Tips & Resources






How to Plan Your Next Social Media Campaign


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There is more competition for views and clicks on social media than ever before. Organizations and nonprofits that post and promote on social media without a specific plan can get lost in the mix. 

Regardless of what you want to promote on social media, you need to utilize a data-driven marketing strategy to make sure  it is successful. A strategic partner can help you design and implement this strategy. Follow these steps below on how to plan your next social media campaign. 


I. Set specific goals for the social media campaign

Setting specific goals is the first thing an organization needs to do when planning a social media campaign. What are you trying to accomplish? These goals will help direct the campaign and provide focus to the strategy. A few social media campaign goal examples are:

  • Engagement with donors
  • Engagement with organization members
  • Acquiring leads
  • Increasing the awareness of an initiative
  • More web traffic
  • Promoting an event

After you have set your goals for the campaign, you also need to be realistic about the potential outcomes of the campaign itself. You do not want to waste time and money chasing unrealistic goals. Make sure that your campaign goals make sense for your organization so that the success you envision can actually be realized. 


II. Define your target audience

The next step in planning your next social media campaign is to define your target audience. Understanding your target audience will help you build relationships with your customers, donors, or members by targeting their interests with your social media posts.

You will want to know these details about your target audience:

  • Age
  • Gender
  • Location
  • Interests
  • Social media channels they use

If you are going to spend money on your next social media campaign, make sure you invest in understanding your target audience. Once you have a profile of your ideal customer or donor (buyer persona), planning your next social media campaign will be easier because you will know where to go and how to reach them.


III. Create a posting schedule

Now that you have specific goals for your social media campaign and have defined your target audience, it is time to create a posting schedule. A posting schedule will keep your creative team on-task and better able to deliver the content you need for your campaign to be successful.
You should consider having a marketing agency create a posting calendar that includes the best channels, days,and times to post the content for your campaign. A calendar will also keep your campaign focused so that no energy or money is wasted creating content that doesn’t help you achieve your campaign goals.


IV. Analyze your competition

When planning your next social media campaign, it is important to see what your competitors are doing on their social media channels. Research which channels they are using, what type of content they post, the frequency of their posts, and their results (engagement) to better understand their strategy. Then, use this research to see if anything about their strategy will benefit your next campaign.

You can also learn from your competitors about what didn’t work to avoid making similar mistakes. There is nothing wrong with using free information to learn from your competition and possibly gain a marketing advantage. 


V. Track campaign performance

The final step in planning your next social media campaign is figuring out how to track campaign performance. Use analytical data during and after your campaign is finished to gauge its success and to see where you can improve next time.

Adjust your strategy on the fly using the analytics you review during your campaign. If something garners a significant response from your followers, figure out why and try to replicate that post. If something falls flat, then make changes. Finally, examine the campaign results to see if you achieved your goals and to get information that will help influence future social media campaigns.  

Black Digital is a full-service marketing agency that is the partner you need for your next social media campaign. Contact us today and let’s get started!

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