How To Create and Track Successful Social Media Campaigns?

Social media campaigns are a series of coordinated activities, over either single or multiple platforms, aimed at achieving specific goals over a predetermined time frame. Its outcomes can be tracked and measured.

Successful social media campaigns will assure your business growth. 3.5 billion people use Social Media and the number is continuously growing. 

You should consider this when you are deciding whether or not to launch a social Media campaign. The number of potential customers you lose if you do not have a social media presence is massive. 

Let’s have a look at the steps you have to take in launching a successful campaign that will increase your conversion rate. 

It may seem easy to launch successful social media campaigns. You must be aware that Social Media Marketing is more difficult than it first seems. 

You should invest time, effort and money in order to make the most of the potential of Social Media. In order to get good results…

Steps To Creating Your Successful Social Media Campaigns

Source: Social Media Examiner

Set Up Your Goals

This is your important first step. You should set up your goals from the beginning. After all, if you don’t have a destination, how are you going to plan on getting there?

You’ll have to do research and see the potential reach you can get from the campaign. 

Don’t be stubborn; always let the data tell you what to do. Analyze what your research tells you and use it to guide your decisions.

Your goals will remain but your decisions on how you achieve them may change in the process.

Create Your Social Media Strategies

You should identify the social media channel with the best fit for your business. 

Every platform has its own unique user demographic. You must decide which audience is your target audience. For example, if you market a B2B business, you could use Facebook, LinkedIn, and Twitter.

Facebook is a platform that will be suitable for many kinds of businesses. Due to its large penetration and billions of users, it is the best choice for many kinds of businesses. Use Facebook audience insights to help you identify where your target audience resides. 

Instagram is another platform you should consider with over 700 million users.

After you have identified the social media platforms you want to launch campaigns on, you should create marketing strategies for each one.

Maintain A Consistent Social Media Advertising Brand Image Across All Platforms

No matter the social media platform, it has to be very clear what your brand message is and what your brand stands for

Your content should be consistent on every platform, but the communication should be slightly different. 

Each account, no matter the platform, must have the same name, logo and image. 

In this way, your brand will be easily recognized anywhere. The content can be the same, but the way you communicate it must be adapted to the platform you use. 

For example, on Instagram, the focus must be on pretty pictures. On Facebook, you can post videos, images, share articles. 

Increase Social Media Engagement – Use High-Quality Content

You should provide relevant content for your users and not be only sales oriented. The ratio is 1/3 brand posts, 1/3 sell posts, and 1/3 share posts. 

That means you have to provide informational content also. You should use high-quality photographs that are most likely to convert or be shared. 

Video is another type of content you should pay attention to. Users love videos that provide them quality information about products. And the trend is growing.

Focus On Social SEO

Before you start a campaign, you must research the keywords you would want to rank for. You have to include those keywords in the campaign’s posts and ads. 

In order to get a good keyword list, it’s best to contact an SEO marketing specialist who will make sure you have a strong foundation for your campaign.

Create A Specific Landing Page For Each Campaign

By creating a specific landing page for each campaign, you will be able to communicate with users on each specific platform in the language that resonates best with them. 

The consistency in language will ensure that the user has no doubt that he is in the right place, when he opens your landing page via the social media platform. 

Campaigns that do not do this result in customer confusion. For example, if a user clicks on your ad that is promoting your product and lands on your brand’s homepage, he will close your page. His intention was to learn more about your product but was shown your brand message instead. 

Not having message consistency in your campaign means you run a very high risk of losing many potential customers in the process. 

Having specific landing pages will make things a lot effective and users will be more prone to converting to customers. 

A web design consultant can help you create special high converting landing pages that will be relevant for your website’s visitors.

social media campaigns

Use Influencers

An influencer’s authority is in a particular domain. Using an influencer to talk about your products/services will increase your audience’s trust in your brand. 

Research shows that people are more prone to listening to others talk about new products than campaigns that promote products directly. 

An influencer by definition has more than 10,000 followers. This means that you will expose your brand to these masses when you engage influencers. 

Make a list of influencers with whom you want to work with. Identify the ones who are perceived as authorities in your domain. 

Contact them and negotiate the fees involved. It can be a tedious process. If you don’t choose the right influencers or get the right deal, you may lose money. So make sure you do your research before engaging influencers.

Leverage User-Generated Content

One important tip when it comes to using UGC (User-Generated Content) is to initiate it, not wait for it. If you wait for your audience to come to you, you will miss the boat. Give your followers reasons to create UGC.

Let them know you appreciate their contributions. Show some love. Let them know you value their time and energy.  

Another thing to remember is you should use UGC strategically. Don’t just throw it out there as an afterthought. Use it to amplify other parts of your marketing campaign.

For example: Suppose you own a cafe. You could encourage your followers to post pictures of themselves at your cafe. The creator of the most unique picture wins a free meal.

