Four Steps to a Successful Digital Campaign
Running a successful digital campaign is not as difficult as one may think. It’s actually a fairly straightforward process that can be easily achieved if you remember the following steps:
Content is King
The first step in creating a successful digital campaign is to develop an engaging concept that fans will be eager to participate in. Once the concept is nailed down, you can begin setting up the campaign and creating strategic content to help you achieve your campaign goals. For example, if your goal is to learn more about your fans you may want to include insightful questions in your campaign content, or for a sponsored campaign be sure to include qualifiers that will support your lead generation efforts. Another example would be if you want to learn more about the demographics of your fans you may want to collect addresses on your registration page. Or, for a less offputting solution, you could develop the campaign in a way that would require the address for you to ship something directly to the fans. The bottom line is you want to establish an engaging concept with clear goals and then get creative with the content to help you achieve them.
2. Make ‘Em an Offer They Can’t Refuse
The second step in a successful digital campaign is to secure a captivating prize that fans just have to have! It doesn’t matter how engaging your campaign is if you don’t have a prize worth playing for, so choose something that will make participation a no-brainer for the fans - the higher the value the better! But don’t worry, even if you don’t have a huge budget you can still have a successful campaign. Things like a well thought out Fan Experience with a couple of tickets can be invaluable to the die-hard fan and cost you very little to secure. And of course, there are always sponsored campaigns that offer the potential for sponsor-generated prizes that cost you nothing.
3. Looks DO Matter
When it comes to engaging your fans, you want to put your best foot forward with a top-notch presence. Always use the highest-quality photos possible for the creation of your campaign graphics and make sure that they have a consistent look and quality across both the campaign page as well as all of your social media channels.
4. Just Because You Build It Doesn’t Mean They'll Come
One of the most important steps to a successful campaign is promotion. Fans can’t enter if they don’t know, so you need a solid promotional plan and timeline that includes email and all relevant social media channels to let them know. Dedicated email blasts supporting the campaign should be pushed out at the start of the campaign and then again as a final push at the end (i.e. last chance, final call, don’t miss out, etc.). Social media posts should be pushed as often as possible (daily is best) throughout the campaign for maximum engagement and reach. If possible, paid promotion should also be implemented. With the constantly changing algorithms of social media, even the smallest investment ($100+) can have a huge impact. It can greatly expand your reach bringing people outside of your following into your ecosystem, and just one premium ticket or sponsor lead conversion could recoup the investment.