Do You Have the Resources to Run a Viral Campaign?
Some brands may not be prepared for their own viral success. When you build your content, landing pages, and email campaigns, make sure you have the proper resources in place to handle the possible load that millions of views, visits, or retweets could have on your brand. Some areas to prepare include:
Can your hosting plan and provider support a sudden influx of traffic? Many well-intentioned brands can’t handle the load on their website, which causes it to crash. Make sure you have the back-end resources to be able to scale hosting as needed to handle higher-than-average traffic. Ask the experts what resources you need in order to scale properly.
A viral campaign leads to more questions, comments, and interest in your business and its products. Can your social media and customer service support staff handle the probable increase in social media messages, support requests, or emails that come with a viral campaign? Build out a process for popular posts and make sure you have enough support. Otherwise, your popularity might backfire if customers get upset that you aren’t answering them quickly.
If your content features a specific product or service, do you have inventory in place? Your campaign may take off with more enthusiasm than you expect. If you only have a limited inventory, make sure you list a cap in the beginning of your promotions. This can be a benefit, as it appeals to the sense of fear of missing out (FOMO). For instance, “We only have 1,000 hoodies at this special price” gives a greater sense of urgency than “We have hoodies on sale for $9.99.” Estimate the amounts of your product you’ll need for your campaign ahead of time.
Additionally, consider other potential issues that could be unique to your business and its offerings. Imagine the best-case scenario and think about what you need to scale to that point. Even if you don’t hit your “dream” goals, you’ll be prepared just in case.
Create a Roadmap for Your Future Campaigns
If you have a viral social media campaign, don’t make a one-hit wonder. Evaluate what aspects of your campaign worked. If your conversion rate was higher with your email campaigns than Facebook ads, it may be beneficial to spend more time and resources on email campaigns than social media ads the next time.
Focus on the metrics from each project. What did well, and what was lower than your expectations? If you had a great conversion rate, but your website bounce rate was high, consider offering a few related offers or pieces of content to drive users to other areas of your site. If your sweepstakes got a lot entries, but not a lot of engagement, consider bonus entries for social sharing or UGC. Experiment based on what the data tells you in order to work toward regularly engaging content, not just a massive hit everyone will forget in a month.
Find more tips for using social media for your business in our ebook, “#Winning at Social: 4 Steps to Enhance Your Social Media Strategy.”
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