social media marketing


What Is Social Media Marketing?

“Social media marketing is the process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing.” ~Neil Patel

Within the lead generation process (attract > convert > close > delight), social media addresses the first and last steps. It’s less about selling and more about engaging.

So, how is it done? The basic instructions are (1) develop a strategy, (2) choose your platform, (3) engage with like-minded organizations, (4) build your audience, (5) keep followers engaged with relevant, helpful, timely, content. Sounds simple, but before you start, know that social media marketing is a long-term tactic that requires dedication and resources. Doing it well requires a well-thought-out plan that aligns with your mission as well as your user experience and content marketing strategies.


Establish SMART Goals

Social media marketing is a great way to connect with the community, but, for business, it has become a sophisticated endeavor. “Success” isn’t always obvious and not everyone will see massive ROI return on investment). To set up for success, we help our partners establish SMART goals:

  • Specific: Know exactly what you want to do before you start
  • Measurable: Set goals that can be measured (e.g., increase reach on Facebook by 2% vs. be more popular on Facebook)
  • Attainable: Don’t set your sights too high; make sure that what you want to accomplish is possible
  • Relevant: Make sure social goals support your brand and overall marketing strategy
  • Timebound: Set realistic, short-term goals


Leverage Competitive Research

Another way to approach (and improve!) engagement on social media marketing is to research what other organizations are already doing. Your competitors have similar goals and audiences. You can gain relevant information from an analysis of their efforts. We can help you discover opportunities and avoid pitfalls while also developing a deeper understanding of the social environment.


Create A Content Calendar

One of the trickiest parts of successful social media marketing is being able to present relevant information on a consistent basis. We highly recommend that you create and follow a content calendar. We can help you plot a strategic content mix that works with any social media platform to build trust in your brand, drive engagement, and foster growth.


Test And Test Again

Social media success takes time and resources. Don’t expect overnight ROI and be prepared to be flexible. In addition to SMART goals, research, and good content, it’s important to analyze what’s working (and what isn’t). We help our partners test, evaluate, and adjust social media strategy to get the most out of content, appeal to the right followers, and continuously improve results.

“Build something 100 people love, not something 1 million people kind of like.”

Brian Chesky, Co-founder of Airbnb

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