So you probably have social media accounts already setup for your business. With millions of users on Facebook, LinkedIn, Twitter and Instagram, what better way to market your business? But are you using them effectively?
A good way to focus your thinking is to create a targeted campaign. This way you’re thinking about your target audience, goals, and content of your posts, with a bigger picture in mind and a strategic approach, that you can measure and learn from.
Below are our five top tips on how to create your first social media campaign.
1. Set yourself a goal for your social media campaign
Having a goal is very important, otherwise you’ll be sharing posts with no set idea on what you hope to achieve. Work out if your goal is to; increase sales, improve engagement, increase brand awareness or connect with your audience.
Once you have decided, this will help you to compile a campaign and series of posts that will help you to reach that target audience.
Make sure that if your goal is to increase traffic to your website, that you include links to the appropriate place and that your website is up-to-date with all of the correct information, so people can easily complete the desired action.
2. Decide on the target audience of your social media campaign
It is important to make sure that you have chosen a particular audience to target. One thing to take into account, is that you can’t target your posts to everybody. Work out the rough age range that you want your posts to reach. This will help to plan your posts and in turn, maintain continuity and increase engagement.
A good way to do this, is to look at your social media analytics and insights.
Some social media channels offer more in depth information around this than others. For example, LinkedIn will tell you what sort of business the people engaging with your posts work for, as well as other data. However, Facebook only details the age, gender and location. See the below screenshot for an example of the analytics on LinkedIn.
It is likely that you will know the type of people you are trying to attract to your business, which will help you to set your target audience and allow you to develop the tone and voice that is required for your campaign.
3. Create a target of how often you want to post
No matter how long your social media campaign is running, it is key to keep a plan of how often you wish to have posts going out.
A timeline or roadmap is ideal for this as it allows you to plan posts in advance, and you will also see an overview of your campaign. These can be set up on a spreadsheet, detailing the dates in the month and filled in with post ideas and when you hope to get them out. This makes it easy to share with colleagues and other people who may be working on your marketing activities.
You don’t want to be overwhelming your audience with 4 posts a day, all with the same image. But posting twice in the month is unlikely to help you to reach your planned goal targets. Putting out posts several times a week, is probably the best option in order to ensure maximum engagement. But, make sure you vary what you share to keep your audience engaged!
4. Don’t forget an image or video!
What do you look at first, when you see a social media post? In most cases, the first thing that people will see, is the image/video.
Because of this, you want to make sure that you use something that will grab your audience’s attention and make them want to read the accompanying text. If you’re using text in your image/graphic, less is more. And, if there is text in the image, only include the key information, allowing them to get what they need to know but also giving them the opportunity to read your post, in order to get the rest of the information.
This is particularly the case with Instagram, which is very much an image based channel.
5. Think about creating paid ads for some of the posts in your campaign
Once you have put together a social media campaign using the four points above, social media advertising is something to consider. By advertising, you can open up your posts and presence to a much wider audience.
For as little as £10 a day and with the right audience settings, you can reach thousands of people! Take a look at the reach of a boosted Facebook post below, using £40.
Each social media channel offers different options, with some including:
- Facebook boosted posts
- Instagram story ads
- Sponsored LinkedIn content
- Sponsored InMail on LinkedIn
- Facebook video ads
You are able to target these posts much more specifically, with most channels allowing you to determine the age range, location and interests of the type of audience you wish to attract and reach.
Remember, if you’re doing paid social media advertising for the first time, it often takes a bit of trial and error to see what works best for your business, so don’t feel disheartened if one type does better than the other.
I will be covering advertising on the different social media channels in more depth, in following blog posts.
So whats next?
Once you have followed the steps above, you would’ve set up your first campaign! Well done! So, the next step is to look at how successful it was.
Each channel offers you analytics for each individual post, but you are also given the tools to take a look at the greater picture, such as followers and impressions.
Look at which posts have done best and use these insights to help you plan and set up your next campaign.
Next time in this series, we will be looking at how to set up a Facebook campaign for your business