Social Media Marketing

Why is a social media marketing strategy important for 2022?

Social media networks offer networking (Duh!), advertising, and marketing opportunities, but more than that, they enable companies to build a community invested in their brand through the sharing of relevant and engaging content on their social channels. These are persuasive tools for businesses to market their products, target their audience, generate new leads, and create a loyal brand following without breaking the bank; provided their strategy is executed by a social media marketing team that’s savvy and tuned into customers and platform trends.

The true power lies in social media analytics, its targeted approach, and its ability to reach hundreds of thousands of new and existing customers across the globe. Now, the issue isn’t so much about reaching audiences, but rather how to develop effective social media campaigns in different content formats that result in sustainable business growth. And by that, we mean increasing website traffic and creating opportunities to convert.

How to create a social media strategy that will bring results?

1) Set the Right Goals

Having different platforms at your disposal and recklessly posting does not equate to social media marketing success. If you’re new to the territory of social media marketing, you might consider using the mnemonic acronym S.M.A.R.T. Developed by Peter Drucker and G.T.Doran; this framework helps organizations and individuals set objectives in an effective and productive manner.

  • Specific – target a specific area for improvement
  • Measurable – quantify and stipulate an indicator of progress
  • Achievable– ensure goals are achievable given available resources
  • Realistic – design objectives that are challenging but reachable
  • Time-Related – have a deadline by which results need to be achieved.

When a social media marketing strategy bombs, it’s usually due to a lack of consensus on the definition of success, coupled with vague social media platform strategy goals. On a macro level, we might conclude the ultimate goal of social media marketing is to boost revenue. Yet on a micro level, each campaign will have different objectives, like promoting a new product, getting new email subscribers, or driving them to your website. Your overall social media strategy can have S.M.A.R.T. goals, as can each campaign.

For instance, declaring you want to make the most sales next year doesn’t mean much, unless it’s quantifiable. Think about it; your company could make one more sale more in 2022 than you did in 2021, and technically, you would have achieved your objective, even though you were probably referring to a substantial jump in profit. And this is why setting the right; measurable goals are the first step towards measuring and achieving social media success.

2) Research Your Target Audience

To quote social media management tool Hootsuite: “Your task in defining your social media audience is to identify and understand your niche, so you can dominate it.” Through audience research, you can develop a relevant social media content strategy that leads to a higher conversion rate and better ROI. Even if you possess a firm grasp of your target audience, you can’t assume your overall customer demographics will match your target audience on social media sites.

Knowing how your audience helps to streamline social media marketing efforts. For instance, if you’re a beauty brand and know your target audience are professional career women, you might share content on beauty regimes that emphasize self-care. However, if your beauty brand appeals to active sportsmen, you might share content on quick and easy skincare tips.

Moreover, you’ll want to figure out what platforms your audience uses, too. Not every brand has to be on every social media platform. It is truly about meeting existing and potential customers where they already are. For example, if your target market spends time scrolling through social media posts on Instagram, you’ll want to focus your social media marketing plan on this platform.

3) Select the Right Social Media Management Tools and Platforms

In August, TikTok launched a partnership with Shopify, where merchants who have a TikTok business account can add a shopping tab to their profiles, much like Instagram integrates retail on its platform. Influencer Kylie Jenner was among the first businesses to leverage the partnership and market her cosmetics brand to her 37 million social media followers. Because she knows her products appeal to Gen Z, she advertised them on the social media platform with the most Gen Z subscribers.

There are several social media channels you can utilize for your social media strategy. Just always be aware of your target audience and where they are. A Facebook audience won’t see your posts or social media advertising on TikTok or Twitter. And of course, this also doesn’t mean you have to select one platform to boost brand awareness. Most target audiences will use a few. The trick is knowing how to leverage each one to gain the most from your social strategy.

As for management tools, these can really help optimize time and maximize your social media strategies. Analytics tools should be part of your management suite, as well as automated publishing and a social media content calendar. When choosing tools, you might want to consider:

  • Your overall social media and online business goals
  • The frequency of your scheduling and engagement
  • Platform user experience
  • Which social channels the tool supports
  • How it measures ROI and aggregates data

4) Research Your Competition

An effective social media strategy doesn’t have to reinvent the wheel. The smartest way to get a leg up on the competition is to review their strategy, not necessarily to copy, but rather to help differentiate your company from your competitors’ social presence. Conducting a professional competitive analysis will reveal your competitor’s strengths and weaknesses compared to your own, as well as identify opportunities for growth.

