The Anatomy of a Social Media Marketing Campaign

Shana Vogan Shana Vogan, Social Solutions Specialist

Launching a new social media marketing campaign is always a little intimidating, even for experienced digital marketers. If you’re new to online marketing, it can also feel a little overwhelming. There are so many decisions to make — channels to focus on, segments to prioritize, budgets to assign — that it can be easy to lose sight of what you’re actually trying to accomplish.

In those situations, it can help to zoom out and take a look at the big picture. In this post, we’re going to take a broad overview of how social media marketing campaigns work. Let’s get started.

Establish Goals

The single most important part of any successful social media marketing campaign is the establishment of clear, attainable, and measurable goals. Without having your goals in place from the start, it’s impossible to determine how effective the campaign is. Goals are also essential for establishing the return on investment (ROI) generated by the campaign. Typical goals include: growing audience engagement, increasing conversions, building brand awareness, and improving customer retention.

Planning & Strategy

Once you have established your goals, you need to craft a strategy that will allow you to reach them in a cost-effective way. This means targeting the correct audience for your brand and products, researching the competition’s current marketing strategy, and engaging in social listening and monitoring to gain a better understanding of what features and selling points matter to your potential customers. To achieve your larger goals, you may need to create several targeted campaigns for specific audience segments based on their specific needs and priorities.

Campaign Execution

While the specifics of creating your social media marketing campaign will vary depending on the platforms and channels you use, the core concepts are universal. In the beginning, it often makes sense to cast a wide net, aiming at your broadest audience segments across every relevant social channel. This is also a great time to optimize your social media accounts on each platform, A/B test ideas, and tweak your content and landing pages to streamline the conversion process.

Measuring Results

It all comes back to the data. As the results of your social media marketing campaign start to roll in, be prepared to adjust your strategy, budget, and messaging to better align with your goals. Some social channels you expected to perform well may be returning lackluster results, for instance, and it may make sense to drop your marketing there entirely. You may also need to rethink your audience segmentation, targeting keywords, or other details. Remember: Every change you make should always advance your campaign closer to your goals. This is also the time to determine the ROI of your campaign, and to consider any changes that might improve your ROI results.

Analysis & Improvement

While it is possible to do some kinds of analysis without specialized software, it’s usually not a very good idea. Even a small social media marketing campaign will generate millions of data points, and you need a true social media intelligence solution to gain meaningful insights from this tsunami of information. Not only does this help in reporting the results of your campaigns to non-marketers in your organization, but it also enables you to catch any easy-to-miss details and connections in the data. By applying these lessons to your future campaigns, you can steadily improve the ROI of your future campaigns.

It’s important to remember that there is no “perfect” social media marketing campaign. There are only goals, strategies, and results. With the right tools, it’s always possible to use your results refine your strategies, helping you attain the results that matter for your brand.