7 Essential Steps for producing a Social Media Advertising campaign
If you have ever sat in a planning conference for a ministry occasion, you’ ve most likely heard someone say, “ We need to advertise this on social media. ” This usually means that you’ lso are expected to craft several Facebook posts or Instagram stories, combination your fingers, and hope for the best. Then your event happens, your social media had small effect, and you begin to doubt the power associated with social media.
The issue of course wasn’ capital t your event or even your social media articles. The problem was you didn’ t consider an actual social media advertising campaign that would have assisted you create objectives, get to know your target audience, and create realistic measurements.
In this post, I’ ll walk you through seven essential steps to creating a social media campaign. You certainly will want to tweak them to meet your situation, but these steps should assist you to create an effective social media campaign.
1 . Create a Set of Objectives
Your advertising campaign starts with a goal or set of goals. Your goals basically state what you want to achieve. Goals help define what you’ re actually trying to get performed. At the end of the social networking campaign, if you’ ve accomplished your own goals, then you’ ll be able to display your results.
In order to create targets, you need to learn how to generate them in a way that’ s effective. Here is an easy way to create efficient goals using the S i9000. M. A. L. T. methodology. Applying this methodology, you should create goals that are:
Specific – Targets can’t be common. If you created a goal that said “We wish more social media interaction. ”, then you have left yourself open to a whole set of questions about which social networking, how you define discussion and what actually comprises “more”? The more particular the goal, the more likely it will be that you realize your target.
Measurable – If you can’t measure your own goal, then you’ll never know if you accomplished it. Goals require some sort of wording that will clearly demonstrates whether this goal continues to be met. If you can not measure it, then you won’t know if you’ve met the mark.
Attainable – Some of us are start-eyed dreamers who love to create lofty objectives. Trust me, we need those individuals. However , we furthermore create goals that may actually be met. Whenever we don’t do that, then we can waste precious time and effort trying towards something that we know deep down, we will never accomplish.
Realistic – As the goal needs to be achievable, it also needs to have a bit of realism to it. Presently there needs to be a sense that this goal will stretch you and your team. You need to be able to accomplish this objective, but you also need it to be a goal which will really push your team to get better in order to reach it.
Time-Driven – Targets need to have a deadline. Without a due date, an objective can last forever. Objectives need to be driven by time. When you assign a goal a due date, you communicate the particular urgency behind the goal. A time-driven goal forces everyone to kick it into high gear to meet the deadline.
Your own social media campaign needs to have a clear S. M. A. R. T. goal. For example , your own goal should seem like this:
By the end of October 2021, we will obtain 400 new likes on this church Facebook web page.
The goal is specific and measurable because we all know we’re referring to our Facebook page plus we’ve known exactly how to determine if we have met the goal (400 new likes). It’s time-driven because we know that we have until then of October 2021 to meet the goal. Is it getting attainable and measurable? Well, that depends upon your church (however, I think your chapel can do it).
2 . Establish a Unique Value Proposition
Every minister considers their ministry will be special. I’m not being condescending when i state this. I understand that if you’re pursuing your own passion then you’ll be inclined to trust that you’re upon “ a mission from God” (Blues Brothers, anyone? ).
However , your own audience might not see it that way. It’s not they don’t care about your particular ministry or proactive approach. It’s that they don’t understand how it’s any kind of different than the other hundred messages that are water damage their email inbox or Facebook information feed.
Whenever you’re creating a social media marketing campaign, you need to figure out what is unique about this advertising campaign. Here are some questions to think through:
- What value have you been providing the viewers?
- What’s inside it for the audience?
- How is this distinctive from the other ministries in the church?
- How is this ministry tailored to their individual needs?
- Why is now the time to join this particular ministry?
If you can clearly communicate what the ministry’s unique value proposition will be, then you’ll have a much easier time making ads on Facebook and Twitter which are unique and stand out to your audience.
3. Determine Your Audience
If you’re running a social media campaign for your church and you request who the target viewers is and you listen to the answer “Everyone! ” then you have a problem. There are few if any kind of campaigns that involve the entire church.
When you’re building a social media campaign, you have to determine who it is that we’re targeting. The more specific you happen to be, the better chance you might have of reaching that audience. Why? Well first, you can tailor ads and language that you know will talk to that audience. Second, you can go to the right social networking channels where that will audience is.
