Every advertiser dreams of that one great campaign that skyrockets brand awareness to stratospheric levels, or builds an extensive online community, or achieves an astronomical number of impressions, click-throughs, conversions – or some combination of all three.
But whatever your brand and its goals, here are SOCIALEYEZ’s top 5 tips for constructing and carrying out your best social media campaign yet!
- Be clear about your goals
The first step towards conducting your social media campaign is simultaneously the most obvious and the most overlooked: set campaign goals. What does your client want to do? Generate online buzz? Conversions for a competition they’re running? Growing their social media following? Construct your campaign around achieving these goals.
- “Greater than the sum of its parts”
Your campaign doesn’t have to be one large undertaking – it can be a lot more agile than that. Consider building mini-campaigns with short-term goals, and tackle one at a time. Perhaps your initial goal would be to create a buzz online, perhaps to cultivate interest and introduce a new product or service. Then, perhaps, you can launch a competition to invite participation and click-throughs (and of course incentivize it with gifts and goodies!).
- Keywords are called that for a reason: they’re the key, so use them!
Keywords are all too often neglected in ad copy, or not utilized enough. Before writing your ad copy, search for what people in this industry are already searching for. Think about it: it makes sense to target people with information they’re already searching for, and therefore already interested in. Capitalise on this. Remember: when writing effective ad copy, a thorough keyword analysis is your best friend.
- “If you engage with it, they will come”
So, you’ve started your campaign, used that creative hashtag you came up with in all campaign posts, and encouraged your audience to post with it too. Now what? Should you rely on this strategy alone?
Of course not!
Social media is about engagement, so why let the audience have converse alone? Make an effort to “like,” comment on, and share the positive posts your hashtag garners. Igniting a conversation is one thing, but maintaining and fueling it is another.
- Measure, analyse, rework if needed
Don’t wait for your campaign to conclude to start analysing your data. Make it a priority from day one. While an end-of-campaign round-up and analysis of all your impressions, media buying, and engagement figures will provide invaluable insight, you must also analyse your data at different points during the campaign. If one mini-campaign (see tip no. 2) is performing better than another, or one type of post is getting more engagement than the rest, focus your efforts on that. If it ain’t broken, use it to the maximum degree!
