When working in the digital world it is easy to become so absorbed into the everyday management of all your platforms that even just keeping up with the admin of it all can become a little bit daunting. So it's understandable when you have to come up with a campaign or have already had a great idea for a campaign but are struggling to validate it or define the core purpose of the whole campaign.
Here is a list of some themes (for lack of a better word), some mustard seeds to help you define that foundation of your campaign so that you are able to establish a true North and have some direction throughout.
Something that you can always go back to and say "this is actually why we are running this campaign and doing what we are doing" or "we are veering slightly off course and we need to go back to basics".
Use the below list to build a wide variety of online campaign and each "reason" returns different data that can be used to your advantage for future engagement with your audience.
Audience Feedback- listen to your audience and draw feedback. Ask for feedback on anything from products to campaigns and your audience will happily engage.
2-Way Conversation- have a conversation with your audience instead of just feeding them content. Start a topic and engage the responses.
Talk Non-Business- take a break from the sales pitch. Information or conversations on regular things that concern personal experiences will help establish a closer relationship between you and your customer.
Competitive Analysis- regularly compare your efforts too your competitors. This will help you stay updated on where you fit into the market, how things are changing in your industry and where you can perform better.
Acquisition vs. Retention- always make sure you are constantly catering to both parties. You want to acquire new customers but also want to make sure you generate good content and conversation to retain them.
SEO Informed- Use your SEO to focus your campaigns. Find out which words and terms you are focused on, and weave these into your social media campaigns. This is especially important as Tweets are now included in Google search results for certain words and terms.
In the online space it is no longer just about pushing out content to your audience and waiting to see what the response will be like. Now it's all about being pro-active, engaging your audience before even rolling out the campaign, reaching out after the campaign has finished and establishing a level of comfort between your audience and brand that will open up a constant line of communication. It is vital to keep all this in mind and practice it to your best ability.
PS: You're putty perfect ;)