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The importance of planning in social campaigns

Creating an effective social media campaign is no easy task. It is hard to tell what will work and what won’t, but there are steps to follow that can ensure your campaign will head in the right direction. 

So what steps should you follow and why is it important to plan a campaign?  

Put simply, a campaign will fall at the first hurdle if a social media plan is not put in place. This is because a plan helps to summarise every action, gives an outline of what you are trying to achieve and shows how the campaign will align with core business goals and objectives. The more specific you can get with your plan, the more effective you’ll be in its implementation. 

Step 1 - How to Plan

Start with a clear content plan and decide how you wish to communicate with your audience across all channels. Ask yourself the following:

  • What tone of voice should we be using? 

  • What needs to be in the content? 

  • What story do we want to tell and how can we make it relevant to our social audience? 

  • What hashtags are trending and what hashtags will be relevant to my campaign or content? 

  • What is our social customer profile and what types of content do they respond best to? 

Answering these questions will help to build out a good strategy and the overarching plan will link nicely with step 2. But before you move on to step 2, a top tip that never fails - create a social media marketing calendar in your plan! This keeps everything on track and maps out what needs to be happening and when. 

Step 2 - Clearly Defined Goals

As you start to answer the initial questions, you will begin to see an end goal and your campaign objectives will become clearer. Deciding on what you want to achieve at the beginning of a campaign will make it easier to measure and analyse the campaign at future stages. Having these objectives will also allow you to quickly react to your campaign if it is not meeting your expectations. 

A few common goals that your campaign might include could be to increase brand awareness, drive more website traffic and improve conversion rates. Remember, each goal you select should be personalised to your campaign and your business needs. 

Step 3 - Multiple Platforms

Do not pigeon hole your campaign into one social media platform. Yes, businesses will have platforms that work better for them than others, but using multiple channels helps to build your reach and network. For example, sharing a LinkedIn update onto Twitter could drive more traffic to your LinkedIn page. Don’t be afraid to repurpose content for your different channels however only set up the channels you feel will help you reach your objectives. 

Step 4 - Campaign Analysis

Decide how you will measure the success of your campaign; likes, shares, followers, analytics? Compare the results against your goals and objectives and take the time to create a comprehensive report on what worked well and what didn’t. If your campaign didn’t meet your expectations, look at what you could have done differently and try again. After all, practice makes perfect!

So there it is, an easy 4 steps guide that will help you maximise the opportunities that social media marketing presents.

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