It can be difficult to come up with great social media campaigns. Enterprise-level corporations with deep pockets are increasingly appearing on the top pages of our favourite social media platforms. However, how can a social marketer who lacks the necessary resources compete?

One of the appealing aspects of social media is that all you need is a strategy. We’ll go through what you need to do to establish a competitive social campaign, how to track the campaign’s impact so you can appear like a hero internally, and some simple tips to get you started.

• The Plan 

Here’s how to design a social media marketing plan from the ground up, starting with the basics and moving up.

• Create a marketing campaign.

“Why am I running this campaign?” is the first question you should ask yourself before launching a campaign. How you answer this question will impact how you proceed with the rest of your campaign.

• Choose your social media platforms.

When executing a social media campaign, focusing on a few social media channels is likely to yield greater results. It also relies on the type of goods or service you’re offering most of the time.

• Establish your brand’s tone and voice

Begin by asking questions like these:

• If your brand were a person, what type of personality would it have?
• What would your brand’s relationship to the consumer be like if it were a person?
• Are there other businesses that have a personality comparable to yours? What’s the connection between them?

You should have a handful of adjectives that describe the voice and tone of your marketing at the end of this activity.

• Decide on a posting strategy

There’s a lot of interesting information out there concerning how frequently to post on social media. Your industry, reach, resources and the quality of your updates are all variables that may influence the frequency with which you share.

• The Launch

Sharing great content is crucial, but having a plan in place for when you’ll publish it to achieve the most impact is just as important. Before you do anything else, you must first determine your KPIs (key performance indicators) and objectives. What factors will play a role in the success of your launch? This will be substantially different for each brand. It could be based on increased sales, a rise in email list size, or simply the creation of buzz that contributes to long-term brand awareness. 

A wide range of content types and formats will be required from your side. You’ll need many campaigns loaded and ready to go on launch day, which you’ll track and optimise in real-time. It’s also crucial to tailor each content asset to the platform on which it’ll be deployed. 

A mismanaged launch may kill a company before it ever has a chance to grow. Make careful to account for any potential snafus, as no launch is complete without them. Prepare for the unexpected and be willing to make changes along the way.

• The Report

You’ll need social media analytics tools from the beginning of your campaign; once you’ve determined your KPIs, use the tools to track them and see how your campaign is progressing. The effectiveness of your campaign and future social media initiatives will be determined by the data you collect.

With this data, you can then adjust and optimise your campaign to achieve the best possible results. Tracking campaign performance can help you determine whether your campaigns are a success or a failure. It can also provide insights to help you adjust your social media strategy while a campaign is still running.

Another advantage of tracking your metrics is that it may force you to make changes to your future campaigns. It’s important to note, however, that the metrics you track for your campaigns will be determined by your objectives. A tool like Google Analytics will provide information about traffic from a specific source and how it behaves on your website.

You need a solid plan in place before you begin to maximise the odds of success of your social media marketing campaign. At The Social Lions in Mumbai, a digital agency, we help you start by setting particular goals and helping you understand your audience. We also make use of the right tools to run your campaign and track your campaign performance throughout.