When it comes to social media, MasterCard have learnt the hard way that even big businesses can sometimes get it wrong.
Though they’re one of the official sponsors for the 2018 World Cup held in Russia, the company’s latest social media campaign – donating 10,000 meals to children in Latin America and the Caribbean for every goal Neymar and Lionel Messi score – has left an unpleasant aftertaste in many football fans’ mouths.
Branded as one of the worst marketing ideas ever, MasterCard’s campaign has shown the importance of having a clear marketing strategy for your business. Without one ill-judged social media campaigns can often arise. Marketing can involve social media, digital marketing and advertising.
It is important for your company to identify and convey the right message to your audience. Without this, your profile and reputation could suffer.
A lot of our clients wonder how marketing campaigns can benefit their business. Here at Briscoe French we can work with you to plan how social media can fit into your wider marketing plan.
So, how can you make sure your own marketing campaign is successful? If you are considering marketing through social media these tips should help you generate an effective campaign.
How to turn your marketing campaign into a win
Pick the right social media platform
Using the right social media platform can greatly increase your social media presence. Is your campaign informal or leaning more towards business professionals? Remember what works on Facebook might not work on LinkedIn. Likewise, campaigns which focus heavily on images or hashtags may be better suited to Instagram or Twitter.
Craft the right message for your business
Before your campaign is seen by your audience ask yourself – is your campaign message in line with your company values? Could it affect or damage your reputation if it doesn’t? Could your campaign be viewed as ill-judged or cause offence? Defining your target audience and goals for each social media channel will reduce the likelihood of this happening.
What’s the desired outcome?
Does your campaign have a call to action? You’ll be surprised how effective this simple tool can be. It’s important to persuade audiences to learn more about your company and act on what they’ve read or seen.
Is it the right time?
Sometimes successful marketing stunts are down to timing. As long as it’s not insensitive, if your campaign happens to align with topical issues – great! However, timing can also be your undoing. Scheduled stunts or posts in the midst of a crisis could cause backlash, damaging your brand’s reputation. As foodie brand Epicurious, found out the hard way when a poorly timed tweet shortly after the Boston Bombing was seen as a blatant cash in on a horrific event.
No matter how big or small your company, get in touch with our team to find out how social media campaigns can help you.
By Alex Polson