Developing a winning social media campaign is always a challenge for companies in Dubai that operate in niche industries. Trying to ascertain all facets of your particular audience can be like trying to find a needle in a haystack!
Keep in mind that, despite the difficulties you may face, creating a campaign that attracts interest, engagement and conversions is definitely possible regardless of your audience size. Along with patience and perseverance, we’ll outline steps that should culminate in an authentic and successful social media campaign. Read on to find out more!
1. Identify Your Target Audience
Rather than focusing on the benefits of your products and services, you should always consider the challenges and needs of the audience.
Your target audience should be broken down into separate customer personas. This is the most effective targeting method when niche audiences are involved. Your final profiles should contain a spectrum of information: from the basics such as their demographic, to much more specific details that includes what they look for when making a purchase.
Knowing your audience is crucial to the success of your campaigns, as you’ll gain a good idea of what they will or won’t respond to – saving your marketing team time, money and other resources that can be used elsewhere.
Here’s how to create your customer personas:
- Use your past experiences to formulate the basis of your customer personas
- These general assumptions can then be corrected with market research
- Your research can also be used to identify new market opportunities
- Contact repeat customers to find out what drives their purchasing decisions
- Compile your accumulated data into distinct customer persona profiles
2. Set Specific Goals and Objectives
Outlining a set of business goals and objectives prior to campaign launch will let you know whether you’re on track, falling behind or exceeding expectations.
Common business goals include the following:
- Drive more traffic.
- Generate more leads.
- Convert leads to sales.
- Sell a product or service.
- Increase brand awareness.
- Establish brand authority.
- Communicate with customers.
Deciding your goals is a good start, but you should always aim to be as detailed as possible to give your social media strategy direction, as well as an attainable outcome. The SMART system will help you to expand on each goal:
SMART: Specific, Measurable, Achievable, Relevant, Time-bound
As well as setting SMART goals, you should consider which social media channel will have the most effective impact on your campaign. Launching and maintaining separate campaigns across every social media channel sounds wonderful in theory, but unfeasible in reality.
Questions pertaining to audience activity and size, the dominant demographic attracted to each channel, as well as the availability of native features should all be considered as part of your coordinated marketing effort.
3. Create Your Content Calendar
Your content calendar, or editorial calendar, should be a detailed representation of how you’d like your strategy to play out. A couple of steps are needed before this stage, including an audit of your current progress. Your social media manager should ask the following questions:
- What is or isn’t working?
- Who’s connecting with you on social?
- What platforms do your target audience use?
- How do you compare to your competitors?
After collecting the relevant information and collating it in one location you’ll have a better idea of what to do next. The main objective of a social media strategy is to outline the purpose of each active social account. If questions start to arise regarding the effectiveness of one or more account – think about removing them.
Now you can focus on creating your editorial calendar. Find out when your target market is online and outline an initial posting schedule based on known user engagement. It goes without saying that posting content no one will see is counterproductive and a waste of resources.
Posting frequency requires the correct balance. You want to ensure your users are seeing your content, but you don’t want them getting bored or irritated by a sudden deluge of content during those peak hours.
Everyone involved in the team should be able to easily access the calendar. Google Sheets on Google Drive is a fantastic cost-effective option that allows cross-sharing and editing from multiple parties. There are of course paid programs available, but we highly recommend this selection.
To maximize the effectiveness of the calendar, be sure to include the following headers:
- Topic title
- Type of content (blog, image, video etc.)
- Post author
- Due date and post date
- Additional details (promotional notes etc.)
4. Take an Active Approach to Engagement
Don’t assume that once your campaign goes live the hard work is over. Sitting around twiddling your thumbs while you wait for the results to come pouring in is incredibly counterproductive and a disservice to all your effort so far.
It’s vital that you take an active approach to customer engagement by constantly monitoring each of your social media platforms. If someone leaves a comment or, more importantly, asks a product-related question, responding in a timely manner will go a long way towards forging strong relations with your customers. Keeping an eye on social metrics such as likes, shares and retweets will let you know if any alterations are required.
It also gives you a good opportunity to authentically engage with your audience. Niche market audiences’ function like small communities and will appreciate these interactions far more than followers of much larger brands.
A marketing strategy of any type can never be too thorough, this is especially true when you’re trying to attract the attention of a niche market. Your marketing campaign can unravel before your eyes if you haven’t been diligent enough in your pre-launch research!
Encountering problems and devising solutions over the course of your campaign’s life cycle is part and parcel of digital marketing as a whole. However, by doing the preparation, you’ll be more prepared for a variety of outcomes.