Social media marketing has helped brands create brand loyalty, increase website traffic, and more, all on a global scale. What they don’t tell you though, is that having a social media account and posting creative content isn’t enough for your business to scratch the surface of social media’s true potential.
With billions of people spending hours on social media, consumers have become accustomed to seeing endless ads and product videos. Stop blending into your follower’s feeds and stand out with unforgettable social media marketing campaigns.
What is a Social Media Marketing Campaign?
A social media campaign is a brand coordinated or strategic marketing plan to specifically highlight a brand, product, or service using a preferred social media platform(s) to meet a quantitative or qualitative goal.
Assuming that you’ve already created a social media marketing plan, you’re next step is to create a successful social media campaign!
Planning Your Social Media Campaign
As a someone who creates social media strategies and content for a living, it’s easy to differentiate a well thought out or a poorly executed social media campaign.
A poorly planned social media campaign can leave the wrong impression on customers and potential followers. Not to mention, it could mean losing money instead of making it.
How do you know if you’re pointing in the right direction as you start to map out your campaign? I found seven social media marketing campaign questions you can ask yourself before you start running ads:
What is my campaign’s main objective/goal?
- Get feedback from customers
- Building email marketing lists
- Increasing website traffic
- Improving overall brand engagement
- Directly driving sales
- Increasing product purchases
What is my communication message?
- We are a brand that you can trust
- Our services give you a unique experience
- Our product fits into your lifestyle
- Who are we as a brand and why we exist
What social media platforms will I be using?
What is my budget for each social media platform?
- Does this include sponsored ads
- Will you be paying influencers
- What’s the cost to create content
- What’s the price of shooting/editing a video
What are the tools and mediums I need to accomplish my goals?
- Hashtags and branded hashtags
- Email newsletter
- Landing pages
- Contest or giveaway
What does success look like to me?
- Lots of followers
- Increase in engagement, views, or likes
- Increased in purchases
- Sell x amount of products/services
How will I measure my success?
- Record the number of increased followers
- Record the increased use of hashtags or UGC created
- Track and monitor website traffic
- Record profits and sales associated with social media
Pro Tip: Be your social media accounts are ready to host a social media campaign by checking these three social media marketing tips.
Let’s Get to the Good Stuff…
Here are four sure-fire social media marketing campaigns to build your audience, along with real-life examples from the best brands.
1. Build a Strong & Comprehensive Influencer Campaign
Using influencers has been listed as one of the best ways to grow your following rapidly. Incorporating influencers into your social media marketing campaign amplifies your impact and online reach.
When you use influencer marketing you’re tapping into an influencer’s loyal following that will interact and advocate for your brand.
An influencer can have a massive following (a macro influencer) or a respective following (micro-influencers). Depending on your budget, you can still get the best results with either macro or micro-influencers.
Bacardi x Major Lazor: Front of the Line
In 2017 Bacardi, a popular rum brand decided to collaborate with the international music group Major Lazer for a series of marketing campaigns. What started as a partnership to highlight the brand’s soft rebranding to be strongly associated with youth and music, became a long term partnership.
Major Lazor and Bacardi joined forces to promote Major Lazor’s new song “Front of the Line” using Bacardi’s personalized Snapchat filter.
They took the video submissions from users engaging with the filter and created a music video. The video went viral and gained 42 million views in just 24 hours, a total of 29 years of viewing time in just one day.
Since then, the duo has made music videos, ad campaigns, and social media content that has helped to grow and engage with their community of rum and music lovers.
We hear so many great things about influencer marketing, only because brands now have to take extensive measures to find the right influencers for their brand.
Gone are the days when all you’d need is an influencer with over 100,000 followers to make an impact. Yes, influencer marketing is a multi-billion dollar industry, but it’s also oversaturated and is now the norm with social media users.
Brands have to be more strategic when they select an influencer.
Partnering with the right influencer can open new doors in terms of audiences, distribution, and co-promotions.
So instead of asking yourself if influencer marketing is a good fit for your business, ask yourself who is the right influencer for your brand!
89% of marketers say ROI (return on investment) from influencer marketing is comparable to or better than other marketing channels. When customers see real people loving your brand, it makes your products more approachable and encourages making a purchase.
If you’re thinking about using an influencer for your social media marketing campaign, here are three things that you need to learn:
- Research Your Influencer: Influencers are in high demand, but not everyone is willing to play fair. Some influencers will buy likes and bots to grow their followers’ count. You can’t depend on accounts with a high number of followers to give you good results. You need to do some research and take a look at the engagement a typical post gets on Instagram.
- The Same Values: Customers will associate your brand with your chosen influencer, so it’s crucial to learn their beliefs and values to avoid negative publicity in the future. Scroll through their feed and see if it is the kind of person you’d like to represent your brand.
- Determine Your Budget: Are you going to use micro or macro-influencers for your campaign. Some influencers are experienced and have already established set prices for PR and marketing campaigns. So you’ll have to expect that the bigger the following, the more money you’ll have to spend. Depending on how big your social media marketing campaign is, you can also make payments with products/services instead of monetary incentives.
2. Create a Brand Message that Connects
Next to your social media marketing campaign goals, you need to decide what your brand message should be. Like everything is marketing, branding is essential.
Your brand speaks volumes since it goes beyond graphics and images. It’s buyer psychology that connects with people. Brands like Samsung and Fashion Nova have been able to create a cult-like following with their marketing and social media content using a defined brand voice.
