WHY ARE SOCIAL MEDIA SERVICES BENEFICIAL?
Optimizing Integrated Initiatives with PR & Marketing
Building & Engaging Audiences
Driving Full-Funnel Marketing
Social media management is essential to any comprehensive marketing strategy in our modern world. Successful brands leverage the power of social media to reach new customers and drive revenue. However, over the past two decades, the landscape has grown more sophisticated and nuanced, with social media impacting public relations, search engine optimization (SEO), customer service, loyalty and advocacy. That’s why we stay informed and adapt our approach to help our clients reach their engagement, click-through, lead generation, customer retention and conversion goals.
Our team of social media experts has extensive experience developing comprehensive social media strategies for organizations across industries. We seamlessly integrate into our client’s marketing and communications teams, taking the time to understand their business goals, target audiences and brand voice to create compelling content that resonates. Whether developing content for a single profile or managing a robust, multiplatform campaign with design and paid advertising, we help businesses harness social media to achieve their business goals.
Our proprietary Comprise Formula® — targeted tactics plus timed touch points equals repeatable results — comes from the combination of art and science. We take a comprehensive data-driven approach, combining metrics with innovative collaboration and clever creativity to optimize our clients’ social media campaigns and provide measurable results that improve ROI.
Let Comprise help you reach the right audiences with social media posts that drive business results.
Our Social Media Services:
- Full-funnel marketing funnel strategy
- Audits — client and competitor
- Editorial content planning
- Creative, copy and video production
- Paid advertising
- Community management
- Social listening
- Influencer campaign management
- Analytics and reporting
- YouTube channel management
- Employee engagement
- Trade show social support
How do you measure social media?
Measuring social media performance is essential to optimizing campaigns and achieving the goals that move our clients’ businesses forward. We measure social media success in a multitude of ways. Engagement is a critical driver because engagement unlocks unique reach and impressions, which, in turn, drive more relevant conversions, leads or click-throughs. Our monthly impact reports pull the previous month’s data in real time, providing a summary to contextualize the information and help deliver the measurable results that propel successful campaigns.
Stratom turned to Comprise to optimize its presence and exhibit at the Association of the United States Army (AUSA) 2023 Annual Meeting and Exposition in Washington, D.C. To help maximize the leading developer of autonomous ground vehicles and robotic systems for logistics and operational applications’ presence at the exposition to audiences and prospective clients in attendance at the event, Comprise developed a social media campaign showcasing in-the-moment events. During the event, the average impressions per post increased 360.76%, resulting in 160 click-throughs to the Stratom website.
CableLabs 10G Challenge
CableLabs, the leading innovation and research and development lab for the cable industry, collaborated with Comprise on a program to drive awareness around the near-future 10G network and encourage innovators to begin developing applications that will utilize its speed, reliability, low latency and security. The campaign included organic and paid social media efforts and an influencer campaign. Organic social media efforts resulted in over 430 social media engagements, 8,200-plus video views on YouTube, 7,200 new followers and nearly 45,000 impressions. Working with relevant influencers and associations contributed to this success, especially the joint interview with inventRightTV, which accounted for around 1,300 YouTube views. The paid social campaign, which spanned multiple platforms, garnered 9,123,081 impressions and 134,888 clicks.View Case Study
Collab tapped Comprise to integrate public relations with organic social media to drive awareness and build credibility with investors. With a focus on LinkedIn, Comprise developed a content calendar and produced custom graphics to support thought leadership while positioning the real estate investment and asset management company that offers opportunities for co-owning income-generating student housing properties as an innovator to attract prospective investors. Leveraging a mix of content and video proved to be a main differentiator, leading to a 50% increase in engagement.
"Comprise took on the challenge of creating a dynamic social media strategy for us across multiple platforms. Our main goal was to elevate market awareness and position our founder and CEO, Qian Wang, as a thought leader on LinkedIn. Comprised exceeded our expectations with their strategic prowess and flawless execution, propelling us to new heights of traction we hadn't reached before.”
Frequently Asked Questions
Expertise drives results. Outsourcing your social media to an agency brings scale, experience and efficiency. Agencies specialize in navigating the dynamic landscape of social platforms with a strong social media strategy to ensure consistent branding, content quality and audience engagement. This specialization allows businesses to focus on what they do best while reaping the benefits of a professional online presence.
Our team possesses over 30 years of social media experience and has navigated the space through emerging new platforms, algorithm updates and changing user behavior to deliver results. And when we say results, we refer to how posts and ads perform in relation to identified business objectives. Our trusted team wields this expertise to see the correlations between social media and the efficiency of other marketing and communications efforts, from digital advertising and search engine advertising to public relations. The ability to connect the dots is a competitive advantage.
A comprehensive social media strategy outlines goals, target demographics, content themes and engagement tactics. It’s a road map guiding businesses in utilizing social platforms effectively to achieve specific objectives, be it brand awareness, lead generation or fostering customer relationships.
