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Must-have components of successful Social Media Campaigns

Over the years, Social Media has emerged as the most ‘used’ platforms by marketers and advertisers for the purpose of content display. Organisations are widely using this tool to broadcast their message and news. Due to its growing popularity and strong outreach, bolstering the use of Social Media campaigns has skyrocketed considerably. Although, the use of Social Media platforms for marketing purposes is attaining great heights, buzz creation is not an easy task and demands a proper strategy in place for ensuring success.

It’s true that there has been a considerable surge in efficiency–driven Social Media campaigns. In fact, many publishers and businesses have publicly recognised their top Social Media favourites utilised often for boosting brand presence.

Realising the potential of this revolutionary technology, startups across industry verticals are aggressively using Social Media campaigns for widening their reach. The growing Social Media clout is pushing startup-focussed PR agencies to offer dedicated services for building connect with clients and implement platform-centric campaigns. It doesn’t matter if the conversation takes place on a tablet, mobile phone or a desktop computer; the emphasis is placed on the approach used for augmenting engagement.

Although a majority of the Digital Marketing professionals use the go-to-Social Media platforms such as Facebook, Pinterest and LinkedIn, in the recent past, many brands have turned to the younger social networks to creatively engage their audiences.

So, are you an entrepreneur eyeing to execute success-driven Social Media campaigns? Our experts suggest that you should consider incorporating the below mentioned key components to boost ROI and bottom line. After all, competition is growing at a fast pace and to build stature in Social Networks requires incisive understanding.

  • In-depth planning

A well-crafted plan is the most important ingredient of any successful Social Media campaign. Apart from being campaign-specific, it should be well placed within the overall Social Media strategy and support the brand’s existing social voice.

Thorough research and analysis should be the first step towards developing a well-crafted plan. Identify the different areas for bringing improvement. Always remember that no Social Media platform serves the same purpose. Realising where your target audience is spending time and implementing campaigns in accordance with the existing trends is crucial.

After deciding what type of a campaign you are eyeing to run, allocate budget and resources. Many agencies are using paid Social Media efforts to ensure high success rate. A recent report stated that nearly 49% of the global business houses are planning to raise their Social startup PR Media budgets this year.

  • Defined targets

Before initiating any marketing campaign, define the goals. Deciding on what you aim to achieve right at the start of a campaign will prove helpful in result analysis.

No two Social Media campaigns can be the same in their approach as they serve multiple targets. Although personalisation of the goal should be as per the business, there are certain common needs every campaign should address –

  1. Bolster brand awareness – When a new business has been launched or is new to Social Media, the campaign should stress on strengthening brand awareness. When the prospects and existing clients are not able to realise the complete potential of the brand, running campaigns won’t bear any results. To judge your brand’s social influence, benchmark the key metrics such as total number of followers, brand mentions, retweets, app downloads, etc.
  2. Driving website traffic – It’s natural that every business wants to increase traffic to its website. When a website gets more visitors, opportunities for content sharing across Social Media only goes up. To boost traffic, directing the users to a landing page on a website where they can get answers to their queries is important. Businesses can make use of Google Analytics or a web analytics platform of choice to benchmark essential metrics such as overall web visits, Social Media driven visits, time spent by each user, etc.\
  3. Augmenting visitor loyalty – Are you eyeing to enhance your website visitor loyalty? Although boosting website traffic is believed to be a short-term target, it is possible to enhance the time spent by the visitor on the website along with the frequency of return visits. When businesses are aiming at strengthening visitor loyalty, implement a Social Media campaign that will compel users to visit your website innumerable times to share details. Visitor loyalty can be judged on the basis of metrics such as pages per session, average session duration and the new sessions’ percentage.
  4. Bringing improvement in conversion rates – When a business already enjoys a good position in the market, it’s obvious that a Social Media campaign would aim to improve the website/app conversion rates. It is best to initiate campaigns that require users to furnish details in a sign-up form for maximising the benefit. Keeping a close watch on the conversions is important to understand if the right customers are drawn to your business through the campaigns. A business can use metrics such as overall site entries and total conversions to judge the impact of the campaigns.
  • Cross-channel promotion

Believe it or not, even a big brand with millions of followers requires Social Media campaigns to achieve desired results. The most success-oriented campaigns make for an integral part of the marketing efforts where Social Media initiatives enjoy support from other channels.

Cross-channel promotion of the Social Media initiatives is beneficial. While the brand followers are expected to view your campaign on Social Media, one can further bolster engagement levels, where the target customers who aren’t using Social Media can be tapped through email, on-site content and ad units.

Experts are of the opinion that getting in touch with different types of people at varying times across marketing channels boosts the chances of success.

Also Read: Top digital marketing strategy hacks every business can benefit from

  • Detailed analysis Detailed analysis

Do you get sleepless nights thinking about the performance of your campaign? Was your Social Media programme able to attain the desired targets?

When analysing the campaign success rate, it is always better to identify the essential metrics associated with your targets before time. Always remember that benchmarking your progress against the initial starting point is easy.

Conclusion

Making use of these components as the tenets of the next campaign will help businesses to extend their social reach, achieve an improved understanding of the target audience and attain long-term goals as well.

Last but not the least, 2016 is expected to be an innovative year with regards to Social Media. Audiences’ requirements will be the focal point for brands across verticals. It is likely that organisations will extend their reach beyond the regular Social Media channels such as Facebook and Twitter.

While it’s true that no business can force a campaign to become viral, there are innumerable creative methods one can use to make its social posts persuasive and influential in their reach.

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