Utilize Customer Testimonials

And don’t forget about the power of word-of-mouth advertising when it comes to generating leads. 82% Of People Trust Recommendations From Friends More Than Anything Else! There is a positive correlation between word-of-mouth advertising and lead generation.

Word-of-mouth advertising is the most trusted form of lead-generation. It works faster than anything else and is almost 100% free. 

92% of people trust recommendations from individuals over brands. When customers are looking for something to buy, they trust what other customers have to say about your product more than any marketing you could ever create.

Sharing customer testimonials allows your followers to tell others how great your business is, which helps you avoid the awkwardness of blowing your own trumpet.

Run a Competitive Analysis

Benchmarking is the act of examining the performance of others in order to understand how you can improve your own efforts. When it comes to social media, this is especially true.

By studying what works best for the brands you admire most, you’ll learn a lot about what makes them successful and you can apply those lessons to your own content and campaigns.

Conduct competitor analysis to better understand what a good campaign looks like. For instance you can study:

  • Posts that are widely shared on Facebook.
  • Widely commented-on posts on Twitter.
  • The most “liked” status updates on Instagram.

Remember, you don’t have to only stick to studying players in your own industry. There is much to learn from any good social media campaign. What is important is to incorporate the elements that are working for them into your own campaign.

Social Listening Tools and Solutions

A social media marketer’s priority should always be to listen to his audience. It’s invaluable when you’re creating content that’s relevant and specific to their interests. Social listening solutions (eg tools from Hootsuite, BuzzSumo, Hubspot etc) enable marketers to discover hot topics and trending hashtags, and gain insight into brand sentiment.

Being diligent about social listening is one of the best ways small organizations can access the same data as the larger players.

You can use that data to develop winning campaigns, identify needs your customers have, and create content they crave.

Being vigilant about what’s happening in your marketplace allows you to access data, identify emerging trends before anyone else, and create social campaigns that are based on need and that satisfy the wants of your customers, thereby creating engagement with your brand.

Measure Campaign Success – Social Media Ads & Campaigns

It’s important to keep track of the evolution of campaigns and their success. Social media campaign results are completely trackable. Access the data and analyze it.

Identify both positives and negatives. Scale the areas which are doing well and make adjustments to areas that require improvement.

After you’ve planned your first set of strategies for driving more traffic and converting that traffic into customers, it’s time to evaluate those campaigns to find out what worked and what didn’t work so you can use that knowledge to plan the next set of campaigns.

Which Metrics are most important?

You should track every aspect of your social media efforts whether it’s the number of people you reach, the total amount of time you spend on social media, and what specific types of posts are most successful.

It’s vital to choose the right metrics to measure the success of your social media campaigns. Make sure they align with your objectives.

Engagement Metrics

When it comes to your content, circulation metrics provide the best insight into how effective your content is. They allow you to see which pieces of your content are getting the most interaction from your audience.

The most important form of engagement is circulation. The more people who click, like, comment on, or share your post, the more likely they will be to purchase from you in the future. Engagement metrics give you a snapshot of how well your content is circulating around the web. The more circulation, the higher likelihood of making sales.

There are three important metrics for all major social networks:

  • Clicks: Users only click on content they find interesting. If your content has an extremely high clickthrough rate, it means your subject title and accompanying image are compelling enough for users to click on them. This indicates your content is interesting enough for users to want to read the rest of your message.
  • Comments: The number of comments a piece of content receives from other users. If your content gets a lot of comments, it means users find your content valuable. This makes them more likely to return to your site to see if you have anything new to share.
  • Shares: How many times your content is reposted by other users. A high share rate indicates your content was deemed interesting and worthy of more attention by your audience. This will result in more traffic to your website and a better ranking in search engines.

While it is true all three of these metrics are important, I believe the most important metric of all is the last one, shares. It shows that your audience trusts you and see you as an authority in your field. 

How Much Does It Cost To Run A Social Media Campaign?

Based on studies collected by Upwork, the cost of social media campaigns falls between $1000-$4000 per month.

Naturally, this figure will rise with increased complexities required based on your business goals, the number or platforms you want to integrate, the cost of advertising etc

Launching Successful Social Media Campaigns – A Conclusion

Setting up a successful Social Media campaign requires attention, effort, time and money. 

That is why you should consider hiring a social media marketing agency that has the experience and know-how to make sure that your budget is well invested. 

A well planned and executed social media campaign can result in better brand awareness, increased customer engagement satisfaction, increased number of sales and improved ROI. 

Don’t only focus on the costs when choosing a marketing partner. It is more important that they understand your aims and are able to guide you on how to achieve them.

Concentrate on running and developing your business. Leave your social media marketing problems to the experts.  

To make sure of your business success, it’s possible to mix social media marketing with other strategies like SEO, Website Design, Sales Funnels for an integrated marketing plan. 

A mix of these components will increase your conversion rate and help your business sustain a faster growth rate. 

To discuss how you can develop a coherent social media campaign, contact Blazing Conversions today.

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