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Social Media Marketing

If you really want to connect with an audience and make a mark in today's world, you need to look beyond organic social media.

Extend your Social Reach

Even though social media is a powerful force to be reckoned with once you’ve mastered it, it requires a lot of TLC. You have to be dedicated and willing to spend time engaging with your audience directly. This may sound too big of an ask but it’s actually incredibly easy. If you have a strategy in place and use careful planning, you can make social media a valuable asset for your business.

Success ultimately lies in deciding on the best social media strategy for your business, and focusing on a select few social media channels as opposed to the whole lot. Rather concentrate on doing an excellent job on one or two than messing all of them up.

That being said, social media isn’t for everyone. If your customers aren’t all aboard the social media train, then you shouldn’t be either. The difference is establishing who your target market is, what their wants and needs are, and recognising where you’re going to get the best return on investment.

Our Process

Our 6-Step approach to Social Media Marketing

PLATFORM ANALYSIS

Taking your KPIs and target market into account, we propose certain social media platforms by which you can achieve your goals – sending the right message, on the right channel, at the right time.

OBJECTIVES & STRATEGY

We assess your business goals and create strategies to accomplish those goals.

AUDIENCE PRECISION

Once we've determined who your target audience is and what their needs are, we develop specific approaches using 1st party and platform-based data signals.

CAMPAIGN OPTIMIZATION

We continuously keep an eye on key metrics in order to make adjustments and improvements along the way, ensuring peak performance.

DRIVE RESULTS

Whether it’s branding KPIs (like awareness and engagement) or lower funnel metrics (like leads and conversion), we focus on the KPIs that will impact your brand’s core business objectives positively.

DETAILED REPORTING

You'll receive comprehensive dashboards of real-time performance, demonstrating the impact your campaign is having on your business. Further analysis of campaigns is conducted to determine crucial success points and areas of improvement.

Strategy Phase

Creating an appropriate social media strategy for your business means understanding the general business objectives and what results you need from social media in order to accomplish your goals, whether that be: 

  • Awareness (grow following)
  • Engagement with target audience to peak interest in your product
  • Build up relationships with existing customers

It's also a great opportunity to examine the activities of your competitors and also that of your target customers to see what social media platforms they are actively involved in. Concentrate on a select few instead of all of them at once.  Some of the typical ones we deal with for small businesses are:

Facebook

It's a no-brainer as to how popular this platform is. Currently, over 1.4 billion people across all demographics use and spend a fair amount of time on Facebook on a daily basis. If you're looking for an effective way to reach a huge majority of your target market without breaking the bank, this is it. If you'd like to polish up your activity, you can do using Facebook's targeting as well as retargeting options that allow you to reach people who have visited your site before. 

LinkedIn

This is your best bet if you're looking for a B2B marketing option that functions as a professional networking site.  It gives businesses the opportunity to connect directly with those within and outside of their network, and with individuals who show high content engagement (liking/commenting on your posts). What will set you up for success on this network is a strong content plan. This ensures you're giving your audience relevant and useful information and further establishes you as a forerunner in your industry.  LinkedIn also offers highly effective targeting options that allow for specific targeting such as by interest and job function.

YouTube

In today's day and age, one-third of all online activity is spent watching videos. This presents ample opportunity for you to effectively engage with your target audience on a video-sharing platform like Youtube – which has proven to have much higher engagement rates than text. Youtube can benefit businesses by enabling sharing of niche video content (which doesn't require tons of money) or allowing advertising on other businesses' video content and channels. 

Analytic Phase

A social media audit is one of the initial steps we take towards the development of your social media strategy, which will evaluate all of your present social media profiles, including:

  • Page/profile set up: How well do you represent your brand and image with your “about us” description, images, and core messaging? How prominent is your call to action, how well are you regarded in your customer reviews, and what is your average response rate to comments/enquiries?
  • Page/profile likes and followings: What is your current engagement like?
  • Post frequency: How consistently are you posting/sharing information?
  • Post types: What is the balance of engaging, informational, brand/product posts?
  • Post detail/structure: How much text do you have in your posts, and what are the style and tone?
  • Fan reach & engagement: What is the % of engagement from fans?
    Traffic to the website: Is your activity driving traffic to your website?
  • Sales: Are your social channels driving sales? (this is an indication that you are reaching the right audience)
  • Risk/reputation management: What is the timeliness and manner in which you respond to positive and negative comments/posts?

Optimisation Phase

Once your social media strategy is up and running, it needs to be continually optimised to improve over time and produce better outcomes. It’s all about planning, automating, and identifying opportunities to maximise return.

Key steps in the process include:

  • Content calendar: This is going to save a lot of time and effort in the long run. Your content should be relevant and complementary to your overall marketing strategy but also specifically look at ways to build customer trust, loyalty, and retention. Share content on broader topics but also specific to your company/products – for example, look to share information on new ways to use your product.
  • Automate posts: Use platforms such as Hootsuite to upload your posts in advance (week by week or month by month).
    Promote/boost posts: This is a good way to reach your fans and your fans’ network for minimal costs – ideal for blog posts which will drive traffic back to your website.
  • Advertising Campaigns: Great way to target new audiences who aren’t specifically seeking you out.
  • Customer Retention Initiatives: The best way to promote customer retention on social media is to allow your customers to have a voice, respond immediately, and address customer concerns publicly (not individual complaints though).
  • Optimisation: This is about seeking to improve site engagement and conversion metrics (campaign, content, and landing pages) to better drive conversions and sales.

You know you need to review your social media strategy when:

  • You’re getting no engagement
  • You’re posting sporadically
  • You have a negative review sitting at the top of your reviews
  • You haven’t updated photos since you first published the page
  • You’ve got less than 100 fans
  • You’ve never used it to reach new customers

Ready to level up your business?

Contact us today!

 

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