Although building great social marketing campaigns takes time there are 10 steps you can follow to launch successful ones.
1. Do your research
You need to start by searching what competitors are doing, what are the channels where they publish. To do that you can use a tool like Ahrefs.com. Identifying competitors strategy will allow you build even a stronger strategy.
2. Crystallize your strategy
Choose the goals of your marketing campaign. For instance: drive more leads to your product site, grow an online community or increase traffic to your blog.
Choose what metrics to monitor. Let's say you want to drive more leads to your product website, then you need to check CTR (Click-Through-Rate)
Think about some subjects for your content that your audience will find appealing
3. Do A/B testing
Promote one message with different forms of content then check what worked better for your audience. To give an example, you can try different media channels: video, blog-posts or info-graphics. It is a fact that for Facebook, videos work better but in the end, it really depends on what is your audience.
4. Paid or Not-Paid advertising
You need to have a balance between those to strategies. If you are promoting only paid campaigns then people from the community will become uninterested and will stop following you.
Also, it is good to reference content from other websites if the content it is useful for your community. You need to think like your community and envision what they expect to see.
5. Create unique content
You can use Semrush.com to find out current trending topics. Choose one topic and write your own ideas and what is the mission of your product.
6. Schedule your publishing
Use schedule content software like Semrush to schedule your publishing. You need to keep a constant flow of publishing your content and to do that at "rush hours" for your audience, aka when you know that your audience is more active.
7. Get feedback from your audience
Use powerful social networks tools to find out what people are saying about your brand: questions they have about your brand, product, content. That will give you some ideas of what to write next on your blog.
8. Create unique branded hashtags
Hashtags are powerful distribution channels on Twitter or Instagram so it is a good idea to associate unique branded hashtags with your campaigns to check the engagement of your content later. Don't use only branded hashtags, add also generic hashtags on your topics so you maximize the audience for your content.
9. Do live videos
Live videos on Facebook are a trend right now. So surprise your audience with a live streaming and you'll get their appreciation.
10. Analyze performance
Don't wait until the end of your campaigns. Analyze the performance of them while they are running. You might discover that one of your paid campaigns is not giving you the right results and you will need to shut down to reduce the costs.