Social media marketing involves the creation of content to promote your business on social media, and making sure that this content appears in front of the right audience at the right time. Or in other words, it’s about engaging with your target audience in the right place and at the right time.
According to a report done in 2019 by Emarsys, there are approximately 3.5 billion social media users worldwide, which means about 45% of the global population – and these numbers are constantly increasing! This has led to a major shift in the digital sphere. In the past, potential customers would first turn to Google or other search engines to look for a specific product or solution. Today, if something doesn’t appear in their social media feed first, it’s as if it doesn’t exist. Or in other words, you may have something amazing to offer potential customers, and you may have written amazing content about it, but are enough people actually seeing it? For this reason and more, social media is the perfect platform for getting the word out, telling your unique story, building brand awareness, driving traffic to your website, generating leads, engaging with prospects and customers, and connecting with other industry leaders and media outlets.
While the benefits of social media marketing are clear for all businesses, it can be more challenging for B2B companies to stand out in a crowded social setting. That’s why social media marketing for B2B companies requires a unique strategy that takes this into account. This strategy needs to be constantly adapted to changing social media algorithms and platforms to ensure that content appears in front of the right audience at the right time. It also needs to include creative methods for engaging with potential customers online and making sure your brand is noticed first by the relevant decision-makers.
Social media marketing is all about knowing where your customers spend their time and making sure you’re there too. But being there isn’t enough. Effective social media marketing also needs to tell your unique story and communicate your authentic voice. It also needs to be timely, relevant, and give your potential customers and existing customers real value. That’s where we come in. Our team of social media experts specializes in helping our B2B customers to devise a sustainable and customer-centric social media strategy that is tailored to their specific needs and goals, and that positively impacts their business and brand.
We begin by researching your audience, defining buyer personas you want to reach, competitors, media portals, key opinion leaders, key industry terms, and trending topics. We believe that this is the foundation required for creating any successful social media marketing strategy (or any marketing strategy for that matter) as ultimately, it’s all about people and communication. Then, based on this research, we help you decide which social media platforms to focus on, enhance your profiles (or create new ones if required), and create a tailored social media marketing strategy.
Based on this strategy, we create a social media marketing plan that is fully integrated with all of your other marketing activities (for example, content marketing, SEO, paid marketing campaigns, etc.). As part of this plan, we identify areas that you want to focus on in terms of both content and products you want to promote and how. This stage is crucial as social media needs to stand out from the competition and give viewers a reason to engage and interact with your brand.
After creating a social media marketing plan and ideas for content, we define a schedule, write compelling content and create visual elements (including videos), and use a social media management tool to automate scheduling where possible. We use numerous tools based on our customers’ specific requirements and budget, including HubSpot, Hootsuite, Oktopost, Buffer, Sprout Social, and Postcron – all of which help us to prepare and schedule posts in advance.
It’s important to note that while scheduling posts ahead of time is important and helps ensure that our social marketing strategies are sustainable in the long-term, we also supplement these with ongoing community management which involves being online and engaging with the audience, as well as content that is time-relevant and needs to be posted as events occur. For example, social media posts about events, interesting industry trends, and more. In addition, in order to increase exposure, we complement our social media strategies with additional activities such as paid digital marketing and lead generation and employee advocacy programs that encourage employees to share relevant content on social media.
With an understanding that employees are your most valuable asset, we identify employee ambassadors and create unique content and incentivised campaigns to get them onboard and help you spread your message in an authentic manner on social media. As part of this process, we provide onboarding training for employees on these programs to optimize them and ensure success.
One of the most important aspects of a successful social media marketing plan is monitoring, analyzing, and optimizing social media metrics and website metrics (how much traffic you are receiving to your website from social media channels) on a regular basis to ensure the strategy is successful and helping you meet your defined goals. These social media metrics include:
These metrics give us a better understanding of what your followers and audience respond to and what we need to modify to improve future engagement. Moreover, as social media algorithms and capabilities are constantly evolving, we make sure to keep up to date with all of these changes.
As an agency, we have the advantage of managing multiple accounts across different industries. This means that we can learn each platform in-depth, recognize trends across the board, understand which tools to invest in, and constantly test and optimize our methods to keep up with these changes. With this integrated approach to social media marketing, we help our customers enhance their social standing to improve brand awareness, generate leads and conversions, drive traffic to their websites, engage with prospects and customers, and contribute to industry conversations. So if you’re looking for an international team of experts who really understand social media marketing and can help you get the attention of customers you’ve always dreamed of – fast – then you’ve come to the right place!
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