Business | 11/11/2015
How to Run a Social Media Campaign that’s Not Socially Awkward
Everyone is on social media these days and they’re doing crazy things. Whatever advertising campaign idea you have for social media, it’s been done. And still, social media advertising is expected to hit $25 billion by the end of this year.
The truth is, social media advertising is growing because it works. Roughly one-quarter of the time people spend online is spent on social media sites.
Social media is predictable, convenient and its users can be targeted with incredible specificity.
Which method to choose
So how do you decide which social media sites are the right ones for you? Let’s narrow it down.
The specificity of Facebook’s advertising capabilities is pretty amazing. You can choose who sees your ad based on gender, age, location, net worth…the sky is the limit here. With roughly 1.2 billion users – the largest audience of any social media network – not advertising on Facebook is not an option. But before you start, you need to put that specificity to work and target your campaign to the exact audience you want so you’re not wasting views.
It might seem ridiculous, but the latest intelligence says Google+ is still good for SEO purposes. Don’t spend too much time on it, though, as there are much more fertile fields to cultivate your ideas.
Are you a B2B company? If not, then keep moving. If you are a B2B company, you should definitely consider how advertising (and posting) on LinkedIn regularly can boost your visibility in your industry. With mostly business people operating on LinkedIn, you can reach an informed, specific audience you can’t find anywhere else.
Twitter allows you to target people who follow certain users, a feature which is arguably even more useful than Facebook’s pinpointed demographics capabilities. If you specialize in retirement planning, you can advertise to anyone who follows AARP and know before you even start that your audience cares about what you have to say.
After you’ve done your review and decided which outlet matches best to where your audience spends their time online, choose one of those social media channels. Don’t use a bunch of them. Try one. If your campaign is super successful, consider trying it elsewhere, but not until you’ve seen some fruit from your first attempt.
How to choose your campaign content
How can you make sure your campaign is worth the time and energy required of you and your prospects? Ask yourself these questions:
Have other people done it?
If you’re developing a copycat campaign because you saw someone else find success with it, stop. If people have seen the original campaign you’re copying, it can leave them with a poor opinion of your company.
Would my clients’ friends be interested in my campaign?
Chances are your clients are friends with people like them – similar interests, similar age, similar net worth – so imagine you’re developing a campaign for your clients to show their friends. What would make your clients want to share it with their friends? Humor? Interesting statistics?
What is in the news lately?
Develop a campaign based on a news item. A lot of advisors have found success piggy-backing on recent developments in Social Security.
How to craft meaningful messages that will get clicks: Play to the Nerds
Now that you know what you’re posting about and where you’re posting it, you’re about 5% of the way there. Just kidding, but seriously, getting people to click is hard.
You’ve probably read several articles claiming to know what text to use to get people to click your ads. You might have even clicked this article in the hopes that we would reveal the key to advertising success. It doesn’t exist, but some copy is better than others.
The best approach we can suggest is to cater your message to your target audience. The broader you go with your message, the fewer clicks you’ll get. For example, if I wrote a blog about why Star Wars is awesome, a lot of people might see it, but it’s liable to go in one ear and out the other because everyone knows Star Wars is awesome and everyone has read plenty of articles praising it.
But if someone wrote an article about how Boba Fett killed Luke Skywalker’s aunt and uncle, while it may appeal to a much smaller, nerdier segment of Star Wars fans, the people it attracts will be much more knowledgeable and engaged than typical readers.
If you’re an advisor looking to run a social media campaign that will attract the “nerdier” prospects, take a minute and consider what angle will help narrow down your audience. Can it be catered to pre-retirees? Or perhaps you can target parents with children in college.
Whatever your message, figure out how you can target it to a specific audience.
How long to run a campaign
Now you know the where, what, and how of your campaign – it’s time to talk about the when. This is actually the easiest part of planning a campaign. Just make sure you’re tracking your campaign to see how it’s performing.
Social media sites offer in-depth statistics on how ads are performing. When it seems like it’s run its course – probably within one to two weeks of launch – end it. Nobody likes an overstayed welcome.
How to target specific audience or personas
Trying to sound cool never works, especially online. Avoid attempts at humanizing your brand – those are easy to see through. In fact, there are multiple Twitter accounts dedicated to poking fun at companies who try to play it cool and come off as out-of-touch. You don’t want to end up on the wrong end of a list like this.
Since the internet gives you the ability to get very specific, go for it. Cater your ads to people who have tagged their tweets with #retirement who live in the Midwest. Target Facebook users between 50 and 70 with a net worth of $1 million or more.
With the amazing segmentation available today and the incredibly diverse audience – one-quarter of the world uses social media – there’s no excuse for not creating a memorable campaign that appeals to the exact audience you want.
Want some help with your social media campaign? Contact Mineral today.
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