Five critical factors in running a social media campaign

Digital marketing is an effective way to bring your brand closer to the target audience since it allows you to segment by channels and interests.

 

The presence of companies on the Internet is essential to guarantee the brand's notoriety. The phrase "if you are not on the Internet, you do not exist" is increasingly appropriate to define the moment we live in society. Many of the emerging companies are consolidating in the digital environment before making the jump to physical establishments. The more traditional ones, others have been forced to open digital channels to gain full access to their target audience. And it is that new technologies have burst into business life to modify many essential aspects: from the business model to the work processes and, of course, the way of advertising.

The Internet -and new technologies in general- provide infinite advantages for organizations, since it allows for tools that facilitate work, offer relevant information about the business that shed light on how to carry out different processes, expand the market since It is possible to communicate globally and, of course, they make available a multitude of ideas that optimize the performance of the company.

 

But you have to take into account one detail: the Internet is a changing scenario in which news is fleeting, and it is easy to get out of date in a matter of weeks, so you have to always be up to date with the latest trends.

 

For its part, online marketing has also gained relevance since digital channels are the most used to reach users present on the Internet. It is defined as a series of strategies used by online media to carry out advertising actions. Its main advantages are that the costs are more affordable than those of traditional marketing. There is more control over the campaign results, and it is possible to make modifications to optimize it during its development and allow exact segmentation of the desired target. Reach.

 

If we talk about the digital habits that users practice, the latest study carried out by We Are Social media, together with Hootsuite, offers revealing data on Internet users worldwide. In Spain, there are 54 million mobile lines -a figure that is equivalent to 117% of our country's total population-of which 28 million are active in social networks, and 86% of them access digital platforms from mobile. On average, Spaniards spend 5 hours and 20 minutes a day connected to the Internet, and most of the time, we spend on social networks. In addition, 72% of users claim to have bought through online commerce platforms last month. For this reason, it is so vital that Brands have a presence on the Internet since, in social networks, they can carry out brand image strategies, and through eCommerce, they can sell their products or services.

 

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Keys to running a social media campaign

There are vital factors that you must take into account when conducting a successful online marketing campaign. You have to know that the scenario in which you are raising it is changing, and you have to be prepared to assume all kinds of unforeseen events.

 

1. Set goals

The first step is to define what we want to achieve with the digital marketing campaign. Said purposes must be aligned with those of the organization to achieve the business objectives through the digital strategy. The impact must be direct in your income statement, so they must be SMART, that is:

Specific. The more specific they are, the easier it will be to carry them out. Keep in mind that the objectives will be the center of the project, so you must detail them as much as possible by answering the questions of what, when, how, where, who, and why.

 

Measurable. It is necessary to define a way to measure the purposes to quantify whether they have been fulfilled or not. In the case of being quantitative, there will be no problem. However, compared to the qualitative ones, you must add percentages or exact amounts to their definition.

 

Attainable. To propose achievable objectives, you must take stock of what has been done so far and what has been achieved to see if you can really set an accessible goal. They should not appear presumptuous or impossible.

 

Realist. Before defining the objectives, you must know what team you have and understand its potential and the tools you have to carry out the project. If you combine these factors, it will be possible to achieve the determined goal.

 

Timely (Temporary). This is a decisive factor because it will define when the objective must be met. They can be short, medium, or long-term. You need to schedule and schedule the deadline to know how quickly you should act.

 

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2. Analyze your trajectory

Before proposing a strategic project such as a marketing campaign, you must know the context in which who will carry it out. The variables of the environment directly influence the results, for which you have to study the circumstances surrounding the project and the company.

In addition, it is necessary to take a tour of what has been done previously to know what has worked and the mistakes that have been made to learn from what has been done wrong and enhance what has given good results.

 

On the other hand, to complement the analysis, you can also study the actions carried out by your competition in the channels that you plan to carry out your marketing campaign are. See what they do well and what points can be differential to work on them and stand out.

 

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3. Study your audience

It is essential to know who your brand's audience is and where it is within the digital sphere, especially within social networks, where users can interact with the message. Customers offer their vision of the products or services advertised and, in this way, you can collect those suggestions that you think can improve the business model and implement them in your company.

