Social Media Marketing

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What is Social Media Marketing and Why Do You Need it?

Social media marketing (SMM) is a type of organic online advertising that uses the existing popular social media platforms to promote businesses, products or services. Social media is the best channel to connect and engage with your potential and current customers, as well as industry influencers, and to turn them into brand advocates. It is a powerful way to boost your brand engagement, provide better customer support, and give a more personal feel to your brand.

By distributing your content and promoting your products and services on social media, you can gain more targeted traffic and attention. Through well-targeted social media campaigns, your business can generate more leads at a lower cost-per-acquisition compared to other online marketing channels.

Besides, social media is the only channel where you can influence customer buying decisions at all stages of the sales funnel. Last but not least, your competitors are already social. So don’t fall behind!

Check out our services below and feel free to contact us to see how we can help you with your specific social media marketing needs.

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How Can I Get the Highest Social Media Marketing ROI?

Initial Research

Before we start, we always try to learn everything we can about your business and industry. That’s how we can provide you with the services you need in the most efficient manner. We analyze your business goals, your competitors, your target audience, social activities, where your customers are active online, what they share, who they are influenced by, and much more.

Social Media Marketing Strategy

The best way to start the social media marketing process is by creating a strategic plan tailored to your business goals. It is based on our initial research and it outlines clear goals and prioritized deliverables. We identify and describe in-depth who your buyer persona is, the influencers you need to engage with, and where they hang out, among many others details.
The strategy describes how to develop and optimize your accounts across all relevant social networks. For each channel, we create a roadmap for audience growth, engagement, organic promotion, advertising, and reporting.

Social Media Marketing Strategy Execution

Now that we have a clear social media marketing plan, it’s time for the execution.

  • Content Promotion

    Our content promotion activities are aligned with your SEO and content marketing strategy. We promote the content available on your website (e.g. product pages, articles, e-books, and more) across your social media channels. The goal is to reach large audiences of users who would be interested in the content you offer.

  • Social Media Advertising

    We can set up and manage well-targeted and optimized ads to promote your brand and products or services on all relevant networks. Aligned with your social media strategy, ad campaigns can have different goals, such as driving sales, brand awareness, traffic, or simply increasing your social media audience.

  • Community Management

    Our community management activities have two main goals: audience growth and engagement. We research, connect, and engage with target users and influencers across all networks. Building a relevant and active community helps you better promote your business, generate brand advocates, and improve your overall online brand reputation.

Analysis, Reporting, and Optimization

In order to measure the success of our campaigns, we set up, track and report on a regular basis all goal completions and deliverables. Based on the achieved results, we adjust the tactics and planning for even better performance.

Social Media Marketing Best Practices

Start with a clear strategy

Never invest in social media marketing without having a precise goal and a detailed plan how to get there. Executing random tactics that work for others doesn’t necessarily mean they will work for your business, or that they’ll bring you the highest ROI.
Set Up Goals The first step is to determine your S.M.A.R.T. (Specific, Measurable, Achievable, Realistic, and Timely) goals. Most businesses fail at this stage. If you have more than one goal, plan different tactics for each of them. Formulate a Buyer Persona Get to know your most profitable customers and create your buyer persona. Gather as much information about your target audience as possible, such as demographics, buying behavior, and online behavior. With real data, you can adjust your approach to achieve optimal results. Create a Publishing Calendar Set up your social media publishing calendar per network. Schedule relevant and timely posts for optimal engagement based on the online behavior of your buyer persona. Instead of manually posting on each network, you can use tools like Buffer app to schedule your posts upfront, so they are automatically published at the right time.

Solve problems

Don’t be afraid to share your knowledge. The more you educate your audience, the better results you will get. People will then see you as a trustworthy expert worth following. After all, social media is all about sharing.

Posting too many promotional messages is among the top reasons why users unfollow brands on social media. It doesn’t mean you can’t highlight your products and services, but keep in mind that the majority of your posts, even the promotional ones, should be useful for people.

Interact with your audience

Social media marketing is not just about posting online. It’s the art of interacting with people within the realm of each network. Engagement is one of the most important parts of your social media activities.

When interacting with brands, people expect to get a direct response to a question or an issue in a very short period of time. Although there are a lot free tools that can help you optimize your social media processes, don’t skip the opportunities to humanize your brand. Answer to requests and reviews, send real messages, ask questions, and show the genuine person behind your brand whenever possible. Never ignore ethics when posting, listen to your social audience, and keep your brand voice consistent.

Keep learning

Social media is a fast-changing industry. You can’t stay on top of it if you don’t follow the latest trends constantly. Create a custom feed with social media marketing news relevant to your business and check them daily. Make sure you won’t miss important updates, such as algorithmic changes or new features from the social networks where your brand is most active.

Analyze

Keeping track of all your social media activities and analyzing and acting upon your KPI reports will ensure you’re moving in the right direction. You need to continuously adjust your tactics, so that you can adapt to the ever changing social media environment.

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Frequently Asked Questions

  • How much does social media marketing cost?

    The price of a social media marketing campaign depends on many factors, such as:

    • Your industry and the type of products or services you offer
    • Your goals and what it takes to achieve them
    • The social media networks where you want to advertise
    • Your audience
    • And more

    When developing a social media strategy, we make sure to adapt it around our clients’ budget, prioritizing the most important activities first, so that you receive the best ROI.

  • Why do I need to hire an agency to run my social media campaigns?

    You don’t have to. It’s easy and free to create a social media page for your brand and start posting. However, it takes experience, practice and (maybe) a few tools to make social media a profitable marketing channel for your business. Professional management of your campaigns is more efficient, removes the guesswork, and delivers better ROI. Most importantly, it lets you focus on your business.

  • How soon will I see the results from my social media marketing investment?

    It depends on the goals and tactics defined in your social media strategy. Organic social media promotion usually takes more time before you can see direct results. Yet,it is an investment that can repay itself many times in the long run. On the other hand, paid social media advertising is a powerful way to gain traffic, leads and sales in a short period of time.

  • How to handle negative feedback on social media?

    Even the best service or product could receive negative feedback. Don’t panic and delete the negative comments and reviews. Reply in a friendly voice and try to resolve the issue as quickly as possible. Let your customers know that you care about their opinion and that you’re working on resolving their problem.
    The more effective your social campaigns are, the more brand advocates you’ll gain. Ultimately, you won’t be alone anymore when dealing with negative comments online.

Case Studies

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Pratte International

At Pratte International, we offer a unique way to learn how to improve your ski performance. From Olympic hopefuls to racers, adults and families who share a passion for the sport.

What we did for them: full case study
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