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Social media campaigns can be defined as organized marketing efforts that aim to accomplish a business goal, through the use of social media platforms.
In order to achieve the intended objectives, it’s essential to build effective campaigns so that brands can target the right audience, deliver the message clearly and measure the performance afterward.
Before launching a campaign, many marketers ask questions such as, how do I create a social media campaign? How often should I run campaigns? How long should campaigns last?
In this social media campaigns guide, I answer the prior questions and also will show you step-by-step how to create a campaign, execute it in your social media marketing strategy, and then measure your results, so you can continue to improve and grow.
How to create a social media campaign
In order to drive a successful campaign, you need to break it down per element and ensure all actions are set up correctly. Follow these steps to learn how to build a social media campaign and the best practices to maximize your results.
Campaign goals, platform, strategies
The first step in building a campaign is defining the campaign goals. You also want to decide where this campaign will take place, whether that’s Instagram or Facebook, or both. Here are some of the most common social media campaign goals:
- Increase brand awareness
- Drive traffic to your website
- Increase engagement
- Generate new leads
- Boost sales
After establishing your campaign goals and choosing the preferred platform(s), now you will need to choose the medium that will be the face of your campaign.
This is also where you need to determine who your target audience is. Where are your most loyal customers? How can you find them? What are they looking for? Ask these questions, which will help you decide where the campaign will take place.
Depending on the platform you chose, keep mind that each network has its own user characteristics and tendencies. You also want to make sure the content you design is compatible with this network.
You will also want to conduct a competitor analysis, to understand what your competitors are doing and if they have had success.
Lastly before moving ahead, you also need to decide which metrics you will measure. This will help you determine if you have met your campaign goals and so you can use the data to improve next time around. Depending on your campaign goals, some metrics that can help you measure your success include:
- Post reach
- Audience growth rate
- Traffic to your site
- Email sign-ups
- Engagement rate
- Conversion rate
- Brand mentions
Create content, determine length, budget
The next steps is so get down to work in creating the content. When it comes to creating social media ads, make sure your content is of high quality, reflects your brand image and includes all the necessary information.
Include CTAs in your content, so you can further drive your audience to take action in your brand.
After you have the content, you then need to decide the campaign length and the posting frequency. This timeline is up to you, but it’s important to give enough time to collect data and achieve goals. However, the ideal campaign length runs for about three months.
Schedule and launch
Here comes the best part, scheduling out your content and launching your campaign! We recommend using a social media scheduling and analytics tool, such as Metricool, where you can create, schedule and manage social media campaigns, without leaving the platform.
Having a tool by your side will help you save time scheduling content and conduct reports and analytical summaries, so you don’t have to do anything manually. Inside Metricool’s planner, you can schedule up to a month’s worth of content, across all social networks.
In just a few clicks, you can have your content scheduled and on its way. While the campaign is happening, make sure to stay engaged with your audience and don’t just sit back and watch. Interacting with your audience can further help achieve those goals.
Measure the performance
Here comes one of the most important parts, measuring the success of the campaign. After your campaign has ended, this is where you will analyze the results.
Inside Metricool Analytics, you can create custom reports, analyze specific data metrics and understand quickly your content performance. This will help you continue to improve with your campaigns, content and strategies.
Benefits of social media campaigns
As you can see, there are a lot of opportunities and options when it comes to creating a social media campaign. Thus with that, comes with chances to improve your content and boost brand goals. Now with social media marketing, any brand can work to create influential content and see immense growth.
But, what are the major benefits?
Improve brand awareness and image
As businesses and brands, we want nothing more than to be noticeable among followers and have them recognize who you are. Not only can you increase the visibility of your brand, but you can further shape your brand image.
Stay authentic and humanize your content. This will attract potential customers, that are looking to relate to brands. Sprinkle in messaging about your brand values, mission and goals, to show your audience what you stand for.
Increase sales and conversions
With the ease of social media shopping and directing people to your products and services, social media campaigns are a great way to boost sales.
You can position yourself in front of audiences that are interested in topics similar to your content, so they are more likely to invest in your products.
By using strategic keywords and hashtags, you can increase SEO, so your content appears higher in searches. With Google being the biggest search engine in the world, optimizing your content can help you reach new audiences.
And not just Google. Other social media platforms such as YouTube, Pinterest and TikTok have become major search engines, so take advantage of these opportunities.
Learn more about your audience
Of course, each time you conduct campaigns, this is another chance to understand your audience, what they are looking for and how they typically act. This can differ per network and per campaign.
Ultimately, it makes your work smarter, as you can continue to learn and adapt your strategies according to your audience’s needs.
Provides a platform to tell your story
Each time you post content or launch a campaign, it’s another opportunity to share your brand story. Going of of staying authentic, this always stays true.
Highlight coworkers, go behind the scenes at your office, share customer testimonials, etc. These don’t have to be extensive messages, as long as it tells a productive story.
Of course, there are more benefits to social media campaigns than this, however these are just some of the major ones. Although it may seem overwhelming, once you break it down, creating a campaign doesn’t need to be complicated.
And to support your journey, use this social media marketing guide to assist you in creating content and campaigns.