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It doesn’t matter how good your product is if people don’t know it’s out there. For that reason, it’s essential that you have a good marketing strategy. Now, there are a lot of different strategies that you can use. You can rely on influencers, content marketing, SEO and a whole lot more. What all strategies have in common, however, is that they rely on having at least some kind of successful social media marketing.

Why? Because of several reasons, actually. For one thing, that’s one of the foremost ways that we discover new things nowadays. For another, Google’s algorithms now depend to a large extent on social media to decide whether something will actually rank well or not.

So how do you create an effective social media marketing campaign?
<h2>Find out what the competition is doing</h2>
You can find out a huge amount about your audience for free. Just go into <a href="https://www.facebook.com/ads/manager">Facebook Advert Manager</a>, for example, and follow the ‘Audience Insights’ option in the top left drop down menu and outline your audience. If you do that, then you’ll get a good idea of their favorite websites. From there, you’ll be able to figure out what those websites are writing about, what is gaining traction, and if you should follow in their footsteps.

In this way, you can let your competition do the hard work of finding out what you’re supposed to be doing and then simply follow in their footsteps when something works.
<h2>Watch the home front</h2>
The first thing that you’ve got to realize is that you’re going to need high-quality content, because – like <a href="https://www.inc.com/linkedin/gary-vaynerchuk/2017-key-small-business-social-media-marketing-gary-vaynerchuk.html">Gary Vaynerchuk explains</a> – “No amount of paid media is going to turn bad creative into good content… That's why you need to invest in the long-game of improving your brand's content (and you do that by creating a lot of it).”

So that’s where you’ve got to excel. If your content is only of mediocre quality, then get new content creators and up your content game. Look on the<a href="http://essayguard.com/services"> best writing websites page</a> isn’t a bad place to start. Then push that content through your social media instead. For only in this way, can you be sure that people will not just read your content but stick around to consume more?
<h2>Test your ideas rigorously</h2>
When most people read the word ‘rigorously’ here, they probably think I mean ‘a lot’. That’s not what I mean at all. What I’m talking about is ‘with scientific rigor’. What do I mean with that? I mean that when you run ads on the different platform, make sure that you run several different ones. What’s more, make sure that between two you only vary one variable at a time, like the title, the image or the blurb.  Then, when you get the results back you can conclude what set goes together best, put them together and try again.

In this way, you can actually work out what works the best, rather than from incorrect theories about what’s happening and then cling to them because of <a href="https://www.psychologytoday.com/blog/science-choice/201504/what-is-confirmation-bias">confirmation bias</a>. What’s more, if you repeat this a number of times you’ll have a much better idea of what people like, which will make it far easier to design better campaigns going forward.

Also, realize that social media platforms have a conflict of interest in reporting engagement numbers back to you. After all, they want you to think your campaign is effective so that you’ll spend more money on their platform. For that reason, use things like <a href="https://blog.bufferapp.com/utm-guide">UTMs</a> to more precisely track what ads works and which ones don’t.
<h2>Last words</h2>
You’re not going to become a social media wizard overnight. There’s a lot of learning that will go into it. So don’t start acting like you know what you’re doing right off the bat. Instead, invest carefully and figure out what works before you start throwing serious money at the effort, even while you’re building content for your main website.

After all, great evergreen content can be pushed again and again, while a poorly conceived and executed advertising campaign will simply make your money disappear, never to be seen again. Don’t let that happen. Be careful. Learn the ropes. Then, as you get the hang of it, expand your efforts and your scope. Only in that way can you make social media work for you.