Running your own social media marketing agency can be an incredibly fulfilling career path, though to be successful, you must be constantly evolving along with trends and stretching your creativity to get results for your clients.
No matter how good you are with social media, there have probably been instances where you’ve created a post or offer for a client on Instagram or Facebook that didn’t quite get the results you were hoping for.
Of course, there will be failures in every endeavor you take on, but running a social media marketing agency relies on getting results for your clients. In today’s competitive market, getting the best results for your clients will require you to think out of the box and to know your audience inside and out.
In this article, I’ll be taking you through how you can create fun and effective campaigns for your social media marketing clients.
What is a Social Media Marketing Campaign?
A social media marketing campaign is different from a social media marketing strategy. A campaign has a defined start and end period and has specific goals, which are meant to be tracked.
With platforms like Facebook, Twitter, and Instagram, you don’t need millions of dollars to run a successful marketing campaign. However, to reach your target audience or any specific demographic within your defined timeframe, you need to create a campaign that is engaging, visually appealing, and delivers a clear message to your consumer.
It’s not enough to let one great post carry your marketing efforts; you need to be creating and executing entire social media marketing campaigns. Two essential aspects of executing a successful social media marketing campaign are: understanding your audience; and analyzing the success of your campaign as it progresses.
Create a consumer profile that details the specifics of your ideal consumer to get into the mind of your audience, and then once you launch your campaign, evaluate it closely once it’s over. You can get valuable insight into what worked well and what didn’t, and what needs to be adjusted for your next campaign.
How to Reach your Target Demographic
It is incredibly important to understand your target demographic and know how to reach them online. This includes determining the age and gender of your target, researching the language they use, and figuring out which platforms are the best for reaching that demo.
For example, it is important to know that Facebook is not the best platform for a product being consumed by 19-25 year olds, though Snapchat and Instagram would be great.
Social listening tools are exceptionally powerful when it comes to understanding your target demographic. They allow you to see what people are saying about your brand, which may be very different from what they’re saying to your brand.
Your social media marketing campaign should:
- Be strategically designed and created to help you connect with new users, build on-platform relationships, and drive long-term sales.
- Have defined messaging tailored to your target audience. This includes using language that your target market can relate to.
- Utilize different formats to deliver that message, such as infographics, videos, and blog posts, to see what works best. For example, if your client is selling multiple products, you can promote one product with each of these different media types. See what your audience responds to, and keep using diverse formats while you favor those that come out on top. Doing so will keep your channels interesting and your users engaged.
- Include video. Video is the most shared format of content online and video content often performs very well. Additionally, you can post video content across many platforms, including Twitter, Instagram, Facebook, Snapchat, and YouTube.
7 Unique Social Media Marketing Campaign Strategies
One of the best things about running a social media marketing agency is the ability to get creative with your marketing strategies and marketing campaigns. This includes thinking up engaging, eye-catching copy and creative for your posts, and delivering this in the best way to reach the most people.
The following strategies are just a few ideas that can help you provide great results for your clients and stay ahead of your competition.
1) Brand Story
An effective ad campaign doesn’t have to be about selling to the consumer. You can promote a company very effectively by telling a brand story. This can help build loyalty between the consumer and the brand and grow an engaged following.
A great example of a company telling compelling brand stories is GE. On YouTube and Facebook, GE posts videos showcasing technological innovations and share engaging content about talented employees. GE has been able to leverage video and social media to a brand story and to attract more long-term, loyal consumers, rather than simply selling a product.
2) Discover New Features
Social media platforms are constantly unrolling new features. Instagram is a great example of a platform that is always introducing new features that help consumer’s buyer’s journey. For example, Instagram recently created a new shopping feature that allows a user to go from an Instagram account straight to the company website to complete a sale.
3) Create a Buzz
When it comes to social media marketing, the more people are talking about you, the better. Many social media platform’s algorithms favor keywords, trends, and topics that are being mentioned often or heavily engaged with. Use this to your advantage by creating buzz about your client’s brand. Tease a name change, a rebranding strategy, or a new product on social media to keep consumers engaged and curious.
A great example of a company creating a buzz is when IHOP took to Twitter to ‘tease’ a name change. To promote the introduction of burgers to their menus, they posted a short video that explained they were changing their name from IHOP to IHOB.
People were discussing the stunt all over social media, and even though there was a lot of negative feedback, IHOP was even able to use that to their advantage. Instead of shying away from the backlash, they embraced it and followed it up with a promotion and a joke.
4) Branded Hashtags
Hashtags are powerful features on Instagram and Twitter. They can help drive engagement, and just as important, they can help you track the results of your campaigns.
Create a unique branded hashtag for your campaign and encourage followers to use the hashtag in their own posts. It’s important to note that branded hashtags shouldn’t replace the more common hashtags that your audience is using. To maximize reach and trackability, use both kinds in each post.
5) Put Your Own Spin
Being successful on social media requires that you find trending topics, trends, or strategies. However, to really stand out, you need to be able to put your own unique spin on them.
For example, if many marketers are writing about how Facebook Zero is going to damage reach, then you should be the one who writes about how it will help businesses that make the effort to better connect with their clients.
Use the Consumer’s Senses
Create promotions or posts that appeal to your consumer’s senses or their immediate needs. For example, Heinz created an ad campaign on Instagram promoting ‘Edible Instagram posts.’ These posts featured #FoodPorn posts where viewers could order the food featured in the post immediately and have it delivered to them by simply swiping up and putting in their information.
With this campaign, Heinz was able to take the product and put it directly into the consumers’ hands, while also attracting more viewers to their Instagram account with the innovative approach. Don’t be afraid to make your campaigns as interactive as possible, even if that means bringing it into the physical world of your consumers.
6) Always Be Engaging
Social media marketing is effective because it is so easy to engage with consumers quickly. Make the most of this by speaking directly to the consumers whenever you can.
Go Live on Facebook or Instagram and discuss topics related to your social campaigns. To increase engagement, host Q&A sessions and answer customer questions asked either beforehand or in the Live comments. Once the broadcast is over, you can save it and share it as a regular video to your platforms, giving you native video content.
One of the things I enjoy most about running a social media agency is the endless possibilities when it comes to reaching out the audience and getting results for my clients. If you want to be a success, you need to always be challenging yourself to come up with better, more creative, more engaging campaigns.
In the many examples I gave in this article, whether a company was using video content, interactive posts, or humorous tweets, all these campaigns have something in common: the social media campaigns resonated with their target audiences. With a little creativity and thoughtful strategy, you can leverage any social media platform to maximize engagement and reach your audience with the same success!
If you want to learn more about how to successfully run a social media marketing agency, then enroll in our Digital Marketing School today! We also post helpful and educational content daily on Facebook, YouTube, and Instagram, and offer FREE training on our blog!