Every month there are more than two billion active users on Facebook, of one billion on Instagram and of 365 million on Twitter worldwide .
In the United States alone, 77% of the population has an account on a social network. Whether talking to friends, staying in touch with people from around the world, or for business or networking purposes, consumers use social media for a variety of reasons – and marketers know it well .
Due to the large number of active users on these platforms, marketers quickly understand the importance of targeting their customers through social media. In fact, investments in social media advertising around the world are expected to reach about 48 billion by 2021.
With so many people checking their smartphone notifications and social networks while on the move, travel, and even relaxation, what better way to market its products than on social networks?
Social media ads reach the public in an inexpensive, powerful and effective way. This is precisely why social media campaigns have become a crucial marketing technique for companies around the world. With billions of people on social platforms – and a steady growth in the number of users and monthly influence – it's hard to imagine how companies could stay relevant without creating a presence on the networks social.
The use of social media will allow you to reach your target audience, engage with current and potential customers, build brand loyalty, increase website traffic and drive sales. Social media marketing is not just a trend, it's a powerful technique that's here to stay and will help you reach more people around the world.
How to Set the Goals of the Social Media Marketing Campaign
When creating a social media marketing campaign, keep in mind specific goals so that your work is as effective as possible . Here are some goals to consider and examples of companies that have performed well.
Improving Brand Awareness
Your company can improve brand awareness through social media by displaying campaigns on various platforms. You can also use specific hashtags and encourage subscribers to share their content and tag their friends.
Improving brand awareness through social media does not take much time either. In fact, 91% of marketers said they noticed an increase in brand visibility by spending just a few hours a week on social media. Once you have a plan for your campaign, you will be able to determine exactly where and when to post it for things to remain effective.
An excellent example of using social media marketing to increase brand awareness is Apple's "Shot On iPhone." "Campaign. Apple's impressive iPhone cameras allow more than 90 million users to take photos that appear to have been taken with professional cameras.
Over the years, it has become increasingly important for social media users to take beautiful pictures, especially with photo-oriented platforms such as Instagram. Apple has decided to combine these ideas and launch the "Shot On iPhone" campaign, which features photos taken on iPhone by customers.
Users take photos with their iPhone, publish them on social networks (usually on Instagram in this case) and use the hashtag of the campaign, #shotoniphone, which has already been tagged in more than 4.3 million messages. Apple shares selected photos on its Instagram page with its 6.8 million followers and gives attendees the option of displaying their photo on a display panel.
Apple's social media marketing campaign increases brand awareness through its Instagram page, hashtag and the obligation to share their photos with their own followers.
Apple launched the campaign, but iPhone users are the ones who work hard. Through this campaign, the company creates one of the most beautiful and unique photo streams, which also serve to enhance brand awareness and commercialize iPhone camera functionality.
Connect with your audience
Connecting with your audience is important for all types of marketing. In a world of increasing distractions and decreasing patience, effective marketing tactics are more important than ever. The good news is that social media has made connecting with potential customers around the world easier.
When working on a social media marketing campaign, you want to connect to your audience in a superficial way – via a follow-up, comment, or "like it" – and at a deeper level – via a relatable message that attracts them.
Coca-Cola's "Share a Coke" social media campaign successfully connects the company with its audience. By selling Coca-Cola bottles bearing the names of people, Coca-Cola customizes the buying experience that motivates customers to buy and share bottles.
Whether it's their own name or the name of a family member, a friend or a hard-working buddy, customers feel a connection with these bottles of Coca-Cola. Some bottles even carry stickers that customers can remove and wear as a name tag or give to someone else.
Coca-Cola made the campaign still more relatable by creating labels with several different spellings and including less common names. Customers can also customize their own bottle on the company's website for $ 5. The company has found a way to engage with everyone through this campaign.
Coca-Cola also promoted a hashtag, #shareacoke, so social media users could share their photos and videos with their friends and their subscribers. Since the campaign became viral, the hashtag has been used on millions of posts from Twitter and Instagram. And for those who want to share a Coca-Cola or post a photo of their own experience, links to more information about the campaign can be found in the organic section of Coca-Cola's social profiles.
The "Share a Coke" campaign excites people for a personalized bottle of Coca-Cola and allows Customers feel connected to the Web brand at a deeper level. In turn, millions of people were inspired to share images, videos and stories on social media about their experiences of buying and sharing a Coca-Cola.
