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We all plan to connect our brand with our audience in a way that is authentic and longlasting. And you’ve chosen Social media to do that job for you and the only thing that you haven’t taken time to build is a Social Media Campaign.
Even though you are posting your organization updates regularly or sharing your blog content across channels, you aren’t sure of how to go about developing a campaign.
Building an efficient social media campaign is not a simple task – especially if you’re looking for a niche audience. As you have to not only know your target audience but also need to know where they hang out online and how to reach them.
But, you need not worry! we’re here to help you.
10 Steps on to Build a Successful Social Media Campaign
1) Know your target audience
The very first step to build a winning social media campaign is to identify your target audience and describe them. And know what they find important. Businesses often make the mistake of creating together a social media campaign that focuses only on the benefits of their products and services.
But they usually fail to take into account the audience’s challenges and needs which leads to a loss in time, resources, and budget.
Instead, If you take time to know who your target audience is and what they care about. If you didn’t already, you’ll want to develop customer personas. These are fictional profiles of your ideal customers with basic information like demographics and more specific information like what challenges they face, where they get the information, and what they look for when availing your products/services.
Here is a quick run-through of how to make a customer persona and get to know your audience:
Start by making some general assumptions about your target group based on your previous experience with your customers.
Do some market research to confirm or correct these assumptions and possibly discover new opportunities in your market.
Interview your best customer group to find out what drives them towards your brand and what they care most about when making a purchase decision.
2) Choose the right social media channels
Now you know who are your customers and where they go to get the information and what they care about most, it’s now time to learn where they hang-out online. There are so many social media channels available to brands, However, your brand doesn’t have the time or resources to effectively be present and engaging on all of these channels. That’s why it’s important to strategically choose the channels that make the most sense for your target audience.
While determining which social media channels are best for your niche social media campaign, consider the following for each social media channel:
Audience – Which social media channels have a large enough audience that will allow you to expand your reach?
Demographics – Which channels have the largest populations of people who fit within your target audience demographics?
Features – Which social media channels offer the features that allow you to best highlight your brand?
Activity – Which social media channels have the most active user base? What do this activity and engagement look like?
For more to understand social media
3) Be specific in developing campaign goals and objectives
Before launching your niche social media campaign you need to decide what are your goals and objectives are for the campaign.
Here are some common goals many brands use as a starting point for their social media campaigns:
Drive more traffic to their website.
Generate new leads.
Sell a specific product or service.
Increase brand awareness.
Engage with customers.
Establish brand authority.
Convert leads to sales.
We recommend using a SMART strategy so that your goals will be clearly outlined.
4) Determine the promotion tactics for each channel
Every social media channel has different best practices that you’ll need to be considering when you use them for your social media campaign. It’s best to know the rules of various social media channels you want to utilize so that you can maximize the campaign results by using theses channels for your advantage.
After deciding on what channels you’ll be using, you’ll a clear picture of how you can promote your campaign content on each channel. Some Social media channels have unique features which allow you to publish different type of content to engage your customers.
For example, live streaming for Facebook, Youtube, Instagram allows you to engage with the customers at the moment.
We can also take advantage of paid promotions to reach your niche audience. Though organic content and engagement help you build lasting relationships with customers, paid to advertise helps you expand your reach even further to connect with consumers who are right for your brand but may not have been exposed to it yet.
5) Make your content calendar.
Once you know the goal of the campaign and how you are going to promote the content, it’s time to create a content calendar. Content plays a major role in your social media campaigns. It’s the first line of communication and it’ts fans, followers, and customers will see before deciding whether or not to engage with your content and brand.
Types of content that you create for your social media campaign will differ based on your goals and objectives. Here are some types of content that you may include in your editorial calendar:
Blogs – Blogs are transcendent for top-of-funnel content focused on your audience’s challenges, but they can also be effective for middle and bottom-funnel content that gets more specific regarding your products or services.
eBooks – E-books are exceptional to use as gated content because they provide enough additional value to convince your audience to hand over their contact information.
Text Posts – In an extension of sharing content, you may also use general text social media posts that include a CTA or work to start a conversation.
Images – You may use all types of images in your social media campaign from illustrative infographics to more simple photos of your product.
Videos – Videos not only get the consideration of your busy audience, but they are a great medium for breaking down complex topics or showing consumers how to use a product.
Landing Pages – If you are driving consumers back to your site to take a specific action, you may need to build landing pages that aim to get the consumer to take the desired action.
Once you understood what type of content you need to work on, You must also decide the right topics. We heavily recommend the topic brainstorming process as a group effort.
Choose people in your organization who know your target customers well and ask them for help in coming up with the topics for content.
