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. 

Explore how social measurement can give you the insights you need to chase your biggest business opportunities beyond charts and likes.

Social media is without a doubt one of the most important communication platforms of today. Almost everyone uses social media to stay in touch with friends and family, as well as stay up-to-date on news and pop culture.

Social media is used by more than half of the world’s population. More people communicate online through social media than any other medium.

More purchases are inspired by social media than by any other channel.

Even so, social work is still a challenge for many organizations. Reach on social media and click-through rates on social advertising are both declining. In addition, many companies underestimate the value of their followers on social media.

Social measurement isn’t just a tool to prove social’s impact for companies that successfully use social to engage their followers. Getting the most impact on social media can be achieved through social measurement when done correctly.

Are you concerned about organic reach? Measurement can help.

If your messages aren’t seen, your marketing won’t succeed. However, most of your social posts reach fewer than 5% of your followers. That is why both social marketers and executives are concerned about the decline in organic social reach on social media.

It is only through good social measurement that this problem can be resolved. People can reach more people when they interact with your content. Despite industry best practices, such as always including photos and videos with your posts, the fact remains that people want to engage with content from different brands on different social platforms.

Although your intuition and experience can help you get started, the key to improving social engagement and reach lies in measurement. After choosing the assets you think will ignite your audience, test your ideas to find out which posts generate the most engagement, shares, and impressions, by platform. Test, learn, and optimize!

If your social media performance improves by just a few percentage points, you are far more likely to succeed.

Want to make social ads more effective? Measuring can help.

The use of social media by companies to deliver measurable results is more important than ever. 

According to social marketers, two of their top three goals are now performance-based. This is why U.S. marketers will spend more than $40 billion on social advertising this year.

There is one problem: While social ad spending is rising, social ad performance is declining. 

Measuring your ads is more than just finding out if they work. Measuring them allows you to drive performance.

Social media can also be proved valuable through good measurement.

Social media might seem impossible to measure. A social program serves many different audiences throughout the customer life cycle. The complexity of social marketing explains why nearly six-in-ten social managers are unable to report return on investment (ROI). Less than one-third of CMOs can prove the value of social media.

This doesn’t have to be the case. Your colleagues in search, email, and television marketing have also learned how to document the value they create, despite their complexity.

How do you measure social impact successfully? Use simple metrics. Many social platforms have plenty of KPIs that are socially specific. In reality, your boss already knows and trusts cross-platform metrics like return-on-ad-spend and lifetime value, and these metrics are also directly related to your business goals. We hear from our customers that using the same models they use for other marketing channels helps them measure social media more accurately.

Classic on-site conversion data such as lead form completions and purchase confirmations can be attributed to various social media channels, accounts and posts using the right tools. Compared to digital marketing results from search, email, and other channels, bottom-line social marketing performance will be comparable.

In social media, there will always be new challenges. Don’t forget: Good social measurement isn’t just a means of tracking your progress-it makes it possible.

Would you like to maintain your social media momentum in 2022? Get in touch with our experts today, and we will help you get your business set on the right track!