written by Abby Avery
How to Plan and Execute Your First Social Media Campaign

Creating a social media campaign can be extremely daunting, especially if you’re in the beginning stages of setting it up or you’ve never created a campaign before. But where do you start? What do you focus on? Every social media campaign requires careful planning and executing.

Social media campaigns are all about showcasing your brand and are ultimately about achieving a goal, whether that be increased sales or brand awareness; there should always be an aim in mind.

So, what’s the most important part of running a social media campaign? Planning of course.




  1. Brainstorming your campaign ideas

The first step is to brainstorm your campaign idea. It can be helpful to ask yourself questions regarding the campaign. What kind of message do you want to send out? What will be the purpose of the campaign? Asking yourself questions can really open your mind to new ideas and help you to come up with an awesome campaign.


  1. Understanding the primary goals for your campaign

The second step of planning a campaign is to understand your primary goals. Are you promoting an event? Are you trying to increase engagement? Are you trying to increase sales? It is important to have a clear idea about what your end goal is for your campaign, as this will make the content creation process much easier. It will also enable you to measure the success of the campaign when you know what you are looking for.

For example, if you created a campaign for Mother’s Day, your end goal could be to increase sales by X% between 20thMarch and 31stMarch.

The SMART goal system can help to ensure your goals are attainable. SMART stands for: specific, measurable, achievable, relevant, and time bound. Using SMART goals can be one of the best ways to make sure you’re going to achieve the results you want.




  1. Deciding who your target market is for the campaign

Selecting a clear and relevant target market is essential in building a successful social media campaign with optimum ROI results. Different target audiences will require different styles of campaigns. Don’t make the mistake of putting together a social media campaign based purely on your products and services which you just blindly send out to everyone. Get to know who your target audience is and segment them based on relevant details such as demographics, needs, interests etc.


  1. Choosing social media channels for your campaign

Deciding which social media channels you’ll use to execute your campaign is another vital aspect of planning. There are so many social media channels available for your brand, but it is important to strategically pick the ones that make the most sense for your target audience. Consider their demographics, interests and location when making your selection. Different social media channels also offer different options for campaigns such as video, images or written content.


  1. Market research for your campaign

Market Research is key! Consider campaigns from other brands which you admire and see what worked well for them. If you’re doing a specific campaign i.e. a video one, focus on inspiring video campaigns.


How to execute a social media campaign

Once you’ve finished all your planning, it’s time for the campaign to come to life.

  1. Create a content calendar for your campaign

Once your initial planning is complete, it’s time to create a content calendar for your campaign. This is important as it makes sure every part of the process has got a deadline. In most businesses, different aspects of a campaign are managed by different people and therefore having a shareable or collaborative calendar ensures that everyone is aware of everyone else’s progress, deadlines and responsibilities. Google Sheets, Monday and Trello are all great platforms to use.  The content calendar can also be used to decide when each piece of the campaign should go live, what else is happening internally and externally during each post, and what content should be used on which social media platform.


  1. Creating both visual and written content

The bulk of the work is going to involve developing and planning both the visual and written content. This is probably one of the most important steps to get right. Badly curated content can have a significant impact on the success of your campaign. This can be the longest and most time-consuming step. Every piece of content throughout the campaign needs to be clear and consistent. We have outlined key points to remember when creating content:

  • Make sure your content is on brand, both visually and written in you brand’s tone of voice.
  • Make sure your message is clear and easy to digest. You may only have 2-3 seconds to grab the attention of your target consumer on social media.
  • Make sure you give enough time for the content to be executed well; rushing content could affect the success of the campaign.
  • Visual content must be of professional quality and engaging for the chosen audience.
  • Written content must be engaging and contain no grammatical errors.
  • Each piece of content must be tailored for each social media platform. For example, square images are best on Instagram, but portrait is best on Pinterest and landscape on Facebook.


  1. Scheduling your campaign posts

So, you’ve planned your campaign, you’ve set up a calendar, you’ve created great content; now it’s time to schedule. You can schedule your posts using a planning tool of your choice in accordance to your content calendar to save doing it manually each time. It’s important to research the best time of day to post on each platform. Your own research should be carried out, but social media analytics also offer good insights based on user demographics, so you can achieve the highest engagement rates when your audience is most likely to be online.


  1. Monitoring and responding to your campaign

It doesn’t end there; it’s essential to monitor and respond to engagement throughout the campaign. You’ve got to keep an eye on all the responses you get from your campaign and keep engaging with your consumers. You must respond to customer questions and engage with their reactions.


  1. Adjusting your campaign

Don’t forget, you can adjust your campaign as necessary.  For example, if you’re post isn’t getting as much engagement as you’d hoped, perhaps repost it at a different time later in the week to test the response. If your video content is really working with your audience, find new ways of promoting this same content.  If something isn’t working, change it. If something is, then enhance it and continue it until figures start to drop off.


  1. Analysing your campaign

Take time to analyse the results of your campaign. Use analytics to see what worked and what didn’t. Perhaps your video content really thrived, but your images flopped. You can use these results to adjust your tactics for your next social media campaign.


Remember every social media campaign is different and might not require all these steps, but hopefully this will be a good starting point for your first social media campaign. Remember to always set end goals, do your research and remember that your campaign does not end when it’s uploaded. You must keep engaging with your consumers and monitor the different elements through the whole course of the campaign.


If you need help creating compelling campaigns that drive results and ultimately ROI, speak to Aspurian Digital today.