When I started out as a Social Media/Marketing Manager I realized right away that you need to be organized to an extent I wasn’t prepared for. Winging it only makes things take longer and makes you stress out. As part of the marketing team at @revenue, I have learned some handy strategies for not only laying out campaigns but how to make them take flight.
Let’s talk about Campaigns.
Campaigns are a whole different animal from regular social media posts, which are usually one-off posts not pertaining to an ongoing awareness campaign or event. Campaigns are preplanned, precalculated, and usually, a series of social media posts thought through to the maximum extent. A well-thought-through campaign includes the goals of the posts, specific target audience, and message. Campaigns make reviewing the metrics all that easier, too. Helping you track what’s working and what’s not. And you know how we love to try it, track it, and change it- especially when it comes to the ever-changing world of social media.
Here are some basic steps to creating an effective social media campaign.
- The first part of laying out a social media campaign is to do some deep thinking on the goals and objectives. What is the purpose of the new campaign? What does your client have going on right now that would make a good campaign? Are they offering a workshop or class in a couple of months? Then now’s the time to get started with planning. They say that you’re 40% closer to reaching your goals when you lay them out and get specific, so try to use SMART goals when creating a new campaign.
- The 5 W’s – When creating a new campaign, you want to make sure you are answering the basic “Ws” of : Who, What, When, Where & Why’s of the campaign. These fundamental 5 W’s cover all the bases.
Why – why are you creating the content? What is your goal? How will this benefit the business?
Who – is your audience? Being as specific here as possible is key.
What – do you want this content to achieve?
When – when and how are you going to develop the content, and how long will the campaign run for?
Where – are we going to publish, and what platforms? Remember that each platform has slightly different strategies so make sure you customize your content for each.
- Next, you’re going to want to get very clear on who your audience is, what tone your messaging will take on, and the time frame – including the start and end date of the campaign.
- Then you delve into the nitty-gritty, such as what hashtags you’ll use to get the campaign the most exposure, and what link and CTA you’ll be using. You might be thinking that this is all just a huge waste of time, just post it already, BUT trust me, you’re going to love working this way once you start and you’ll never go back.
- Each campaign should have its own aesthetic/look. For example, I have a client who does many things, and one of those things is hosting a monthly writers group, where she helps aspiring writers become published authors. For her writer’s group, we are using Gif’s instead of branded designs, to stand out and grab her audience’s attention in a different way. We aren’t using Gifs on any other campaign or other posts on her platforms. Another campaign could be solely focused on client testimonials and should include a branded image with a direct quote or review. Campaigns should vary from each other but always try to stay within brand colors, as you don’t want your profiles to be inconsistent in the brand. It’s best to have an overall cohesive look for your social posts, so following a clear brand guidelines document is always advisable.
6. Last, the best way to track the metrics of any campaign is to have the right software – this alone makes it worth it. At @revenue, we use Sprout Social for our social media publishing as well as their thorough analytics and metrics features. If you have an interest in using Sprout, please reach out to us for a special introduction. Using a platform that provides media tagging and allows you to create & label campaigns is the easiest way to review metrics, such as engagement metrics, to see what’s resonating with your audience, what’s not, and where to put your ad dollars.
In conclusion, campaigns will make your ad money count. Who wants to throw money at something and see how much sticks? No one.
If you need any help with your marketing, sales or branding strategy, give AtRevenue a call.
We are happy to help you find a way to make your social media, marketing and sales work for your business.
Content provided by Women Belong member Marie Hale