Do you use social media campaigns to engage with your customers?
Do you need tips on how to create more effective campaigns?
Whether you want to build better campaigns or are ready to try your first one, there are certain pitfalls you should avoid.
In this article I’ll share five tips for building and running successful social media campaigns.
#1: Choose and Build the Right Campaign
Social media campaigns offer a wide array of options, from voting contests to newsletter signups to interactive quizzes—and everything in between.
Different campaigns deliver different results, so before you begin, have a clear idea of what you hope to accomplish. With your goals in mind, research and choose the type of campaign that works for you, and then decide how you’re going to build it.
Dozens of companies offer campaign-building software. As you look around, you’ll find some that are free and others that cost thousands of dollars a month. Obviously, using a platform that’s low-cost or free reduces your risk if your campaign doesn’t deliver the results you’re after.
Campaigns that look great on mobile aren’t a luxury anymore—they’re a requirement. Increasing numbers of people are accessing the Internet exclusively (or nearly so) from mobile devices, so look for a service that builds campaigns that are responsive, look good and function smoothly on smartphones and tablets (in addition to looking good on desktops, of course).
Look for a service that allows you to install campaigns anywhere. Many third-party campaign builders only work on Facebook. If you want to host on a platform other than (or in addition to) Facebook, do your homework.
#2: Try Action-Gating
Facebook is one of the most popular places to run campaigns. On August 7, 2014, Facebook announced that it no longer allows like-gating. This change upset a lot of marketers because like-gating has been a common practice for several years and it’s helped a lot of businesses grow their fan count quickly and consistently.
You have another option, though: action-gating. Action-gating is when you ask users to do something (e.g., vote or share their email address) to get something from your brand (e.g., an extra entry into a giveaway or access to a promotion).
Whether you’re hosting a promotion, giveaway or event, action-gating allows you to gather and track the precise return on your brand’s efforts. It also makes promotions and offers available to everyone.
It’s an attractive alternative to like-gating and provides quite a bit of value, and it works anywhere you’d like to run a campaign.