Running a social media campaign isn’t easy, depending on what industry you’re in or what service you’re trying to provide, there are a lot of variables to consider. A social media campaign could be a paid ad, a boosted post, a contest, promoting a hashtag, etc. All of these different campaign forms can have different goals attached to them, too. Are you trying to create engagement or are you building brand awareness? Do you want someone to book an appointment or do you simply want them to have a positive impression of your business?
Because of these varying factors, there are also different ways to measure what makes for a truly successful campaign. Today we’ve compiled a short list of admirable social media campaigns and what you can learn from them.
1. Drs. Love & Miller
The campaign: Boosting a social media graphic on their Facebook page about National Ice Cream Day.
The result: After boosting their post to have it appear more prominently on people’s news feeds, they got 868 likes, 43 comments and 132 shares.
The strategy: This campaign was meant to create engagement and brand awareness. The caption asked the question, “What flavor will you be indulging in today?” to prompt their followers to respond.
The takeaway: Don’t be afraid to share content for the sole purpose of entertaining your followers and connecting with them over something that isn’t dental related. Yes, your business is all about dental health, but that doesn’t mean that your brand has to be. Boosting a post like this is a great way to leave a good impression on your existing patients and even prospective ones who may be checking out your page.
2. Green Hills Dental
The campaign: Running a series of Facebook ads encouraging people to use their online scheduling tool to schedule an appointment.
The result: Through their ads, which were run over a few months, this office was able to get a total of 35 people to schedule an appointment online.
The strategy: Targeting men and women in their area. They were able to narrow down their audience to men and women in the 25-45 age range after seeing those demographics responded the most to their first few ads.
The takeaway: Patience and analyzing data pays off. Running ads can be an extremely effective way to promote actionable items to your audience, but it’ll take some time before you find what works best for your office.
3. Aspen Dental
The campaign: Using their Instagram presence as an ongoing campaign where they specifically highlight the “behind-the-scenes culture, action, and life of Aspen Dental team members.
The result: Over time, they’ve gained a total of 1,487 followers and have been receiving great engagement on their posts.
The strategy: Highlighting the importance of community involvement and team work in their office culture, rather than promoting the services they provide.
The takeaway: This is a solid example of a smart way to use a social media platform. Generally, people already know about the services you offer. What they want to know is whether they will have a pleasant experience with you and this approach is a great way to do that. When people see that you have a team that genuinely loves to work together in and outside of the office, people will likely want to be a part of that.
Whatever approach you want to take in your own social media campaigns, we hope these examples have given you a bit of inspiration to get started. Always remember that having a clear goal in mind for why you’re doing something (be it a blog post, a Facebook post, or an ad) is key to a successful campaign.
If you have any questions feel free to reach out to our Sesame Social team!
— Michelle Hammond, Social Media Specialist, Sesame Communications