Social media can serve many purposes for businesses that use it properly. Whether you’re looking for new ways to reach consumers and spread brand awareness, you want diverse platforms to deliver content, your goal is to increase traffic, or you’re interested in interacting with customers and personalizing their experience in order to build relationships, social media can help you to reach your goals. But you can’t just wing it and hope things work out. You need to develop strategies that will get you the results you’re seeking. So before you rush headfirst into launching your social media campaign, there are a few steps you might want to take to give yourself the best shot at success. Here are some things to consider.
- What you hope to accomplish. Before you start planning your viral video campaign or penciling tweets, you need to consider your objectives. Every marketing campaign has specific goals when it comes to the audience you’re hoping to reach and the influence you’d like to have, not to mention numbers you want to hit in terms of visits, sales, and so on. The same is true of launching a campaign via social media. The difference is that you have much more definitive means of tracking conversions in the online arena, so you can actually measure your results with near accuracy. But if you don’t have a clear idea of what you’re trying to accomplish, you could quickly be overwhelmed by data with no clue as to how to analyze it to measure success.
- Metrics from previous efforts. If you’ve launched social media campaigns in the past with limited results, you needn’t view them as failures. So long as you can pinpoint mistakes you can use the data recovered from these campaigns as a learning tool that will help to guarantee better results in the future. So before you start assembling content for your intended campaign, take the time to pore over the metrics from your previous forays into social media marketing.
- What’s trending. There are two problems with using trending topics as part of your social media campaign. For one thing, they may be unrelated to your brand, your image, or the goods and services you offer. And for another, they could be irrelevant by the time you get your campaign up and running online. But if you can spot trends on the horizon, put together timely campaign materials in order to capitalize on trends, and find ways to incorporate them into your message, you should be able to increase your visibility and grab attention with this strategy.
- Your target audience. Although it can be tempting to break the mold and expand your brand to hit unconventional demographics, it’s important to remember who butters your bread. And while you don’t necessarily have to make every ad, post, and tweet to humor your target demographic, you should at least consider the impact you might have by shaking things up. The drive to bring in new consumers is one you can’t ignore, but you might want to rethink your strategy if doing so means shocking, offending, and potentially losing valued patrons.
- Social media as part of your overall strategy. It’s true that social media has become the darling of the marketing world these days, but don’t forget that it’s only one way of reaching consumers. As a savvy business person you no doubt understand the value of diversification, which is probably why you decided to move into social media in the first place. But it shouldn’t be your only means of communication with the public. Whether you’re a small business going it alone or you have the capital handy to hire a development company like Evolve Media, it’s important to create an overall marketing strategy that ensures all the pieces of your media puzzle are working together to bring the greatest visibility and strongest results to your brand.