Need to promote your business offering through your social media accounts, but don’t want to invest time or money into arbitrary or hard to prove methods? In this presentation, you’ll learn how to create a social media campaign, define quantifiable goals, create a plan of action, and set up tracking to monitor your results. Stop the guesswork and start making informed marketing decisions.

1. How to Set Up & Track a Social
Media Campaign for Your Business
By Rose Souders, CEO & Founder Potluck Consulting

2. What is a “campaign”?
Has a start and end date
Has a specific purpose
Can be as big or small as your see fit
A campaign is different from your day-to-day social media
management and content plan.

3. No, we’re not talking about a presidential campaign.
Think of campaigns as something you do on top of your social media management.
They require more work, so you should think through a few things to make sure a
campaign makes sense before you decide to put in the time and ”hit go”.

4. Why are you planning a campaign?
Make sure you have a reason for running a campaign. If you don’t have
something new and exciting, then you likely won’t get any bites and it
won’t be worth the investment of time and money.
Sale
New product or
service
Upcoming
event
Company
announcement

5. What do you want to get out of it?
Sale
Increase in
Sales
New product or
service launch
Increase in
Brand
Visibility
Increase in
Email
Subscribers
Upcoming
event
Ticket Sales
Company
announcement
Increase in
Brand
Visibility
Grab a cup of coffee and take five minutes to sit down and decide
what you want out of the campaign. Be as specific as possible, then
we’ll translate these into metrics later.

6. What resources do you have?
Social
media
following
Paid ad
budget
Newsletter
list
Partners for
sharing
Take stock of what you have. This will help you determine what you
need and will help set realistic expectations.

7. It’s time to look at the numbers.
Let’s figure out where you’re currently at, then translate your goals into
the metrics you need to reach.

8. Match your Goals to Metrics Available
Increase in
Sales
Adds to
Cart
Purchases
Increase in
Brand Visibility
Reach
Landing
Page Views
Increase in
Email
Subscribers
New
subscribers
Ticket Sales
Ticket Sales
Landing
Page Views
We need to quantify our goals to track success. Figure out what would
be worth it to you, then set a number that brings you a return.

9. Wait, so how do I make sure I understand how this works?
Tracking, tracking, more tracking, numbers, and reporting.

10. Determine What is Trackable
Tracking
Links
UTM
Parameters
Facebook
Pixel
Discount
Codes
Landing
Pages
Most of the time, you cannot get (useful) retroactive data so you
need to know what you can set up tracking for and isolate those
factors. Think like a scientist!

11. Get organized.
Create a to-do list and get to work.

12. Get ‘er done.
You want a reward? It’s time to put in the work.
Editorial
Calendar
Set up
discount
codes
Set up
Tracking Links
Create
landing
pages
Install
Facebook
Pixel
Photography Graphics
Draft your
posts and
schedule

13. U-T-What?
Let’s take a closer look at tracking links.

14. Setting Up Tracking Links

15. Shortened Bitly Tracking Links
http://bit.ly/PotluckNL
Bitly can help you track clicks
from specific areas that are
usually difficult, like your
Instagram profile URL.
They are also a more
attractive way to share your
links and increase CTR.

16. UTM Parameters with Google URL Builder

17. This sounds like a lot of work. Why bother?
I’m busy enough.

18. Stop wasting resources. Optimize.
See what works. Learn. Fine-tune. Reach your goals.
Day after day you post on social because someone told you had to. One
day, a customer told you they found you on social. Yay?
Get that information on your own. Know how many people visit you, from
where, and why, and from which of your campaigns. Replicate the
process that works and grow your business.
Remember, not a “if you build it they will come”. Social media is a tool and
you need to learn how to use it.

19. QUESTIONS?

20. Thank you! rose@potluckconsulting.com
Website
potluckconsulting.com
Social: @PotluckConsult