Since its conception, social media has been the black sheep of the social media family, marching to the beat of its own drum: unique, intriguing, a bit immature. This holiday season, with social attribution, we celebrate the end of that era, welcoming a new, more sophisticated, social marketer into digital’s home and hearth. Welcome home, social media, to the digital marketing family.
Measuring Your Digital Brand Impact
But with great power comes great responsibility. It’s time to implement a strong plan, complete with goals and a measurement component, so you know how your efforts are paying off and where to optimize next time around. Here are the core components of a holiday campaign for digital marketers.
1. Set Your Objective
First thing’s first: you need to establish an objective, and it has to map to larger business objectives. This is the overarching reason behind your campaign: what you want to accomplish, the thing you would do for your brand if you could do anything.
Objectives can vary a lot from brand to brand, and industry to industry. For example, some brands want to tailor their holiday campaigns to increase customer retention, while others are focused on amplifying reach in the marketplace. Whatever your objective is, set it and let it be the guiding principle behind the rest of your campaign plan.
2. Create Your Goals
The next step in building your rock-candy-solid holiday campaign is creating goals that map up towards your objective. As always, your goals should be SMART:
- Specific (simple, sensible, significant)
- Measurable (meaningful, motivating)
- Achievable (agreed, attainable)
- Relevant (reasonable, realistic and resourced, results-based)
- Time bound (time-based, time limited, time/cost limited, timely, time-sensitive)
Use these goals to guide your holiday campaign tactics.
3. Create a Plan
After you set goals, it’s time to draft your plan! Your plan should include:
- Audience Breakdown
- Content Requests
- Measurement Plan
A thorough plan is the secret to a successful digital campaign, holiday or otherwise.
4. Make a Creative Brief
To ensure consistency in message and tone, make a briefing document that summarizes the creative vision behind your holiday campaign. Circulate this document to your social, content, and web teams to make sure everyone is on the same page. This is a crucial step to ensure campaign cohesion.
5. Create a Tracking Document
Keep track of your team’s campaign work with a tracking document! This is very helpful for multi-tiered social media campaigns, and it will help you stay sane.
Want more information on planning your holiday campaigns, including using monitoring to come up with creative content and on-the-fly optimization techniques? Just download the guide below!