Social Media Management and Marketing Services

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:

1. Sharing about products, services or company dynamics to increase awareness
2. Demonstrating company culture to prospective employees.
3. 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:

1. A lack of activity on social media channels.
2. Not understanding the potential impact they have on furthering business.
3. Not knowing what is allowed and not allowed.
4. Simple fear of reprisals from management.