Social media is a great platform for brands to launch their products to an eclectic, targeted and engaged audience. Through social media marketing services, you gain access to a diverse audience across the globe and target them based on specific parameters and demographics. But it takes a lot more than a few posts to make your social media marketing campaign succeed. Along with a great product, it takes planning and preparation to have a successful social media launch. Here are the 7 crucial steps that a good social media marketing company adopts to favorably launch a social media marketing campaign irrespective of the niche.
7 steps to expertly launch a social media marketing campaign
Establish clear goals
You must first identify your business goals and KPIs to make your launch a success. These factors may be based on sales, revenue, or word of mouth that can translate into brand awareness. You must figure out all these parameters ahead of time and determine the amount you will be investing in the launch to ensure that you at least break even trying to achieve your goals.
Determine a timeline
Once you set up your launch date, you must back up and chart out the timeline from the current date up to the launch date. Divide the time into blocks. As each step of the launch will take up significant time, you can monitor the blocks and you can push back the window if you feel that the timeline is too tight. But you must be careful not to go back on time one week before the launch date as this can be very damaging for the brand, especially if you have built up hype for your brand amongst your audience.
Select the appropriate social media platforms
This is the most crucial step of your social media marketing strategy. You must determine the top social media platforms you need to focus on to reach your target audience. Instead of launching your product on every social media platform, focus only on the top 2 or 3 most impactful platforms that best fit your brand and target audience. This way, you can put more effort into each one of them and greatly boost your ROI. The important thing to remember here is that instead of worrying about which is the most popular social media platform, you must focus on where your niche audience is most active.
Chart out an influencer marketing strategy
To give your social media campaign an unmatchable boost and momentum, it is essential to align with the right influencers. You must work out deals with those influencers who can engage audiences that match your target market. Be it a fixed fee per post or a revenue-sharing agreement, you can work out an arrangement to leverage maximum followers’ attention on social media. Even if the deal is not 100% profitable, the upside will be the gaining of a large customer base in a single day.
If the influencer introduces your brand or product to the audience in his own, organic way, it is likely to garner a better response as it would not appear as planned or staged. Giving the influencers complete creative control over marketing will yield the best results for your social media marketing strategy.
Design campaign launch assets
You will require a variety of content assets and formats for your social media marketing campaign as you will have many campaigns lined up on the day of your launch that needs to be optimized and closely monitored in real-time.
For instance, you need to use the image that is performing better than others, or a meme that is outperforming a GIF, a popular video, and so on. You need to collect as much data as possible. Some campaign assets that need to be designed and monitored are high-quality and lifestyle images, videos, memes, and GIFs.
Each asset must be designed specifically to the platform it will be used on such as formatting video runtime for a specific social media channel, adjusting image size for proper display, and so on.
Create and schedule social media content
Content is the center of any social media marketing campaign. Once you have identified all your social media platforms, you must create your content assets. Then you need to schedule your content assets beginning from a few days before the actual launch date. You can build and release teaser content to build anticipation for the product.
You can use tools like HootSuite to schedule your complete organic social media campaign. You can organize the launch, reply, and engage with the audience during the launch by indulging in live question/answer sessions.
Launch the campaign
Once you have planned out all the elements required for the campaign, you will be all set to go live on the scheduled launch day. You must ensure that you have enough resources to handle customer services issues, address pre-sales queries, and confirm that everything goes smoothly. A badly executed campaign launch can slump a brand even before it takes off. You must be prepared for every possible setback, hiccups, unexpected event, and make adjustments on the go.
Other Critical Elements of an Effective Social Media Marketing Campaign
Analyze your current social media presence
Before you build a social media marketing strategy for the road ahead, you must look into your business’ current social media presence auditing facts like your current active networks, networks that are bringing in value, how does your profile compare to your competitors and so on.
Document your ideal customer demographic
The primary objective of any marketing strategy is understanding your prime customer base. You must identify the target market and document features such as Age, Gender, Location, Job Profile, Income, Pain points, Social Media platform used most, and so on.
Conceive a social media mission statement
Create a unique social media mission statement for your ideal customer that makes your campaign unique, and your brand stands out from the rest. Your social media presence will drive your future endeavors and reflect your brand identity. Document this mission statement that can help you decide the content to create and share.
Identify key success metrics
The fundamental way to measure the success of your social media marketing efforts is by considering a few key metrics such as conversion rate, reach, time spent on the website, brand mentions, total shares, and so on.
Create and maintain engaging content
Once you are armed with information about your customers and social media channels, you can begin creating and curating engaging content. Compelling content can be in the form of images, blog posts, videos, company news, infographics, interviews, and so on.
Hire the services of a social media marketing company
A social media marketing firm will leverage the tools and techniques to boost productivity through social media marketing campaigns. Social media marketing tools can help scale your efforts easily by scheduling posts during appropriate intervals by maintaining a content calendar. They help track, analyze data, and optimize your marketing efforts to succeed in social media.
The Final Word
A perfect social media marketing strategy cannot be built in a day. It is constant work in progress, involving changes that can be done through trial and error by a social media marketing firm. Work with them to create a social media strategy and continue to optimize it as your business grows and you learn more about your audience.