Social media is a powerful marketing tool. With over 1.7 Billion people on Facebook alone, you can nearly guarantee that your audience is there.
Getting the most value out of your social media campaigns begins with determining your objective. Common objectives include:
- Driving traffic to your website
- Growing awareness of your brand or product
- Growing your user base
- Collecting leads
- Engaging with your customers
Each objective might drive a different approach to content strategy. For example, an awareness campaign might warrant a humorous video—most likely to be viewed and shared. A lead generation campaign might offer an eBook download in exchange for contact information.
For an engagement campaign, you want to develop content that people will interact with—like, comment, and share about. Why is engagement important? Engagements help build the relationship between the audience and the brand, and various studies have shown engagement to contribute both to brand loyalty and to website visits.
- Posing a question
- Sharing unique visual content (funny cat videos are guaranteed to engage)
- Featuring user-generated content
- Running a contest
- Providing a “Fill in the blank”
- Offering a fun quiz
When one of our favorite clients, Heritage Christian Services (HCS), wanted to create content that would engage their audience while also growing awareness of their career opportunities, we decided that a fun “personality quiz” would be the perfect way to go. With the popularity of Buzzfeed quizzes and other online quizzes, we knew that people not only love to take these (often silly and not based in any scientific reality) quizzes, but also share their results.
In developing the quiz however, we didn’t just want people to have fun, we wanted to grow their awareness of Heritage Christian Services—their values and their career openings.
In July, we launched the “Which Emoji Suits Your Soul?” quiz.
That then resulted in an emoji that aligned with one of HCS’s six core values—humor, courage, entrepreneurship, compassion, honesty, or excellence.
Additionally, the quiz was embedded into the HCS Facebook page, so the traffic to the quiz brought the added potential of further engagement with HCS.
The quiz has been promoted across all social channels—with some Facebook ads—to give it extra visibility. HCS also encourages current employees to participate and share—further extending the reach of the campaign.
With over 15,000 visits since the quiz launched in July, we are seeing great results that are helping our client engage with their audience while also growing awareness of their core values and career opportunities.