As technology advances, the distance between a brand and its customers has grown. Face-to-face transactions are replaced with digital transactions that require less -or no human interaction. This “great divide” makes it increasingly difficult to win the hearts and minds of new customers and to keep loyal customers.
Social media sites already offer free advertising in the form of tweets and Facebook posts, but these tools can only take one’s brand so far. The next step involves paying for social media ads, and if someone is considering this option, she/he is probably most concerned with two big questions –
- What will my return actually be?
- What if my social media campaign success doesn’t translate into desired objectives?
Views are divided on both these questions. As the worldwide social media audience, continues to grow, the impact of brands’ wins and fails are amplified that much more. If you create a big win, your victory is awesome. But if you fail, your mistake gets played out on the biggest virtual public stage.
Many organizations when started social media marketing, came looking for gold. Yet not many found it. Most people believed in the old cliché, ‘build it and they will come’, but it simply isn’t true. With the crowded online space, businesses have to work extra hard to capture and keep the attention of potential customers online. There are some businesses that are only around on social media when they have something to sell. They post repeatedly for a week, run successful social media campaigns but then disappear for a month before coming back with their latest push.
One wants to make sure that your business is posting consistently on social media, even if you don’t have a campaign running. One also want to ensure that when you do have a campaign running, you still keep a balance between promotional content and entertaining/informative content, so your audience doesn’t feel overwhelmed.
I personally believe, the market reacts differently at different times and one needs to be very careful while devising a social media campaign.The success of a social media campaign depends on having clearly defined goals that can help you best implement your plan. There are many factors of the campaign that play a role in its success- clarity of message, perfect timing, picking the right social channel to target audience, and more.
One needs to identify the short-term and long-term goals you are planning to achieve with the social media campaign. Use short-term objectives as stepping stones to meet long term business goals.
- Is the goal to bolster brand awareness?
- Do you want to improve your conversion rates?
- Are you looking to boost brand mentions?
- Is your goal to boost sales?
- Do you want more followers?
- Are you looking for more engagement from your followers?
- Do you want to drive traffic and generate qualified leads?
Ensure your social media campaign goals are aligned with your business goals. Updates are a great way to keep your campaign’s supporters engaged and motivated. You can share information about how your campaign is progressing by tweeting or posting recent updates of the campaign. You can live feed your Twitter stream on your website for your site visitors. Post campaign, engaging consumers is your best bet for customer acquisition, brand building and fostering customer loyalty.
The best way to understand whether or not your marketing efforts were successful is by evaluating your campaign. One way you could do this is by analyzing posts related to the campaign.
To conclude, I would say social media is a great platform for connecting with customers and getting measurable results. If your social media campaigns are planned with precision and are well executed, chances are your campaign will go viral and help your business achieve the desired results. The key components mentioned in this article will stop your campaign from failing and turn it into an effective top line growth machine.