Businesses have embraced the social media revolution by incorporating social networks into their marketing strategies. Gaining knowledge about products and services has never been easier and neither has finding recommendations about specific brands. Twitter, Facebook, and YouTube are some of the popular social platforms that are useful in marketing products and services through soft selling and by humanizing the brand.
The purpose of marketing campaigns is to bring awareness to products, services, or brands and businesses. A social media marketing campaign is where businesses turn to social networks to spread the word about their company and what it offers. Traditionally, companies would use billboards, ads, and commercials for exposure, but social media has now been added to the list as another way of marketing to mass audiences. However, a campaign’s duration is limited and many wonder how long should a social media marketing campaign run. Well, it all depends on if it is working for your company or not.
There are many factors to consider before deciding whether or not the campaign has been successful. The factors vary depending on what the goals of the campaign are. Some goals may include, targeting a specific audience, increasing traffic to a website or blog, sticking to a strict budget, getting a certain amount of people following or liking a page, and the list goes on. It is always important to review, measure, and track your campaign’s goals to see if they have met or exceeded expectations.
As for a timeframe as to how long a social media marketing campaign should run; depends on the purpose for running the campaign in the first place. Typically, companies create campaigns 30 -45 days prior to launching a specific product or service. This usually brings enough awareness, exposure, and hype; and gears people up with excitement for the approaching launch date.
At times, it can be difficult to come up with clever and creative campaigns, especially when many other companies are doing the same, but there are several businesses that have been successful in creating marketing campaigns and listed below, are such examples, to help in getting your creative juices flowing.
Examples of Social Media Marketing Campaigns that have worked:
1. 2011 Ford Explorer: The auto industry typically unveils their latest vehicles at auto shows, but Ford used social media as a way to captivate audiences through revealing the 2011 Ford Explorer entirely on Facebook. After creating a Facebook Page solely for the 2011 Explorer, Ford posted teasers about the upcoming unveiling and created a sweepstakes for fans to enter to win a single Ford Explorer, on their Facebook Page.
Why It Worked: As a result of this social media marketing campaign, the Ford Explorer Facebook page now has 145,752 people liking it. Whether these people own a Ford or will buy one, they will be bringing more exposure to Ford whenever they like or comment on this page for then their friends and friends of friends will see it, which inevitably continues the marketing cycle.
2. Levi’s Like Store: The brand, Levi’s, placed Facebook “Like buttons” on each Jean’s product page on their website. This allowed Levi’s to know which jeans were most popular, as well as, grow the amount of traffic referred to them by social networks.
Why It Worked: Whenever a person “Liked” a pair of jeans, it would appear in their friend’s newsfeed on Facebook. This helped with peer recommendations and word of mouth for Levi’s.
Of course, these are only a couple of great examples of using social media as an effective way to market online. However, there are times when a successful marketing campaign ends up failing.
Why do some Social Media Marketing Campaigns fail?
It is important that companies move forward in continuing to capture the attention of different, diverse, and multiple audiences, for one campaign will not cover it, but many companies tend to forget about the social media part of the campaign. This is where many businesses fail. Companies create social media marketing campaigns to engage customers while promoting their brand, products, or services, but once the campaign is over, companies tend to end the engagement with those who came aboard due to the campaign’s exposure.
Social media equals participation. Never create a Facebook page, Twitter, or any other social media account just to grab people’s attention and then to disappear. People become loyal to a business only when the business is loyal to them. So when should a social media marketing campaign really end? Never. Even though the actual campaign must come to a close, businesses should never forget about those who joined the social networks and engaged with your company when the campaign was running. Understandably, campaigns are usually focused on getting the attention of new customers, but the long standing customers are the ones who actually make businesses successful. Do not forget that.
Companies can get new customers and retain loyal ones, but only if the engagement is there and continues to be there. Participate in acknowledging and engaging with customers before, during and after each campaign, in order to make new customers loyal ones; and for loyal customers to continue strengthening your business, even when the campaign comes to an end.
Do you think businesses have been successful in continuing engagement even after their social media marketing campaigns have ended?
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