There are plenty of reasons for businesses to want to capitalize on social media campaign management. You may seek to promote a new product or feature, advertise a holiday special, better connect with your audience, or boost your brand awareness in general. Regardless of your reasoning, you want to strike when the iron is hot.
However, to ensure that your campaign is as effective as possible, it is important that you properly prepare and strategize your campaign initiative ahead of time. The best way to go about this is to incorporate a data-driven marketing plan to help steer your social media campaign in the right direction and improve your chances of meeting your goals and objectives.
At Kiopi, we are fluent in the language of social media campaign management. In fact, one of our unique key features provides users the ability to create, schedule, and manage their campaigns all from one easy-to-use dashboard.
Read on to learn more about how to execute a good social media campaign.
A social media campaign is a planned marketing effort that uses one or more social media channels to obtain a business goal. What separates a successful social media campaign from everyday social media activity is the enhanced focus, specific targeting, and measurability that accompanies these campaigns.
Think of it like a political campaign. Candidates will establish their campaign goals and then carefully and expertly create a multistep process that will enable them to (hopefully) achieve those goals. A social media campaign is essentially the same thing.
It is when a business establishes a certain goal, such as increasing brand awareness, obtaining new followers, or boosting sales, and then puts together a solid plan to achieve that goal.
Other common social media campaign objectives may be to:
Before you begin implementing your social media campaign, you’ll need to plan it out first. The first place you should start is by identifying a clear, measurable goal for your business. The means, message, and target audience all influence the interpretation of these goals. Different demographics have different platform and content preferences, so choose the ones that best suit your target audience.
Once you establish your goal(s), you’ll want to acquire a baseline measurement of your desired metric so you can track changes and performance throughout the campaign’s duration. Identify both where you’re at now and where you want to be by the end of the campaign. For example, if you want to increase your website traffic and are starting at an 0.7% conversion rate from your social media posts to website visits, you may establish your targeted metric (aka campaign objective) as being a 5% conversion rate.
In the planning phase of your campaign strategy, you’ll also want to be sure you have all the necessary tools in place to help track these metrics. Without a way to measure the successes or failures of your campaigns, you won’t have a clear picture of your progress. There are several social media analytics tools out there that can help you with this, but we recommend you utilize Kiopi’s built-in analytics tool.
When you schedule your campaigns through Kiopi, you’ll be able to access a comprehensive analysis report that visually tracks your rate of engagement over time, including things like comments, likes, reactions, and shares.
Once you have a clearer picture of your goals, target demographics, and how you will go about tracking your campaign’s success, now is the time to plan a definitive content schedule. It is important that you establish strict start and end dates in order to keep track of costs and compare pre and post-campaign performance.
With a campaign duration set, you are ready to move on to the brainstorming phase. This is where you will come up with a campaign theme that adopts creative deliverables that you feel will best help accomplish your goals. The key to good brainstorming is to adopt the mentality that inspiration may come from anywhere and in any number of forms.
With this in mind, you’ll want to implement a strategy that is proven to work but is still unique to your brand—something that is new and exciting for your audience but will also resonate with them.
There are a number of different strategies you can implement when creating your social media campaign. Some examples may be promoting offers and discounts through social media advertising, organizing follower giveaways, conducting polls, or creating branded hashtags.
Another successful tactic is to share user-generated content. Encourage your consumers to send in pictures or videos of themselves using your product or service for a chance to be featured on your platform.
This can help in obtaining unique deliverables while also increasing consumer engagement.
Now that you have a solid idea of what you’d like your campaign to incorporate, you should either 1) create the content and deliverables and schedule them ahead of time or 2) establish dates for content creation that ensure you meet your deadlines. Whichever route you choose to take, having a social media content calendar in place can be of utmost importance.
By implementing a calendar, you can plan your content from the start of your campaign to the finish. This can help guarantee you don’t miss any key steps in your campaign while also allowing you to be more efficient with your time.
Now that you’ve learned the basics of campaign management, let’s do a brief recap. In order to manage a good social media campaign, there are a few things you should do to increase your chances of success.
First, you’ll need a solid goal or objective in place that reflects the basis of your campaign.
Then, identify your target demographics and metrics, determine a start and end date, and decide on a theme and strategy.
Finally, make use of Kiopi’s integrated tools, such as the content calendar and analytics tool, to manage, maintain, and track your campaign’s performance throughout. By following these simple guidelines, you’ll be on your way to executing a successful social media campaign and improving your social media management skills in no time at all.