Social media marketing is the management of social media business profiles by creating and posting organic feed content as well as monitoring comments and messages between customers and the brand.
Social media marketing is a perfect compliment to content marketing in that it can be used as a distribution channel for your business to reach customers through communication that isn’t centered around sales, but rather engagement.
Social media is meant to be social, not salesy and too often business profiles neglect to remember this. Their profiles struggle to gain followers, posts go unnoticed, and are unresponsive to messages.
Social media is quickly becoming one of the most utilized platforms for customers to request support for their product or service questions. It can no longer be ignored that society has adopted tools like Facebook/Instagram Messenger and Twitter as customer feedback / outreach tools. If you fail to meet your customers in these places, you will lose their trust and long-term loyalty.
First off, 3.6 billion people use at least one social media platform and that number is rising every single day. We’re more than 15 years into the social media experiment and it’s safe to say, it’s not going anywhere anytime soon.
If a brand’s message is always geared around selling, it will lose the attention of its audience pretty quickly. Great brands also seek to engage, educate, and entertain their customers as a way to build long-lasting relationships with them.
This type of marketing is geared towards building brand equity in the community, improving customer retention and providing technical/sales support. Social media is a tool to help reinforce your brand’s promise to its customers.
To be honest, this is a tactic that can be done very easily within a business’ existing marketing team, but in some cases the creative support that a team like Luminus can provide through visual and writing can make a big difference in post quality and relevance. In other cases, the internal team simply doesn’t have time to dream up or manage the posts across multiple channels consistently enough to keep up with frequency necessary to stay active in these channels.
The Luminus team takes a brand-first approach to this type of digital marketing. Engaging creative can be produced regularly by utilizing strategic insights such as audience personas, the brand’s voice & tone, and values. Post-automation and centralized message management simplify the ability to meet customers needs in these channels.
Here’s the problem with most branded social media accounts. For one thing, they take the “social” out of social media. If you’re going to invest in social media as a marketing initiative, then you need to be willing to engage.
For another, they willfully misunderstand what people want on social media. They focus on serving up the content that they think sells instead of the content that people actually care about. The good news is that there is a much better way to approach social media marketing for your business.
We start with a brand persona and strategy. Achieving engagement in social media marketing efforts relies on a deep understanding of the target audience(s) and their needs. By adhering to brand guidelines visually and through the brand’s voice & tone we are able to create posts that are worthwhile to the reader and offer real value.
Most brands don’t have an articulated social media marketing strategy. They don’t know what their desired outcomes are or how they’ll achieve them: they just know that everyone else is on social media and that it’s a nice ego boost when someone likes your page.
Without a strategy, you’re wasting money. We can help you to develop a common sense social media strategy that meets your business needs and produces an actual, trackable return on investment. By applying your brand’s voice & tone when posting content and engaging with followers you can continually build goodwill and loyalty with your customers.
Most business owners don’t have time to run their social accounts the right way. It can feel like a full-time job, and you never really get a chance to step away from it if you’re going to be responsive and engaged. Luminus can help, providing smart social media management that takes the minutiae off your plate while still fully engaging you in the decision-making process.
Do you have Facebook or LinkedIn pages that are in dire need of matching your brand? We can help you adjust your social media profiles to provide a consistently branded first impression for your customers.
Let us help coordinate your social media outreach posts to achieve optimal visibility and reach to your followers. We’ll help you to identify and produce content that will actually resonate with your customers, maximizing your reach and your return on investment.
It’s not enough to simply post relevant and worthwhile content to your profiles. You must engage with your audience as they comment, react, and post themselves within related networks online. Customers are demanding attention on social media in a variety of ways, but most importantly as a sales and customer support channel. This can no longer afford to be ignored.
We think it’s vital that you understand everything that’s happening with your social media marketing efforts. We break down what works, what doesn’t and where your budget is being spent every single month so that you’re empowered to make intelligent decisions regarding how your brand interacts with its customers online. Beyond the statistics, we include actual summaries of what is happening with each aspect of your channels in a way that actually makes sense to you, the client including our recommendations moving forward.