How to Build an Effective Social Media Campaign

social media

Many online marketers mistakenly believe that social media campaigns are easy. After all, if thirteen-year-olds are going viral, why can’t an established business do the same? Unfortunately, there are many reasons—social media campaigns require thorough research, clever marketing, and lots of patience. 

If your business is lagging behind its competitors and lacks a commanding social media presence, here is all you need to know to create a successful, long-term campaign.

Research Your Audience (and Competitors)

With over 3.6 billion people on social media, creating brand personas is a clear must. However, the hard truth remains that not all those 3.6 billion people will appreciate your content—so stick to those who will. 

When personifying your target customer, note factors like: 

  • Age
  • Occupation
  • Location
  • Interests
  • Income

By getting to know who your potential followers are, the more you will become well-versed in their language and buying habits. 

Similarly, you’ll want to scope your competition just as thoroughly. You can do so by conducting a SWOT (Strength, Weakness, Opportunities, and Threats) analysis and get a better sense of how your industry is performing. 

Use social listening to keep an eye on your competitors when your social media campaign becomes active. You never know when you can get one step ahead. 

Run a Social Media Audit

If you’re already running social media, getting a better sense of how you’re performing can pinpoint areas of improvement. For example, collect information like user engagement—are people having conversations about your brand? Are these conversations negative or positive?

A comprehensive audit should give you a better idea of what your brand should continue doing and what it should consider overturning. 

Pick a Platform

Contrary to popular belief, running a Facebook, Instagram, and Twitter account simultaneously is not as easy as it looks. On top of crafting engaging original posts, you’ll have to keep up with each platform’s analytical skeleton—likes, comments, shares, and all. 

Think about how a single platform can help you achieve a specific goal. For example, brands looking to provide consumers with quick updates, sales, or promotions may find that Twitter is the most accessible platform to get their message across. 

On the other hand, media-heavy brands might benefit from Instagram or YouTube. When you decide what social media networks are most appropriate for your business, define your strategy for each one. 

Craft Measurable Goals

The work doesn’t end when your campaign goes live. To get a better sense of how it’s doing, you’ll want to take a closer look at the numbers behind your strategy. On top of that, you’ll have to select the appropriate metrics. 

Most businesses prioritize engagement, which tells you how interested users are in your products or services. These metrics might include clicks, comments, shares, and likes. If your content is interesting, users are more likely to click through to your landing pages and—if you’re lucky—push through with a sale. 

There is an unending plethora of social media listening and analysis tools that can help you keep up with your results.

Create a Content Calendar

When you share your posts is just as important as where you share them. Posting at certain times helps you deliver maximum impact. For instance, if you’re targeting nine-to-fivers, uploading a post at noon can place your content in front of millions of people on their lunch break. 

Creating a social media calendar and using software to upload your content automatically can take a load off your shoulders and make things more predictable. 

You’ll also want to consider what type of content you’ll be posting on specific days. For example, if your website could use a little more traffic, you might post content that links back to it. On the other hand, if you’re looking for engagement, consider posting user-generated content. 

Consider Working with Influencers

You’ll be surprised to know how many influencers are active on social media. Hint: there are about 37.8 million. Compared to other methods of social media marketing, influencers provide 11 times more ROI—but why? 

Internet users love relatable content. So, what’s more relatable than someone who shares their experiences online? When you’re running into creative roadblocks and can’t seem to catch a break, influencers are an excellent way to get your platforms back on track. 

Not to mention, they are already self-proclaimed masters at content creation. Influencers can give you a much-needed dose of fresh perspectives, witty captions, and breathtaking photographs. 

Use Paid Social Media Advertising

Facebook is one of the internet’s leading social platforms for a reason—its paid advertising features are unbeatable. Campaign initiatives with Facebook are straightforward. Through its targeting tools, you can place your content in front of the appropriate audiences and track your chosen metrics. 

On top of its easy-to-use interface, Facebook social media advertising is incredibly affordable, unlike pay-per-click or traditional methods. 

Analyze Your Data

Tracking your metrics can help you pinpoint what needs to go and what needs to stay. Use UTM parameters to keep track of who’s visiting your profiles and how interested they are. 

When your data starts flooding in, you can use it to reevaluate your strategy regularly. You can even run occasional surveys to get direct feedback from your users. 

Keep in mind that social media moves at lightning speed, so you’ll want to toggle with what analytics best reflect your goals. 

Through social media tagging, you can easily organize metrics like: 

  • Inbound and outbound messages
  • Engagements and impressions
  • Clicks and website visits
  • Sales
  • Growth trends

The Bottom Line

Increasing your followers, engagements, and sales isn’t as easy as it looks on the surface. But with the right social media marketing agency and a clever campaign strategy, you can achieve numbers that launch your business into a success. 

With Igloo’s social media marketing expertise, you can reap hyper-fast results that keep your customers engaged and interested in what you have to offer next. 

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