Increase Website Traffic
Social media is a great way to boost website traffic. By simply putting your website in your profile, bio helps guide users to your site, where they can learn more about your business or a specific product. Customers have little patience and quickly lose interest. By including the URL in your biography, you will avoid confusion and simplify the task of your potential customers.
Your campaign team can also respond to subscribers on social networks with URLs to specific landing pages on your website. Adding links to your website as part of a natural conversation or organic message is a great way to show them that you are listening to and increase the traffic to the site.
Finally, you can add a website or a landing page URL. to your message on the social. You'll increase website traffic by providing subscribers with links to the resources they need to answer their own questions and concerns.
For example, many news outlets across the country are adding URLs to their stories on social media. They are often seen posting an image, video, quote or catchy statement, as well as a link to the actual story.
It works well because it increases the traffic on their website. If subscribers do not follow the link to the resort's website, they can still click "Like" or "Share" if they still want to interact.
Marketers want customers to be excited about their products and brands. When a company can do it successfully, it will most likely see an increase in its sales. Social media campaigns are a great way to get people interested in new products because of their ability to share, use images, spread the word.
The Starbucks Unicorn Frappuccino campaign is one example. Starbucks is known to have created special 'secret menus', and these drinks have become increasingly popular as they are often used to entertain Instagram and Twitter posts. The company took the opportunity to start selling the Unicorn Frappuccino, a colorful and vibrant drink in stock for a limited time.
Starbucks shared photos of the Frappuccino in all social media and sparked enthusiasm around the glass. They also created a hashtag, #unicornfrappuccino, to encourage customers to share their experiences of buying and drinking.
The $ 5 drink was so popular with customers that it was available in April 2017 and had over 180,000 publications. on the social media that introduced the drink. This drink also resulted in a 3% increase in same-store sales for the second quarter and a 4% increase in March 2017.
Now that we've looked at some of the most successful social media marketing campaigns, let's explore ways to create your own campaign
How to Create a Marketing Campaign for Social Networks
There are many ways to create a successful social media marketing campaign. The plans vary depending on the industry, the social media platform and the type of campaign. Follow the tips below to create your own social media marketing campaign.
Search your competition
During the planning stages of your social media marketing campaign, consider your competition.
- Which companies are similar to yours and have already managed social media accounts?
- Which companies have campaigns that you know well?
- Do the companies you are looking at usually organize gifts, contests, or live video?
- What does engagement look like on their social messages?  As you step back and ask yourself these questions, you will begin to understand what works in your area. You will also be able to determine how to make your campaign unique.
Also look for inspiration elsewhere. If your competition is not on social networks, if you are not a fan of its previous campaign style, or if your business is exceptionally unique, look for other campaigns that inspire you and determine how you can apply elements such as a similar style. level of commitment, aesthetics or message specific to your own campaign.
Define your strategy
Next, set your campaign strategy. To determine the purpose of your campaign, consider your target audience first.
1. Appeal to your target audience.
- How would you rank your target audience?
- What do you hope this campaign will get for your business and your audience?
- Are you creating an ongoing engagement with your subscribers throughout your campaign?
You must always ensure that your content and messages attract your target audience. Remember this important rule throughout your social media marketing campaign. Do not lose sight of who you are trying to connect to and why .
Otherwise, your audience will be likely to scroll through your social posts or lose interest in your campaign in seconds.
Here are some ways to seduce your target audience on social media:
Examine current trends.
What do people want to see these days? For example, Instagram stories and live streaming have become very popular. Can you incorporate these trends into your social routine and campaign?
Let your audience want to stop and listen. If you do not have any information worthwhile, why would they check your message or campaign? Give your audience an incentive – create a gift that will force your audience to read your description from start to finish. In addition, you must also tell them how to enter the contest and when will you announce the winner's name.
Create unique and compelling visual content.
Whether it's a video on Facebook or a modified photo on Instagram, make sure your visual content is attractive and entertaining. Give your audience something they have never seen before.
Discuss with your audience.
After publishing articles on social networks, 84% of consumers expect companies to respond within 24 hours. If your subscribers leave questions, comments, or concerns about your posts, you should contact them. You will create a personal connection with your audience, which will make them more loyal to you and your brand. You will also gain their trust more effectively.
