As marketers, we’ve all laid awake in a cold sweat at night trying to figure out precisely how to optimize our social campaigns. Get it right and you’re the most popular person in the company as you bring in legions of leads and a cartful of customers. Get it wrong and months of hard work have been worth absolutely nothing, and you’ll now have to justify it all to your boss.
We can’t script your social campaign, that’s your job, but we can give you the difference-making ingredients to ensure your campaign bursts through the noise. Throughout your campaign, this companion guide will make sure your social mastery will be performing at its peak level:
Set Your Goals
What do you actually want to achieve with this campaign? Do you want to rack up the views on a video, increase mailing list sign-ups, or push past a million followers? You need to set out targets to aim for that you can determine whether the campaign was a success or not. Remember to make these goals SMART:
So, some SMART objectives for your social media campaigns could be:
A/B Test Differences
‘This is how our product gives you the X-Factor’
‘You need our product, here’s Y’
A or B, X or Y. Do you KNOW which of these your audience would prefer? With zero doubt in your mind, could you say which would perform better? Clear your head by removing the guesswork.
Use A/B testing to test specific call-to-actions, pictures, words, colours, phrases, and pretty much any customizable aspect of your campaign. But the important thing is to only test one variable at a time to get a true A/B test. This allows you to pinpoint precisely why your audience loved one post so much more than the other.
To optimize your Twitter Ad campaigns, you can do this by putting multiple promoted Tweets into one campaign. Twitter will then choose determine which one is performing best and then start showing to a wider segment of the audience. We recommend a minimum of three Tweets to ensure you’re covering a good mix of potential angles.
Achieve Maximum Reach
Obviously, you’ll be sharing campaign-related posts at different times throughout the day. But it’s helpful to know your best times to post on your various social media channels to ensure your campaign has the biggest impact possible. For example, on average the best day to post on Facebook is Friday. Your best time to Tweet is dependent on your community, so it’s worth using Twitter tools to find out the optimum posting time for your followers, or particular segments you’d like to target.
Choose Your Words Wisely
Getting your choices of words and references correct could be the difference between your brand being seen as ‘epic’ or ‘bloated’, ‘boutique’ or ‘expensive’, ‘offbeat’ or ‘pretentious’. Analytics tools can be used to discover which keywords your audience are using the most in their posts and in their bios. This won’t necessarily tell you precisely which words to use, but it’ll give you an idea about their character, what sort of tone is more likely to resonate with them and the topics they’re interested in. It’s also worth doing the same for shows, sports, or any other cultural touching points you want to refer to.
To get the most out of your campaigns, you also need to connect on an emotional level with the audience. You could buy them all some flowers, a nice card, and a box of chocolates, but that would end up getting a bit expensive. Instead, focus on the language used in your campaign to draw in your audience and engage them. If you need a hand deciding which phrases or wordings will have the best impact on your audience, you could always test their Emotional Marketing Value (EMV) with an online test. It won’t guarantee that one set of words will connect more than another, but it can help you keep your wording on the right track.
Use Every Space
For a specific large campaign, get all major areas of your profile involved. This one from KFC’s UK & Ireland account is an excellent example of what you could do with your cover photo. Not only does it visually match the rest of the campaign, reinforcing it in people’s minds, but it also provides key details of the campaign, like the date, the product that’s being promoted, the campaign-specific website URL, and the hashtag they’re using for the campaign.
Both Facebook and Twitter allow you to pin a message of your choice to the top of your timeline. This means that you can post as regularly as you like, and the main post you want people to see will still be at the top of your feed when people come to your page. For example, Pizza Express want to draw attention to their dessert range so this Tweet is currently pinned to the top of their page. Anyone visiting can see the delicious honeycomb, the soft cream, the juicy strawberry, and all of the other features that make you want to order pudding before your mains.
Your bio is also an aspect you can harness as it will be one of the first things that people see when they visit your profile. If you’re smart with your words, you’ll be able to create a bio that tells people what your brand does in general, as well as what it’s up to now (your campaign). If you’re wondering how you can make your Twitter bio as good as possible, here’s some tips on making those 160 characters stand out.
Want To Visualize? Get The Right Size!
Tweets with images uploaded directly to Twitter are 94% more likely to get retweeted than regular Tweets, so including some images in your campaign is a smart way to achieve engagement. Remember that different social networks have different sizes for different pictures, nobody said this would be easy! But the time it takes for you to check the image size and resize your picture to fit it will be worth it, you wouldn’t want half of your exquisitely designed masterpiece to awkwardly be cut off because it had the wrong dimensions.
Measure Your Success
This one needs to be started first, and finished last. Before you get neck-deep in planning your cinematic cross-platform, star-studded, technological marvel of a social campaign, it’s important to know where you are at the beginning of the campaign. How else will you know if you’ve improved by the end of it? Look at all areas you want to improve and make a note of them so you can see growth at the end of the campaign.
A good social media analytics tool can show you multiple aspects of your profile, chart them over a period of time and allow you to seamlessly track and manage any campaign activity. It’s also worth seeing what your performance was like over a similar period in the past to be enable comparative reporting.
So those are the bases that you need to cover before you kick off your social campaign, get these ducks in a row and be confident that you’ve given yourself your best possible chance of a successful campaign. But is there anything else you like to do to make sure you’re on track for winning social media? We’d love to hear from you, let us know what you’d add in the comment section below.