Social Media have become the perfect way for the brands to interact with their users. Through these channels, brands achieve more customer loyalty and reach their target audience. If you are a brand, it’s essential to be present on every social channel and launch different marketing campaigns on them.
Nevertheless, both our presence on Social Media and the actions we launch there need to have some final objectives previously determined. Our marketing campaigns should always try to meet these goals.
Online marketing campaigns: how to define your objectives
The kind of action you’ll launch will depend on the result/s you want to get. That’s why the first and essential step will be to define the goals of your marketing on Social Media campaigns. These objectives may be:
Attract and increase your social audience
One of the main goals of a brand with presence on Social Media is usually to build and grow a community of followers. But what you’ll really need is your followers to be part of your target audience: quality followers you can interact with.
If you want to increase your potential clients data base you can focus on obtaining mails of the users who show interest in your products and services. Of course, you need to obtain qualified leads. In order to do so, we should launch our marketing campaigns to meet this objective.
Do you want to reach your target audience, attract it and generate its loyalty? As a brand, you are possibly looking for increasing your online conversion, so your Social Media fans become customers at some point. A very important part in this proccess is to get to know your fans. To do so, you can segment your audience: who are they, what kind of engagement do they have with your brand and when did they interact with it for the last time should be your main questions regarding this objective. Your marketing campaigns must call their attention and involve them. You need to retain them, and get their loyalty and prescription.
Boost your community
The fact that you increase your followers’ interaction on Social Media means that users are becoming more interested in your brand. The main indicator of the effectiveness of your marketing campaigns regarding the interest of your followers is the engagement.
Thus, it’s essential to create inbound content: talk about your products and services, boost the conversation about key news from your sector and, of course, launch contests, sweepstakes and other promotions.
Generate your customers loyalty
If you think that the proccess ends succesfully once the user becomes a customer, you’re wrong. It’s crucial to make a step forward: get your customers loyalty. You can use diverse tools to meet this objective.
Monitoring your Social Media channels is essential. If you are aware of the posts your followers like the most, you’ll be able to strengthen this kind of content. Besides, offer them a customers complaint service, answer them through social networks, make demos and webinars, involve the clients, encourage them to generate their own content related to your brand… In top of that, you can also offer them discount vouchers.
Attract new clients
There are still brands which think that Social Media are just a mean to publish their products and/or services, but they are not just that. You can introduce your brand to clients that already don’t know it through your Social Media channels. That’s why you need to monitor and indentify the social conversation of your potential clients.
Convert your social audience into clients
This objective is very related to segmentation. You should know your audience in order to sell your products. Users and followers on Social Media are the best allies of Social Commerce, so you will need to attract potential clients through yout social channels. Use promotions and contests to achieve your goal: conversion.
Different type of marketing campaigns on Social Media
Once you’ve establish your objectives, you’ll need to establish the kind of action or marketing campaigns you’re going to launch on Social Media (promotions and contests). For example, sweepstakes among followers or those users who interact with your posts allow us to increase your brand visibility, your data base or your number of followers, promote your products and services or achieve more conversions.
If you rather boost your community, get your potential clients to know your products and services and, above all this, attract new leads, your best choice will be to run a contest with an entry form (photo or video contest, vote for your favorite…). You can ask for the participants’ data you are interested in, such as their mails, name or phone number.
What kind of marketing campaigns do you usually launch on your Social Media channels? Let us know in the comments.