Social Media Marketing Campaign for Small Business
Amy Guerrero
Campaign Objective: Increase brand awareness and drive foot traffic to Local Delights Bakery, a small local bakery known for its artisanal pastries and personalized cakes.
Campaign Duration: 2 months
Target Audience:
Local residents aged 20-45.
Food enthusiasts and dessert lovers.
Event planners and individuals looking for custom cakes.
Platform Selection:
Instagram: Visual platform to showcase bakery products and behind-the-scenes.
Facebook: Engage the local community through posts and events.
Twitter: Share quick updates, promotions, and engage in conversations.
Week 1-2: Build Anticipation
Social Teasers (Instagram/Facebook): Post teasers of upcoming products with captions like "Something sweet is baking! Guess what's coming?" Encourage audience engagement and guesses.
Countdown Posts (Instagram/Facebook): Start a visual countdown to the campaign launch, posting daily with enticing visuals and engaging captions.
Week 3-4: Product Spotlight
Daily Specials (Instagram/Facebook): Showcase a different product each day with high-quality images, descriptions, and limited-time offers.
User-Generated Content (UGC) Campaign (All Platforms): Encourage customers to share their bakery experience using a specific hashtag. Repost the best UGC on your official accounts.
Week 5-6: Behind-the-Scenes & Engagement
Behind-the-Scenes Stories (Instagram/Facebook): Share stories about the baking process, introduce the bakers, and give followers a peek into the bakery's day-to-day operations.
Interactive Polls (Instagram/Facebook/Twitter): Engage the audience by asking questions like "Which flavor would you like to see next?" or "Your favorite cake for a celebration?"
Week 7-8: Exclusive Offers and Events
Flash Sales (All Platforms): Announce limited-time flash sales exclusively for social media followers. Create a sense of urgency to drive immediate action.
Interactive Contest (All Platforms): Host a "Design Your Dream Cake" contest where participants can submit their cake ideas. The winning design will be featured and sold in-store.
Ongoing Strategies:
Consistent Posting: Regularly share visually appealing posts to keep the audience engaged and informed.
Engagement with Followers: Respond promptly to comments, messages, and mentions to build a strong online community.
Influencer Collaboration: Partner with local food influencers to review and feature bakery products.
Event Promotion: Promote any bakery-related events, like cake decorating workshops or tasting sessions, both online and offline.
Customer Testimonials: Share positive customer reviews and testimonials on all platforms.
Localized Hashtags: Use location-specific and industry-related hashtags to increase discoverability.
Measurement and Analysis:
Engagement Metrics: Monitor likes, comments, shares, and mentions to gauge audience interaction.
Follower Growth: Track the increase in social media followers throughout the campaign.
Website Traffic: Use Google Analytics to measure the impact of the campaign on website visits.
Coupon Code Usage: If offering online discounts, track the usage of coupon codes to measure conversions.
UGC Reach: Measure the reach and impact of user-generated content through the campaign's unique hashtag.
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Posted Aug 29, 2023
The campaign was divided into four phases: Build anticipation, product spotlight, behind-the-scenes - engagement, and exclusive offers and events.
