8 Tips to Create an Effective Social Media Campaign in 2023


Social media has become an essential part of any successful marketing program.

However, it is still unclear how to create effective marketing campaigns through social media that will drive business results. During our growth ramp program designed to help our clients create effective social strategies, we frequently hear several questions and concerns about their social media campaigns:

  • Which social platform should I be using? 
  • How many times do I need to be posting?
  • How important are hashtags? 
  • How do we ensure that our social media campaigns drive results?

Many businesses are still unsure of the best ways to use social media to reach their target audiences. In this blog post, we will provide a proven checklist for creating an effective social media campaign that drives results. 

We will cover topics such as setting goals, determining target audiences, and selecting appropriate platforms. Armed with the right information to compete on a busy social feed, you can ensure that your carefully created content stands out and becomes a powerful marketing channel that has the potential to transform your business.

Let’s get started!

1. Set Your Goals

A social media campaign can be an excellent way to boost your company’s image and generate new business. 

Before setting out on this journey, make sure you identify know why it is worth the time and effort commitment – are you looking for leads, customers, or relationships? What does success look like (i.e., reaches 100 likes, gaining 1,000 followers)?

Keep these critical metrics realistic as well because if there isn’t any tangible outcome then what good will all those hours spent online bring about except maybe some extra stress. It’s best to set goals for these metrics that are realistic, scalable, and flexible – once you reach your goals, you can always increase them again!

2. Create Buyer Personas

To make your campaign successful, you need to connect with the right audience. 

Just as a tailor makes clothes according to specific measurements and needs of an individual person; so too should social media marketers create buyer personas that are tailored specifically towards their target market’s interests through extensive detail about age group (eg. millennials), gender (male/female), location & income bracket

All this helps us know what content will resonate most with our potential customers!

3. Check Out the Competition

Learning about your competitors is an important part in developing successful social media marketing campaigns. 

Research their history, what they post on various platforms and how often as well as the tone that particular brand uses will help you create better campaigns for yourself with increased ROI! 

Draw inspiration from what competitors and industry leaders are doing to stand out on social media. Social media campaigns, like other successful business tactics, are built like a recipe. 

  1. Gather your ingredients
  2. Plan the work
  3. Then work the plan

4. Decide on Your Social Media Channels

social media campaigns

Before you launch your social media campaign, it’s important to decide which social media channels you’re going to use. There are a lot of different options out there, and it can be tough to know which ones are right for you. The social channels you pick should be a reflection of your goals (see tip #1). 

Once you know that, you can start to narrow down your choices. If you’re looking to reach a broad audience, then you’ll want to use a platform like Twitter or Facebook. If you’re trying to connect with potential customers on a more personal level, then Instagram or Snapchat might be better options. 

When you’re busy running your business, it’s impossible to find time to be active on every social media outlet out there. 

Narrowing down your choice to just a select few platforms will allow you to focus your efforts and get the best return on your time investment. Here’s a snapshot of the major social platforms and their key differences. Take a look and decide which platforms make sense for your business.

5. Get the Right Tools

You need the right tools to create a successful social media campaign. These include tools for content creation including text, images, audio, videos, and live streaming. 

Then you need content curation tools to share relevant content from different sources to keep your audience engaged and happy. 

A social media calendar helps you plan for the campaign from the beginning to the end. 

A social media management tool ensures that you do not miss any important steps in your strategy, and make full use of your time. It helps you accomplish essential tasks like update sharing and scheduling, collaboration with team members, social listening, etc. 

Use scheduling software to optimize your campaign and publish posts at a specific time and place. This automates the process of uploading content on different platforms and saves you time. Simple online research will help you find the right tools that are free, affordable, or with premium features as per your budget. 

Here are a few tools to help you get started:

Social Media Management – eClincher, Buffer, or Sprout Social

Content Creation & Social Media Calendar – Canva

6. Hashtags and Live Streaming

Your social media marketing strategy should include the use of hashtags as they help drive engagement, especially on Instagram and Twitter. 

Hashtags help you track the results of your campaign too. Create both common and branded hashtags to maximize the reach and trackability of your campaign. 

Also, livestream to engage your audience, through product & service launches, product use demos, giveaways, hosting Q&A sessions, and other topics related to your campaign.

7. Monitor, Respond and Engage with Your Audience

Use social listening tools to monitor your social media campaign and respond to the queries, comments, and reactions to your content. Solve queries, answer questions and interact with your audience. 

If you organized an event, then follow up with updates, photos, videos and a recap of the event. It builds your engagement with your target audience and converts them into returning customers. 

8. Set up Social Media Marketing KPIs 

To track the success of your social media marketing strategy and measure your ROI you need social media marketing key performance indicators (KPIs). You can set up KPIs that are relevant to your brand, business, and campaign. 

Some essential KPIs to set up include engagement rate, website traffic, leads generated, conversion rates, and revenue generated from your social media marketing campaign. 

Without relevant KPIs, you don’t have visibility on the impact of your efforts. KPIs help you track the progress and success of your campaign and help you identify where you can optimize your campaign for the best results. 


Social media is a constantly evolving space that may feel tricky to navigate to launch a marketing campaign. Use the tips given above to create an effective social media campaign in 2023 and make it a success. 

Building effective social media campaigns takes time, especially when you’re creating or recreating a social strategy from scratch. At Hook + Ladder, we support our clients on building and executing effective social media programs that drive results. 

We are currently offering a risk-free, deeply discounted, easily activated, and risk-free 30-day program for established brands to experiment with Hook + Ladder’s social media program.

Learn more here


Aaron Kerr

Funnel Strategist at Hook + Ladder Digital

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