Insight February 19, 2020

How to Create Comprehensive Social Campaigns



Omnichannel marketing was a buzzword of 2019. While the phrase may now seem a little worn out, the strategy is as relevant as ever in 2020.

Omnichannel marketing is the process of marketing across multiple platforms, such as social media channels, apps, emails and blogs, to connect with potential customers on more touchpoints. When you do omnichannel marketing right, you can offer an enhanced user experience and a cohesive brand message that drives people to action.

To stay ahead of the competition, brands must present a consistent voice and message anywhere possible, including storefronts, social media channels, online and in magazines. To achieve the greatest results, all channels should link back to one all-encompassing strategy.

So, where should you begin? Let’s take a look at social media. There’s a lot that goes into developing a comprehensive campaign. We’ll give you three tips for getting started.


Find your voice

Social media marketing has been around for many years now, and the majority of marketers see it as an important part of their overall strategy. Yet, the 2019 State of Social report, conducted by Buffer, showed us that more than 50 percent of companies responded “no” when asked if they had a documented social media strategy. If you don’t have a comprehensive strategy, how can you know that your audience is really listening?

To successfully develop a comprehensive social campaign, you have to have the right messaging. If a customer has previously engaged or purchased your product, you need to consider what ads to serve and which emails you’ll send to them. If a customer has added something to their cart but not yet made a purchase, you can use your content to nudge a sale.

To provide a truly valuable omnichannel experience, you must know your customers intimately. You have to understand who they are and where they’re coming from, as well as their goals and challenges.


Consolidate your management tools

As new social media management tools continue to pop up, it’s become easier for brands to execute an omnichannel strategy.

Tools like Hootsuite, Buffer and Sprout Social take away the hassle of manual posting, social listening, competitor tracking and other tasks. These tools help create a comprehensive social strategy across multiple channels by telling you what type of content is working for your audience and what they’re scrolling past. They also allow you to schedule content to be published on Instagram, Facebook and Twitter, all on the same day – even at the same time.

The marketing technology landscape is bigger and more confusing now than ever. This increases the necessity of identify tools that can work in unison to improve all facets of your marketing efforts.


Curate brand cohesiveness

When consumers click on your ad, they expect a cohesive look and message. Users demand personalization and want to be able to shop in-store, view products on social media and purchase online. And if you’re not keeping up with their demands, someone else will get that business.

Getting inside the head of your ideal customer’s buying journey is key to actioning an effective omnichannel approach.

This ad from Everlane is informative, simple and matches their minimalist aesthetic. If you were interested in learning more about this brand, you’d expect to visit their website and be met with the same clean, intentional design and messaging highlighted in the company’s ad. If the website boasted bright, bold colors and complicated copy, you would likely think you landed on the wrong site.

Everlane has worked hard to curate an Instagram feed, Twitter profile and Facebook page that’s cohesive. This dedication to bringing comprehensive content across multiple channels is the type of marketing that turns potential customers into trusted brand advocates.

Are you thinking about reinventing your social media strategy? Want to learn more about an omnichannel approach? Our team can help you develop a comprehensive social campaign that ensures each customer touchpoint educates potential customers and moves them further along in your funnel.

Contact us today.