There’s nothing better than a social media campaign that’s a little different. Something unique that pushes the boundaries. Unfortunately, this is heavily outnumbered by the insanely boring campaigns that many pages run, and it’s mind-numbingly frustrating to see.
I love technology, and I really love it when a company isn’t afraid to be creative. But bad marketing is like a virus, and it spreads faster than a zombie apocalypse would.
You know you’ve seen it too, and admit that it’s getting annoying when it clogs up your news feed…
*Like and share this post to win!
*Tag a friend (or all of them!)
*Share a pic!
There’s also the following examples..
*Enter our competition (with a poor excuse for a ‘prize’)
*Enter our competition (with a brilliant prize, but no one ever sees it because it’s poorly executed)
*Like our page (with no incentive or call to action whatsoever)
Ok, so some of these CAN work if executed properly, but it’s far from imaginative.
Believe it or not, it’s actually more effective to spend more time thinking about a creative way to promote your social media page/product/website and engage with your audience. It will be more memorable, encourage more discussion and it doesn’t need to break the bank.
Here are some of the tips I tell my clients:
- Think about the campaigns that you remember well. What was so memorable about that campaign? 9 times out of 10, it’s never the product but the way in which it was delivered. For example, for me my all time favourite digital campaign is the Tipp-Ex ad (the bear one, click here to see it). It was funny, interactive and got the point of tipp-ex across without sounding robotic.
- What do you want out of the campaign? 20% more sales? Awareness? Make it very clear from the beginning to everyone (including yourself).
- Look at what your competitors are doing. Then look at what they’re NOT doing. This is usually the place to start – commit to doing something that no other company has done yet. Better to lead the way than be a follower.
- Look at your product and think of ways to make it fun (this works better as a team). Remember: social media is just that…social. You can’t be boring at an event and be successful at being social can you? Nope. Digital success works in much the same way. For example, if your product is a potty. You could have a purple unicorn using it. In fact, you could make a game out of it – help the purple unicorn reach the potty. Or it could be like the old-school rocket games where you move the potty to catch the purple unicorn sparkly poop, because the people you’re really targeting are the parents who need some humour because potty training is one clean up after another. You get the idea – it’s crazy, but you’d remember it right?
- The example in the previous point links into ‘Think about your target audience‘ so I won’t dwell on it too much. Conduct some research into your audience and the medium they prefer using. Check that you can target your audience online – such as in Facebook Advertising (you can use keywords to see how much of your audience you can target and an estimated cost). Incidentally, you should always promote a campaign using the platform’s targeting features. If you don’t know how to do this, find someone who does or YouTube some how to videos.
- Ensure you have someone or know someone with the technical skills to design something cool. Get some quotes from creative people/agencies/freelancers etc. Don’t rely on ‘I used Photoshop once’. If you’re going to plug some money into a digital marketing campaign, do it properly. Allocate some proper time, resource and funds into something that’s going to work. If that means that you can’t do it now, then hold off and work on the basics until you can. Trust me, I’ve seen many businesses say that they ‘tried’, epically fail and then decide that digital marketing isn’t for them. Don’t commit unless you mean business.
- Simplicity can be creative too. I recently saw this ad:
It’s simple, but the thought that’s gone into utilising the ad space by breaking up a single picture is damn clever. The words reflect the product and the way the ad is executed. It’s still fun and creative and above all, smart digital marketing.
Videos can also have the same effect. Sometimes WHAT you say and HOW you say it can be just as impactful and memorable if delivered well. For example, this creative video by Prince Ea is basically one guy talking with a montage of images/text.
Click here to see the video.
His message is clear, and the way it’s executed reflects the point he’s making. The scenery is breathtaking. And he’s effectively selling himself.
I’m not saying you have to fly out to the Rocky Mountains to make a video, the point is that all of the examples that have been successful have had thought behind them. Don’t rush, don’t clutter a campaign but be impactful – often, this is simpler than you think.
That pretty much sums up the basics – research, thought and commitment. Go forth and conquer, and don’t forget to tag your friends (*ahem*).
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