Even before the word ‘lockdown’ became a part of our vocabulary, social media campaigns were a big part of FIG’s working week. And since Covid-19 became a part of our lives, they’ve become even more important as a way to reach out to your audience with important messages.
As part of our Marketing Partner Programme, we look after the social media for many of our clients, and we use it as one of many touchpoints to expose customers to the campaigns we are running for them.
This multi-faceted approach means that our client’s audiences are more likely to come across our Marketing Partners’ campaign messaging in multiple environments, such as trade press, emailshots, printed media, digital media and of course, social media.
It’s this experience that ensures our client’s messages are heard, encouraging engagement and conversations, so we’ve put together our top tips to help you create your own social campaigns.
Our best piece of marketing advice is that you can’t be everything to everyone and that even if you try, you’ll fail.
The more you know about who your audience is, the more you know about how to reach them. Drilling down on details such as the sector they’re in, their job title, location, gender or age, for example, can have a huge impact on the success of your campaign.
For example, if your next campaign is aimed at teens and young adults, you’re unlikely to come across many of them on LinkedIn. It’s much better to focus your attention (and budget) on a platform they spend more time on, such as Instagram, Snapchat or TikTok.
Similarly, if you’re looking at reaching out to the CEOs and decision-makers on your prospect list, whilst their businesses probably do have a Twitter or Facebook presence, those people themselves probably aren’t the ones creating and checking its social content, so whilst it’s still worth your time to follow them and engage with their posts, you’re more likely to be able to connect with the right people over a more professional channel such as LinkedIn.
So you know who you’re targeting. Great. But what are you doing all this for? Is it more followers, an increase in sales or a hike in engagement? If you don’t know, then how will you know if your campaign has worked?
Traffic management manufacturer, SRL Traffic Systems Ltd appointed FIG as their Marketing Partner earlier this year. As part of their objectives, the team at SRL wanted their audience to know more about them. In addition, FIG felt that it would be beneficial to be more inclusive to their customers and that they’d like to know who was behind the team and what it was like to be a part of the SRL family.
With this in mind, as a small part of our campaign to ‘Get to Know SRL’, we crafted and sent out press releases to announce new appointments, and created posts which pointed users to the new Meet the Team page to help their customer base ‘Get to Know’ the staff members at SRL.
It had great results too, with one post reaching 70.12% of their follower base across their three social accounts, and receiving 692 clicks through to their Meet the Team page.
Assuming you know what your campaign message is (and if you don’t, you can always contact us for help with that), it’s imperative that you properly and skillfully schedule when your campaign messaging will be sent out.
Too little and you’re in danger of your message being forgotten, too much and your audience could very well get sick of it. It’s a balancing act, for sure.
Firstly, look at how often you send out social content on a normal, day-to-day basis. Do you post every day? Once or twice a week? Very infrequently? And at what time? All this will determine how, when and at how often your campaign messaging should be sent out.
You can see from most social analytics what times your followers are most active, so this should determine what times you send out your posts. Sadly, with social algorithms, you can’t guarantee that your post will show up in your followers’ timeline at the exact time it’s posted, but as a general rule of thumb, B2B posts are generally viewed more during working hours, or in the commute times before and after work, whilst retail, leisure and entertainment audiences are most active during non-working hours.
FIG’s Marketing Partner, iBottles’, recent Size Matters campaign was designed to promote their range of mushroom jars for use within the beauty industry, we created a ‘small but mighty’ campaign to help create awareness of the product line using tongue in cheek messaging and eye-catching visual assets.
Firstly, we photographed their products in-house at FIG’s photography studio, and used the results across an email campaign, web banner and social imagery.
The campaign content ran across their Facebook account from August 12 – 24, with some of their more generic posts in between, and was designed to coincide with an email campaign sent out on August 13 about the same campaign.
And with healthy click-through rates for both the email and social campaign, it goes to show that our campaign messaging was pretty accurate – you *can* do a lot with a little!
If you’ve ever been on social media, you’ll know that there are a lot of voices shouting for attention, and generally, the ones who shout loudest, get more attention.
That’s not to say you should send your tweets with Caps Lock on. By making sure your tweet is well written with a strong campaign message, and scheduled regularly (but not too regularly), and at times when your audience is most likely to be online and on the specific platform, then you have a great chance of being seen.
And when you are, you want to make sure your social imagery is doing most of the talking for you. Well designed, eye-catching social images are much more likely to grab attention that just a written post, so utilise your design agency to help craft some striking imagery.
Static images are good, but gifs and videos do even better in terms of reach and engagement so if your budget allows, go for it.
And if you don’t have the resource or know-how to do this? Well, we’re here to help of course!
And once your campaign is over? It doesn’t end there. You won’t know if it’s been a success or not unless you monitor where you were when you started and compare it to where you are when you finish. So whether you’re looking for more followers, better engagement or an increase in web visitors, make sure you measure the results – we think you’ll be pleasantly surprised!
If you’re interested in kicking off a brand new social campaign and want some help, simply call us on 01457 857111 or email at [email protected] to discuss it further.