Running a campaign enables you to earn the trust of prospective clients or customers, investors, and employees. Once you launch a media campaign, you get to boost brand awareness, connect with a wider audience, and promote the latest products or services.
Planning a media campaign becomes easier if you work with a partner for digital media services or have the right resources, but some people tend to give up halfway. Thus, it takes grit and patience to implement effective campaigns. Here are some factors to consider before launching a media campaign.
1. Audience
You must make sure that your campaign will leave a significant impact on your audience. This is why it’s important to create content that consumers will find interesting.
In order to produce engaging content, you need to know who your audience is. Conduct an in-depth analysis of customers that often purchase your products or need your services and identify other groups of consumers you can target. One way to do this is to conduct interviews. Another approach is to analyze your competitors. To whom are your competitors selling? How do they market and sell their products?
You need to be specific about your ideal customers by taking account of demographics, such as age, gender, job title, income, education level, hobbies, and location. For example, are your target customers couples who are aged between 25 and 50 and are earning at least USD$60,000 annually? Does your target audience include young adults who are aged between 18 and 30 and are active on social media?
After establishing who your audience is, determine what they’re searching for online and figure out how your business can meet their needs. Once you’re aware of your target audience’s wants and needs, you’ll be able to develop content that’s relevant to them.
2. Goals
You need to set goals that align with your marketing plan. Failing to have goals will lead to budget issues, loss of customers, and lower market share.
Define what your main goal is. Is it to increase brand awareness or generate high-quality leads? Then you can identify other goals you want to attain with your campaign, such as attracting more customers, introducing a new product, generating traffic to your purchase page, and boosting e-commerce sales.
3. PlatformÂ
Using multiple social media platforms for your business sounds like a great idea, but it’s not practical when you’re new to marketing. If you’re just starting out, it’s better to stick with one platform, so you can take your time to understand its features and use them to your advantage.
To choose the right platform, you need to find out which one your target audience is active on. Most social media sites provide audience insight tools that will help you learn who uses a particular platform. In addition to using audience insight tools, you can check out recent media campaigns of your competitors and where they have launched them.
4. Social Presence
You need to understand what your brand means to customers by reviewing your social presence. To analyze your social presence, go over which social media sites you rely on the most and evaluate whether you’re making the most of these networks with your bios or cover images.
Aside from assessing your social media presence, identify which channels boast the highest value to your existing audience and compare your profiles with your competitors’. For instance, if your Facebook page generates the most sales and engagement, you must analyze your social presence there and find ways to boost engagement.
5. Social Media Management Tools
Launching a media campaign on the fly will result in failure. Hence, you’ll have to use social media management tools, which will help streamline the process.
Certain social media management tools allow you to schedule posts in advance. You can even match your content calendar to your scheduled posts. Scheduling posts ahead of time is beneficial because it lets you plan and develop content that supports your goals.
Apart from scheduling posts, social media management tools provide you with analytic data that offers insights into what works in your campaign and what doesn’t. So, with a tool ready before launching a campaign, you can analyze the results after its run.
Moreover, social media management tools give you more time to engage in real time. You get to answer users’ questions, hold conversations with others, and review customer feedback. Plus, you can monitor all your conversations. Some tools have this feature you can use to look for old conversations just by entering a keyword.
Key Takeaway
Preparation is an essential ingredient to success. It’s never easy to plan a media campaign, but if you know what factors to consider, you’ll be able to launch a successful one.
