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Kickin’ those social media marketing goals!

To kick those social media marketing goals you will need to create a bit of a strategic plan before going live. 

Creating a new campaign is excellent if you have a new feature, service or product coming out, but there are always plenty of reasons to start a new social media marketing campaign.

Our digital marketing team local to Geelong will share our top seven social media marketing campaign steps that will help achieve your outcomes and goals, so you’re not wasting your dollarydoos.

1. Set your marketing goals

Before getting stuck into a campaign is: why am I running this campaign? Answering this question will determine the next few steps you take during your campaign.

Many of our Viewpoint Digital Media client’s goals for running social media campaigns include:

– Increasing brand awareness

– Lead generation

– Increasing sales

– Acquiring new customers

– Increasing engagement on their account

Once these goals are worked out, you will need to consider what level of brand awareness you want to achieve. Maybe its more website traffic? Maybe it’s new followers or more likes etc.

After you have worked out your goals, it’s important to know how you will measure your goals. In a CoSchedule survey, they noted that people who set goals were 376% more likely to report success. If the campaign is too broad, it may not reach the intended audience. 

2. Create buyer personas

Who is your intended audience?

This will help with the creation of your content. If you know who your audience is, it is less likely to be a waste of time and money. So, be sure to understand your ideal target audience before getting carried away with a social media campaign.

A buyer persona doesn’t have to be a document that contains extensive details of your ideal customers. 

It just needs to include dot points of the demographic. E.g., 

  • Females 
  • Aged between 25-35
  • In a relationship but not necessarily married
  • 1+ children
  • Located 10miles from Geelong 
  • Are in a household financial bracket of $70k +
  • Interested in health and wellbeing products and enjoys pilates and yoga

These will help you to create messages in your campaigns that can resonate with your target audience.

Some details to consider your buyer persona include:

  • Name
  • Gender
  • Age
  • Income
  • Location
  • Pain points
  • Favourite social media platforms
  • Hobbies
  • Interests

Understanding these details will help you create content to build trust with your audience.

Facebook Audience Insights is a great tool to get more information on this.

3. Choose your social media platform

Instead of trying to run you campaing across every platform, work out which platform your audience is using most and focus on that. 

If you a business that is B2B focused, you may find that LinkedIn is best suited. 

If you have already set up you Google Analytics, you could also see which of the social media platforms are bringing more people to your website.

4. Have a social media calendar/schedule

Using a social media schedule means you can outline your content from the beginning of your campaign to the end and nail the timings of when to post. 

5. Content creation tools

Having some content creation tools under your belt is a good idea! We often recommend Canva to our clients as it very user friendly while providing templates and sizing for posts. Canva also has a little feature where you can make your posts into a mini video. But if you want more of a slide video with words and different images, we suggest Ripl which is also very easy to use and can be done on both your phone and browser.

In terms of scheduling tools, we have tried a few out so we can recommend them. Buffer, Later, Hootsuite are all pretty comparable. 

6. Understanding your competitors

Doing some research around your competitors can help you understand where you need to be. This is a good time to work our your What, Why and How. 

This is a big part of our digital marketing strategy sessions we have with all of our VDM clients. 

7. Social media analytics

You need to analytics tools from the start of your campaign so you can track how campaign is performing. If you have a website, Google Analytics is excellent for this. 

Summary

Start with setting your goals. Understand your audience. Use a social media content calendar schedule your content. Use tools to help create your campaign. Track and measure your campaign performance.

Although we are working from home right now, our team of digital marketing specialists are still head down bum up supporting our clients and local community around Geelong, Bellarine Peninsula and Surf Coast with their digital marketing strategy. Reach out if you would like support too!

For more on what a digital marketing strategy is, head to an earlier blog we prepared earlier here.