HOW TO RUN A SOCIAL MEDIA CAMPAIGN FOR YOUR BUSINESS (5 EASY STEPS)

Are you getting ready to launch a new product and want to go loud about it? Or do you just want to publicize your brand again so that the world knows that you don’t just exist but you’re awesome at what you do? Social media marketing campaigns are the way to go about it.

They have been used by so many companies. For example, Coca-Cola’s “Share a Coke” campaign made people keep buying Coca-Cola till they saw their names on a bottle. Social Media Marketing campaigns work perfectly when you want to launch hard into the market. This article will help you understand social media marketing campaigns and teach you how to carry out effective campaigns.

WHAT ARE SOCIAL MEDIA MARKETING CAMPAIGNS?

Social media campaigns are built on strategy. They are massive promotions aimed at getting an increased number of public engagements. These pubic engagements may then be channeled towards pushing sales for a new product or increasing followership and loyalty.

Social Media Marketing Campaigns usually have three parts to them:

  • The Goal: This is what’s in it for you. In other words, it is the feat you’d want your brand to accomplish by engaging the campaign. Because of how expensive a campaign is in terms of time and money, this campaign should be worthwhile. I wouldn’t carry out a campaign just because I wanted to get likes on a single post.
  • The Offer: This could be thought of as bait. It is what encourages your target audience to be a part of your campaign. A good offer is usually the backbone of a successful campaign. This offer has to be based on the interests of your target audience. This can only be gotten through a careful study of their demographics.
  • The Target: This refers to the people your campaign is aimed at. It usually covers a demographical range- people with certain similarities in interests and characteristics. Understanding these characteristics allows you to decide what your offer would look like and how to achieve your goal.

Together, these things form the strategy.

Social media marketing campaigns create a shift in the results your brands have been getting. When done right, the effects last longer than the period of the campaign. They shouldn’t be done casually; instead, they should be aimed at achieving your important goals and targets.

HOW DO SOCIAL MEDIA CAMPAIGNS WORK?

Social media campaigns usually comprise two things:

  1. Social Media posts
  2. Social media copies/prompts.

Social media posts serve to prepare the hearts of your target audience for your offer. They could either be textual, videos or photos. They could be Instagram stories, YouTube shorts or simple Facebook posts. Each post published during the period of your campaign should be centered loosely around your offer or prompt. If you’re pushing out a new diaper product designed to keep their skins smooth and soft, your content could discuss tips for healthy baby skin, while giving subtle and intelligent allusions to the product you want to sell. The two important emotions your content should convey in this period are concern and desire. Your content should be able to subtly show your prospects that they have a problem that they should be concerned about and then evoke a desire to find the solution to that problem. These kinds of content should run steadily for at least two weeks so that the minds of your audience are made receptive to your offer. At the end of this 2-week waiting period, you may now release your copies or prompts.

Social media copies are forms of content that are published on social media and designed to compel people to buy into an ideology or purchase a product. They are the engine that drives sales through channels such as text or graphic designs. Social media prompts make your prospects engage and activity. It could be a challenge or an instruction. An example is Pure Bliss’s scratch-and-win promo where consumers were asked to submit the numbers beneath the silver labels of their biscuit wrappers for rewards. Based on the work that your content has done before the arrival of the copy or prompt, it’s very easy for these Call-To-Action pieces to do their work. Once again, these copies could be videos, photos or text.
Ultimately, your campaign should engage people and make them do something. This helps them become more loyal to the brand.

5 STEPS TO RUN A SUCCESSFUL SOCIAL MEDIA CAMPAIGN

To launch a successful social media campaign, we have listed the following five steps that have proven to work every time. Skipping any one of these steps diminishes the effect of your campaign. Therefore, you should pay attention to each of them.

Let’s begin:

