Are you finding it difficult to create strategies to help boost your social media campaigns?
We all want to run campaigns that can go viral and help us reach our marketing objectives. The reality is that social media marketing can be difficult, but when mastered, offers many benefits to a business.
To run a social media campaign, you need a sound strategy and a burst of creative ideas. In this guide, we'll be unpacking some of the best strategies you can use to boost your social media campaigns in 2020.
Let's dive in.
A key factor for being successful on social media is knowing the goals and objectives you want to achieve. Without goals, you won't be able to determine how your social media campaign is performing.
You have to understand that social media is more than a marketing tool, it can bring enormous growth to almost every part of a business when properly utilized.
But which goals or objectives should you set?
Let's explore the goals that will help give your social media campaigns a direction.
According to the latest reports from Sprout Social, 70% of marketers say their main goal for using social media is to increase brand awareness. It is no surprise too. In 2018, it was reported that a whopping 2.65 billion people were using social media worldwide and this number is estimated to reach 3.1 billion in 2021. With this huge number of users, marketers know that social media is the fastest way to draw customers attention to their brand. Some companies even market their apps on social media even before launching the actual app.
To analyze the reach of your brand's presence online, these are some metrics you should measure:
Another objective to target when using social media is driving traffic to your company's website or blog. A Hubspot team increased monthly traffic to their site by 241% over eight months after running social media experiments.
You can use social media to drive sales especially when you do not have a long sales process. For example, by using social media promotions, you can increase sales of a particular product. With social media, you can turn your audience into loyal paying customers.
Customer engagement with a brand increases exponentially when the brand is active on social media. Your goal should be to target social media content to the spaces where your audience is active. The more your audience associates and engages with your brand, the easier it would be to sell your product or service.
Social media is an effective tool in generating new leads for a business. With the huge number of individuals you can reach, social media is great for warming up potential customers and getting them to the top of your sales funnel.
Customers use social media to look for answers to questions they have regarding a brand's product or service and they expect to receive replies.
One way to differentiate yourself from the competition and grow a relationship with your customer is by offering exceptional social media customer service. Having a good customer service can help increase revenue and customer retention.
Influencer marketing is a very efficient way to reach your target audience faster. With the huge number of followers influencers have at their disposal, they can help you boost your social media campaigns significantly.
To get it right with influencer marketing, you need to devote time to choose the right influencer. Any influencer you work with to promote your product or service should appeal to your target audience.
For instance, if you are a business that sells software tools, it wouldn't be wise to work with an influencer in the fitness industry. You should invest in an influencer in the tech industry instead; this would ensure higher conversion and increased ROI.
If you are still in doubt, there are many statistics that prove the effectiveness of influencer marketing.
The best thing about influencer marketing is that you don't need to work with the biggest influencers - you just the best influencers for your target audience and market.
If you don't have the budget for celebrities or macro-influencers, you can target micro-influencers that know the market well and are passionate about your product.
The most successful influencer marketing campaigns utilize micro-influencers. This is because they receive more engagement from their audience than influencers with millions of followers.
With so many social media channels available, businesses need to develop a multiple-channel approach. It would be dangerous for a business to focus all their efforts on one social network.
Focusing on multiple channels maximizes the opportunities you have to communicate with your target audience. The goal of a multiple channel approach is not only to increase your brand reach but also to give customers the opportunity to buy when and where they want to.
Your target audience would prefer to use the internet in different ways. Some people prefer to watch videos so they spend most of their time on YouTube. Others might prefer Twitter, Facebook, or Pinterest. With a multichannel approach, you would be able to reach this audience in one way or another. If you don't grab their attention with high-quality images on Instagram, you can get a hold of them with YouTube videos.
When starting out, it might be difficult to run multi-channel marketing. If you don't know where to start, you can use these tips.
The most important part of running a multi-channel strategy is to understand your target audience. You should active on the channels where your audience spends most of their time.
To ensure that your social media marketing strategy is effective, your message needs to be consistent across every platform. You need to create a brand voice that can be easily identified across several marketing channels.
Timing and scheduling plays an important role in multichannel marketing. You want all your followers to receive the same content at the same time. With an automation tool, you can schedule social media updates to go live at the same time.
You need to track the results you get from the social media platforms you use. This would help you analyze which channels are performing best and where you need to improve your strategy.
One of the easiest ways to boost your social media campaigns is involving your fans in the content creation process. Often times, consumer trust content or recommendations from an average person like them than branded content.
User-generated content or UGC, consists of any form of content created by users about a brand. Since UGC isn't paid for, it makes a brand look more authentic to its audience. Research shows that consumers view user-generated content as 2.4 times more authentic than the ones created by the brand.
