What’s the last Campaign that you ran?
Chances are you answered some form of a giveaway or promotion. Which is okay, they’re the most popular Campaigns we see businesses building.
However, not every business can afford to be doing a giveaway all year long. At the same time, it’s recommended that you have consistent Campaigns running throughout the year. So what can a business do?
You can run a variety of other marketing Campaigns that don’t involve a prize but are still engaging. That’s why today we’re highlighting a purely educational marketing Campaign as this week’s Campaign idea!
Why an educational Campaign?
If you have a presence on social media, you’re hopefully using that space to educate your followers about your brand and your industry. While it can be okay to promote your own product at times, most businesses use their social networks to build credibility with their followers and to provide them with valuable resources that are related to their industry. This way, when it comes time for your followers to need your service they’ll think of you before your competition.
An educational Campaign is an easy way to teach your followers something valuable and to use your expertise to educate them on something related to your business or brand.
Planning an Educational Campaign
1. Pick relevant facts to share: If you’re a clothing store it probably wouldn’t make sense for you to build a marketing Campaign that educates people on the latest cooking trends. However, it would be a great idea to build a Campaign that highlights the latest fashion trends.
2. Have a goal in mind: Whenever you’re creating a Campaign you should start with a solid goal. For the purpose of this Campaign, that goal should have something to do with what you want your audience to learn. Are you a realtor who feels like your followers are behind on the current market prices? Maybe you’re hospital that feels like people could be more informed about their medical options? Or maybe you’re a financial advisor and you want people to learn more about their tax options. Whatever it is you want to teach your customers is what the goal of your Campaign should be.
3. Make it fun: Reading facts and educational content can sometimes be a drag. The beauty of a Campaign is you have endless opportunities to make the information you’re providing available in a fun and engaging way for your fans. The example we use below uses a click and reveal method. We recently had a loan service company that needed to educate their audience on student loans and they chose to do so through a quiz. The more fun and interactive your Campaign the more engaged your audience will be and they’ll absorb and appreciate more of the information you’re providing.
4. Publish it to the web or embed it on your website: Since you’re not collecting data and your goal is purely to educate you’ll benefit from easily offering access to your Campaign to all of your followers. When you embed in your website you attract your organic website audience. Add that to publishing to the web and you won’t be held back by any social network guidelines. Plus, your mobile visitors will have a friendlier experience.
Templates to help you build a Educational Campaign
Example of an Educational Campaign
Highmark is a national health and wellness company. For their educational Campaign they provide a fun way for individuals to learn about their pricing options when it comes to popular medical practices. Their ultimate goal is to help people save on their healthcare needs. They published their Campaign to the web and directed traffic to it from a variety of their social networks and marketing materials. You can view the live Campaign here.