Social media is quickly rising as one of the most effective marketing methods. In fact, 84% of B2B marketers use social media – probably because it has a 100% higher lead-to-close rate than outbound marketing. Because of this, businesses are getting much better at delivering effective social campaigns, making it increasingly important that your small business is investing in a solid social plan.
There are so many social channels to choose from and they’re all constantly changing, so it may seem overwhelming at first. But is doesn’t have to be! Whether your business has already started using social media, or hasn’t scratched the surface at all, I’ve prepared 7 simple steps to an effective social media campaign.
1. Outline your Goals
Before you launch your campaign, it’s crucial to clearly outline your goals. This will both give you a sense of direction and make it easier to analyze your results. You can always create multiple goals, and they’ll usually be different from business to business, but there are a few main things to consider:
- Increasing Brand Awareness – Create the opportunity for your audience to become familiar with your brand, while establishing trust and authority.
- Driving more Website Traffic – This may seem like a given, but it’s essential to send your social media audience to your website.
- Creating Conversions – Engage your social audience in your content, and send them to your website to convert (i.e. Submit a contact form, or download an ebook).
These are just a few goals to consider – there may be more specific to your business. And as for tracking your goals, you can use tools like Google Analytics or Hootsuite – but we’ll cover that later.
2. Define your Audience
It’s important to know who you’re trying to reach with your campaign, so you need to define your audience. You can start by identifying the primary demographics of people you want to reach. List common factors such as age, occupation, role, gender, interests, and more. Brainstorm the problems or challenges they face – this will help you better understand how to position your content to their specific needs.
3. Start Blogging
Blogging is the key to your campaign’s success. It always comes back to blogging! You truly have to commit to creating content your defined audience wants to read. It has to be helpful, informative, and engaging. You understand the challenges your audience faces, and you’re an expert in your field, so why not jot your thoughts into a few in-depth blog articles? Blog articles are the best content to send across your social media platforms. (To learn why, check out my article on why you should start blogging today)
To really nail it with your posts, read my starter’s guide to small business blogging.
4. Choose your Social Media Platforms
It can be very difficult to stay active on every social media platform. If you’re not able to commit to using every type of social media, it’s important to completely commit to a few. Spreading yourself thin over a few networks is never beneficial. So, which should you be using?
[INSERT STAT ABOUT FB TWITER LINKEDIN HERE]. Here’s a brief overview of each network:
Facebook. 80% of US social network users prefer to connect to brands through Facebook. – so if you’re going to be active on one account, make it here. Facebook is best for engaging with a diverse audience with informational content, photos, and even video. It also has the largest user count of any social platform.
Pro tip: Try reposting your blog articles with an attention-grabbing image and an intriguing title.
Twitter. It’s great for interacting with your audience in real time – hearing feedback, responding to complaints, and even listening to what people are saying about your brand. Twitter is where you can truly win over customers, simply by paying attention.
Linkedin. This is where you’ll find the most professional audience – and great opportunities to create relationships and generate leads. 44% of B2B marketers have generated leads through LinkedIn, whereas only 39% have generated leads through Facebook and just 30% through Twitter. Try consistently posting your blogs to Linkedin – they’re likely to help your audience understand their challenges and come to you for a solution.
5. Create a Schedule
Consistency is key. It’s crucial to establish a schedule for posting your social media content – and to stick to it. Your audience appreciates it, search engines appreciate it, and you’re far more likely to see positive results.
It’s helpful to use a service for scheduling out your posts across social networks. Buffer is a great tool to get started, and Hootsuite is also worth checking out – although it’s a bit more complex.
6. Analyze the Campaign
So you’ve been going strong with your social media campaign for a while…now what? It’s time to analyze! Choosing which metrics to track mainly depends on the goals you set in step one.
These stats should give you a better idea of what to keep track of: 96% of social media managers measure number of fans and followers, 89% measure traffic, 84% measure mentions, 55% track share of voice, and 51% track sentiment. (Awareness, Inc.)
Using the Right Tools
There are many softwares you can use to track this data: Google Analytics, Hubspot, Hootsuite, Buffer, and many more. It simply depends on what you’re familiar with. And if you aren’t familiar with any, try chatting with a local digital marketing specialist.
Depending on the ongoing results of your campaign, you should adapt your strategy for better results. For example, if your audience is engaging in posts with photos, start posting more photos. Or if your social reach is higher at certain times of the day, adjust your schedule to grow your reach.
Wrapping it Up
I’ve given you seven simple steps to an effective social media campaign – now it’s time to get started. The nice thing about social media is that you don’t have to be an expert at first, you can learn and adjust as you go!
Now, get yourself out there. 🙂 You can always email me personally if you have any questions at firstname.lastname@example.org.