 

The Internet can precisely segment the audience to direct your content, defining age, gender, and place of residence. If you establish who your audience is, you can personalize the message to feel that you are talking to them about their tastes or interests. This ends up loyalty to the community and, therefore, increasing the ROI (Return on investment or return on investment). ROI refers to the monetary value that is generated when you carry out a marketing action. Thanks to this, we can know the profitability of the activity we carry out on social networks.

 

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4. Define the channels

After knowing who you are targeting, you have to see where the users who are interested in your brand are. Social networks are the main communication channel within the digital sphere, but they are very different and are used to transmit messages in different ways.

 

LinkedIn

It is the largest professional network that currently exists. If your business is B2B, this will be your primary channel to reach your audience since it includes all types of organizations and entrepreneurs.

Launch exciting content to grab the attention of your followers. In addition, you can also use the tools provided by the groups to position yourself as a valuable content creator within your sector.

 

Facebook

Marck Zuckerberg's social network has an algorithm that makes visible the content that users want to see. This is analyzed by the posts that receive the most interaction, the most shared, or those with the most comments.

The content must be specially designed for the audience you have in that social network to promote the relationship with the target. You can find out which profile follows your company page in the 'Statistics' section provided by Facebook.

This tool also encourages using its features, such as Facebook Live, through which you can broadcast live videos. Users can send their comments as well as their 'likes' while you are promoting.

 

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Twitter

The network of (now) 280 characters is the one that most powers direct of all. It has positioned itself as one of the new ways of informing users since the main media outlets turn up the breaking news.

Brands also offer content of interest on their services in which they include the latest trends and publish content that seeks to entertain the recipient.

 

Instagram

Instagram is the fashion social network in which audiovisual content - videos, photos, and the so-called ' instastories' - prevail. Immediacy is given a lot of relevance since the latter format can only be consumed for 24 hours and then disappears. The advantage is that calls to action can be made for users to interact directly with the brand, making the relationship closer since they feel that they are an active part of a company's community.

This social network is also the one with the most significant number of influencers. These are users with a large number of followers who show their life and also advertise for brands. Companies have realized that campaigns with influencers are -in many cases- more effective than traditional ones since they directly impact a particular type of audience and give added value to the products due to the proximity and credibility.

 

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YouTube

It is the video network par excellence, the fashionable format on the Internet. It has 1.5 billion active users, which positions it as the second social network just behind Facebook. Every day, people spend 40 minutes on average on YouTube, bringing to 500 million hours a day of content consumed.

There are many types of videos for all tastes and audiences, but the ones that stand out the most are musicals, comedy, entertainment, and ' how-to.' Companies are always specialized in some sector to consider the opportunity to create specialized content in audiovisual format for their followers. For example, if you have a florist, you can post tutorials on making the best bouquet for a special occasion.

 

Influencers are also very present in this social network, especially those specializing in gaming and lifestyle. In the videos, they also advertise products or services. The former speak of gadgets and technology since these products are more akin to their audience, and the latter tend to promote clothing, beauty, or travel brands due to the target their content is aimed at.

After knowing each social network, the type of audience in each of them, and, above all, what they are used for, you can make a different type of content or, you can even consider doing a campaign with the most prestigious influencers in each social network.

 

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5. Measure results

After launching the campaign, it is necessary to know if it is working correctly according to the objectives set in the first point. Therefore, it is essential to measure the results that are being achieved. You can do it weekly, biweekly, monthly or quarterly. The best thing is to do it every little time so that, if the impact is not being the desired one, you can study what is wrong and correct the error by launching another series of content to another audience or on another channel. The information we obtain in the analysis of the results seeks to make the campaign as effective as possible through optimization.

 

When carrying out a campaign, you should also consider all the news that appears from time to time, so it is best to draw up a digital strategic plan, but make sure it is flexible and allows last-minute changes.Another element that you must consider when you decide to carry out a digital campaign is to make a value proposition. What you contribute is helpful for the users who are behind the screen. In this way, your brand will not go unnoticed among the thousands of consumed contents per day on the Internet.

 

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