Your brand message can include creating a seasonal phrase or your brand’s slogan, but it has to be clear and memorable, impactful. It should not only represent you but simultaneously connect to your target audience.
If your brand message misses the mark, so will your social media marketing campaign.
Nike: Dream Crazier
Nike has always pushed the envelope when it comes to branding, yet it still remains consistent. Their brand message is clear and attracts the attention of their target consumers.
Nike’s brand message plays on emotional branding, capturing the feeling of achieving greatness, regardless if you’re an all-star athlete or an average joe at the gym.
Nike’s Colin Kaepernick ad earned $6 billion, despite a so-called “boycott,” this ad simply tapped into customers who felt deeply connected with the brand message. Proving how powerful a brand message can be in a well thought out social media marketing campaign.
A common mistake that most business owners and start-ups make when they first start brainstorming their social media marketing; not pinpointed your brand’s message or voice.
Do you really need a brand message?
A brand message acts as a brand’s voice. It tells customers who you are and what you stand for effortlessly. It also differentiates you from your competitors allowing shoppers to learn why you should be their choice of product or service. After all your brand has to inspire people to buy from you.
3. Use and Highlight User Generated Content (UGC)
Around 86% of millennials believe that user-generated content (also known as UGC) is a good indicator of a brand or product’s quality. Social media is a gold mine for UGC, and the best of all customers want you to use it!
65% of customers agree that UGC is more interesting than the content created by brands. When you incorporate UCG into your social media marketing campaign, you’re tapping into a community of your biggest fans that your potential followers can relate and engage along with effortlessly.
It’s become a global culture for people to share pictures of themselves and their day to day activities. People want to share UGC content on social media as badly as brands want to repost or share it.
Customer Insight Group and Latitude Research found that people share for these five main reasons:
- To bring valuable, enlightening and entertaining content
- To define themselves to others (and to themselves, too)
- To get and stay connected to others
- For self-fulfillment, to be credited by others for what they shared
- To support causes they believe in and brands they like.
Go Pro: #GoProMillionDollarChallenge
In 2016 to celebrate GoPro’s HERO 7, followers were asked to submit videos using the product and hashtag #GoProHERO7. They had to show what it means to be a part of the #GoProFamily. Each creator featured in the #GoProMillionDollarChallenge earns an equal share a million dollars.
The challenge went viral, and #GoProMillionDollarChallenge is still a popular hashtag used among GoPro Instagram users to this day.
Use the following to help generate, monitor, and manage your UGC images or posts for your next social media marketing campaign:
- Pay Attention to the User’s Profile: You want to make sure the person’s profile matches your brand values. If your followers view the personal profile tagged to the image, they shouldn’t be caught off guard by the person’s own personal values.
- Encourage UGC: You’d be surprised how quickly people will submit content once they know that brands are open to UGC. Start to encourage followers and customers to share their own content that relates to your brand on social media. Encourage followers to submit user-generated content by offering an incentive. This allows them to put more thought into the quality of the content they tag or share with you. You can also try hosting a giveaway asking followers to enter by submitting UGC with your product or service.
- Get the Perfect Product Picture: UGC doesn’t always need a face or person present. The reality is that you won’t have complete control over all content generated by users. Since this isn’t paid content, you’ll have to be more lenient about how you qualify UGC that fit’s your social media marketing campaign.
Need help to decide what kind of UGC to post? Check out this article on how to use User-Generated Content effectively.
4. Use Urgency & The Power of Exclusivity
People long for a community, a tribe, or a niche that helps them to differentiate who they are and the products they buy.
When a product is all to common people make less of an effort to buy because it’s always going to be there. But the moment scarcity presents itself people start adding products to cart and completing purchases. Think of Black Friday sales or discount countdowns, as soon as deals or a deadlines are in place people go CRAZY!
You want to have that effect with your social media marketing campaign. Select a best seller, product bundle/launch, or discount you want to use in your social media marketing campaign and use the power of FOMO to drive customers to your site.
Starbucks: The Unicorn Frappuccino
In 2017 Starbucks launched its Unicorn Frappuccino, and it went viral with social media foodies and frappuccino lovers. Starbucks only offered this product for a limited time, so influencers and brands like Buzzfeed and Vox immediately started publishing content on their blog, and frappuccino reviews Youtube.
When Starbucks creates a sense of scarcity, exclusiveness, and urgency, it brought people into a buying frenzy. You can do the same with your own social media marketing campaign.
Adding a sense of urgency with your social media caption and CTA (call-to-action). Instead of the standard “Shop Now,” instead say, “Limited Offer, Shop Now!”. Adding a bit of urgency in your social media caption can give viewers the FOMO (fear of missing out), so they’re more likely to click.
Lastly, take time to master exclusivity by using words and content that easily connects with your brand’s tribe. Find the people who make up your brand’s tribe and use your social media campaign to get them excited about your brand. Don’t try to reach everyone, or you’ll end up reaching no one. Niche and exclusivity will always help to grow your brand in the long run.
In today’s crowded environment, to succeed brands need to go above and beyond with their social media marketing campaigns.
Here’s a quick recap on the four ways to create a sure-fire social media marketing campaigns to build your audience:
- Build a Strong & Comprehensive Influencer Campaign
- Create a Brand Message that Connects
- Use and Highlight User Generated Content
- Use the Power of Culture & Exclusivity
To find inspiration for your next social media campaign, take a look at brands you admire and see what their doing on Instagram (ads, giveaways and campaigns). You can also take a peek at what your competition is doing as well. Combine what you learn from both and start brainstorming your next social media marketing campaign today.
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