6 tips for a great social media marketing campaign
  1.  Define your goal - in detail

What’s the one goal you want out of your campaign? Is it to drive people to fill out a lead form on your website? Are you trying to increase e-commerce sales? Do you want to drive in store traffic?

Define it as an action you want people to take. Be specific. “I want people to [insert verb].”

If you aren’t clear about your goal, the rest of your campaign is likely to be vague and may disappoint you. Get this step right and the rest falls into place easier.

  1. Specify a measurement

The next step is to define a number that you would consider a successful result. This could be a flat number such as adding 500 email subscribers. Or it could be a dollar number, such as driving $20,000 in online sales.  Your number could be a percentage growth as well, such as driving 15% growth in new leads.

Assigning a numerical goal gives you something to drive toward and later measure your success against. Just as important, it serves as a gut check to assess whether the resources you are about to devote will be worth the desired outcome, and whether the goal is a stretch yet attainable. If not, it’s better to set a different goal for your campaign.

  1. Focus on one platform

Unless you’re an accomplished marketer, you’re going to want to focus on a single social media platform. By focusing on a single platform you can devote more effort to understanding the platform features and implementing the techniques to leverage them well. 

More campaigns fail through poor execution than any other reason, in my experience.  Often that stems from not understanding the right steps to take or not knowing the social platform well enough to use advanced features that really can move the needle.

  1. Create a written campaign plan

Take the time to write out the tactics you are going to perform, timing, who on your team has responsibility for what - from start to finish.  Again, it’s all about the execution.

  1. Build in a visual element

Today the most successful social media campaigns have some type of visuals involved.  An image. A video. An infographic. Visuals bring social media to life. A visual catches more attention better than text alone. Visuals are more likely to go viral or at least get shared by others.

Visuals may take time to create, especially if you’re commissioning a custom image.  Allow enough planning time for this step if you are creating special visuals.

  1. Monitor and tweak

One of the biggest mistakes newbies make is to not look at analytics tools or assess progress until the end. Marketing campaigns are not truly “set it and forget it.”  While the campaign is going on, be sure to check progress early and often. For this you will need some kind analytics tools -- whatever tool is relevant to your campaign goal.

If one technique is working well, you might want to do more of it.  For instance, if you have a Facebook advertising campaign under way, with 3 different ad messages, and one results in more conversions than the others, you might want to allocate more budget to it. If another tactic gets a poor response, do less of that.

The point is, if you’re monitoring closely, you can adjust tactics on the fly.  Learning that information after your campaign ends doesn’t help nearly as much.

Follow these 6 steps to make your next social media marketing campaign run like a well-oiled machine. And get amazing results.