Have you ever tried to squeeze into those “one size fits all” clothes? Yeah, not always a pretty sight, right? Well, believe it or not, the world of social media marketing is no different. Just like with fashion, when it comes to your social media strategy, one size definitely does NOT fit all.

Let’s dive into why – and how – you should be shaking things up throughout the year to get the best results.

Think about your yearly business objectives. Whether it’s increasing brand awareness, driving sales, or building a stronger community, applying the same tactic all year round is like wearing a woollen sweater in the height of summer—just uncomfortable and utterly impractical. Instead, let’s explore how you can use different strategies throughout the year to keep things fresh and effective, aligning perfectly with your evolving goals.

Diverse Tactics for Dynamic Outcomes

Video Campaigns
Kick off with a compelling video campaign. Visual storytelling can work wonders for brand engagement. Use videos to introduce new products, share your brand story, or highlight customer testimonials. Videos are versatile and can be repurposed across multiple platforms—think social media posts, YouTube ads, and snippets for email campaigns.

One shining example from New Zealand is the ’Air New Zealand Safety Videos’. Air New Zealand revamped the monotonous safety instruction video by turning it into highly creative and engaging content. From using “The Lord of the Rings” theme to collaborating with celebrities, their safety videos have not only ensured passenger attention but have gone viral online, resulting in millions of views worldwide. This not only promoted airline safety but also significantly boosted their brand visibility and engagement across social media platforms. What could you do that would grab your audience’s attention?

For small businesses on a budget, consider these cost-effective approaches:

Use your smartphone: Smartphones today have high-quality cameras that can produce professional-looking videos.
Leverage free editing tools: Platforms like iMovie, capcut and canva.
Engage your community: Feature local customers or employees in your videos. User-generated content can be highly engaging and authentic.
Keep it simple: A straightforward “how-to” video or a behind-the-scenes look at your business can be very compelling without needing a big budget.

Messaging Campaigns

When engagement starts to plateau, initiate messaging campaigns. Foster meaningful connections by sending personalised messages and engaging in interactive or Q&A sessions. The goal is to deepen your relationship with your audience, making them feel valued and heard.
Take the example of ‘Spark New Zealand’s ‘Netball World Cup 2019’ Messaging Campaign. Spark harnessed the excitement around the event by sending out tailored messages to their subscribers, offering exclusive content, updates on the games, and interactive quizzes. This not only kept the audience engaged but also fostered a deeper connection with the brand, leveraging their passion for the sport.

Jumping on the Latest Trends

Capitalise on the latest social media trends to get noticed. Whether it’s a viral challenge, trending hashtag, or a popular song, participating in current trends can increase your visibility and engagement. Stay agile and ready to adapt your content to catch the wave of what’s trending.

A great example is the L&P’s #SummerAsItShouldBe Campaign, which invited New Zealanders to share their ideal Kiwi summer moments on social media. By tapping into the nostalgic and relatable theme of summer, L&P successfully increased brand engagement, with many users sharing photos and stories that resonated with the campaign. This approach made the brand more relatable and deepened its connection with its audience.

Ad Campaigns

Organic social will only get you so far. Need new leads or more customers seeing who you are? When you need a spike in visibility or sales, roll out an ad campaign. Targeted advertisements with vibrant visuals and compelling calls to action can significantly increase your reach. Tailor your ads to align with your current objectives—be it attracting new customers, driving sales, or promoting an event.

For instance, Z Energy’s ‘Good in the Hood’ Ad Campaign was an outstanding success. By targeting ads highlighting their community support initiatives, Z Energy not only raised awareness of their involvement in local communities but also drove customer engagement and loyalty. The campaign’s compelling visuals and clear calls to action spurred significant interaction and boosted their brand image.

Email Marketing

Focus on your email marketing to consolidate the gains you’ve made. Use email newsletters to share informative content, exclusive promotions, and updates. Email campaigns are great for fostering loyalty and maintaining a direct line of communication with your audience.

Consider ‘Spotify’s Personalised Email Campaigns’. By regularly sending out emails featuring song recommendations tailored to subscribers’ individual music preferences, Spotify has successfully kept their customer base engaged and loyal. The personal touch in their emails makes subscribers feel valued, fostering a sense of community and a deeper connection to the brand.

Community Engagement

At times when you want to reinforce your brand’s community presence, focus on community engagement initiatives. Participate in local events, collaborate with influencers, or host live Q&A sessions. These activities help nurture long-term relationships with your audience and reinforce your brand’s commitment to the community.

An excellent example is the ‘Cooperate New Zealand Community Engagement Initiatives’. They frequently participate in local events and collaborate with influencers to host community clean-ups and educational workshops. These efforts not only boost their brand image but also strengthen their ties with the local community, showing they genuinely care.

Flexibility is Key

The real win comes from being flexible and responsive. Not every tactic will be a magic bullet for all objectives, but by switching things up, you keep your approach fresh and your audience engaged. Being flexible allows you to respond to real-time trends and audience feedback, thereby maximising your returns.

Your social media strategy should be dynamic and adaptable, designed to meet your specific objectives throughout the year. By diversifying your tactics and aligning them with your evolving goals, you’ll be better positioned to achieve substantial growth and lasting engagement.

So, as you plan your next social media move, remember: One size does not fit all. Ready to tailor a strategy that fits like a glove?