After reading this headline, you may be thinking “but I don’t have a back-to school social media campaign.” Well, here’s the thing. Back-to-school is relevant for almost any business or industry. As a parent or guardian, think of all the time spent in the preparation for getting kids back to school. Think about what kids want for the perfect back-to-school experience. Sometimes that preparation goes beyond school supplies and clothing. Now that we’ve got that cleared up, it’s time to give you some ideas to work with.
Segment your audience
The great thing about the back-to-school campaign is that it’s so broad. Your target audience can be divided into three main groups: kids, parents, and teachers. Choose one or more and maintain a focus on your audience. Doing so will keep your campaign cohesive and is more likely to generate positive results.
Segment the timing of your campaign
Back-to-school is generally that elephant in the room throughout the summer. Come August, the elephant’s presence is well-known to all. Decide when you want to launch your campaign and then plan accordingly. The key is to make sure you’re timely. If your campaign is launched in October, then it won’t be relevant.
Celebrate with parents
Back-to-school is a time many parents celebrate. They are no longer hearing the words “I’m bored” from their kids. Well, at least not as often. If your target audience is parents, then it’s time to get creative with the ways in which you can market your products or services. Maybe it’s something as simple as saying “Feeling stressed from back-to-school preparations? Then treat yourself to a spa treatment.” Thoughtful touches like these will be well received by your audience.
Post staff photos on social media
Similar to the way in which parents post photos of their kids on their first day of school, encourage your staff to do the same. But rather than posting photos of kids, you can post photos of your staff holding a sign saying what grade their child is going to school. People do business with people and your followers are more likely trust the people they’re doing business with if they get to know a bit about them.
Post photos of the products that are relevant for back-to-school
In doing so, you’re helping to make preparations a little bit easier. If you’re in the food industry, you can post photos of a school lunch with your product in it. School lunches are one of the biggest pain points for parents and photos such as those may help to remove some of the guess work.
Promote the idea of making the home back-to-school ready
Back-to-school is about spending more time indoors and less time outdoors. The weather gets cooler and kids tend to spend more time indoors doing homework or playing inside after school. If your industry is focused on home comfort or home renovations, then you can inform your audience on the products and services that make your home a welcoming environment when the kids come home from school. If your campaign is targeted to parents, then maybe your messaging is focused about the products and services parents have more time to take advantage of.
This tip applies for any social media post. Posts with questions invite the opportunity for comments. When it comes to back-to-school, make sure your question is focused on back-to-school but also relevant to your industry. Let’s say you sell books. Rather than asking a broad question such as “how do your kids get ready for back to school?” you could ask “what book will you be reading to your child as a bedtime story the night before the first day of school?”
What ideas have you used for your back to school messaging on social media? Leave a comment below!