A strong social media strategy requires research, and there’s no better place than to start with those who have done it before. A competitive analysis can:

  • Identify who your competitors are on different social networks
  • Which social media accounts are the most popular
  • How well their strategies are working
  • Provide a benchmark for your results
  • Find gaps in your social media strategy template

In your analysis, you’ll want to include metrics covering audience type and engagement, content metrics, paid media stats, and in some cases, hashtag analysis. All this data offers ideas for the best time to post on social media, what your potential customer pain points are, and how to communicate with your audience.

Any competitive analysis will give you as much as put into it. Some businesses choose to do a one-off report or opt for quarterly or monthly feedback. The more frequent, the better, as trends and online user behavior changes as social media channels update with enhanced shopping and marketing capabilities.

5) Utilize Social Media Platforms to Their Fullest

The first step to a great social media strategy is to ensure your campaign is relevant to the social channel and your target audience. This relates back to your S.M.A.R.T. goals. When it comes to platform utilization, there are two broad points to consider; 1) content format and 2) paid promotion. We know 72% of customers prefer to learn about a product or service through videos and that they generate 1200% more social shares than test-and-image-based content, according to Bird.tv.

So, should you invest more videos across platforms? Honestly, it depends on your target audience’s behavior and the social media channel. Instagram, for example, allows for image posting, as well as videos and stories, where you can share user-generated content or produce your own. And that’s the thing about utilizing any social platform; it necessitates a thorough understanding of buyer psychology, platform popularity, and general trends. Most marketers will opt for a combination of blogging, videos, and image-based marketing to begin with.

This brings us to point two. A social media plan should also include social media ads. Advertising on social networks can alleviate the financial concerns of organically reaching target audiences. While organic reach is important for long-term growth, targeted ads offer quick solutions to boost brand awareness and social media presence. The ability to directly track return on investment is also a huge plus. For example, Facebook’s Ads Manager platform comes with its own analytics tools that make it possible to view your budget’s performance, so you can cut poor-performing campaigns and scale the ones that do well.

6) Be Consistent With Your Posts

Social media would not exist without user-generated content, and campaign success relies on consistent content in terms of publishing and audience targeting. All content serves a purpose and should carry the same brand tone, or voice. Inconsistent content quality, quantity, or scheduling confuses customers. On the contrary, consistency builds credibility and brand trust.

Be precise and calculated in what you share. The goal is to be relevant and authentic, so your audience finds your content relevant to their lives. Bear in mind, cultural references, jokes, and vocabulary that appeals to boomers won’t work with Gen Z. Understanding the intended audience correctly will make your content feel more personal and immediate.

Visual consistency is also important. Your company branding should be recognizable across all channels. That’s not to say every account has to use your logo, but rather that there’s a considered cohesiveness, whether it’s the color, visuals., hashtags, or fonts used. McDonald’s Twitter and TikTok accounts are good examples.

Lastly, all social media platforms have built-in algorithms that feed social media users with content they enjoy engaging with. That’s why you see ads for products you search for on Google. Platforms like Facebook and Instagram decrease businesses’ views on users’ feeds when posting decreases (even more so if you’re a businesses page). So, regular posting = increased engagement. This cycle can work in your favor to promote brand awareness.

7) Stand Back, Evaluate and Iterate

Social media marketing, like digital marketing, is an ever-evolving thing. There are core principles and best practices that professional marketers preface their strategies with, but every social media strategy template requires tweaking based on data and valuable insights garnered from analytics tools. It’s never set in stone and is always open to readjustment and refinement.

Access to granular data means you can create the perfect ad or post, and should be A/B testing content to compare revised and original versions. A/B testing compares two versions of the same blog or ad, for instance, against each other to determine which one performs better. Marketers commonly use this to understand which visual and paid ad copy works best.

If you want to achieve your social media goals, you’ll need to embrace experimentation and be comfortable adapting campaigns until you reach desired results. When you do, you’ll be better informed to make informed business decisions and invest time and money in creating high-quality content your visitors want. You should always try to find ways to improve your social media. If you’re not, your competition most certainly is.

Conclusion

Social media marketing progress relies on a masterful strategy and robust management, which is just as important to ensure it remains effective. Following these tips can help you increase brand awareness, capture leads, and acquire new customers in 2022. As you find what works, you can increase your efforts.