No one wants to leave out a group when advertising in the church which makes sense on the surface. Of course , you don’t wish to exclude people, that’s the nature of a chapel. However , marketing needs that you exclude people in order to better reach your target audience.
Once you have a audience in mind, it’s helpful if you personalize that will target audience. So if you are usually marketing to 20-year-old moms, then think about the 20-year-old moms you know who go to your own church. Where do they shop? What do they read? In case your friends with someone in the target audience, find out to get a better sense of who you are targeting. The more you are able to put a face on your audience, the more likely you are to reach them.
4. Select Your Channels
Once you’ve determined your audience, you need to begin to think about the social media marketing and digital stations you want to target. Now you might be inclined to market everything on all your social media channels. I am aware that. In some ways, that is the easiest thing to do.
However , you might be better off just choosing a couple of channels that you know your own target audience highly favors. For example , if I’m targeting senior adults in my church, then I’m going to solely focus on Facebook given that that’s where the majority of them are.
By focusing solely on Facebook, I don’t need to waste time crafting content that’s unique designed for my other stations (i. e. Instagram). Instead, I can concentrate on getting the most from Facebook in terms of studying the best times to post, different types of media (i. e. images, video), and creating targeted ads.
I’m not saying that generally there won’t be promotions in which you wouldn’t want to focus on all your channels. However , whenever you try to be everywhere using a social media campaign, you can not always give every single channel the same amount of attention that they each deserve.
five. Determine Your Strategy
Once you’ve confirmed your social media channels that you’ll use for the campaign, you have to figure out what strategy you’ll want to make use of on that approach to meet your goal. I personally think this funniest part of the process. This is where you can write down ideas and ask the “what if” questions. This is the time in which you should allow yourself to think of enjoyable, creative ideas that will help you reach your goals.
So if you’re on Facebook, you might want to try dark posts. Should you be on Instagram, you might like to try a caption contest. Try to list out any strategy which you might think will work for your social media channels.
Here’s a phrase of caution. Do not just look at what is worked in the past and replicate it. Whilst that’s probably the easiest thing to do, it often can lead to your social media becoming predictable for your audience. If you want to keep your audience engaged, then you need to surprise and pleasure them.
six. Define Your Next Actions
Plans are wonderful, but if you don’t know what the next actionable step is then it’s never going to get it done. You need to establish the next actions for every part of your strategy. The next actions would be the next physical point you or someone else needs to do to make the advertising campaign happen.
Following actions can be as basic as making a telephone call or sending a message. However simple they might seem, they need to become defined and assigned to someone. In the event that there’s a next action that’s not really defined and assigned to someone with a definitive deadline, then it won’t happen.
We keep our next actions plus tasks in a program called ClickUp. This is when we assign duties and deadlines to ensure that everyone knows what they’re supposed to be doing so when it’s supposed to be accomplished.
Now if you operate social media by yourself, you still need to do this. There are plenty of projects that I work on a solo that will still require me to define our next actions and place deadlines on me personally. This may seem tedious, but by capturing these next activities for our projects, I can quickly see if I am in over me or if I need to bring in outside assist.
7. Keep a Postmortem
This is often the most ignored part of the social media marketing campaign since it happens after the campaign. This is where all of us take a hard look at what happened, ask precisely why it happened, and determine how we can improve the process for the following go around. We call this the postmortem.
The postmortem is a meeting exactly where everyone involved in the social media campaign sits plus talks through the marketing campaign from conception to execution. The key to making this meeting function is to have open and honest dialogue. Of course , that’s not at all times easy.
Some time back when I was managing a creative team and needed to be critical of every other’s work, we had a saying. It was “Can I tell you if your baby is definitely ugly? ” The purpose being, that the project was probably somebody’s baby and no one likes to hear that their baby is usually ugly. So if you may answer yes to the question, then we know that we can have an sincere conversation.
Don’t be afraid to confess mistakes during a postmortem. The sooner you can confess a mistake, the sooner you can start to figure out how to enhance it for the next venture. Remember, the particular postmortem is not a moment to place blame, but rather find solutions to assure success for the next social media campaign.
One Last Step…
Okay, maybe there are eight simple steps. One of the things I do, right after we have a postmortem, is catalog everything for future reference. This includes emails, documents or any other components of significance that we’ ll need for whenever doing the event once again. Most of these items usually end up in Evernote.
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