Learning Center | Play.Interactive®
Tips to make the best social media campaigns
To show your company’s identity to your customers, you must know how to adapt your brand in different channels. All the spaces in which you interact with them require special attention. This is accomplished with a document called a brand manual that describes the visual and messaging elements that represent a company’s brand.
Typically, the manual includes information about the company logo, color palette, typography, images, tone of voice, and guidelines for using the brand consistently across all marketing materials.
This document serves as a reference for employees, partners, and external collaborators, and ensures that the brand is represented consistently and accurately to maintain the integrity and coherence of a company.
2: “Tune” to the right channel
Choosing the channel on which you will focus your campaign depends on several variables. Do you want to be massive or specific? What does your buyer persona say? Are you a teenager obsessed on Tik Tok or Snapchat? Can you reach it on LinkedIn by building relationships with other professionals? Is it someone with strong opinions on Twitter?
Launching a Social Networks campaign in the wrong channel is the formula for failure and, in any case, it is not a simple decision, it requires a lot of reflection to decide who we want to reach, where we are going to locate it and decide the type of message that we are going to send you while browsing your Social Networks. Use all the data you’ve collected about your buyer persona to choose the right channel so you can build a meaningful relationship and give them content they really care about.
3: Are the best Social Media campaigns organic or paid?
Again there is no simple answer to this question. It may initially be very necessary to invest resources to achieve greater reach. We are interested in being seen, known, or remembered. Conveying our brand’s messages may require a thoughtful investment in our market segment and that is precisely its advantage: being paid, the platforms will show our campaigns to people who are in the segment that interests us and who are more likely to hear our message.
Organic reach, on the other hand, has no cost to our brand, it comes “naturally” from users who already know us and are willing to promote the value they have obtained from our product or service. This type of content is perceived as less intrusive by providing first-hand information to other potential customers.
However, it is difficult to depend on one or the other type of reach, therefore, the most recommendable approach is to combine paid reach with organic reach, with the aim of progressively reducing the budget to promote our content so that the organic content takes a greater role.
4: Define your budget
How much is the company willing to spread its messages? Once again it is time to evaluate the objectives that are intended to be achieved. At the same time, the budget must be consistent with the size of the company, from what has already been allocated in the annual budget, or see if there is scope to make specific changes in the projects. It is important to be aware of reality while remaining determined and firm.
We start a campaign because we appreciate that it is necessary and that requires resources. There are various techniques to determine the budget of a Social Media campaign.
5: Tools to measure
The campaign has been launched to the public, your message is circulating and it is time to find out how it is working, who it has impacted, how far it has reached… It is essential to have tools that allow you to program and measure the reach of your content, as well as control the investment amount.
There are several tools available to perform the measurement of social media campaigns:
- Google Analytics: Reports the traffic that reaches the websites according to the audience, the acquisition, the behavior and the conversions that are carried out.
- HubSpot: Offers a full suite of marketing, sales, and customer service tools for businesses of all sizes.
- Social Bakers: It has a software platform as a marketing service: Socialbakers Suite.
- Moz: Offers tools that facilitate SEO, inbound marketing, link building, and content marketing.
- Adobe Marketing Club: It is a collection of integrated online marketing and web analytics products from Adobe.
Measuring your campaigns on a daily basis will give you the necessary elements to replace, cancel or reinvest in those messages that have generated the most conversions, this is how the best Social Network campaigns grow.
6. Don’t be afraid to reinvest
When the campaign has concluded it is time to review what has worked and what has not. Compare the initial objective with the results, and see if the modifications that could have occurred during the campaign had the desired effects.
It must be clarified that the best Social Network campaigns are constant efforts, if your campaign has not yet reached the point of generating enough organic reach, it is not advisable to simply discard it. As we said before, the best way is to continue with a mix of efforts and not get discouraged easily. Our advice is that you take the opportunity to analyze the information collected and use it as an opportunity to evolve your campaigns.
If you are ready to receive advice on how to improve your campaigns on social networks and achieve the objectives, at Play Interactive ® we are waiting for you.
