7 Essential Steps for a Successful Social Media Campaign

Kevin Jorgensen
Kevin Jorgensen Partner, Innovative Marketing Resources

Posted on March 14th 2012

7 Essential Steps for a Successful Social Media Campaign

Successful social media campaigns require careful strategy to generate the type of feedback, interaction & sales you're seeking. In other words, if your followers, friends & connections are just skimming what you post, that's not enough; that alone is certainly not doing your business any good. Social Media Success

Actively engaging your network will help maximize conversions. Would you like to learn more? Check out these: 

7 Essential Steps of A Successful Social Media Campaign

STEP 1: Designate Who Works What Networks

Avoiding the annoyance of double contacting is worth the time it takes to organize who handles which branch of your business's successful social media campaigns.

When several people reply to the same person or question, it's annoying & amounts to overkill. You'll come across as dysfunctional, if not desperate.

Be concise, consistent & know your niche. Encourage other team members engaged in successful social media campaigns on other networks to do the same. 


STEP 2: Narrow Down Which Networks Your Target Market Uses Most

New social media networks are popping up all the time. It's impossible (& impractical) to think you can and should join each one. Through a bit of applied research, identify where your primary customer base spends the bulk of their social media time, pay close attention to what they're saying, then dive in - using tactics you're sure will be noticed & will generate positive response.

A few tools to dial you into what's hot on the social network:  Google Blog SearchBloglinesTwitter SearchTechnorati & HubSpot's Hubfeed.

STEP 3: Engage Your Followers to Convert Them To Customers
This may sound incredibly simple (and it is) but with social networking, it's been shown that people running successful social media campaigns frequently post a thought-provoking question to get people actively responding. 

For example, ask what they think of one of your products/services they recently used. Or ask what would it take to make them become a user. If they post a complaint about one of your products/services, respond; find out how to fix it for them. People are very forgiving when they feel they're being listened to (or read, in this case)

Once you're Tweeting/IMing/posting, etc., and they feel a rapport building, then when appropriate, direct them to a landing page, sale notice, etc. The equation basically goes:

  • Convert Reader to Responder
  • Engage with Responders
  • Use Some Humor along the way (Always helps)
  • Direct Responders to Landing Page(s), Sales. etc.
  • High Percentage of Responders Convert to Customers

That's one tried & true recipe that's worked for many successful social media campaigns. Check it out!

STEP 4: Embrace LinkedIn

Still considered 3rd (behind Facebook & Twitter), LinkedIn is a social media force to be reckoned with when utilized properly and has more built-in business-quality-cache than either Facebook or Twitter. Create Groups & build a following, then post there regularly. Put the LinkedIn plug-in for sharing on your website.

STEP 5: Blog On & YouTube for Amplification
Twitter, Facebook & LinkedIn all limit update length (particularly Twitter) Establish your blog as your "home base" & post links to it for updates. Add a clever video on YouTube, then post that link. The most successful social media campaigns piggyback off of the other networks. Stats show that Facebook posts with the word video are shared 30% more often than those without.

STEP 6: Website Analytics = Successful Social Media Campaigns
Employ the use of tracking codes, closed loop marketing & analytics software to track visits, leads & resultant sales from your social media activities. 

STEP 7: Consistency Says You Care
Now, nobody could (or should) be at their social media dashboard 24/7, poised to post that perfect comment or response. However, consistent interaction with content flowing out to catch all time zones you're interacting with is important. Schedule posts to pop up when you're otherwise engaged & respond ASAP.

Successful social media campaigns can be yours!

 

Kevin Jorgensen

Kevin Jorgensen

Partner, Innovative Marketing Resources

Started my career as an engineer because I enjoy mastering the way things work but quickly learned that people are much more challenging and interesting than machines. Marketing seemed the perfect sandbox. Since the early 90s, pursued the marketing craft in high tech, non-profits and consumer services as a serial entrepreneur who is fascinated by the art and process of communicating the essence and value of ideas in ways that inspire action. Inbound marketing and social media, for all the obvious reasons, have become a passion and something I write about as often as I can but always in the ah-ha moment when the light comes on. Today you can find me at my inbound marketing agency, Innovative Marketing Resources. www.imrcorp.com
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Comments

BilalJaffery
Posted on March 14th 2012 at 4:33PM

In addition to web analytics, I highly recommend also deciding on social computing KPIs that measure success and no, likes/follows don't mean anything at all if you are not driving business value over social.

AdamThorndike
Posted on March 14th 2012 at 5:29PM

I completely agree, I think too many businesses get excited by accumulating likes, without actually considering why they want them and what to do with them once they have them. Deciding on key objectives and applying key analytics is the only way that you can truly see any ROI from social.

chriskleslie
Posted on April 16th 2012 at 8:40PM

Great list! I think the first step you have here is one that is overlooked a lot of times. 

danielgday
Posted on April 17th 2012 at 11:41AM

Thanks for the post.  I agree that it is important to delegate social media responibilities and to try to focus your efforts on where your target audience is.  Being consistent and creating new content for your audience will keep them coming back and really help to convert followers to loyal clients and customers.

Cheers!

Tim Chambliss
Posted on April 18th 2012 at 9:19AM

In small market social media, the tendency to sell, sell, sell is usually overwhelming for a business owner.  As facilitators, we should be doing our OWN hard sell to internal and external clients on #3 - ENGAGE your followers.  I still can't see why this is so difficult to understand, but part of it has to do with proving the value of engagement to our clients.

Okay, I'll just go and flog myself now...