When launching a campaign, it's important to know what you are doing and why. They can be used for many different reasons: to promote your business or brand, to increase traffic to your website through social media, or to just get your name out to the public.
Before starting one, defining your goals and expected outcomes are essential in the planning process. It is easy to say, "I want to have more business over the next 30 days," but it isn’t easy to plan out what it is you specifically want to accomplish and what you’ll need to do to make those things happen. Let's take a look at 5 big questions to ask yourself before launching a 30 day campaign.
1. What is my goal?
Before hitting the publish button on your blogs, Facebook posts, etc. be sure to know exactly what it is you’re trying to accomplish. Whether it be 1,000 new subscribers to your website, or 1,000 new followers on Twitter, it is important to know what your goals are before you begin. Also keep in mind you can't fix everything about your company or business in 30 days, so keep your goals realistic.
2. What ways am I going to use social media to attain those goals?
It is important to know how you are going to use your social media accounts to help you reach your desired goals. If you are trying to increase traffic to the blog section of your website, you can post links to your blog on all social platforms throughout the day. Be aware that you are gong to need to do some research on when the best times to post are, along with which platforms your audiences use the most. Facebook, Twitter, Instagram, LinkedIn, and Google Plus are all great social media tools but there is no need in posting to social media platform your audience doesn’t use. It's white noise and won't lead you any closer to your goals, so do your research.
3. What is the timeline?
Knowing your timeline isn't an option. Of course we know its going to be a month long, but what exactly is going to take place each day? This is why having a timeline of events and post dates is essential to your success.
When planning out a calendar of say, blog posts, you must lay out when blog posts will be due, who they are assigned to (if you have more than one blogger) and when they are to be posted. Then, plan out your tweets, Facebook posts, etc. around those blogs to drive traffic toward them and your website. This is true for any type of content you are putting out for your campaign, including videos. Having a timeline tells you how long you have to gather specific information and keeps everyone on the team on the same page.
4. Who is my audience?
This is an important question, if not the most important. If you do not know who your target audience is, you're shooting information out hoping your ideal 'someone' will find it. A buyer persona is a semi-fictional representation of your ideal customer based on market research. Creating personas for your business is essential to success. By knowing your audience's needs, you can create content specifically for them that solves their problems and answers their questions.
5. How will I know if I'm successful?
It is essential to know how you're going to assess the effectivenes of your campaign based on the goals you set. Using analytics tools is a great way to do this. There are many different websites that help track traffic to your website, as well as what visitors spend most of their time doing on your website. These tools will help asses whether you reached your goal or if you fell short. It will also help you afterward to let you know what to do and what not to do based on your audience's response to previous material.
Now that you know the questions to ask yourself, get to answering those questions and create an effective campaign that is going to take your website to the next level. Remember, plan to be a success!
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