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How to Start Your First Social Media Campaign

Are you ready to start your own social media campaign? Here are the steps you should include to guarantee a strong campaign that will win you plenty of conversions, improving your brand and sales in measurable ways.

1. Lay Out Conversion Goals and Budgets

Create goals that match exactly what your company wants to get out of this social media campaign. More customers? More sales? More brand awareness? Put down specific numbers, percentages, and dates for these goals.

SMART Goals Content Marketing
Make sure your goal(s) have these attributes.

One challenge for many social marketers is a lack of direction. Goals will lend your campaigns direction and make it much, much easier to determine ROI. This is also a necessary time to set your budget requirements for the project.

2. Decide on Channels

What social media channels will you use? Within the broad channel of social media, there are many, many different types of content options to pursue. Facebook functions very differently from Twitter, which works very differently from LinkedIn, which is nothing like Reddit, which is completely separate from company blogs, which are different from YouTube…and on it goes.

On Which Channels Do You Spend the Most Advertising Dollars?
This chart comes from the 2017 State of Social Marketing Report. To determine which social networks you should be investing in, download the full report here.

At this point it’s smart to stick with your strengths or potential strengths. A social media audit to discover your current social media aptitude can be very useful here as you narrow down channels to those that will be the most effective.

3. Choose Experts

You need a great team to conduct your campaign well. This does not mean assigning current employees to part-time tasks—that’s a recipe for disaster.

How to Build a Better Social Media Team

In means creating a full-time social media position (probably more than one) for management, administration, and content creation. You may also want to consider bringing in an outside consultant if you have big goals but not much experience in social media.

4. Development Campaign Details

Now is the time to tie your goals to specific value offerings that you will use in your campaign. What are you advertising?

  • A new product?
  • A seasonal release?
  • A special event?
  • A new discount or deal?
  • Loyalty programs?
  • General brand awareness?

It’s important to center the campaign on a reason for viewers to pay attention and interact with your content. You need a hook here.

5. Prepare Your Accounts

How do your social media profiles look? Are they prepared with the latest company information, bios, links, contact data, and logos?


It’s a good idea to take some time to create or redo company social media profiles in preparation for your campaign. This way everything is in alignment, the tone is set, and there’s less danger of mixed messages.

6. Create Content

With everything prepared, it’s time to lay out a content strategy, brainstorm, and assign specific bits of content.

25 Ways to Come Up with More Creative Campaigns

Some content should be long-term in nature: ads and blogs that you can use throughout the campaign. Other content needs to be short term: posts and messages created as the campaign moves along.

7. Vet Content

Ideally, the content should be checked, not only for errors but also to make sure it matches the general tone and phrasing used by the company.

When this isn’t possible, content should be created by experienced people who fully understand the tone and direction of the campaign.

8. Create Publishing Schedules

It’s a common problem that businesses don’t have the time or energy to create new posts consistently throughout a campaign.

Simply Measured Conversion Tracking
Make sure you’re using analytics to understand the impact of your activities as you go along, so can make the necessary tweaks.

The best effects tend to be gained when brands post every day or two (this varies based on the channel), so a significant amount of weekly work is required. It’s best to use a social media tool that can quickly schedule posts weeks in advance if you don’t have enough time to devote on social management every day.

9. Chart Progress and Engage in Conversation

As the campaign begins, it’s time to start studying conversions and social signals to see how effective your content is. You should be ready to shift focus or ads over the campaign if it’s apparent that something isn’t working.

Measure the Results
Using Simply Measured Conversion Tracking, you can determine the business value of your Instagram contest as you go along, and optimize your content.

It’s also smart to invest a little time each day or so in commenting on important questions or comments from users. This is great for engagement and brand awareness. Download the planning guide and template below to learn more.

Get everything you need to analyze the metrics that matter

2017 Social Media Planning Template and Checklist


Nick Rojas

Nick Rojas is a business consultant and journalist who lives in Chicago and his hometown Los Angeles with his wife. His work often discusses social media, marketing, and branding in regards to small and medium enterprises (SMEs).

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