Social media marketing is easy to do, but difficult to do well. It requires a keen eye for the details of how users interact and share content on each platform.
What works on Facebook is less likely to succeed on other platforms without a change of format or promotion strategies.
The good news is that social media marketing campaigns can be tuned to a business’s needs to maximize their results. By using the insights gained from the past decade, marketing professionals can boost a brand’s sales with a social media presence.
In this article, we’ll cover the five most effective ways to make a multi-channel marketing campaign successful.
1. Establish Your Social Media Marketing Goals
As with any complex operation, you’ll have better long-term success when you spend time on big picture planning to keep your efforts focused and purposeful. Social media can accomplish many goals beyond simply increasing your brand’s visibility to potential customers.
- It can drive engagement with a business.
- It can promote awareness about a product or service.
- It can even lead customers into a carefully prepared sales funnel.
A marketing campaign can hit more than one of these goals simultaneously, but it’ll be more effective if you match them to your business’s position in the market.
For example, a business with only regional recognition that wants to become a national brand might focus half of its marketing content to brand awareness and use national audience settings when placing social media ads.
The other half could be used to promote top products or engage with existing customers to drive sales.
As the brand becomes better known, the national campaign could be dialed down and more resources aimed at product promotions and sales conversions.
2. Discover What Connects (and Disconnects) with Customers
Social media content audits are important to ensure that your marketing connects with your audience. There are several things to watch over time that can inform you when it’s time to change your messaging.
Content that connects with consumers sometimes loses its effectiveness after several impressions in the same way that jokes are less funny after they’ve been heard too many times.
On the other hand, if you build a collection of consistently evergreen content, you can recycle posts periodically to reduce the time spent creating new content.
Of course, negative responses must be monitored and taken seriously when the reaction is significant. Content that actively drives disengagement is the opposite of what a marketing campaign is trying to achieve.
By eliminating the content that disconnects your customers, you’ll improve a marketing campaign’s results by letting the good content shine.
3. Find Ways to Manage Multiple Channels Efficiently
The drawback of today’s internet marketing environment is the plethora of platforms that have significant customer bases. Some of these customers use multiple platforms, but many users stick to only one.
A marketing campaign usually needs to include two or more platforms to maximize its results. Thankfully, there are low-cost marketing apps and services available that allow you to manage a multi-channel campaign from a single dashboard and automate lots of tasks.
You can automate posts by scheduling them, which makes it easier to synchronize your publications between platforms.
They also include helpful utilities like unified reports and the ability to interact with social media users from a single dashboard.
Choosing a marketing app that’s geared towards multiple platforms will make your marketing campaign less time-consuming and better managed.
4. Explore Targeted Promotion Methods for Your Content
There’s more to a social media campaign than creating content and posting it. Each platform has different methods to reach the people who’ll be interested in your products or services.
To get the most engagement out of every post, it’ll require digging into the way your customers discover their interests.
- For example, hashtags are an important way to associate your posts with similar content on Twitter and Instagram, but they aren’t as effective on Facebook.
- Facebook and LinkedIn, on the other hand, provide community building tools like groups and pages to help you reach your audience consistently.
If you are a local business just starting their marketing efforts, and your aim is to serve customers in a locality, skip global reach and focus on reaching your local audiences through marketing campaigns specifically designed for them
A local marketing campaign should target only local users with ads that don’t waste resources on national or global audiences.
Growing an effective local marketing campaign is different from the most commonly propagated tips on marketing. For local marketing, your online presence should revolve around promoting local events, supporting local charities, and really work on giving back to the community.
This way you can ensure that you are well known locally, which will drive sales, but more importantly, such actions will improve your reputation and feelings towards your business. By catering to positive feelings through giving back, local customers will happily support your business.
5. Choose Objective Metrics of Success
A marketing campaign needs to respond continuously to how the audience responds to messaging. Content that doesn’t connect with social media users needs to be identified quickly, and effective content should be replicated with variations.
A flexible marketing strategy will monitor key metrics like content views, social media engagements, and conversion rates. If you detect changes in your results quickly, you can correct problems or capitalize on opportunities faster.
How to monitor the overall performance of social media content, though, can be tricky to do for a multi-channel campaign.
If you post the same content to Facebook, Instagram, and Twitter with minor changes to suit each platform, it might flop on one or two of them, but do well on a third platform.
The best way to save time and aggravation is to use a dashboard that aggregates the metrics from all your social media channels into a single report. Many marketing service apps can do this for any size marketing campaign.
The Bottom Line
Social media marketing is becoming less optional each year as more potential customers spend most of their time on one or more social platforms.
Because social users rely less on traditional sources to discover products and services, businesses increasingly need to have an active marketing campaign targeting the social media user base.
By following these steps to build an effective multi-channel marketing campaign, both local and national brands can reach more potential customers with targeted ads and content.
About the author:
Ashley Wilson is working remotely as a freelance content creator, writing mostly about business and tech. She has been known to reference movies in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. You can get in touch with Ashley via Twitter.