Social media is the cornerstone for startups connecting with their audience. However, a big part of being a rockstar at social is the ability to establish full-circle campaigns complete with a brand narrative and analytics. If your social media campaign has been lacking strategy, then it might be time to look into how to conduct full-circle campaigns.
Brainstorm Some Campaign Concepts
Probably the most enjoyable part of the process, campaign brainstorming is where the inspiration happens. Unless you’ve worked in branding before, coming up with social media campaigns can often feel like a foreign concept. Although 90 percent of b2c businesses conduct social media marketing, that doesn’t necessarily all of them are hashing out different iterations and executions of what’s going to bring value. However, that all starts with establishing your campaign goals.
Regardless of the medium, there should always be an intent or goal of your campaigns. This essentially boils down to two primary missions of either awareness or sales, where both can play advantages to your startup. Obviously for a growing company awareness should always be the goal, but an even more important portion is quantifying terms into what type of ROI you’re receiving for attention, as well as possibly sales. As campaigning is half analytics and half storytelling, the other aspect is creating a story that resonates.
The biggest aspect of storytelling is making something that will resonate with your audience. With a base established on who you’re going to be reaching out, a smart place to start with your story is examining what exactly it is your brand stands for, as well as why this audience will resonate with it. If you can, try to run a few different iterations of messaging to some test groups, giving you a feedback loop to start refining and honing in on what will connect on a national level. Even if it’s just a small group of your peers, gaining feedback on your story arc from the right base can go a long way in making a successful campaign pop.
Know What Content Goes Where
With a solid idea of what your campaign concept is going to be, it’s important to know which content goes where. Depending on your brand, the content you deliver is either going to be used to sell a product or promote your expertise and knowledge base behind a service. Sometimes content styles that have roots in each will translate with one another; for example, a company that’s exceptionally good at selling their product through Instagram could provide insights on being a thought leader in eCommerce on LinkedIn. However, before we dive too deep into specifics, let’s first take a step back and focus on each medium for your campaign.
When looking at your campaign, jot down the content executions that are obvious to you, such as shooting a lookbook for a product or compiling short educational Instagram story clips for tech service. From there, start looking at what mediums will give you the best ROI. For example, 40 percent of LinkedIn users are active on the platform daily, so provide supplemental content that not only supports your campaign thesis but enables you to engage with a niche audience that provides feedback on that messaging. Although content planning can sometimes feel like overkill, it’s incredibly beneficial.
Come Up With A Plan Of Attack For Audience
Coming up with a plan of attack for your content is an absolute must. By taking an analytical approach to your audience, you’ll be able to pinpoint the exact content that will resonate with the demographics you’re pursuing. Plus, it will help you weed through the clutter and noise because platforms like Instagram have over 1 billion users. Looking at Instagram user statistics can help you hone in on your target audience.
Compile a few columns of your primary demographics, which will most likely include the overall demographic followed by more specific sects. For example, if I’m a consumer app that recommends drink specials from local bars, then my first group would be those 21-35 that drink, with a median income of $56,000. Getting more specific from there is all about the identifiers that separate each group, so, for my group above, finding out how often they drink, the average amount spent at the bar, and what their drink of choice is. The more of a profile you can build, the better you’ll feel about the efforts of your outreach, bringing in an audience that will return the best ROI.
It’s important not to be discouraged if things don’t work out right away. After all, being able to build a dialogue on social takes time, making every day an opportunity to grow more with your base. Plus, as noted by INC, brans that are presented consistently often see 23 percent more revenue, which could be quite the help for your startup. Although seeing numbers like that isn’t necessarily hard, it does require a fair amount of patience and planning, which is why you should keep you a content calendar on your campaigns.
When creating your content calendar, make it a habit to include supplemental activities such as commenting or liking on posts, as well as holding discussions. Especially as a startup, it’s important to use social media as a feedback loop for your product as well as how people feel you’re contributing to the overall industry. Additionally, make an effort to have your schedule be consistent for your industry, focusing on contributing to the conversation. This is your chance to really engage with people on the change you’re looking to make in the world, so embrace it as an opportunity to sharpen your startup’s foundation.
How do you build full-circle social media campaigns?