Alternatively, you can also outsource your social media marketing to Comrade Digital Marketing Agency. We can help your businesses utilize the most effective social media channels and campaigns for your business, including the creation and publication of lead-generation content. Click here to learn more.

Case Studies

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Levinson Law Group

Levinson Law Group is a Southern California-based firm specializing in personal injury cases that vary from client-to-client, with a particular scope of work focused on vehicular accidents.

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Levinson Law Group
Levinson Law Group

Challenges

Their old site failed to position the firm as leaders within their industry. Important information was not properly communicated, their story was not properly told, and the content was not up-to-date. Additionally, they were relying heavily on paid ads to help them generate leads while failing to implement a proper SEO strategy to achieve sustained growth.

Solutions

The first step was to completely rebuild the site, clearly communicating the firms impressive track record and story. CWA added a video to reinforce the firm’s message and reputation. This was coupled with a streamlined layout for easy navigation and implementation of new content, all structured as sales funnel to help display information and generate leads.

The next step was to optimize onsite SEO as well as strategize offsite activities to help strengthen the firm’s local presence in Southern CA. This new approach allowed the firm to grow their audience beyond their local markets and help garner them a reputation throughout Southern California. Through effective paid advertising strategies, CWA has successfully helped Levinson Law Group decrease the amount spent on ads while increasing the amount of viable leads generated from these campaigns.

Kruger, Inc.

Kruger, Inc. is a Canada-based manufacturer and distributor of a range of sustainable products across numerous industry sectors. What’s more, the company holds the very cool title of Canada’s “tissue king,” as the number-one producer tissues in the country.

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Kruger, Inc.
Kruger, Inc.

Problem

Kruger was in need of a world-class website to help convey their story and the culture of the company: working within different industries and communities through sustainability efforts and renewable resources.

Solution

CWA worked hand in hand with Kruger’s team to design and develop a truly modern, user-friendly corporate website fitting a nationally recognized brand. Replete with concise company information and highlights as well as a high-caliber mobile experience, the website serves as a valuable resource for both consumers and investors alike.

AARP Illinois

AARP is a US-based non-profit interest group whose purpose is to help empower the aging American population by means of advocating for social change through information, advocacy, service, and lobbying activities.

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AARP Illinois
AARP Illinois

Challenges

AARP Illinois tasked Comrade in designing a website that would help them drive IL residents to engage elected representatives as means of holding them accountable for drafting a sensible state budget. With this, CWA would help AARP develop what would become known as the “Enough Is Enough” campaign. The goal was to create tools to enable residents to add their own stories and opinions on the crucial topic of state budgeting and its adverse effects on the elderly population.

Solutions

CWA created an easy-to-use website that lets users find appropriate information and get involved. Users can subscribe to a newsletter, browse through and submit stories, discover facts and statistics regarding the state of IL, and stay up-to-date on current news regarding the budgeting crisis. Finally, the website guides the user toward action and engagement, including sharing content through social media.

Belgravia Group

Belgravia Group is a premier real estate company from Chicago, with a legacy spanning over 70 years and having developed well over 2,000 properties within that time. Belgravia consulted with CDMA on creating a modern, attractive website to properly showcase the company’s culture and history. After multiple creative brainstorming sessions, CDMA was able to develop the blueprint for what would become a stunning site to help represent Belgravia.

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Belgravia Group
Belgravia Group

Challenges

Belgravia’s prior website was stagnant and required a revamp that would give them a cutting-edge and modernized look to match their niche of real estate: high-end properties in some of the most popular neighborhoods of Chicago.

Solutions

The approach applied was both minimalist and interactive: the website has a clean-cut layout with easy navigation. CDMA also consulted Belgravia in creating unique, professional content to add to the site, helping to strengthen the company’s online reputation. The visual content consists of beautiful professional photography that showcases the properties Belgravia Group manages.

Blueprint Healthcare Real Estate Advisors

Blueprint is a Chicago-based advisory firm that specializes in senior housing and healthcare real estate, offering unique exit strategies, solutions, and consulting for both investors and operators. Blueprint enlisted Comrade Digital Marketing to revamp their website, create a client portal for investors and operators, and to develop a mobile app for their services.

