Social media marketing is a buzzword that gets thrown around often. Small businesses don’t have the larger budget options of larger corporations, so how can they make a big impact? The answer is social media marketing campaigns.
Know Your Audience
You need to know your target audience, where they can be found when they’re more likely to engage with you and what they want to know about. You then use this information to build a campaign showing them (with quality content) why they should connect with you online.
Your target audience also knows how they want to contacted and informed about your upcoming projects and products. Do your research. Your website and social media analytics can help you find out when people are connecting with you. A/B split testing can then be used to find out most of the rest.
Now that you know your audience, it’s time to set social media marketing goals! You want big impact and effective ROI. Be careful here. You want goals that align with your company’s goals. What good does it do to have 10k likes on your Facebook page if none of those followers are actually interested in your products or services?
Take your top three goals for the year or quarter and break them down into social media goals. Let’s say you’re going to ship a new product at the beginning of the next year. The product is an upgrade to a previous model and is more user-friendly by design.
You can then set marketing goals that appeal to previous customers who purchased the earlier version, previous customers who have purchased other products from you before (easier to sell to previous customers), as well as new customers. You can then set up three campaigns.
- Appeal to the upgrade features for those who bought it before.
- Appeal to the commitment of your company to create products your current customers want and need.
- Appeal to new customers who have never heard of your business or products, but fit your customer demographic.
When you start a marketing campaign, make sure you use it across all platforms. Take advantage of the strengths in your preferred platforms. Don’t feel intimidated by different media options. A live video doesn’t mean that it’s hastily put together complete with a shaky phone camera and bad audio. An Instagram story doesn’t have to be anything other than photos. The important thing is that your social media campaigns tell a story with a beginning, middle, and end.
Create a Story
Today’s consumer has become oversaturated with product pushers and “gurus” trying to sell the next big thing. They’re jaded, tired, and looking for a person behind the product. Your marketing campaign needs to tell your audience (in as little real estate as possible) what you’re offering, how it impacts them, and where to get it.
Be visual, use images and videos that get people interested. Stay away from clickbait one-liners that tell nothing but try to get a click on a link. The audience is wiser now, and they’re not interested.
Establish a Plan and Stick to It
You know your audience and where they like to connect with you. You’ve set up your goals and aligned them with your marketing goals. Now it’s time to establish a plan and stick to it. Give yourself (and/or your social media team) 15-30 goals per day to get your social media campaign moving.
Set aside time for building your content. It’s perfectly okay to prepare images, hashtags, text, and more prior to the start of your social media campaign.
Adapt and Adjust
Your audience will change over time and so will technology. Be prepared to change with it. Check the effectiveness of your campaigns and adjust as needed to keep your business AND your budget on track. Most of all, remember that social media is a way to connect with your audience, but it’s not the entirety of your business. Keep your eye on the big picture and remain objective.