The four pillars of effective social media marketing are as follows:
(in order of importance)
Consistency
Understanding your audience
Measurable strategy
Great content
Look, I know some of you have either been trying to handle social media marketing yourself or are thinking about trying. How’s that going? Probably not great. I know because before I actually did this for a living I was in the same boat. Doesn’t it feel like you’re moonlighting at your own company. Yea. That’s how it felt for me too; because it’s not social media. It’s social media marketing.
Let’s look more closely at the four things you need so that your business thrives
and your social media converts.
1. Consistency
Without question THE most important piece of the puzzle. We can’t state this enough. For customers both existing and potential It ensures that you’re front of mind. Equally important is that social media’s algorithms feed on consistency. I know many of you have read that before and wondered about it. It’s 100% true.
When I say consistent…Here’s a typical example of what a high converting week of social media posting looks like (this is THIRTEEN pieces of artwork and accompanying copy!):
Three Posts - two are photo or graphic centric and one is video
10 Stories - a mixture of photo, video and graphics
Modifying each piece where necessary so that everything works on all of your social channels.Dimensions, word count, custom add-ons and features (and every platform has it’s own unique add-ons, features and accompanying rules), and much more is used to best advantage.
2. Understanding your audience
Pretty much sales 101 and yet something that we see businesses failing to figure out. Particularly when that audience can change - think about the pandemic and how much your own buying habits were affected. If you know who you customers are then you know how to market to them. Targeted advertising is one of the principal tools we use that helps us not only determine exactly who your customers are, it sells to them at the same time. And we continue to learn about and refine your target audience with each piece of content.
3. Measurable Strategy Including Branding
Note: Branding is its own animal and a larger conversation. Some people are farther along with their branding than others. For those beginning the branding journey we’re here to help.
Video with captions. Graphic based content. Explainer videos. Posts that are purely entertaining and when to post them. Geographic based Stories. Monitoring customers' questions, feedback, cross pollination with other businesses. This list goes on and on. There are a million ways to slice the cake and every cake is a little different. From the outset we are crystal clear about the way forward, often working three months in advance. In this way results are monitored, and strategy modified when and where it matters.
4. Great Content
Here’s the thing, “great” is pretty damn subjective. For some people that means an honest, down to earth testimonial shot on a phone. (In fact, the numbers on phone testimonials continue to blow us away.) And sometimes it means creating a series of videos that play like something you’d see in a Superbowl halftime show .We can even bundle those services and save you money doing it. There are many, many things that make content great. Knowing what they are, how to produce them and how to implement them will help ensure that your fan base grows and opens their wallet more often.
5. Consistency Forever
Yes, I said four, but being consistent from the day you make your first sale to the day you sell the place, or leave it to your kids is SO damn important we’re saying it again. Consistency.
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Imagine creating 52 pieces per month. Forever. Because that’s what it takes to move the needle and keep it moving. Seriously. Really think about yourself coming up with and creating 52 Posts per month, getting them all online on every platform and finally answering people’s questions and tapping the heart and like buttons. Over and over and….Yea.
Content and ads that continue to be fresh, that engage, that convert, week after week and year after year. That’s what it takes to start and grow a successful business. The only thing that’s going to change is that a few years from now there will be a new social media channel. Then another. And another.
Do I have your attention? Ready to get started? We sure are.
