panies at the same time. Companies can launch marketing campaigns and recover from the crisis at new rates.
Follow this easy-to-use guide to create and implement a successful social marketing campaign:
1. Craft the Message:
Prior to developing a social media campaign, you must first decide on the message you want to deliver. This can be anything from deciding what the message behind your brand will be, how to announce a new product or service, or how to recover after a crisis.
When crafting a message, you must be clear and concise about what it is you are trying to say. This might seem simple, but word choice can strongly affect how people interpret your message. Take your time when crafting this.
Not only is the crafting of your message important, but you must also determine that there is an audience who cares about what you are saying.
2. Do Research:
Therefore, it is important to do research. You may think you have the best message, product, or service around, but if no one is listening to it makes no difference.
When doing research, you must gain an understanding of your key target audience by understanding demographics. Demographics are characteristics such as age, gender, and location.
It is important to know the patterns of behavior of your target audience. Such as what times they are most active on social media, what platforms they are active on and what types of content they are most receptive to.
3. Develop a Plan:
Once you have a clear understanding of the way your target audience operates you can develop a strategy to best communicate and deliver your message.
No plan can be properly implemented if it is not organized. I recommend defining clear goals, objectives, strategies, and tactics.
Below is an explanation of what these mean:
- Goals are overarching and all-encompassing ideas of what you would like to achieve.
- Objective is more clearly defined ways of achieving your goals. They are smaller and more easily accomplished.
- Strategies are plans that include action. Consider words in your strategy such as: utilize, create, or provide.
Strategies may involve things such as:
- Creating and organizing a content calendar to ensure consistent and timely posting.
- Crafting and curating digital content to maintain consistent branding.
- Developing infographics or videos to communicate complex and technical information in an easy to understand format.
- Tactics are tools that will be used to implement your strategy. For example, Your strategy may be to create digital content in an easy to understand way. For this, your tactic or tool may be an infographic or video.
4. Implement and Engage:
This is where all the action takes place. I cannot stress enough that engagement is the most important aspect of a successful social media campaign.
Marketing on the internet is no longer about blasting a message and hoping people will be receptive. Social marketing is about utilizing the people who connect and communicate over the internet to carry your message for you.
Think about it, there is a reason why shopping sites offer customer reviews. People can often feel that advertisements are misleading or deceptive. That is why they rely on customer and peer reviews of a product or service from “real” people.
That at where the blogosphere comes in. The growth in popularity of personal blogs has changed the way people receive information on the web. Whether it be a Mom-to-Mom blog or one that reviews the latest technology, this is where consumers believe they receive the most honest opinions.
People who blog are known as “communicators” and “connectors.” They are the bridge between companies and consumers. These types of people are not limited to those who have personal blogs but are also the people who consistently post on social media and actively comment on posts.
This is what makes engagement so important. Engaging with these types of consumers allows them to become your biggest cheerleaders. To ignore them will also deliver a message about your brand as well. So be sure to actively engage with them through timely responses and regular conversation. This humanizes your brand and gives your clientele something they can personally connect to and stand behind.
5. Evaluate the Success:
You must also develop a plan of how to measure the success of your social media campaign. Will the success of your campaign be measured by the number of new followers, more positive comments on social sites or a higher brand approval rate?
Once you have decided what determines the success of your campaign, decide how you will measure and track this. There are plenty of social media analytic tools available to measure this type of information.
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