Learn how to run, plan, and track an effective social media campaign, and explore examples of successful campaigns.
You will be juggling metrics, audiences, and goals tailored to each social media platform if your brand has multiple social media accounts. It can be difficult to make sense of everything and to maintain an active, brand-consistent presence across platforms.
Are you looking for a way to turn a collection of scattered social media post ideas into a cohesive, powerful cross-platform campaign that takes advantage of the best aspects of every platform? Look no further!
In what way is a cross-platform campaign different from a conventional campaign?
Social media campaigns run across multiple platforms are known as cross-platform campaigns. Through customized messaging that meets your audience where they are, they generate awareness, interest, and conversions.
Your company can enjoy a seamless omnichannel marketing experience by creating original content that's in line with the spirit of each platform, instead of "that ad feeling" people want to escape from. A campaign tailored to each platform's posting specifications will also give your audience the best chance of engaging with you.
Cross-platform marketing campaigns: What are the benefits?
Cross-platform campaigns are not only a great way to avoid looking like a fool when Twitter ends your 400 word LinkedIn masterpiece at 280 characters, they also have numerous benefits:
· Different platforms are suitable for different purposes. You might build awareness on Instagram and Twitter, but convert through Facebook ads.
· Some platforms use visuals, while others use text. A cross-platform strategy ensures that your content is relevant no matter where it appears.
· They achieve greater reach than single-platform campaigns or copy-and-paste campaigns (reusing the same captions and images, even if they are not optimized for that platform's specifications).
· Brand consistency builds loyalty and trust.
Cross-platform marketing tips: 9 tips for success
1. Develop a plan
We need to talk if your current advertising campaign strategy is "Promote new product launch.".
Be sure to include S.M.A.R.T. goals, audience research, who's doing what, and posting deadlines in all campaign plans. Start strong with our free cross-platform campaign template.
2. Establish platform-specific goals
Don't just set goals for the campaign - set goals for every platform you'll be using as well.
Certain platforms are designed for specific goals, so some of these goals will naturally flow.
· Instagram: Engaging and discovering visual content (Reels and Stories).
· Pinterest: Conversion-focused images of products.
· LinkedIn: Brand building and B2B marketing campaigns.
· Repeat for each of your campaign platforms.
Each platform will have different goals, of course. Pinterest can, for instance, be used for brand awareness as well as conversions. For each platform, however, set one or two goals.
3. Don't copy and paste
It's okay to repeat a key phrase throughout a campaign, but you shouldn't use the same copy and visuals word-for-word across channels.
In that case, a "multi-platform campaign" loses its purpose, don't you think?
From the number of characters you can use to the types of content that perform well, every social media platform is different. Tailor your content for the specific post specifications and demographics of each platform.
Plus, Insider information people like to share, like "link in bio" on Instagram or the latest dance trend on TikTok. Peter McKinnon's short-but-sweet event announcement makes perfect sense on the platform he's meant to use for it.
4. Make yourself available to chat
Posting and ghosting are not acceptable!
Two-way communication is essential in social media. You must be able to respond to your customers. In fact, 64% of them prefer messaging you to calling a 1-800 number.
Engage with customers by responding quickly to comments and direct messages.
What is the best part? Your team can be assigned responses or you can only see comments that need a response. This will allow your managers to work efficiently.
Provide an easy way for customers to ask questions pre- or post-purchase on your website in addition to responding on social media.
Your website and social channels, such as Facebook Messenger, can benefit from live chat apps. Using tools like Heyday, you can keep your costs down or provide your customer service representatives with the best service by utilizing AI-powered live chat.
Heyday allows you to assign messages to specific people or archive old threads if you plan on having your team handle chats. You can then ensure that everyone gets a prompt response to their questions.
5. Use both paid and organic methods
You wouldn't rely only on organic traffic, just like you wouldn't base your entire campaign solely on one social network, would you?
There is no need to hit the "promote" button on every post to make it appear as an ad. You don't need a budget behind every post to reach a larger audience. You can boost a few more posts than usual if you're not getting much engagement with your organic posts.
In addition, if an organic post is doing well, why not give it an extra push by promoting it?
You should think about what to promote versus what not to.
In acquisition ads, focus on one key message, like the adaptability of this bag, and even better if you can include something eye-catching, such as a unique design or, in this case, video.
With the right tools, it is possible to handle organic and paid social posts simultaneously.
When you have a unified view of all social activity, you can act fast to make data-informed adjustments to live campaigns (and get the most out of your budget). When an ad does well on Facebook, you can adjust ad spend across other platforms to support it.
Easily measure the ROI of your organic and paid social media campaigns with our unique tools, including Inbox for engagement management and Impact for measuring ROI. Take advantage of our free trial to jumpstart your next growth campaign.