Social media presence is an incredibly important part of any inbound marketing campaign in this day and age. Using social media gives you the opportunity to reach an enormous audience. Billions of people use social media, after all. However, simply having a social media page isn't enough. You need to have a clear social media marketing strategy in place to get the most out of your social presence.
Here at SMB Advisors, we provide comprehensive social media marketing services that will help you reach a larger audience, engage with leads and customers more effectively, build your brand reputation, and more.
Exactly identifying your audience is job one before attempting any type of social media marketing. Defining who your audience is will identify what social platforms they're using, at what times they're most active, what their challenges and needs are, and how you should engage with them.
If you don't know your audience, you're essentially throwing pebbles into a lake in the hopes of hitting a fish that might not even be in that body of water. The odds of seeing results will be minimal. We will use your existing customer data to identify exactly who your audience is.
Once we've determined who your target audience is, we'll determine which social channels will offer the best means of reaching them. Different types of people use different social media platforms, and there are thousands of social media platforms out there. Generally speaking, try to establish a presence on at least two to three platforms.
While niche channels shouldn't be ignored (especially if it's a niche that your business is focusing on), you'll definitely want to consider one of the larger social media platforms, such as the following:
If you're a B2B business, we recommend that you build a presence on LinkedIn. LinkedIn is used by both individuals and businesses to connect. There are over 500 million members, of which 61 million are senior-level influencers and 40 million are decision makers. Businesses regularly use LinkedIn to fill positions as well as to form business relationships, which is why all B2B businesses should use LinkedIn as a part of their social media marketing efforts.
Facebook and Instagram are arguably two of the most popular social channels for marketing directly to customers. Facebook has over 2 billion monthly active users, while Instagram has over 800 million users. Facebook is an excellent way to share content and generate awareness, but it's also a great platform for PPC advertising via Facebook Ads, which allows targeted marketing. Instagram is hugely beneficial because consumers love taking and sharing pictures on their phones, making Instagram an effective way to reach customers on their mobile devices.
While the big three are arguably Facebook, Instagram, and LinkedIn, we will do thorough research to determine if there are any other social channels that may be viable options as well. For example, other major social networks worth considering include Twitter, YouTube, Pinterest, Tumblr, and SnapChat. Whether these social channels will suit your social media marketing strategy depends on who your target audience is and what your brand's marketing goals and needs are.
The biggest advantage of social media is the ability to directly engage with your audience. Prospective customers can connect to your brand on a personal and emotional level on these social sites. We will help you to enhance this connection using your brand personality, thereby helping to build brand trust and loyalty.
There are many tactics that we may employ, such as sharing high-quality content relevant to your audience, responding to comments left by your followers (such as questions, feedback, criticism, or positive reviews), contributing to group discussions, holding contests, asking for feedback or opinions, and more.
Some businesses simply rely on automation to routinely post content on social media and leave it at that. We will monitor your brand across all of your social platforms to make sure that you respond to any comments left by your audience, and identify what the common feeling about your brand is at any given time by tracking mentions. We will also pay close attention to how social media users engage with your content.
Posting content on social media is an important way to connect with your audience and to kick-start discussions. It's also a great way to promote your website blog and new content that you've developed in general. We'll make sure that the content you're posting or sharing (even if it's not your own content -- sharing high-quality content from another creator shows your audience that you're making a genuine attempt to provide them with content that is helpful to them) is relevant to the needs, wants, challenges, and interests of your audience.
We'll make sure that your social media marketing strategy never grows stale. We constantly make adjustments in tactical decisions, not only to take advantage of changes made to social media platforms, but also to stay well acquainted with the changing needs and challenges of your audience.
A lot of businesses assume that identifying an ROI on social media marketing is almost impossible unless you just count the number of follows you gain. However, this is not true. We can use a variety of analytics tools to track specific metrics across the social sphere to identify how your social media marketing strategy is performing and whether it's resulting in a positive ROI.
Here at SMB Advisors, we understand that the number of followers you have is not an effective way to gauge the success of your social media strategy. Instead, we pay attention to numerous metrics, such as how your followers engage with your content (shares, likes, comments, etc), how many followers are driven to your website, how many of those are converted, and more. We will use these metrics to adjust your strategy as needed to ensure a positive ROI.
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