What we’ve got here is a case of the middle child syndrome. There’s a ton of content out there for novice bloggers — the youngest child has to be coddled afterall. And superstar bloggers have paved the way for their siblings and our now making it to all of the grownup events like conferences, meetups and more. But what about the middle children? Is there any educational content for them?
Well tweener bloggers, this is an article for you. If you’ve been blogging consistently for a while and have seen your readership grow, you’ve probably got this blog thing down. But how do you turn your blog into a personal brand? How do you become an influencer?
A great way to take your blog to the next step is to start <thinking like a marketer> and launch a social media campaign. Now before you get overwhelmed with all the overused marketing jargon (strategy, metrics and optimize – oh my!), take a deep breath and read this easy step-by-step guide to launching your first social media campaign for your personal brand.
1. Establish a specific goal
First things first, why do you want to launch a social campaign? To gain more followers? To get links back to your blog? To get email subscribers? Figure out what you want out of this campaign and be as specific as possible. Try to have only one goal for this first campaign. Write your goal down.
2. Decide on a metric
Once you have a goal, you have to figure out how to measure it — otherwise how will you know if your social campaign worked? This is where your marketer hat needs to come in. We wrote a <great blog about metrics> a while back that may help. Buf if those metrics seem too complicated, keep it simple. You can focus on something easy like new likes or a boost in traffic. Just make sure it’s something that can actually be measured. “Spreading your brand voice” might sound good in theory, but how will you know if you actually did this effectively? Be specific and pick a measurement.
3. Write a one-page proposal
This doesn’t need to be anything fancy. You don’t need to get out a spreadsheet and calculator and write a 15-page report. Keep it to about one page and include these things:
- Purpose and background information
- Details about your brand
- Summary of the steps and events
- Timeline of key milestones including a start and end date
4. Gather assets and create content
Now that you have a solid plan in place, get everything you need ready. Write the social media posts, write the blog posts, gather images, PROOFREAD, prepare your survey or newsletter, set up a promo code, set up your analytics. Prepare as much as you can before you actually launch so that things can go smoothly. Keep it all in one folder, schedule what you can and get excited.
5. Launch your social media campaign and do a post-mortem
Ready, set, launch! Once you launch your campaign, don’t change your plan. Don’t decide mid way through that you think newsletter signups would be a better measurement than likes. Don’t decide at the end to throw in a giveaway. Just stick to the plan, interact with your followers, promote your campaign and try to enjoy it. And try not to obsess over your analytics. Some marketers prefer not to check them until the very end.
Once it’s all over, you should do what marketers, advertisers and brands like to call a “post-mortem”(uplifting, huh?). It simply means gather all of your data and spend some time thinking or talking about what went well and what could be improved next time. It’s a good idea to turn your metrics into percentages. For instance, 50 new likes might not sound like that much but if that’s a 30% increase in likes, you might consider it a success.
Try to gather some insights for your metrics, write down what you think you should have done better and give yourself a pat on the back for doing such a good job!
Once you’ve made it past #5, it’s time to start all over again using what you learned to launch an even better campaign the next time. Use your data from your first campaign as a baseline. In your next campaign, you should try to improve them!