Social media campaigns may boost engagement, generate leads, and increase brand awareness. And while developing a thriving social media campaign could be easier said than done, it can–finally –be done.
According to a new Capterra survey, 98 percent of manufacturers say digital environments (for instance, social media) are effective in engaging clients.
However, what are the specific steps companies are taking to exploit the potential of social networking? To discover, let us take a look at POINT, a volunteer matching and management app. Founder and CEO Madison Mikhail Bush walked through a social networking effort they recently started to connect with an audience which differed in their usual one.
Developing a roadmap for a successful social media campaign
POINT is mainly a business-to-business (B2B) platform but when the pandemic hit, Bush and her staff saw a need for a business-to-consumer (B2C) campaign based on fixing the volunteer shortage nonprofits were undergoing.
“Most food assistance programs in the USA are conducted by volunteers entirely,” Bush said. “Most of these volunteers happened to be older people that are at-risk for COVID, so it was really important to recruit younger volunteers.”
The #OverCovid social media effort is POINT’s initial B2C effort and Bush explained the planning process was”intense.”
“Moving to a broad audience is actually difficult,” Bush said. “We do not do any huge advertising campaigns, and having that learning curve was tough.”
POINT used the experience of agencies to assist them plan their social networking campaign plan, but not every company can or wants to hire outside assistance. Learn what they did to make sure they were targeting the correct people on the perfect platform so that you can do the exact same for your business.
The way to build your own successful social networking campaign
1. Know exactly who you are trying to reach
Before you start a social networking campaign, it is important to work out that you’re trying to reach.
Bush stated that identifying the audience for the #OverCovid effort was her team’s first (pretty straightforward) measure: Since the stunt made it dangerous for elderly volunteers to keep on working with nonprofits, they wanted to recruit younger volunteers from Generation Z and millennials.
While you could also be trying to reach people from a specific generation, age is not the only demographic to take into account. Other demographics could include:
A social networking campaign can not succeed if you do not know who it is you are trying to accomplish, so define your audience early on.
As soon as you identify that you are trying to achieve, the next step is figuring out where they are. Not everybody uses all societal channels or the very same platforms in the exact ways.
After Bush and her staff identified their target market, they had to ascertain which platform would provide them the maximum reach. Since they were mostly targeting Gen Z and millennials, they picked for Instagram and Facebook (where these two groups spend time, respectively).
“We targeted particular age groups at a particular place for [the nonprofits] we’re trying to encourage looking for the ideal volunteers for them,” Bush said.
While Bush and her staff targeted an audience based on age, you may be targeting a different demographic based on sex, education level, or geographical location. Consider who your audience is and where they spend their time online.
The platform you choose will inform how often you should post and the sort of content you must make. By way of instance, Twitter users appreciate posts that are brief and to the point, not exceeding 280 characters. Instagram users, on the other hand, value more visual elements such as photographs and videos.
The tone of your social networking campaign finally depends upon both your target market and chosen platform.
While a more casual tone may be best on Facebook or Twitter, it may not be appropriate for LinkedIn. Tone goes beyond formality, however, and seeps into emotion. Ask yourself: How do you want your audience to feel as soon as they see your effort content?
For the #OverCovid campaign, striking the correct tone was a priority. The effort was based around encouraging young, healthy individuals to volunteer, but also wished to avoid shaming people into behaving. POINT wanted the effort to inform potential volunteers.
“Younger people, particularly Gen Z, do not respond to everything, and for us, it was really important to get the messaging right. The messaging was not something which has been guilt-ridden–it was educational,” Bush said.
Even the name and effort hashtag, #OverCovid, were selected carefully for their tone and the message Bush and her staff wanted to get across.
“Although people are over it [COVID-19], the pandemic is not over,” Bush said. “And that is the point. We had to spread consciousness because most people in our community really don’t understand the effect of the pandemic on nonprofits.”
4. Give a transparent call-to-action (CTA)
Now, it is time to ask: What do you want people to perform as soon as they see your effort content?
