<<Previous Next>> (Click to Download Infographic) If your business is relatively new, or even if you’ve been in operation for quite a while but could use some help with the social media components of advertising, you might not be entirely sure of what a campaign even is. To put it simply, a social media
If your business is relatively new, or even if you’ve been in operation for quite a while but could use some help with the social media components of advertising, you might not be entirely sure of what a campaign even is. To put it simply, a social media marketing campaign can be defined as any cluster of ads, announcements, or other interactions with your target market that focus around the same theme. If you’re going to be running a Black Friday Blowout Sale, everything you post about that sale on social media sites is part of the same campaign. For example, if you’re selling your buffet restaurant’s Thanksgiving Day Dinner with the slogan, “The stuffing’s never dry, and we’re never out of pie”, use that phrase in every single advertising effort online, and that’s the theme of your campaign.
1. The first step is to decide what your campaign is going to be: Is it a promotion or a sale? Is it a branding campaign around a particular holiday? What do you want the results to be? How are you going to write content? What will make your content engaging? In order to run a successful social media marketing campaign, you’ve got to make your business stand out from the crowd, while still retaining the attributes that identify your business as being, “One of us,” to your target market. Decide whether your brand is sleek and sexy, or homey and inviting. Is it young and adventurous or older and sophisticated?
2. You should already be familiar with your target market, but if you’re not, now is the time to figure it out! Don’t run a single campaign until you know all about your ideal buyer. Do you want to appeal to hipsters who have sworn off parenthood, or suburban soccer moms with kids in the 8-12 age range? You need to know who you’re talking to before you can decide what language and images will be the most appealing to these people. Some marketing experts recommend thinking of your ideal customer as one person and writing down every last detail about them. How old are they? Is it a male or female? Do they live in the city or on a farm? How do they dress? How do they talk? What do they do for fun? What kind of food do they like? What’s their annual salary? When you know all of this, you can start figuring out what language and images will make your campaign a success!
3. Now it’s time to start putting together the content for your campaign. You’ll want to adjust the content for the platform while keeping certain elements consistent. For example, if you own an upscale kitchen boutique, your Pinterest pictures could be of your products in use, prices listed, with links to your blog, where you’ve shared your family’s favorite holiday recipes (with the ability to purchase the necessary products you’re selling). In this same campaign, you could advertise on Facebook by kicking off the sale with an amazing giveaway of these same products. People can enter to win by sharing your page on their social media accounts. These contests are incredibly popular, and can increase the amount of traffic you receive many times over!
These simple tips will help strengthen your social media marketing strategy. The takeaway is that clarity and consistency are two of the biggest components of a successful campaign. Get clear about your target market and the type of campaign you’re running. Be consistent across all social media platforms. Over time, you’ll develop effective campaigns that your customers will love!
Author: Denise Keniston
Denise Keniston is an entrepreneur and former network news anchor. After leaving the TV news business, she founded Keniston and Company which grew to $7M annually. Today, she manages Web4Retail and several other businesses including Blue Tidal Wave and Decorate Small Spaces. She frequently writes and speaks about marketing, social media, and entrepreneurship.