Social media is completely evolving. Earlier social media platforms were just used just for interaction purposes, but now the scenario has completely changed. This has created a huge scope of opportunity for businesses to reach the target audience. For a business to reach its target audience, they require social media campaigns. It is crucial for us to understand what is social media campaigns all about.
Social media platforms had been originated for networking, sharing ideas, and communicating with their peer groups. The introduction of audio and video calls has taken this platform to a whole new level. Many users prefer to communicate through social media channels rather than their cellular phones.
As these social media channels are getting diversified into many verticals based on their interest, it has created marketing opportunities for companies. For a Social Media company to generate revenue, they solely depend on ad Publishers.
Ad Publisher’s devise strategy for social media platforms based on their goals. With the proper strategy, and expectations from social media campaigns. They achieve better results through this strategy.
In this blog post, you will learn what is a social media campaign, different types of it, and how you can create a campaign.
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What is a social media campaign?
Social media campaigns are a series of advertisements that are executed by ad Publishers on social media channels. The basic intention behind these social media campaigns would be to achieve a set of business goals that can be brand awareness or generating sales. These all activities are done through a social media campaign.
Social media campaigns are used to network with the target audience, build followers for the brand and generate revenue through these channels. There are many benefits of running social media campaigns on multiple channels. However, this is best suited for businesses that are starting new or who have already established and want to scale their growth through these channels.
Through Social media campaigns, many companies have achieved immense growth. Thanks to the ad publishers who are coming up with creative social media campaigns that have helped businesses to scale. There are several case studies that you can check where social media campaigns have driven huge growth.
To have an effective social media campaign, you need to have a proper strategy and plan. You need to analyze the market conditions, buyer persona as well as social media channel features capability. Based on these factors, you need to ascertain what kind of social media campaign you want to drive to get a better ROI.
Different types of social media campaigns
They have introduced various types of campaigns for social media to be effective. Basically, these campaigns help businesses to target better using the features. The features can be again diversified into interest level, demographic, and geographical factors. They are making it more convenient for companies to reach out to their target audience effectively.
1. Brand awareness campaign
Social media campaigns are used to create brand awareness of any product or service. Basically, the main objective of brand awareness campaigns should be to ensure that people are aware of your business in the market. This is one of the ways for companies to position themselves as the market player in a particular niche.
Brand awareness campaigns are utilized by companies that are completely newly introduced to the market. As they want people to know what is their business all about. Brand awareness campaigns are an excellent way to achieve this.
You can even track results through brand awareness campaigns. However, this can be majorly done through the reach, relevance, and engagement level possessed by the online audience for your brand.
2. Lead generation campaign
One of the most popular applications of utilizing a campaign should be lead generation. Generating leads would be the primary objective for any business to run ad campaigns on social media. That’s the reason social media platforms have introduced lead generation campaigns to make work easier.
A lead generation campaign is one of the effective ways to increase the revenue of any business. You can target on the basis of the product or service based on the interest level of the end-user.
Lead generation can be targeted based on various factors possessed by the consumer. You can even target the audience based on demographic and geographical factors. It is very convenient for a business to generate leads through this medium.
This gives the maximum potential for a business to scale its growth through social media. And several companies have found this mode of campaign resourceful.
3. Remarketing campaigns
This is one of the most creative campaigns that are introduced by social media channels. If any user has entered your website and walks away without purchasing. You can easily retarget these customers through social media ads. Basically, the process that works is, when a user walks away without purchasing and scrolls their social media channels, your business ad will show up on their news feed.
Remarketing campaign can also be done through the display banners that can be displayed even on third-party apps or websites. This ensures the lost customer reconsider their choices and hopefully you can drive better conversions through re-marketing campaigns.
Remarketing campaigns are popularly found on Facebook, Instagram, and Google. However, this is one of the best ways to retain your lost customers. And hopefully, convince them to opt for your product or service giving you a second chance.
