Let’s talk about ‘Campaigns’ – a term, which in the B2B marketing world, guides almost every activity you do.

Good marketing campaigns force you to back up your activities with a coherent plan. They make you go through the process of researching your market, establishing clear goals and objectives, articulating compelling messaging and buyer personas, methodically choosing your best channels, and finally, measuring your overall performance.

The purpose of using campaigns emerged from the need to group things together under a common theme, idea, or goal – one that can be easily managed and measured later on.

If you think about it, almost every B2B marketing technology functions according to a campaign structure: this includes paid advertising, email marketing, marketing automation, and even your CRM platform.

However, when it comes to social media marketing – and social media management platforms, in particular – things work a little differently. Suddenly, there aren’t any campaigns.

Essentially, managing social content at a campaign-level serves the following use-cases:

1. Track campaign results:

As mentioned above, each campaign is guided by a specific objective. After hitting ‘launch’ on the campaign, you can easily review that everything is running smoothly and apply new insights to future campaigns.

2. Optimize content performance:

Create multiple campaigns that promote the same content piece to identify which one is performing better based on variations in messaging, visuals, and CTA’s.

3. Test different audiences:

Run multiple campaigns (with identical content) targeting different audience segments to determine the most responsive audience.

4. Synchronize social data with other platforms:

Your social data shouldn’t live in a silo. Using social campaigns gives you the opportunity to import all of your social data with other platforms that also operate at a campaign-level, including marketing automation, CRM, and BI solutions. The result is a deeper analysis of your social media marketing performance in the context of other marketing initiatives.

More Sharing, Better Measurement

In many ways, using a social media campaign structure keeps everything organized for better management and measurement. Campaigns clearly separate one marketing activity from another, allowing you to neatly tie individual content pieces under a common goal or theme. This is a clever and efficient way to scale, promote, and measure your social content across multiple networks, over an extended period of time.