2. Choose your type and format of content.
To determine the type of content, think about why you are creating your campaign. Here are some examples in which a company can create a marketing campaign on social networks:
- Special Occasions or Milestones
- Partnerships with Other Companies
- Promotions of content generated by the company. user
- Contests or giveaways  Determine what type of content should be used on which platform. For example, if your campaign uses a lot of photographs, then maybe Instagram is the platform that you need. If you need a live broadcast and a longer form video, Facebook can be a good option, and if you want to stream shorter information, Twitter can be a good choice. Think about what each platform does best and get out of it.
3. Manage your results.
Whatever the reason you are creating your campaign, you will probably be interested in the level of success of your campaign. To draw conclusions about your success, you will need a number of measures to monitor throughout your campaign.
To do this, use a measurement tracking tool such as Google Analytics or HubSpot's social tracking and tracking tool. This kind of concrete data will provide you with information such as the overall traffic volume of the campaign, the number of new subscribers you attract (as well as the number of lost subscribers), your level of engagement, the Traffic on the website and any change in sales.
Promote Your Content
Now is the time to share your campaign and promote your content. Consider the following techniques to promote and share your content:
Promoting a Message Across Your Campaign
Start by promoting a message across multiple platforms using content tailored to your chosen platform. By consistently sharing the same message in your campaign, your subscribers will always hear the same information, allowing them to keep your message.
In fact, previous marketing campaigns have proven that messages are more effective when repeated. The repetition will result in a familiarity that will foster trust between your audience and your message, your brand and your product. Redundant messages remain stuck.
Balance your promotional and non-promotional content.
Your followers will notice if you're always adding promotional content. By balancing promotional and non-promotional actions, your subscribers will perceive you as useful and will want to interact more with you.
This is because your subscribers do not feel forced to become a customer. You will be more effective if you offer your subscribers balanced promotional content with content that they deem useful and engaging.
Make sure your content is specific to your business.
Create an aesthetic of your campaign that fits your brand. You want it to be unique – anyone who lands on your page must know that it belongs to you without reading the description of your profile. Being unique and authentic allows you to stand out … it also gives people a reason to want to follow you on their competitors.
Communicate regularly with your audience.
It does not matter how many of your subscribers you have, you have to put a little aside. time to answer questions, "like" comments, and respond to comments. By taking the time to interact with your subscribers, you will give them a personal experience they will never forget. These are the types of relationships and experiences that keep trackers invested in your brand.
Create a unique hashtag for your campaign
All major social media campaigns have a hashtag that should be the same on all your social platforms. Hashtags allow members of your team to track interactions and make it easier for your followers to participate in your campaign. Your hashtag should be unique and memorable.
Snickers, for example, launched a popular social media campaign titled, "You're not you when you're hungry," which portrays people searching, losing their heads, and even transform people because they are "hungry" … or hungry-angry. These people regain their normal state once they eat a piece of Snickers bar and satisfy their hunger.
Their hashtag for the campaign is #EatASnickers. It's simple, easy to remember and action-oriented. In addition, "Eat a Snickers" is also part of their advertising slogans, which contributes to the uniformity of the campaign.
Automate your content with planning software.
Content and interaction with your subscribers can be time consuming, there is a way to schedule publications of your campaign in advance to avoid you having to do it in time real.
Tools such as Hootsuite, Crowdfire and CoSchedule enable marketers. to schedule publications with text, photos, videos, hashtags, etc. Some of these planning tools even contain analyzes that allow users to determine which scheduled publications are working well and which ones need to be modified.
Use live broadcast to your advantage
By 2021, the live broadcast should become more efficient. that a $ 70 billion industry. Through live streaming, audience members can watch real-time content from anywhere in the world, creating a unique and engaging experience.
Facebook Live is one of the most popular ways to stream live content, followed by other platforms such as Twitter, Instagram and YouTube. You can use live streaming to update your subscribers' news, organize giveaways and contests, interview guests and influencers, or simply make your subscribers feel personally connected to your brand.
Your way of promoting your content is your decision. Do not forget to test and analyze your results. This way, you will know if there are any immediate changes that can and should be changed during the course of the campaign. You can also apply this information to future campaigns.
Social media has taken the world by storm. Although some trends are changing, social media is here to stay. Social media marketing campaigns are a great option for businesses that want to stay relevant and promote their content in an efficient and cost-effective manner.
Social media marketing campaigns offer the potential to reach far-reaching reach, engage directly with subscribers and customers, easily share your content with thousands (or even millions) of people, and respect the labor budget. attractive for businesses and consumers.
Start creating unique and engaging content for your social subscribers and create an impact that drives sales and motivates others around your brand.