4. Campaigns to increase followers
This is one of the primary objectives for any brand to achieve from social media channels. Building followers or audience for the brand on social media is a crucial step. Because generating followers through the organic way of social media advertising is very hard. That’s the reason you need social media campaigns, to build an audience for your brand.
These campaigns can also be divided based on relevant-based niches. If any business wants to have a particular set of target audience, they can easily achieve this through a welll-planned strategy.
When you can build followers for your brand, you can get recurring business and as well as ensure brand loyalty with them. This will be a great source of word-of-mouth marketing strategy when you can generate the right audience for your business.
5. Campaigns to increase customer footfalls
Social media channels are one of the best ways to get more customers at your doorstep. As you can promote extensively through discount, coupons as well as offers. These promotional offers help customers to reach out to your store doorstep.
This strategy also helps in better engagement with the target audience. As they know that your business is credible and is offering quality products and services in the market. However, it is best suited for retail types of business like spas, salons, restaurants, pubs, and many others.
You can even use this strategy for event promotion. So if in case there is any conference, webinar, or any other event nearby. Social media campaigns would be an effective way to reach out to your audience locally.
How to create a social media campaign?
Below is the step-by-step guide to creating an effective social media campaign.
1. Define objectives
Before starting any social media campaign, you need to have a goal in your mind. Without a goal, it will be hard to execute ad campaigns. When you can define the objectives of a campaign, you can achieve better results through it.
Some of the common instances for objectives can be whether you want to increase online exposure for your brand, generate more leads, or actively engage with your customers. The objectives can be anything, but you always need to stick to your objectives before creating a campaign.
You should always align your company goals and objectives to the campaign that you will execute on social media. Because several reports suggest, proper structure of planning, you can achieve better results.
2. Define social media channel for campaigns
Based on your objectives and goals, now you need to select the appropriate social media channel for ad campaigns. Because every campaign has its own unique positioning. Like Linkedin focuses only on working professionals and Facebook or Instagram focus on generic audience.
When you can define the right social media channel for campaigns, you need to select what kind of audience you want to tap into. Earlier I told you that every social media channel has its own target audience, you need to focus on what kind of audience you are looking for.
If your business is getting into B2B services and products, Linkedin would be an ideal platform for ad promotion. When your business focuses on the b2c segment, you can execute campaigns on Facebook, Instagram, and others.
3. Create a social media plan
Here you need to plan for ad campaigns that you are going to execute on a daily, weekly, or monthly basis. There are several social media templates that you can use to create a social media plan.
Having an effective social media plan will help you in the long run. This is one of the best ways to achieve your goals and objectives that are set for the campaign.
There can be several metrics taken into consideration while creating a social media plan. Some of the metrics can be the time, date, type of campaign, and visual creativity that you are going to utilize. So in this way, the social media plan gets diversified.
4. Publish and analyze
When you come up with a social media plan, you need to assign the design collateral for the designers. And respectively you need to assign the captions of social media posts to the content team. When you get all the design collaterals it’s time for you to publish.
But before you publish ensure that you have all the social media management tools. This can be social media scheduler, analytics, and as well as performing competitors analysis. When you can gather all this data and structure it properly, it’s time for you to publish the posts.
On a weekly basis, you need to track the performance of your ad campaigns. These can be the basic metrics like audience engagement with your social media ad campaign, demographic and geographical factors that influence the audience. You’ll get complete clarity through social media tools on how to optimize the campaigns to get better results.
Conclusion
To get effective results from your social media campaign, you need to use social media management tools. These applications make your work easier and prioritize what is important for your campaign. You can even get a better picture through their advanced analytics. This helps you to regularly optimize the campaign for delivering better results.
Always ensure that the design collaterals, the social media captions, and the plan should always align with your company goals and objectives. This is one of the major factors that social media marketers commit a mistake. However, having a proper plan is an ideal way to get the best out of your ad campaigns.
Let us know what kind of social media campaign you want to promote and why.
Related:
What is Social Media Advertising?
Why Social Media Marketing is Important?