As a social media marketer, you're aware of the impact Twitter can have on a brand's success. We've all seen (or maybe even been a part of) some Twitter conversation with a brand that spreads like wildfire. Think about Wendy's big moment last year with #NugsForCarter. Everyone remembers that moment as a hilarious (and brilliant) marketing win for Wendy's.
Although those one-off moments are rarely planned, they show the impact that a brand-to-customer interaction on Twitter can have. And like these viral moments, Twitter chats can generate a similar sort of buzz within your specific follower community.
Your marketing team has an incredible campaign ready to publish. The social media posts are scheduled, landing pages are primed with engaging calls to action, and the other marketing collateral is prepared to play important, supporting roles.
All these pieces must be in place before you launch the campaign, and the focal point of the campaign — a video, for example — must touch on certain emotions in order for this campaign to have the potential to go viral. When you tap into people’s sense of amazement, for example, you have a greater chance of them engaging with your content and sharing it with others.
Branding campaigns rarely get the same strategy love as direct response campaigns, where a specific action is taken as a result of the campaign.
According to the Association of National Advertisers, marketers currently focus on relatively qualitative metrics to measure the success of branding and sponsorships, including “social media exposure,” “increased awareness,” “activity on brand website” or “improved brand perception.”
For starters, don’t be intimidated by the pressure to make an Academy Award-worthy film because Facebook videos thrive on brevity. As soon as your video hits the two-minute mark, you’re going to start losing viewers, so why waste the time?
Ideas for marketing videos are valuable, so instead of cramming them all into your first video, try concentrating on one aspect of that story and saving the others for later. Time your voiceover before you even pick up a camera – it may need some serious pruning to keep it at a palatable duration.
As far as social networks go, LinkedIn is in a class of its own – Facebook and Twitter have nothing on LinkedIn. In fact, according to Hubspot, LinkedIn is 277% more effective for lead generation than Facebook or Twitter.
Now you may already know that LinkedIn is the “go to” platform for B2B lead generation and social selling, but perhaps it just hasn’t been working as effectively as it could for you, as you’re likely missing the right overall strategy.
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