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Blueprint Healthcare Real Estate Advisors
Blueprint Healthcare Real Estate Advisors

Challenges

Due to the high amounts of information that is typically exchanged between BP and their clientbase, the requested portal needed to be capable of both holding said information and allowing exchange between multiple parties. Their complex business model also had to be taken into account, as there are several variables in the kinds of information exchanged and how the portal should function for each user.

Solutions

We developed a brand new site for Blueprint, bringing their branding and voice up to date with user-friendly navigation and professional stylings. This included creating a design and branding library for future use.

As for the client portal, we were able to create a visible portfolio with all assets in a “data room”: a place within the portal where Blueprint can exchange files, messages, and other related content with their clients (and vice versa).

From the admin side, users are able to update and manage portfolios and related assets. Additionally, they are given a variety of dashboards for their different metrics, including finances.

The mobile app was developed for usage on both iOS and Android platforms, serving as an on-the-go version of their site.

Vesta Preferred Realty

Vesta Preferred is a Chicago-based real estate company specializing in luxury properties in some of Chicago’s most sought-after and vibrant neighborhoods. After consulting with Comrade, a strategy was set in motion to help expand Vesta’s digital footprint through a revamped web presence and lead generating campaigns.

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Vesta Preferred Realty
Vesta Preferred Realty

Challenges

Vesta required a website that would serve as a platform for visitors and potential customers to rent apartments, buy homes, or sell properties, all through an easy-to-navigate process with efficient filter functions for an optimal experience.Vesta desired to become a thought-leader within their industry, looking to help anyone seeking a new home. Their new website and branding needed to accomplish this.

Solutions

CWA rebranded Vesta Preferred, developing a modernized website with a reliable search feature. The easy-to-use website allows users to browse through properties in real-time, including viewing inventory, property details, draw comparisons, and schedule an appointment if need be. Additionally, CWA placed various lead magnets to increase user interaction. A very robust admin portal was custom developed for Vesta’s team to help manage and control all aspects of their site and it’s listings. A special attention was given to a mobile experience recognizing that 70%+ of Vesta visitors are viewing the website from their mobile devices.

Boat.me

Florida-based company Boat.me offers a unique platform where boat owners can sign up to offer their boats (with or without captain) on an hourly or daily basis for leisurely use. Owners may host or simply rent out their boats for trips. Alternatively, if a renter is interested in borrowing a boat, they can enter their preferences and location and be matched with boats in their area.

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Boat.me
Boat.me

Challenges

Boat.Me required a website that would allow them easy access to their boating “inventory” in real time. Owners had a need for an area on the website where they could make updates on their boats such as availability. This was asked to be housed in an attractive, fun looking website that was easy-to-use.

Solutions

CWA created a sleek, interactive website that help Boat.me run their business efficiently. A website included an easy-to-use interface for members, one-time renters, and boat owners. The company’s platform offers an easy, streamlined experience for all users.

Why Clients Choose our Digital Marketing Agency

Why Clients Choose our Digital Marketing Agency

The importance of social media marketing is only becoming more apparent with time. Finding the right company to help you with your social media marketing is an important decision.

 

  • 12+ years of executing successful retargeting campaigns
  • We’ll help you select the best channels for your unique business
  • Expert landing page, ad and content creation for every sector
  • Monthly analysis and progress report to track KPIs

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Services Beyond Our Social Media Marketing

Web Design & Ux Web Development
Comrade provides a combination of Digital Marketing Services geared towards achieving best meaningful results.
Why Clients Choose our Digital Marketing Agency

Why Clients Choose our Digital Marketing Agency

The importance of social media marketing is only becoming more apparent with time. Finding the right company to help you with your social media marketing is an important decision.

 

  • 12+ years of executing successful retargeting campaigns
  • We’ll help you select the best channels for your unique business
  • Expert landing page, ad and content creation for every sector
  • Monthly analysis and progress report to track KPIs
Ivan

“Digital marketing is both an art and a science. It takes time to learn these nuances, and once you do, there’s no stopping you.”

Ivan
CEO, Partner
quote

We’re excited to help you with your next social media project. Contact us to take advantage of our free, no-obligation social media marketing performance evaluation.

During this assessment, we will look at:

  • Your current social media marketing performance
  • Google Analytics data
  • Best platforms for your niche
  • Retargeting ad assessment

Following this evaluation, we will launch a robust social media campaign proven to grow your business from day-one.

Thank You For Your Interest!
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