While there are surely dozens of reasons why 88% of companies use social media for marketing, one of yours has to be the potential for building stronger leads. With the help of social media, you get to talk about your products and services in a sincere way that connects you to your audience. If you want to run a successful social media campaign, you need to know what your audience wants.

Here are the four ways to break the internet by knowing exactly what your audience wants and when they want it.

1. Research, Research, Research

When you’re trying to run a successful social media campaign, you shouldn’t try to reinvent the wheel. In most cases, someone has tried and succeeded before and you don’t have to do a lot of digging to find out how. Look for social media campaigns that have resonated with you or are written by your closest competitors, or even big national brands.

When you’re working on any kind of campaign, there’s so much that you can learn from everyone who’s been there before.  If you really want to know which mistakes are going to be explosive, type a product into a search engine followed by “social media” or “social media scandal.” You’re sure to find something in just about every industry to let you know how bad it can get.

While those bad examples need to serve as a cautionary tale, your most successful competitors need to help light the way. Don’t just copy them outright but don’t be afraid to devote a quarter or a half of your campaigns to follow in their footsteps. Just like a scientist, you can learn from the work and study of others and fold it into your own approach.

You’ll have a much stronger brand when you learn more about what people in your industry want right now.

2. Get Organized

Going into battle without a strategy is the best way to come back with half your team left bruised and beaten up. If you’re not ready to attack, prepared to defend, and a few steps ahead of everyone else, you’re not ready to get out onto the field.

Start by identifying your goal for your campaign. A campaign without a goal is one that will either fail by yielding nothing or by yielding something of value that you’re not ready to recognize. Understand in advance whether or not you want to build your community online, to get more traffic to your site and convert them to leads, or to promote a blog.

You also need to know which metrics to watch. If you’re not watching your data or you don’t know how to, it’s much harder to measure the success of your campaign. Track the number of people who are contacting you directly before, during, and after your campaign to learn about how well this campaign performed later.

Lastly, you need to craft your messaging so that your content meets those goals. Offering a one time deal gets people to think about working with you one time. Offering a recurring deal is a better way to go.

3. Use Variety

While you might have some great writers on your staff, you need more than just one type of content. After you’ve figured out the kind of message you want, think about how you want to deliver that message. The medium is the message, so you need to ensure that your message isn’t obscured by the media you use.

Infographics are great if you’ve got a lot of data to offer your clients. If you’re in the tech, health and wellness, or the industrial fields, information is important to your clients. Use information without boring people by putting together infographics.

In just a few years, more than 80% of content online will be video. This isn’t because companies want to spend the money to produce videos or that it’s the easiest thing to do. It’s because that’s what audiences prefer, so make sure you’re listening.

You can promote one product with different types of media. This is going to teach you a lot about your audience, your products, and how you communicate with audiences. If you try this, you’ll be able to connect with your audience every time.

4. Create Unique and Relevant Content

While you need to have lots of content on social media that lets people know what you’re selling, you also need to be real. One of the reasons that people love social media is that they get the chance to learn about the people and details behind their products and services. If you’re sharing who you are behind the brand, you’ll learn more about your clients as well.

Make sure you’re not just sending out promotional content again and again. There is a lot of information out there about products and services like yours. You could be either arguing for it or disputing it.

Either way, you should be adding to the conversation, not distracting from it.

You’re not going to see the kinds of results you want from your non-promotional content, but you should think about that content as part of your promotion. When you build a strong base of information around your brand, you get to back up your arguments in those moments when you’re not exactly selling.

Bring in lots of content from external sources and reputable media writing or posting about your industry. Show that you and your products are part of a reputable national or worldwide conversation.

Make sure you stay on top of trends so that when the right hashtag pops up, you get to be a part of that conversation as well.

A Social Media Campaign is Cheap

While your social media campaigns might not succeed, one of the great things about them is that they’re so inexpensive to put together.

You can build social media campaigns that are waiting to deploy for the next political cycle or for something that might not happen. What’s important is that your social media campaign is focused and assertive of who you are and what you do.

If you really want to stand out from the crowd, follow these digital marketing tips.

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