Understanding what you want to accomplish is the key to a strong foundation. What you set as your end goal will direct and change your entire campaign. An example of a good end objective would be something specific but still captures a large enough audience. For example, we would like to drive up our Instagram engagement in the age group of 20 – 35 by 40%.

For a marketing campaign to be effective, a business must first learn to target the right set of people. This can only occur when it has thoroughly researched its target market. Knowing exactly who you are selling to is extremely important and can save a huge amount of time, effort and money as opposed to throwing everything at the wall and seeing what sticks. You should start by asking a few simple questions. What category of customers are likely to buy our products? What products are the end consumers currently interested in? Does this market have the potential for scalability?

Defining a consumer persona is the most critical step in this process. A consumer persona is a detailed description of your ideal consumer. This may include factors such as hobbies, needs, wants, motivations and pains. The goal here is to create an identity you can constantly look at and understand. This would lead to a better grasp of the market, fine-tuning the product as per the customers need and ultimately higher conversion rates.

A study by smart insights shows that 45% of organizations don’t have a defined strategy and 17% have a marketing strategy but have not integrated it into their marketing campaign. The rollout can make all the difference, as it always comes down to the execution. Form a strategy and make sure it’s in-line with your KPI’s to fine-tune and perfect it.

Social media marketing is the most effective tool in today’s business world. Using Instagram, LinkedIn, Facebook, Twitter etc is essential for digital success. The key lies in choosing the most effective tool for your business and audience.