Campaigns 5
What sets social media campaigns apart from other types is that they employ social media platforms to reach the target audience.
Like email marketing, social media allows you to interact directly with an audience who follows your brand.
But unlike email, messages on social media can spread quickly beyond your followers to reach a huge audience. (Note: Organic reach has been decreasing over the years, especially on Facebook and Instagram.)
What’s more, on social media you can amplify your message with paid advertising. To do that, you can take advantage of targeting based on many factors, such as location, age, or interest.
Social media offers many possibilities, making it a great fit for different kinds of goals, including:
Generating traffic.
Building a community.
Building brand awareness.
Generating revenue.
Encouraging user-generated content.
1. Product marketing campaign
Product marketing campaigns are used to introduce a product (or a product feature) into the market.
They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.
This kind of campaign should stem from your go-to market strategy.
But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).
2. Sales promotion campaign
Sales promotion campaigns are short-term initiatives used to stimulate demand for a product or service.
The goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers, coupons, etc. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.
As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn’t meet its sales quota. Yet running these campaigns too often has its downsides: discounts can devalue a brand and make it harder to sell products/services at regular prices in the future.
An alternative to offering discounts is increasing the value of a product. For example, you can add more products to make a bundle, offer some freebies, or provide free shipping.