Best Practices for Creating Social Media Campaigns
- Posted by Peter McHugh
- On May 6, 2019
Most people and businesses understand that they are supposed to post content to their social accounts in order to engage with their audience. It sounds pretty simple until you find yourself staring at a blinking cursor while racking your brain for something relevant to say. We’ve developed a consistent formula to keep the content flowing and keep you ahead of the game — once and for all. Check it out and start slaying your social game!
Organization is Key — Introducing Content Campaigns
We organize everything we create into content campaigns.
What are content campaigns?
Content campaigns are topically-focused streams of content that are distributed throughout your proper marketing channels. In other words, we like to categorize what we can talk about, write the content, make the designs, and then distribute it based on our overall marketing plan.
Sharing is Caring
Once you have your content campaigns, you need to let the world know about them.
Where do I share my content campaigns?
When creating a content campaign you should look to use this content across the following channels:
- All social media accounts [Facebook, Twitter, Instagram, Linked In, SnapChat]
- Email Newsletters
- Your Blog
What Should I Say?
Believe it or not, this is where it gets fun provided you have a plan to generate good content.
We suggest that you have yourself an old fashion brainstorm session geared around the following pain points and questions:
- List your services, products, skills.
- What are some questions your clients or potential clients may have about you?
- Describe the process of becoming your client. Break this down and use it to educate your audience.
- List the industries that your clients or customers interact with regularly.
- List any industries that may be related to your company.
- What are some things that you could take pictures of that you do?
- What are some trivia questions your company could use to encourage interaction?
- What are some other things your clients could be interested in besides your product/service?
- Are there any contests or giveaways you could plan?
- What’s happening in the news or pop culture that relates to you and your industry?
- What’s happening seasonally that you could post about?
Take these lists and use them as inspiration to begin writing some posts. ALWAYS keep your audience in mind.
Remember: This content is NOT for you, it only exists to help your potential clients solve a problem, or maybe to engage them with laughter, knowledge, information or a fresh perspective.
Group Topics into Categories
Each category will then become a campaign. Each campaign should stand on its own, and you should try to run 3-5 different campaigns at any given time. These campaigns should be outlined and written with your specific audience demographics in mind.
If you need help discovering your audience, download our Audience Profile Worksheet and get started now!
Examples of Campaign Categories
- Company Brand & Mission – Here you’d write all of your posts to highlight specific details about who you are and what you stand for while keeping your audience in mind.
- Product/service – You would highlight all unique selling points of what you’re offering while keeping in mind that the purpose of your product or service is to solve a problem. Make sure that you aren’t just shouting about your product. Cater your posts to help your audience solve their pain points.
- Testimonials – Leverage the positive feedback that you’ve received by breaking it down into bite-sized chunks and share it!
- Event or Contest Promotion – If you have a time-specific launch for a promotion or event coming up, make sure that you create a content stream that reaches your audience on all platforms and engages with them about the event or contest.
- Blog or Newsletter – If you write a blog or newsletter for your business, you re-use the content that you’ve already prepared by breaking it down to targeted bite-sized posts.
These are just a few ideas to get your brain juices flowing. Once you get started, you’ll find that you may write down too many ideas or have too many categories. It’s never a bad thing to come up with too many ideas. If this happens, welcome all of the ideas and write them down. Once you’ve got them down you can refocus and start working on the most pertinent 3-5 campaigns that are the closest aligned to your current goals.
Make sure to keep the rest of your ideas handy because before you know it, it’ll be time to write some more content.
Broadcast Your Content in Your Brand “Voice”
In order to understand what your brand voice needs to be, you need to understand your customers and clients. You need to know who they are, what they are looking for, what obstacles they face and what would help them. Once you know these things about who you’re trying to market to, you need to write simple messaging directly to them.
Remember, messaging is not about what you want to say or want to hear, it’s about what your ideal customer needs to hear. You want to think about your voice as if you were having a conversation with your audience. Don’t shout your message on the screen, think about how you would say it in person and create a brand voice that really speaks to your audience. Consider the words you use, whether you are formal or casual, and what would your audience really want to engage with.
Again, it’s not about you. It’s about your audience. Write directly to your audience. And no, your audience cannot be everyone. Ever.
If you need help discovering your audience download our Audience Profile Worksheet and get started now!
I always write out what I think each post should say in an outline or spreadsheet before I work on any design. Sometimes if you start with design, you will realize that as you were focused on making things look cool, your message may have been ignored. Messaging is always 100% more important than fancy design.
Create Designs & Media
Video and images get far more traction than text posts, so it is silly to just post a plain text post. Go ahead and scroll any social feed right now and you’ll quickly notice that it’s an extremely visual place. This ultimately means that you, too, need to have visuals to coincide with your posts to encourage engagement. We are a visual society, and if you are going to go through all the energy of creating content, you should definitely try and make it as effective as possible by adding some sort of visual.
We use Canva for all of our social campaign designs. It’s a brilliant, easy-to-use, web application that allows you to create custom or templated designs and resize them for multiple social media formats with just a click of a button. If you’re not using it, start!
Create a Schedule
What do you do now that you’ve created the content for five social campaigns?
Schedule them, of course!
You should not be manually posting to social accounts daily unless you are posting about something that is happening relevant to a live event. There are so many online services, websites, and WordPress plugins that allow you to schedule posts for all of your social accounts from one dashboard. There are almost too many to name, so I’ll let you find the one that best suits you.
How to know what to schedule and when?
You can Google search your demographic in terms of when they use the internet, social accounts, and email so that you can determine the best time for you to post your content.
Remember that each post will natively receive less than 4% organic reach [without paying for ads], so never assume that “everyone saw the post and it’s all washed up now.”
You can (and should) certainly recycle posts, especially across different social platforms. Just make sure when reposting content that you change the publish time and day of the week so that you can potentially reach a whole new audience.
I know it can seem like a lot at first, but after you’ve done it once, you can set up an organization system that works for you and start churning out content!
We like to sit down a few times a year and organize our campaigns from our master ideas list, which makes posting consistent content a little less daunting and A LOT more effective than randomly posting when we remember to do so. Ultimately, the campaigns keep your messaging focused and working towards your marketing goals, rather than sporadic and inconsistent.
It’s time to get a coherent message for your marketing with social media campaigns that are easy to create and fun to implement.
Now, let’s get social!