Written By Mark Weinstein, President

Our TWO Sense: 4 tips for Social Media Campagin Success

Do you use social media campaigns to find new prospects and engage with your customers?

Social media campaigns can be fun, easy ways to gather demographic information, gain survey information and product feedback, build email lists, enlist user-generated content, promote a specific product or service, drive people to your website and more. Whatever your goal is, you can build a campaign to match it.

Here are a few tips how to creating and running successful social media campaigns.

Get the Word Out

Seventy-five percent of campaign success is due to promotion. And there are lots of ways to promote a campaign to those on your current database—most of which don’t cost much because they’re existing resources like your website or social profiles.

Design your campaign with sharing features built in and incentivize your current database to share by rewarding them with extra chances to win. Just because you’re running a campaign primarily from Facebook, for example, doesn’t mean you don’t want people on Google+ or Twitter to know about it. Make it easy for people to tell their friends and generate new prospects for you.

Broaden your reach by telling your website audience about the campaign (in case they didn’t happen to see it on Facebook). Create and install header notifications or banners to alert website visitors about the campaign and direct them or provide a link to the social media where they can participate in the promotion.

Offer the Right Prize

One of the mistakes lots of companies made in the early days of social media campaigns was giving away expensive prizes (like iPads) that weren’t necessarily aligned with their brand. While an iPad or other valuable prize is sure to catch people’s attention, the majority of those people are probably not your target customers.

You’ll have better luck if you offer a prize that showcases yourown products, services or expertise. For example, if you work in the travel or hospitality industries, give away stays in one of your hotels or a gift card to your restaurant.  Retailers can offer discount coupons and shopping sprees.

Offer your own service or product—or something closely related—as the grand prize.

The prize you offer doesn’t need to break the bank, but its value should match the level of effort it takes to enter. If you’re offering a 25% off coupon, ask participants to complete a basic form. If you’re giving away an international vacation, you can make entry a little tougher by requiring people to submit photos and videos for a voting contest.

Curb Required Response Form Fields

Basic forms are the go-to response method for many campaigns because they lower the barrier to response. Most people are willing to share a little information to gain access to something (giveaway entry, coupon, etc.).

When you create a response form, you can ask for email address, mailing address, telephone number, birthday, gender, marital status, etc. You may be tempted to go for as much information as you can get, but hold back.

Use a short response form and require limited information to get more participation.

The more you ask for, the less people want to give and the less response you’ll receive. With each additional field you require, the response rate drops by about 10%.

Instead of making every response form field a requirement, only require the information that is most valuable to future marketing efforts. And, if you later find your marketing efforts will be enhanced with additional information, you can ask for it during a subsequent contact. You can make the other fields optional—people may go ahead and fill them in anyway.

Be Mobile Ready

According to recent statistics 55%-60% of Internet access is via mobile.  Mobile is not a nice-to-have option.  Make sure people can access the campaign via mobile and have a satisfactory experience.

Let us know if we can help you with a social media campaign to meet your objectives.

Mark Weinstein

Previously posted on 10/7/14