Is This You?
Your professional 2022 New Year’s resolution is to use social media in your marketing strategy and you’ve already kicked off your journey with the basics. Now, you think you’re ready to start capitalizing on what could become the greatest marketing asset for your business…. but you’re halted by the realization that you don’t know how to do this.
As the Social Media Director of Infinite Laundry, I invite you to explore my treasure trove of tips and take notes, because they will help you learn what you need to do to make your social media campaigns a success this year.
Tip #1: Become the Perfect Planner With The 5 W’s
- What is your campaign about? Whether it’s a new product you want to promote or you’re just trying to make people aware that your company exists, you must be specific and stick to the topic.
- Who is your target audience? Dig into your target audience or buyer persona. If your campaign is more sales-related, see what your existing customers have in common. Sometimes, it can be helpful to think of who you don’t want to see your ads.
- Where will your campaign take place? There are plenty of platforms to choose from, so go back to your “Who” and think about where they are most likely to see you. Facebook, LinkedIn, Twitter, Instagram, and Google My Business are the most popular platforms for our industry, but each one can appeal to different markets. EX. If you’re offering Food & Beverage linens, you will likely see better results on Facebook, Twitter, and Instagram because your key decision-makers are using those platforms to interact with their own customers.
- When will your campaign start and end? Set a launch date and spread out your posts evenly, or in a way that makes sense. How long your campaign will last depends upon your “What”. Your end date should be updated as you figure out your budget and get more insight throughout its lifespan.
Pro Tip: Scheduling functions and 3rd-party tools are a way to plan ahead, spread it out, and make your efforts consistent. Alternatively, look into dark post options.
- Why are you running this campaign? If you could only get one thing out of this campaign, what would it be? Whether your goal is to get more conversions, improve your brand awareness, or garner loyal customer relationships, you must have this in mind throughout the development process.
- BONUS: How do you determine if your campaign is truly a success? There are different types of Key Performance Indicators (KPIs) you can use to measure success in your campaigns, so think carefully and do your research to find what will work best for you.
Tip # 2: Dedicate Real-Time to Crafting Your Content
The average Facebook user only spends 1.7 to 2.5 seconds on any piece of content, making appeals to ever-shortening attention spans a challenge. The key to mastering your content is to make it count! Going the extra mile to optimize your content for the platforms you’re using is never a bad idea. Especially when it comes to mobile, which is the most popular way for people to browse social media.
- Triple-check your spelling, grammar, names, and web addresses. Make wording clear, concise, and search engine optimized (SEO).
- Tag the companies, employees, and customers that are included in the post and share with pages/people that may find it interesting.
- Social media is making a transition toward more visual content, so images and videos should be eye-catching, high-quality, relevant, and branded.
- Pay attention to your word/character count, and make sure your visuals fit well in the placements you choose.
Pro Tip: Keep tabs on what your competitors put online. Look at what activities they do, the hashtags & conversations they’re participating in, and which platforms, images, and post frequencies they use. Can you improve on it or take something away from their investment? If yes, then definitely give it a go! Facebook even encourages it with their Ad Library feature.
When writing your social media content, internal news often does the best. If you do not have this or you’re not comfortable posting this kind of information, then make your content relatable. Relatable content is expected to continue to be one of the leading content trends on social media because it takes the sales tone out of your ads, giving the impression that your business is more personable. This is especially important for family-owned or locally-owned and operated facilities.
Pro Tip: Always get permission from your employees before posting their full names, birthdays/anniversaries, images, or personal stories on the internet.
Tip #3: Spell It Out and Engage Your Audience
One simple line, your call-to-action (CTA), can make or break your campaign. Somewhere in each of your ads, you should tell the viewer what you would like for them to do after seeing your content. This should be related to your KPIs. It doesn’t have to be pushy either, so get creative. EX. Instead of “Follow Us on LinkedIn,” try “Join Our Community.
Pro Tip: Be sure to engage with your audience. Don’t be afraid to participate in the online conversations you start or want to be a part of. If someone takes the time to share or comment on your ad, especially if it’s something inquisitive or negative, turn this into an opportunity to make your business look good by using social listening techniques to respond. Be curious and ask questions, rather than hitting their comment with a simple “Like” or banning them from your page immediately.
Tip #4: Invest for Better Results
Social media is a big business, as we can see from many of the changes and announcements that platforms like Facebook and Instagram have made in recent years. This turn towards communal spaces means you will see better performance in your campaigns from paid reach over organic. Though social media is popular, too many businesses don’t use it to their advantage, especially in traditional industries like ours. The small amount you spend per day on Facebook could produce more results than print or television media. Look closely at your options and factor this into your budget. Be prepared to calculate your return on investment (ROI) and adjust accordingly.
Pro Tip: Some platforms will even give you free advertising credit when you have a business account or ask nicely.
Tip #5: Learn From Your Pages’ History
One of the best habits you can form to improve your campaigns is exploring your social media analytics at all points of the campaign process. If this is your first social media campaign, you probably won’t have much to start with, but you do have your competitors’ information to work with. Over time, your own analytics can help you to understand what kind of impact your campaign made and improve your future campaigns, ultimately saving you money and time in troubleshooting.
Tip #6: Need a Lifeline? Phone a Friend
A whole lot goes into making social media campaigns successful in the digital age, and can often take more than what you may have to give in between your other responsibilities of running a business. If this article isn’t enough, give me a call at Infinite Laundry so my team can work with you personally. Not to mention, since we’re the first and only marketing agency dedicated to serving the Linen, Uniform, & Textile industries, we’ve figured most of this out already with many years of data and experience behind us. Whichever path you take, best of luck and have a prosperous 2022!