After you know the types of content that you will create and the topics you’ll direct this content on, you should keep this information organized in a content calendar, also known as an editorial calendar. You can use a paid program for this or just produce a Google spreadsheet that meets your needs.
An editorial calendar makes it easy to see what content is coming up and holds everyone on your team on the same page about tasks and deadlines.
An editorial calendar for a few important days to be covered for our brands:
Everyone’s calendar will look different. You should pick a format that works most suitable for you. Most compelling content calendars contain the following information:
Topic or name
Type of content
Any other important notes
Keep this content calendar in a place where everyone on your team can access and update it. We recommend using Google drive or the company server. It’ll be helpful when your team can update their progress or make notes on issues or delays so that it’s clear when the content will be complete so you can update your social media campaign timeline.
6) The content must be visual and written for the campaign
After knowing what type of content you’re going to create for a niche social media campaign, it’s the time to create it. Make sure that every piece of content is assigned to someone on your team. If you are outsourcing the content to freelance or agency, make sure that they have specific instructions on what you want the content to be about and when you expect to see the first draft.
Whether you’re creating the content yourself or working with someone outside of your team to create the content for your social media campaign, keep the following in mind as you build the content:
Make sure the content is on Brand.
Make sure content has effective CTA.
Try to make user engaging content.
Did you know that the ROI for marketers who use video grows 49% faster than those non-video marketers? So if you’re not using video content you’re losing out on a large audience.
7) Schedule the posts throughout the month or at least fortnight
Once the content is ready we can schedule it according to the timeline we have created or decided in our content calendar. the pace and time gap between posts depend on your social media goals, the period of the campaign, and type of content and when are your audiences online. It’s important to do a little research before posting so that you’ll know the optimal times to post and hashtags to be used.
for example, According to industry research, Thursday is the best day to post on Facebook. The best times to post on this channel are Wednesday at 12 and 2 p.m. and Thursday at 1 and 2 p.m. However, it’s safe to post on any weekday from 10 a.m. to 3 p.m. Evenings, early mornings, and weekends have the least amount of engagement.
Similarly, you can find the data for other social media channels too.
8) Respond and monitor the engagement
You can’t just set and forget about your social media campaign. You’ve got to keep an eye on the engagement across all of the channels that you are using for your campaign. Whether you log onto each platform during the week or you use a social media management program to bring all the messages and comments into one dashboard, it’s vital that you monitor engagement and respond to what others are saying.
Each social media channel will notify you on the main dashboard to any comments, messages, likes, re-tweets, etc. Make sure to go through these notifications carefully to see whom you may need to respond to. If customers ask questions, answer them to the best of your ability. If they are just leaving a comment or trying to start a conversation, take this as an opportunity to authentically engage.
9) Alter tactics as necessary
You don’t have to wait until the social media campaign is finished to alter your tactics. For example, if you find that a piece of content is resonating with your audience, find new ways to promote that content and get more traction from it as part of your current social media campaign.
Similarly, if tactics aren’t working, you don’t need to wait until the end to adjust your approach. Find out what works by testing different things along the way. Just be sure to monitor your results each step of the way and compare this data with your initial campaign goals to determine if you’re on the track to success.
10 )Analyze your results and make changes for future campaigns
All of the work that you’ve put into developing and implementing your niche social media campaign will pay off when you start to see more traffic coming to your website, more phone, and email inquiries, and more conversation happening through your online communities. It’s important to track these successes and translate them into what results from what they have brought to your business.
However, you need to go beyond just tracking the successes of your campaigns. If you really want to get the most out of your social media campaign, you’ll need to analyze the data from your social media efforts and use it to make adjustments for future campaigns. Identify which tactics or pieces of content worked best and which still need some work. If there were any surprises along the way, find ways to use what you learned and apply it to future campaigns.
Get Started With Your Niche Social Media Campaign
All you need to do to get started with your first social media campaign is to follow the steps above. The more research you do on your niche audience up-front, the more successful your strategy will be – which means you’ll have the opportunity to see the results you really want from your campaign.
Remember, social media is not just something you can set and forget. In fact, if you want your social media campaign to be effective, then you’ll need to engage with your fans, followers, and leads along the way. Monitor the different campaign elements throughout the course of the campaign to ensure that everything is going along smoothly. Once you can conduct a final analysis, you’ll have plenty of information to help you do even better on your next campaign.
In the meantime, if you need some social media campaign help from the experts, the team at granddAD communications, Hyderabad is at your service. We offer a range of social media marketing services that can help your brand more effectively connect with and engage your niche audience:
Social Media Marketing, granddAD communications
Whether you’re starting from scratch or you need help improving campaigns that you’ve already got launched, we are here for you. Contact us to chat about how we can help your business become a social media rock star.
By Srinath Reddy Polu
Founder & CEO at granddAD communications