Maybe you want them to click on a link, share a post, or make their own content to donate to the campaign. Whatever the case might be, it is important that the viewer knows what to do. No matter the desired action, your social networking effort needs to include a definite call-to-action (CTA)
For the #OverCovid effort, the ultimate aim was to download the POINT app. After a consumer downloaded the app, they can take a quiz to learn if they met the standards to volunteer throughout the pandemic and then match with nonprofits that needed them.
It’s not unusual for a campaign to add many elements, but there should only be one CTA emphasized per social networking post.
By way of instance, Bush said that although the majority of the effort’s videos focused on getting people to download the app, one of those videos focused on motivating people to take a quiz to find out their eligibility.
Connect each part of your effort with a particular purpose and clear call-to-action so that you don’t overwhelm your audience or suspend them into inaction.
You may have the most persuasive message on earth, but if it is not pleasant to look at, people will scroll right past it on another cat movie on their feed. A well-designed campaign may also operate to guide people through your buyers funnel.
The #OverCovid effort was set up in this manner. By way of instance, viewers may see the effort’s videos pop up in their social media feeds and go searching to learn more. Bush and her team made a landing page for the effort that–while containing plenty of information–provided that a straightforward user experience catering for their target audience in style, tone, messaging, and stream.
The most important CTA was in the very top of the page, encouraging viewers to download the POINT app.
As viewers scrolled further, they heard what the effort is all about, why there was a volunteer shortage, and what they could do about it.
The next step was for audiences to have a quiz determining their eligibility to volunteer, followed by more information on which nonprofits were hit the hardest by the pandemic, highlighting the educational part of the campaign.
The next CTA on the webpage encouraged audiences to share information regarding the effort to expand its reach. With this CTA, the effort addressed mental health and provided inspirational”buttons” viewers could share on Instagram.
While the effort included more than 1 CTA, it prioritized its primary goal (downloading the app) by incorporating it prominently on their social networking posts and at the peak of the landing page.
The landing page’s tone is consistent with POINT’s social media posts: enlightening, urgent, and optimistic. And, even more importantly, the landing page itself is easy to navigate, designed with the consumer in mind, and guides them through the various actions they could take, funneling them through the buyers travel.
Now, you know who you are targeting, the tone your articles will embrace, on what social networking platform your campaign will operate, and what you need audiences to do. Now, you’re ready to make the content and program it out.
How frequently you post will be dependent on the platform. Bush said they analyzed how many times they had to get their content in front of people’s faces until they converted. The magic number was 47.
“We bombarded people’s feed,” Bush said.
While 47 occasions was the magic number for the #OverCovid campaign, there’s absolutely no magic number for many campaigns–you’ll have to test that on your own and see what works for your target audience.
1 way you can achieve so is through monitoring how many views, stocks, and clicks all your posts get with social media monitoring program. Using this method, you can learn not just how many times you should be posting but also the kinds of articles and posts that get the maximum engagement.
7. Track metrics across the way and pivot as needed
Once your campaign is live, you want to continuously track its progress to learn how its performing.
You may match certain metrics together with the specific aims of your campaign. Say your objective is engagement, it is possible to measure its success through enjoys, shares, and opinions on applicable platforms. If the objective of your campaign is generating traffic, you can track how much traffic the effort is funneling (and where it is coming from) using web analytics applications or UTM codes.
For the #OverCovid campaign, POINT chose to measure its success through impressions–just how many people saw the effort material when scrolling through their Instagram or Facebook feeds.
“We wanted [250,000] opinions on our movies for educational awareness to be certain we are really getting out the word that this was a national issue,” Bush said.
They met their target, and kept track of how many people took their quiz (approximately 3,000) and how many downloaded the app. Whatever metrics that you wish to monitor, software can help you do it.
Social media campaigns can help your business go farther
Social media campaigns can help you fulfill your objectives, but they need to be deliberately planned and implemented to generate the best impact.