UGC is very popular on Instagram where it is very easy for brands to repost or regram content created by their audience.
A good example of a brand using UGC is lifestyle retailer, Aerie. They used UGC to generate a ton of engagement and reactions from their fans by using their campaign to empower customers.
They launched a campaign on Instagram with the goal of advising against the retouching of model photos. They then encouraged their fans to post their own untouched photos using the hashtag #AerieReal. As an incentive to get their audience to participate, Aerie donates $1 to the National Eating Disorders Association (NEDA).
Managing these posts can be as simple as using a powerful user-generated content platform that allows you to integrate the content created by your biggest fans in every step of the buying journey.
Contests and giveaways are a great way to amplify the reach of your brand on social media. With the increasing decline in organic reach, running contests are one of the most effective ways to boost your brand online.
The best part about contests is that it can deliver a ton of value with a minimal promotional budget. If you target your customers effectively and actively engage the entrants, the winner at the end of the campaign would be you.
An example of a good contest is a weekly contest run by Canadian drugstore, London Drugs. All the users had to do to participate in the contest was to submit their email.
The contest generated a 600% increase in likes and a lot of website referral traffic for London Drugs.
Video marketing is one of the best ways to increase engagement on social media. It is an efficient way to increase communication between a brand and its customers.
To boost your social media campaigns, you should definitely consider video. Social media users find videos more engaging and memorable than any other form of content. Video as a part of your social media campaign is not just an option, but a necessity.
To give you insight on the power of video, check out these stats:
Your social media videos can take any of these forms:
Partnering with another brand that has a similar audience to yours is a great way to increase your brand's exposure on social media. You get to advertise yourself in front of their own audience as well as yours.
The key is to work with brands that are not a direct competitor. You don't want to work with a brand that is offering the same product or service as you. The best kind of brands to work with is one that offers a service that is complementary to yours.
For example, car manufacturer BMW and designer brand Louis Vuitton collaborated together to create luxury luggage.
In their partnership, BMW created a sports car model called the BMW i8, while Louis Vuitton designed an exclusive, four-piece set of suitcases and bags that fit perfectly into the car's rear parcel shelf.
The collaboration works well because both sides are not direct competitors to each other. They both gain from the campaign. BMW gets to sell their cars and LV gets to sell their bags.
If you want to boost your social media campaigns, it is a necessity that you keep up with the trends on your social media platform of choice. The best part is that it is very easy to find out what's trending.
Social media platforms like Twitter and Facebook make it easy for users to see the topics that are trending at the moment.
Example is this trend bar shown on Twitter:
Note: Before you start using any of the trending hashtags or trends, first find out why that topic is popular. You do not want to jump on a trend that might have negative connotations. You should always follow trends that are relevant to your brand.
The AMA, or Ask Me Anything series is a great way to increase engagement on social media. It was popularised on Reddit but is now used by brands and professionals on other social media channels like Facebook and Twitter.
AMA is a great way to educate and provide expert answers to your audience on social media. It offers businesses a unique opportunity to engage with their customers and receive customer feedback.
In this example, Kaleigh Moore uses an AMA series to educate her audience who are trying to grow their freelance business. Not only does she get the opportunity to connect with her audience, she also establishes herself as an authority in her industry.
Social media networks are becoming increasingly crowded with more companies trying to advertise their products or services. For your social media campaign to have any impact, it is important that it delivers immense value to your audience.
Your value proposition is the #1 reason users would want to engage with your branded content. It determine if users would hit the share button or click on your link to learn more about your product.
When creating a value proposition for your social media campaign, it must offer three things:
If you do not have a unique value proposition, you can rebrand your business to develop one.
To ensure that your social media posts reach the maximum number of people, it is important that you schedule your content to go live at the right time. The more people that see your posts, the higher the number of engagement it receives.
The good news is that most social media platforms offer analytics that show the times your audience is most active online. Find out these times and publish your posts then.
Why is it relevant that you find the best time to post on social media?
With social media algorithms, it is important that your post gets a lot of engagement in the first few hours of posting it. The more engagement it receives, the more they would show your posts to your audience.
Throughout the campaign, it is important that you regularly analyze the performance of your campaign. Reviewing your marketing mix would help you determine if you are making progress and also show you the areas of the campaign you need to optimize.
These are some important social media campaign metrics you should review:
Other metrics to consider include bounce rate, click-through rates, potential reach, and influence.
To be efficient at social media marketing, you need a solid strategy. Depending on your target audience and the social media channel you are working with, your strategy would vary. It can often be useful to consult with a social media marketing agency to build this strategy if you're new to the world of marketing. However, the tips from this article should take you far when it comes to boosting your campaigns and improving engagement.
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