  1. SET A GOAL: Social media campaigns are worthless when they aren’t attached to a goal. As I mentioned earlier, social media campaigns are massive outreaches that push your brand to the next stage in its publicity.
    For example, say you have a new product that you want to publicize or you’re holding a sale during the Christmas season. To have the maximum participation, you would need to get as many people as you can in the know of what you’re planning. 3.8 billion people in the world are found on social media. Even the people in your locality spend at least 5 minutes online daily. They might not have noticed your signboards and fliers because of their busy work schedules; however, people are most relaxed and open as they scroll through social media. Because of that, they are most likely to notice your social media campaign. Therefore, in this case, the goal is to get a certain number of people aware of your new product or sales.
    Other important goals could include getting more followers and subscribers on your social media pages and channels. This is especially important for influencers who need a large following to increase their publicity.
    Whatever your goals are, you have the responsibility to ensure that they are SMART. SMART is an acronym for Specific, Measurable, Achievable, Relevant and Time-bound. Specific means that your target is particular. How many people do you want following your page at the end of the campaign? Don’t just say ‘many’, give us a specific number and class instead. Maybe you’re a diaper production company. You could say, “I want to achieve 500 sales through my social media platform.” This way, you can know when you have hit your goals. Measurable tells of your ability to track your progress and is usually an offset of your goal being specific. If you need 500 parents buying your diapers, you could track your success percentage based on how many have bought them so far. Conversely, if you had just said, “many people” at what number would you be able to record 80% success? Achievable means that your goal should be down to earth. It should be something that can be attained. If your brand is just starting, aiming for a million followers on Instagram within a month is too far out. You should know to start small and grow from there. Relevant means that your goal for the social media campaign should ultimately affect the growth of your brand in general. In other words, the goal for your campaign should be tied to the general goals of your brand. Binding your goals to a timeframe helps you remain on the edge, knowing that you have limited time to achieve your goals before it becomes obsolete, especially when you have external factors that limit your time freedom. If I want to have a Christmas sale for my clothing line, my social media campaign would need to attain its goals before the 25th of December, right?
    Once you have your goals perfectly lined out, you’re ready for the next phase: who do your goals impinge on?
  2. DECIDE YOUR TARGET AUDIENCE: Once you have decided what your goals are, the next step is to decide who will be affected by these goals. These are the people to tailor your campaign for. What characteristics of these people can make them interested in your product and services? It could be their age or their race. Hair extensions will appeal to women but hardly ever to men. Once you can have this all figured out, you can decide the best way to approach them and get their attention. Let’s take the diaper company as an example again. Their target audience should either be parents, especially nursing mothers, or retailing companies/grocery stores. To reach nursing mothers via a social media ad, I would need to tailor my copy to mention the things that matter to them like the well-being of the children. For the retailers, my social media copy would include how my product allows them to make more profits. This way, our baits are a lot more effective. Many tools can help you with this. Examples include social media analytics tools such as Facebook Audience Insight.
  3. CHOOSE YOUR CHANNELS AND TOOLS: Different social media platforms work in different ways and hosts different kinds of people. LinkedIn is perfect for your campaign if you’re aiming at professionals in a field. Facebook is perfect if you want to reach a wide range of people casually. Instagram, Snapchat and Tiktok are great for younger audiences. Once again, we see how defining our goals flow down to other aspects of the campaign process.
    Mostly, it’s best to restrict your campaign to only relevant social media channels. By relevant I refer to the social media channel that your target audience frequents most. This way, it is easy to track your successes and learn about your prospects better. This is important especially if you’re new to digital marketing and you’re trying to decide what works best for your brand. Even in science, there’s something called ‘Control Volume’, a small volume of the experiment specimen used to determine the results. Running a campaign recklessly over multiple channels will prove to be a waste of resources as money and time will be expended without much to show for it. If my target audience are college students and I can reach them on YouTube and Facebook, why should I stretch myself to LinkedIn, when I know that the results that may come from there are most likely negligible?
    Furthermore, pick tools that make your campaign easier. For example, you can use graphic design tools like Canva and Illustrator to design amazing content. Adobe Premiere is perfect for your videos. CoSchedule helps you to schedule your content so that you don’t miss your posting times. Analytics tools like Sprout Social and Hubspot help you to keep tabs on how well your campaign is running.
  4. DEFINE YOUR CONTENT AND CONTENT SCHEDULE: It would be perfect if you can draft out your content topics so that you can plan around them, do research on them and arrange them in a way that helps you achieve your goals better. Would educational content be best for your campaign or would entertaining content be preferred? Once again, it depends on your goals. A comedian/musician would require entertainment-driven content to achieve their aims while a sales company would mostly require educational content. Based on what you decide, choose topics that will evoke concern and desire in the minds of your prospects throughout the time of the campaign.
    You should also draft a content schedule. Would you be publishing posts once or twice daily? What time would be best to post? The answer to these questions lies in the character of your target audience. Facebook and YouTube insights allow you to discover what time most of your viewers are online. Posting any time outside these prime times would result in poorer results. You can use CoSchedule to automate your posts so that you don’t have to be online to make a post.
  5. POST AND EVALUATE: Posting consistently is the final step in the process. Inconsistency makes you seem unserious- a picture that you don’t want to create in the minds of your prospects. After posting, pay attention to your audience’s response to your posts. Most social media platforms give you insights into the performance of your posts so that you can decide what works and what doesn’t. If it’s your first time running a campaign, you should have an open mind. Test your campaign along different social media channels one after the other and decide what works best for your brand. Don’t be afraid to try multiple times before you finally get it right.

IN CONCLUSION: AN EXAMPLE

Let’s imagine I own a clothing store and I want to run major sales for our new women’s corporate clothing line. My goal is to get 40 purchases through my social media campaign before April is over. I’d realize that women are most likely to buy our products so, I list out topics that will create content and desire. Relevant topics could include, ‘great corporate styles for this summer’ or ‘Outfits that make you 100% more protective (with scientific proof)’. It helps women see that they need to keep cool while at work. Since these women are most likely to be busy during the workday, they are most likely to be on social media on their rides to work and back home. Therefore, 7 AM and 6 PM might be a great time to post. These women would most likely be on Facebook or Twitter so I aim my campaign at Facebook first, intending to try Twitter if things don’t go as planned on Facebook.

My bait is that these women can get 30% off all clothes. I know that salaries are mostly paid at the end of the month so, in preparation, I start posting at the start of April and start releasing copies in the middle of April. By this time, they are already looking for cool clothes and are willing to buy what we have. By releasing the copies, we make them prepare to spend their salaries on our products. We keep posting content and copies till the time we have set to make sales.

It wouldn’t be a surprise when we surpass our sales target, would it?

There you have it- social media campaigns described most simply. Share your questions and thoughts in the comment box and don’t forget to like us on social media if you found this article valuable.

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