Social media has taken over the globe and our free time, with 59% of the world’s population using different social media platforms. The daily average time for every user is two hours and 23 minutes. While our collective social media obsession provides incredible opportunities for brands to reach current and prospective clients, the space is crowded and requires tactics for breaking through the sea of sameness with content and messaging that resonates with target audiences.
Social media significantly impacts business outcomes by enhancing brand visibility, driving customer engagement and influencing purchasing decisions. Its effects span brand perception and customer loyalty to lead generation and revenue growth.
We approach and align social media to the objective within the marketing funnel and the customer journey. Is the intent to create top-of-funnel awareness, drive midfunnel consideration, lower-funnel conversion or build loyalty or advocacy? When we start with a social media strategy, every post has a single intention based on the customer’s journey. We align the effort to your overall needs. The copy and creative changes based on the stage of the customer journey to best support the action, whether it be customer acquisition or conversion.
Organic social media marketing tactics are like planting and nurturing seeds over time — building genuine relationships and engaging with your community through meaningful content. Conversely, paid digital advertising is akin to using high-quality fertilizer, providing an immediate lift in visibility and targeting potential leads directly. Due to algorithm limitations, zero-click mentality and a pay-to-play model, many brands hit a wall when trying to expand awareness solely through organic social efforts.
That’s where paid social media campaigns shine. Paid social advertising cuts through the noise quickly and targets your intended audience directly and efficiently. Even better, paid advertising can lead to new follower growth and, in effect, more potential customers to reach through organic efforts.
A robust strategy doesn’t rely solely on one method. Smart marketers weave together organic outreach alongside intentional ad spending, creating integrated campaigns where each element supports the other and dramatically enhances the overall impact. So, while organic helps solidify brand voice presence, paid social marketing better ensures customers see the advertising.
Social media marketing proves highly effective by offering measurable results. Metrics such as engagement rates, conversions, cost per click (CPC), return on investment (ROI) and return on ad spend (ROAS) allow businesses to gauge success and optimize strategies for maximum impact.
Social platforms also feature strong audience-targeting capabilities. Marketers can be surgical and have robust measurement capabilities to see what works most efficiently, from custom and look-a-like audiences to prospecting, competitive ad placement bidding options and A/B testing.
Business-to-business social media management differs from a direct-to-consumer approach in that it considers the customer journey of a much more complex purchase process. B2B landscapes — where deals simmer over slow burns rather than instant sparks — require a sophisticated approach. For instance, DemandGenReport’s Content Preferences Study revealed 47% of B2B buyers consume three to five pieces of content before engaging with a salesperson. The playbook changes to emphasize industry-specific content, thought leadership and relationship-building. Strategies often involve showcasing expertise, networking and generating leads through tailored valuable content.
Paid social media advertising is highly effective in B2B contexts. Platforms like LinkedIn offer targeted advertising solutions, enabling businesses to directly reach decision-makers, fostering lead generation and conversions. And, social media advertising is measurable to see what is driving results.
A 2020 study by Business Wire showed 61% of consumers trust influencer content, compared to 38% who trust brand-produced content. In the simplest form, social media influencers, ambassadors and paid content creators can reach new audiences and carry inherited trust.
Yet, this stat comes with a caveat. Influencers and content creators only drive the results that matter when their authenticity aligns with your brand’s value. Influencers thrive in organic integration and engaging storytelling. They can help increase visibility and foster trust, and many brands provide incentives through influencers to drive conversions.
Ambassadors, meanwhile, are differentiated by longer-term relationships with brands. Ambassadors may or may not be paid, but they generally influence within a sector that aligns with a brand. For instance, the yoga and performance apparel brand Lululemon often enlists certified fitness instructors among their ambassadors.
Content creators are a newer form of influencer. Creators focus on creative output and differ from influencers by putting less emphasis on injecting themselves into the video. Creators can cater to broader topics and engage diverse audiences. The focus is more on the subject or the creative expression. Marketers can engage with content creators to create content on behalf of the brand for the brand’s channel or post content in collaboration with the brand.
Imagine your workforce as an orchestra where each member can work in concert to amplify your brand’s message. Think of employees as an elevated version of influencers or ambassadors.
Your employees possess influence within their networks and have a natural passion. Having employees share content about their work or company on their personal channels boosts visibility and lends credibility and relatability to the brand.
Employees contribute in one of three ways:
- Sharing about products, services or company dynamics to increase awareness
- Demonstrating company culture to prospective employees.
- Providing expertise or insights on what makes the offering unique from competitors.
Clear communication and encouragement of sharing from the C-suite to management to the communication and marketing teams amplify employee interest and motivation to engage with posts actively.
The four main reasons employees don’t engage are:
- A lack of activity on social media channels.
- Not understanding the potential impact they have on furthering business.
- Not knowing what is allowed and not allowed.
- Simple fear of reprisals from management.