If you don’t have a huge budget for your social media campaign, it can be much more challenging to get significant results. And trying to use other social media campaigns as an example, which often have huge amounts of money at their disposal, is just as tricky, as you probably can’t use the same tactics.
The first step is obviously to create content that looks fantastic, but your campaign shouldn’t be just eye catching designs with no substance. Your social media content needs to provide value and information, and hopefully stick in the mind of the person who’s interacted with it. And if you have a small budget, you’ll also need to carefully consider who you’re targeting when it comes to paid promotion.
If you’re looking to extend the reach of your social media campaigns, but don’t want to invest too much money, we’ve come up with a few tips to get you started.
quality is key
If your company employs graphic designers or copy creators, crafting great quality content should be simple. They should be able to design engaging posts, whilst ensuring your content stays on brand. But if there is no budget for a graphic designer, you may need to create the content yourself.
It’s not always easy to be completely objective if you’re the only person overseeing a project from start to finish, so when it comes to creating content for your campaigns, it’s often a good idea to get a second opinion. Ask someone else in your team, or even a friend or family member, whether they like the design, and if it fits with the rest of your content.
There are loads of free sites you can use to create social media content, such as Canva, Adobe Spark or Snappa. Just don’t get too carried away with crafting beautiful imagery, and forget to add value! Perhaps ask yourself the following questions when creating content:
- What information am I trying to share?
- Do viewers gain anything from engaging with this content?
- Have I made something memorable?
Spending less on your social media strategy doesn’t have to mean lower quality work, but you do need to try harder to get it right first time.
cohesive calls to action
You need to ensure that your messages are consistent, regardless of how many social media platforms you’re using. Even if you’re only promoting something on Instagram, for instance, make sure that anyone visiting your other social media channels are seeing the same message and are aware of the promotion.
That’s not to say each platform should have a totally identical post – anyone following all your channels would then just be faced with content that quickly becomes stale. The call to action is the important thing to be consistent with. For example, if someone were to see your campaign on one platform, if they remembered the message but later visited another one of your channels, the call to action needs to be the same.
If you’re not sure which social channels to concentrate on, it’s a good idea to consider which ones your target audience use most often, and perhaps consider looking at which platforms your competitors are focusing on. Different channels may suit different campaigns too.
consider your audience
When it comes to paid promotion for social media campaigns, unfortunately these days it’s not really an option to opt out of this. In recent years, organic social has fallen off a cliff – it has almost no reach whatsoever.
So when you’re promoting your social campaign, it’s essential that you consider your target demographic, to ensure that you’re getting the most out of your spend. There are three main questions to ask yourself:
- Who is this social media campaign for?
- Which platform does this audience engage with most?
- What’s your objective for this social campaign?
Once you’ve got the fundamentals right, you can start to experiment a bit more with your campaigns, and perhaps increase your spend. Just keep in mind that with a small budget social campaign, it’s generally better to focus on a smaller audience that fits your target demographic exactly, than a wider audience that is less likely to convert.
There are plenty of different ways to approach your campaign, even if you don’t have a big budget. If you’re using platforms like Pinterest, for example, you can focus on specific keywords and interests, and with platforms like LinkedIn, you can target particular organisations. Just remember to double check all the details before posting anything – you’d be surprised by how often obvious mistakes are overlooked!
monitor your performance
With any social media campaign, you will of course include links to your site to drive traffic there. These should be easily accessible – you don’t want your audience to miss a hidden link. With these links, you can track the success of a particular social campaign, evaluating which strategies work better than others.
But you can also measure engagement through whether people are interacting with your posts, such as through likes, shares and comments. You will need to monitor such engagement, and respond where possible, to make sure your audience feels their interaction is welcome and appreciated.
Social engagement works both ways. Your posts shouldn’t feel like sending content into a vacuum – your campaigns should be a conversation between you and your audience. So follow the people who’re engaging with your content, and invite them to like your page. Your social media platforms allow you to be reactive, speaking to your audience and building relationships with them.
You don’t need to be checking for responses obsessively though – just make sure you include some time in your schedule to track any recent activity and respond. Overall, just bear in mind that a small budget can have big results, as long as you put the time and effort into your campaigns.
For more helpful tips about running social media campaigns or general digital marketing strategies, you can get in touch with us – we’d love to hear from you!