Social media in 2018 is all about getting "back to basics". Honestly this isn't that new of a concept. In fact, the brands that succeed at this are the ones that have...
We all know that having a cohesive and well-integrated social media campaign is pretty important. And honestly, it can really make or break your digital marketing strategy. But when there are a handful of different social media platforms, it can be a little difficult to know where to put your energy. That's why we're sharing 6 key elements that will help you have an epic social media campaign. Let's get started!
6 Key Elements Of An Epic Social Media Campaign
1. Influencers are amazing.
When it comes to marketing to millennials and Generation Z, influencer marketing is huge. Here's the lowdown: influencer marketing is a partnership to advertise products, either implicitly or explicitly. The idea behind this is rather strong too. Influencers have a large personal collection of followers, which is better than the following of an actual product. It creates the perfect opportunity for your audience to connect in a more emotional way.
This is where Instagram stories come in. In fact, they are going to continue to be popular because it's a more real-life way that truly affects people. And influencers can use this to their advantage AND yours. It works because this ephemeral content is fleeting and gives people a special quality that appeals to their emotions. As influencers continue to tap into strategies like this, they will ultimately offer a more intimate experience.
2. Know Your Buyer Personas
If you actually knew everything about your target audience marketing would be pretty easy. Unfortunately, that isn't the case. But with the right research, you can definitely get a better understanding of your current and potential customer AND an idea of what they're looking for. Once you answer the right questions you can start to construct your strategy.
Your buyer personas are essentially something you create that "describes" your ideal buyer so you can target your marketing efforts and effectively catch their attention. It's a good idea to develop a variety of buyer personas and use them as part of your testing so you can try out different strategies.Below are a few things that you need to consider and observe whenever you build your buyer personas.
- pain points
- life goals
- the way they share content
- what their family and friends like to do
Just remember that this kind of research is ongoing and will be used as a way to define and redefine your overall marketing strategy.
3. Social Market Research
Facebook & Twitter Polls: Facebook and Twitter each have their own poll options to help you understand what your customers are looking for. This works great when it's in the context of your business or product. These polls are incredibly useful too and you need to take advantage of them in order to target your marketing efforts.
Survey Monkey & Typeform: Survey Monkey and Typeform are a great starting point if you want to build customized quizzes and polls for your audience. All you have to do is send them out via your social posts and email campaigns.
4. Get Emotional and Dynamic
The use of emotions is a great way to stand out in the minds of your audiences. It's the reason why people are always looking for a way to tap into an experience. And the use of emotions, especially through virtual reality, is a great way to do just that.
The most engaging type of social media is one that is immersive and offers a multimedia experience. They need to be as dynamic as possible, while still maintaining an original slant. The key is to demonstrate creativity and also offer the users a chance to get creative as well. Just make sure that it's in line with the product in your campaign.
5. Keep Your Eyes Peeled for New Tools
There are a lot of great tools out there. Ones that can help you organize and analyze your social media. Below are a few examples of awesome tools that can help make your social media campaign a lot smoother.
- BuzzSumo will help build your audience by entering a URL or search term. They'll give you an idea of how active your audience is and how each social media stream stacks up in terms of the competition.
- Yotpo has an interesting curating feature that gathers users content and integrates it with Instagram. It grabs other people's IG photos (with their permission) and puts them into your feed. You can even promote these photos on your own site. This is a great tactic to promote authentic, "real world" use of your products and services.
- Refind is another curating tool that will help you save and organize your favorite links. You just need to use the extension feature and then add a tag. Afterward, it will show you how popular that link is.
- Planoly lets you establish a consistent aesthetic and brand voice on Instagram by showing you in advance how each post will look like in the grid.
6. Create A Clear Call To Action
When it comes to your call to action (CTA) you need to make sure that it's in line with your brand messaging and voice. In fact, this needs to be consistent across every aspect of your brand and campaigns. Thankfully your CTAs can be targeted to audience segments based on your buyer personas. This way you can choose the right one for the appropriate audience. Here are some tips to keep in mind:
- Focus on the value your CTA provides. Your audience needs to know what the reason is behind the CTA before they even think about completing it. So before you ask someone to respond, you need to identify the problem, then give them a product that solves that problem.
- Have a small number of CTAs. It's really important to focus your actions - too many and your audience will become overwhelmed. The right amount of CTAs varies from site to site. What it really boils down to is distinctiveness of each CTA.
I'm going to let you in on a little secret... most campaigns involve some sort of trial and error. And that's totally fine! This type of experimentation and problem-solving is par for the course whenever it comes to social media. I'm sure that most of you already have a little bit of experience when it comes to running social media. Which means you know that in order for a campaign to run smoothly, you need to continually test to make sure all the pieces fit together.
This is why it's so important to develop a social media strategy before you start. That way you can make sure that it ties in with the rest of your marketing campaign. One that builds brand awareness and ensures a consistent message across ALL platforms. What are some of the tactics you use when it comes to creating an epic social media campaign? Let us know in the comments below, so we can discuss.