the best.

You create a campaign.

Similar to how ad agencies create commercials that air on televisions and radio networks, social media campaigns are planned and integrated efforts to reach and communicate to your audience.

Initially social media was an add on to support large campaigns, but with our attention being redirected to smaller screens, brands and businesses are turning to create social media only campaigns.

According to social media marketer, more than 90% of marketers have stated that social media only campaigns have increased brand awareness. So, how do we manage to create a smart social media campaign without running into a few hiccups and problems along the way?

In today’s video, we’re going to talk about how you can plan your campaigns and avoid commonly-made mistakes by different marketers. But before you begin, I advise you to start performing a social media audit. This will give you an idea of how wide and deep your social media presence is.”

The Elements of a Social Media Campaign

“Here are the different elements of a smart and comprehensive social media campaign.

Who Is Your Audience?

Number one, the audience. Contrary to popular belief, just spreading your message to a broad audience is not effective. Social media marketing is more effective when you specifically target your audience. In this case, you should segment your audiences depending on each campaign. No campaign message will appeal to all types of audiences. Tailor fit your message to your intended target market. To begin your campaign, first identify who you want to talk to and how much you intend to invest to talk to them.”

This follows an old marketing adage of “If everyone is your customer, then no one is your customer”. Whatever you’re posting or saying online, it has to resonate with them to have a true impact. If you’re creating generic content for your social media, then you’re likely missing out on having high performing content that moves the needle.

What Should You Share?

“Number two, the message. Your message reflects the ultimate goal of your campaign. Clearly reflect the core of your campaigns, so that you’ll know how each post, tweet, photo, or video weaves seamlessly to talk to your target group.

When Should You Post?

Number three, the date. Planning when a campaign launches is an important factor in hitting your key consumption period. This is the sweet spot of the year, where your product or brand is highly relevant and can deliver the highest sales. (cash register chings) In short, plot your campaigns into your company or product lifespan.

Where Should Your Campaign Live?

Number four, the platform. Where you’re active plays a big role in planning for your campaigns. Focusing on one or two platforms allows you to design and create material that is specific to the channel you chose. Using more platforms pays a lot in terms of reach and frequency, but it can require more money and thought. To be smarter, look at where your audience is most present and then build up your footprint there.”

We find this to be especially true. When deciding where to post, its typically a good idea to pick 1 or 2 channels as your primary focus, and to automate 2 to 3 more. Spreading yourself out too thin makes it difficult to have meaningful interactions with your customers.

Why Are You Posting?

“Number five, the reason. What’s your why? Don’t just create messages and post them at your leisure. They should be relevant and valuable to your audience. The key is delivering your consumers reason to believe in your campaign message. Drive this relevance by identifying and answering the question of why your audience should care about you. At the same time, plan to how you’ll send that reason out. Smart campaigns are consistent in delivering their messages through effective use of content. Planning a smart campaign encompasses the basics of knowing the who, what, when, where, and how.

Implement these five elements into creating your social media campaigns and you’ll be set up for a smart and comprehensive campaign.”

Putting It All Together

With those five elements in place, you’re well on your way to making an impact with your social media. Have any questions? Let us know!


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