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How to Create a Social Media Campaign & Track Results

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Need to promote your business offering through your social media accounts, but don’t want to invest time or money into arbitrary or hard to prove methods? In this presentation, you’ll learn how to create a social media campaign, define quantifiable goals, create a plan of action, and set up tracking to monitor your results. Stop the guesswork and start making informed marketing decisions.

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How to Create a Social Media Campaign & Track Results

  1. 1. How to Set Up & Track a Social Media Campaign for Your Business By Rose Souders, CEO & Founder Potluck Consulting
  2. 2. What is a “campaign”? Has a start and end date Has a specific purpose Can be as big or small as your see fit A campaign is different from your day-to-day social media management and content plan.
  3. 3. No, we’re not talking about a presidential campaign. Think of campaigns as something you do on top of your social media management. They require more work, so you should think through a few things to make sure a campaign makes sense before you decide to put in the time and ”hit go”.
  4. 4. Why are you planning a campaign? Make sure you have a reason for running a campaign. If you don’t have something new and exciting, then you likely won’t get any bites and it won’t be worth the investment of time and money. Sale New product or service Upcoming event Company announcement
  5. 5. What do you want to get out of it? Sale Increase in Sales New product or service launch Increase in Brand Visibility Increase in Email Subscribers Upcoming event Ticket Sales Company announcement Increase in Brand Visibility Grab a cup of coffee and take five minutes to sit down and decide what you want out of the campaign. Be as specific as possible, then we’ll translate these into metrics later.
  6. 6. What resources do you have? Social media following Paid ad budget Newsletter list Partners for sharing Take stock of what you have. This will help you determine what you need and will help set realistic expectations.
  7. 7. It’s time to look at the numbers. Let’s figure out where you’re currently at, then translate your goals into the metrics you need to reach.
  8. 8. Match your Goals to Metrics Available Increase in Sales Adds to Cart Purchases Increase in Brand Visibility Reach Landing Page Views Increase in Email Subscribers New subscribers Ticket Sales Ticket Sales Landing Page Views We need to quantify our goals to track success. Figure out what would be worth it to you, then set a number that brings you a return.
  9. 9. Wait, so how do I make sure I understand how this works? Tracking, tracking, more tracking, numbers, and reporting.
  10. 10. Determine What is Trackable Tracking Links UTM Parameters Facebook Pixel Discount Codes Landing Pages Most of the time, you cannot get (useful) retroactive data so you need to know what you can set up tracking for and isolate those factors. Think like a scientist!
  11. 11. Get organized. Create a to-do list and get to work.
  12. 12. Get ‘er done. You want a reward? It’s time to put in the work. Editorial Calendar Set up discount codes Set up Tracking Links Create landing pages Install Facebook Pixel Photography Graphics Draft your posts and schedule
  13. 13. U-T-What? Let’s take a closer look at tracking links.
  14. 14. Setting Up Tracking Links
  15. 15. Shortened Bitly Tracking Links http://bit.ly/PotluckNL Bitly can help you track clicks from specific areas that are usually difficult, like your Instagram profile URL. They are also a more attractive way to share your links and increase CTR.
  16. 16. UTM Parameters with Google URL Builder
  17. 17. This sounds like a lot of work. Why bother? I’m busy enough.
  18. 18. Stop wasting resources. Optimize. See what works. Learn. Fine-tune. Reach your goals. Day after day you post on social because someone told you had to. One day, a customer told you they found you on social. Yay? Get that information on your own. Know how many people visit you, from where, and why, and from which of your campaigns. Replicate the process that works and grow your business. Remember, not a “if you build it they will come”. Social media is a tool and you need to learn how to use it.
  19. 19. QUESTIONS?
  20. 20. Thank you! rose@potluckconsulting.com Website potluckconsulting.com Social: @PotluckConsult

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