The 7 dos and don’ts of successful social media campaigns
Why isn’t all the time and effort I’m putting into social media conversations resulting in more business?
We’re going to highlight some of the things you should and shouldn’t be doing to implement a social media strategy that will fuel business growth.
Do – Find Channels that work for your business.
Know your market and know your channels. Social media can be a daunting task even for the largest of companies, so adding additional elements of CRM software and transposing the results through the sales cycle can be even more ominous.
Social media is becoming a pay to play environment, even for viral content. Take for example the world’s largest social platform, Facebook, who are constantly cutting back organic reach for company pages to focus on “family and friends”.
Unless you’re Coca-Cola or Apple level, you can’t just burn money in the name of brand building. Regardless of which channel and approach you choose your north star should be your Cost Per Acquisition (CPA). Normally it’s associated with PPC campaigns, but don’t be fooled, some of the best content is driven by CPA.
While all social media platforms offer analytics with PPC promotions, a vital tool for tracking your CPAs is source tracking utilising Google Analytics and UTM tags. For each campaign and source, you’ll want to at least create different UTM parameters to see where your website audience came from and link that with your CPA. Also, consider creating a vanity URL and bespoke landing pages in association to what you’re promoting so that you are able to at least track some of the organic search traffic you generate from a campaign.
Do – Connect the dots, monitor leads from channels through the sales process
Once you begin monitoring your social media campaigns through cross-platform analytics, don’t stop there. A sale doesn’t just happen because someone has started following you or downloaded information. You need to build a sales process that every prospect should go through, and then be able to analyse at which stage each of them drops off according to the social media channel that they converted from. You’ll also want to monitor the average sales cycle length per social media channel to get your sales teams some quick wins.
Do – Track your brand mentions
If you have customers they are going to have discussions online about your brand - good and bad. First thing’s first, this is a treasure trove of information for your sales, support, and marketing teams.
Now you can find out where your brand sits as an archetype and how it echoes amongst your customers. You can also delve into who your promoters are and what characteristics they share to target a similar audience in the future, and vice versa. There’s plenty of software out there to help you do this outside of various Excel sheets, such as Mention, Iconosquare, and HootSuite.
And, you’re going to want to make sure that every (or nearly every) time someone mentions your brand, you have someone responding or engaging with them. Good feedback is the easiest of course, but you’re going to get the bad too. The true test of your customer service is going to be how you deal with that in a social context. Things can spiral out of control rather quickly and your brand can take years to recover if you don’t have a handle on it.
Do – Maximise engagement rates
Now when you post on pretty much every social media platform your update is displayed to a small percentage of your followers. For the first 15 - 30 minutes algorithms are watching closely to see how the audience reacts and then decides if your post is interesting enough to show to more of your followers. So if you want 100% of your audience to see your content in this modern paradigm you need to get into the mindset of optimising engagement rates.
Don’t - Neglect employee voices
Marketers are continually developing their strategies to have a presence on new marketing channels, and your employee’s voice online should become a significant online asset for any successful marketing strategy. One of the main reasons is down to online audiences finding individuals more credible and trustworthy than brands; which means that all of your employees have the potential to have a more potent online influence on people’s buying decision than your company. They have a certain air of trustworthiness when they speak, one that can only really be had when you are a person and not a corporation.
Don’t – Be lazy with automation
Automating social media content has become an essential part of managing audiences at scale. With thousands of followers as part of your network, the demand is there for personal connections. The problem is that most marketers correlate automation with little effort, leaving a lot to the imagination when it actually comes to developing a personal approach and demonstrating authentic human interaction.
Make sure you’re tracking and collaborating on your customer’s multi-channel touchpoints, that your communications and actions are not obviously automated, and that you always start with open-ended questions to build relationships (rather than a sale) and you’ll be far ahead of the field.
Don’t – Bother with vanity metrics
We define vanity metrics as data such as page views, subscribers, and social media followers that looks impressive at first glance but has no clear link to how well your business is performing. The data allows a brand to appear successful to an outsider but in reality, has no real value. What’s more, this data is easily manipulated and as a result, can lead your marketing team to develop strategies based on bad information and steer your marketing in the entirely wrong direction.
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