605Vision hired >Greater Thought to help them develop a regular social media campaign. The objective was to reach their audience more regularly, and to grow the geographic range of their message across the southern region of South Dakota.
Part of developing a new campaign involves creating awareness. This is done though a mix of different ‘styles’ of messages. We like to leverage messages and visuals that are:
Entertaining
Engaging
Informative
Educational
Promotional
Next, we focus on talking about the approach to their business. Things like their mission, their personal approach, and the unique product and service offerings make for great single topic posts.
We want the weekly posts to bit-by-bit, tell the whole story of your business. It is not all about selling, social media is establishing awareness and trust, by putting out engaging content.
The development of a campaign centers around a strategy, that maps out the topics, the cadence and the style of engagement so that the work can be arranged in a way that is intentional, and not something that has to be worked on at the time of post. In fact, much of the work is done in monthly or even quarterly tracts, so that we can schedule and monitor the posts and the respective engagement and learn what is working. Are people clicking in? Are they liking and sharing? Are they interacting by leaving comments? And, can we see a spike in web traffic or phone calls around the time of the posts?
The Did You Know… campaign aimed at garnering interest in 605Vision by offering entertaining and interesting facts about animals’ eyes.
Part of the body of work for a social media campaign is campaign maintenance. This involves everything from doing the posts and tracking the engagement, to managing the paid-reach part of the campaign (boosts vs. back-end programmed ads and even lead generation). >Greater Thought also does a fair amount of work to create custom audiences in the campaigns we work on, to help align the posts with what we know and understand about our clients’ target users. These custom audiences help deliver these weekly posts to people who are already doing things online that align more closely with the business’s products and services. In a nutshell, we are targeting users who have higher intent to do business than a general or generic audience type. The objective is to have less wasted clicks and higher quality leads and engagement.
