Social media has become an essential part of our daily routine. It enables us to connect with friends, share our favourite products and brands, and stay updated with current events. There are almost 5 billion social media users globally. This means 62% of the global population uses Social media. The global social media users are forecasted to reach 5.17 billion by the end of 2024. No wonder, social media marketing has become a popular strategy for businesses to reach their target audiences.
I will walk you through how to create an effective social media campaign that will get noticed by your audience and become impactful, too.
Know your objective
Before you begin, it helps to know your objective. That is, What do you hope to accomplish with the social media campaign?
What are the goals of the campaign? How will you measure success?
Who is your target audience, and what do they want to see from your brand?
What will be different about this campaign compared with others in the past that have been successful or unsuccessful (i.e., what kind of content, frequency, format)?
A social media campaign is a plan for how you will use a platform (ie, Facebook, Instagram, X, LinkedIn or WhatsApp) to reach your audience to accomplish your goals. It’s important to have a solid strategy before diving into the work of creating content and interacting with followers.
Craft a strategy
Once you've identified your brand's objectives, it's time to figure out who your target audience is, whom you are trying to reach, what their needs are, and how you will find them and connect with them in meaningful ways.
Once you have a list of the potential social media platforms that will be used for your campaign, make sure that each one has its dedicated strategy. The goals should always align with the larger business strategy but also consider any unique opportunities or challenges presented by each platform.
We know how important it is to have an effective call-to-action (CTA) on all marketing materials, including social media posts. But what makes good CTAs so effective? CTAs should clearly tell people exactly what they need to do next. They should be concise and action-oriented.
Decide which social media platforms to use
Your first step, once you’ve decided on a social media campaign, is to determine which platform or platforms you will use. Not every platform will be right for your audience. It’s important that you choose the relevant platform for your audience and brand.
For example, if you sell health products and services, it would be logical to use Instagram and Facebook as most active users are based here. However, if you are into B2B business, LinkedIn would definitely be one of the places to be.
In addition, there are many different types of personas (and therefore types of person) who use each individual platform. So, to reach better, everyone tries using a judicious mix of different platforms, not just one or two.
Determine your budget
Determine your budget before you get started with your campaign. The amount you decide to spend will depend on the size of your business, but it’s essential to be realistic and set a figure that you can afford. You can start small and build up over time as your company grows, or look for ways to save money on social media, such as using free tools instead of paying for premium ones.
This is a great way to get started with social media marketing, but you’ll need to do additional research before deciding what platforms you want to use. You can start by looking at your competitors and see which networks they’re active on, then consider the demographics and psychographics of your target audience.
Write and design your content
Once you’ve figured out what kind of audience you want to reach and which social media platforms work best for your business, the next step is creating content.
One of the most important things to remember when creating content is that it should be consistent with your company’s overall brand identity and essence. Your Facebook page should have an affinity with your X feed in terms of feel and tonality, and neither should appear different from an email newsletter campaign or blog post. If a customer visits any one of these pages, they should feel like they are in the same place and not wonder where they are standing now. This will help them trust the company more than if it seems disjointed or confusing.
The next step is to regularly yet sensibly post content. You should aim to update your social media profiles at least thrice a week, but if you can hit the “send” button more often than that, it’s even better. Content doesn’t have to be elaborate or overly complex; it simply needs to be interesting enough for people to want to read or watch.
Time your campaign properly
If you're planning a social media campaign, it's critical to choose the right time for your audience. Timing involves deciding when you want to post on each channel and how that fits into your overall strategy. While you want to make sure that your audience is engaged and available when you post content, you also want the post to be relevant to them at that time.
Several factors can affect the timing of a social media post.
- When is your audience most likely to be online (and thus most likely to see your post)?
- What time of day is best for your audience?
- How many times has your audience seen this type of content from you before? If it's already common knowledge, there should be less urgency in sharing it.
The proper timing of a social media post is crucial to the success of your campaign. The best way to determine the best time for each platform is to look at the engagement rate and the number of likes, comments, and shares. You can use this information to determine what times you should post on each platform. If you can have access to the concerned platform's analytics, it's much better.
Monitor and adjust
Once your campaign is live, watch it closely to see how it’s performing. Use social media analytics tools like Facebook Insights or Google Analytics to get a sense of how many people interact with the content you’re sharing and where they come from (that is, what social networks they use).
You may find that one post gets more traction than another; if so, focus your efforts on that post and continue promoting it throughout the life of your campaign. If a post doesn't get much traction at all (which happens sometimes), don't hesitate to delete it or rework/repurpose it until you find something that performs better.
If nothing seems to be working for you after two weeks or so—and this could mean anything from low reach numbers on Facebook or low traffic coming into your website—it might be time for a change in strategy.
If your campaign isn't performing as well as you'd hoped, don't be afraid to try something new. Use what you've learned from your first attempt at social media marketing for business and apply it to a new strategy that will drive more traffic and engagement with the right audience.
Be patient and consistent
Social media is a long-term commitment, so don't give up after the first few weeks of your campaign. Keep focusing on strategies that are working and track how much they're helping you achieve your goals. Don't be afraid to tweak your strategy if it starts to feel stale or ineffective, but keep in mind that sometimes it's not the strategy itself that needs changing; it could just be where or when you're sharing it.
Ask for help when necessary. No one knows everything about social media marketing—that's why there are plenty of people who specialise in this area. Whether it's asking another marketing expert for advice or hiring a social media/digital marketing agency, there are plenty of resources available if needed.
There is no need to feel overwhelmed. Social media marketing can be a lot to keep up with, but it's also very rewarding. Just ensure you're following best practices and staying true to your brand while doing so.
Md. Anisul Hoque
Resonance Brand Communications
You can outsource all your Social Media Marketing solutions to
Resonance Brand Communications, the Guwahati based Creative Marketing Agency.