Posting pictures and the occasional comment is no longer enough of a social media strategy to guarantee success. Or the sudden arrival of a well-intentioned witch in a pink puffy ballgown.
To put it simply: it’s a lot harder to build a following. Brands no longer get thousands of followers overnight. And if they do, they’ve most likely paid for them. This is counterproductive for more than two reasons, but we’ll start there. First, consumers are savvy. They notice. The second? Bots won’t buy what you’re selling. Even the nice ones.
It may be harder, but it’s not impossible. Especially when you come to a social media agency who can kit you out with a social media strategy filled with tried and tested tools for social media marketing success. *clears throat*. Yes, that’s us.
Less time desperately trying to beat the algorithm only to be frustrated by a lack of results. More time to work on the bits of your business you do love. Or Netflix. Or your archery skills.
Even supermodels need help with social.
We’ve helped put a face to The Body. To sell (better) sex without breaking Instagram’s guidelines. Quenched a thirst for an electrolyte sports drink that puts its drinkers in charge. And we’ve even built our own multi-million dollar beauty company starting with just $5,000, some leftover coffee grounds, and our social smarts.
Your audience is waiting for you.
Where do they hang out online? What are their interests? Are there more people walking around the virtual world wearing t-shirts emblazoned with ‘potential customers’ you should be talking to? This is the kind of information we’ll hunt and gather. Like cavemen, but with better hair. And less grunting (mostly).
Then we’ll put it in a cocktail mixer, shake it up, and measure out a recommended social channel mix tailored just for you. Identify the objectives of each social media platform for your brand, the key messages you should be saying, and how to use each one for maximum effect.
Because not every brand needs to be on every platform.
Say it with us again.
‘Not every brand needs to be on every platform’.
It’s a common misconception, like the fact that a single KitKat finger could possibly constitute a serving. It’s a waste of time, resources and mobile data if you are. Instead, go where your current (and potential) customers are. It’s this simple, golden nugget that helped contribute to frank body’s success; we chose to focus on Instagram, because that’s where our Millennial and Gen X customers are. Where they were more likely to share user-generated content. Oh, and the cute doggo memes don’t hurt either.
So maybe you’re perfect for Facebook and Instagram, but YouTube isn’t worth focussing on right now. Or Twitter. Or you should consider jumping on to TikTok before the clock, well, you know.
We’ll create a strategy that’s easy to follow and understand, clearly explaining the type of content and messaging you should be saying on each platform. A formula for success. Much more relevant than the ones from Year 10 maths.
Pay attention to the right numbers.
Your holiday savings fund. Your mum’s phone number. But not the number of followers. Sure it’s nice to have 10k, 100k, half a million people following your accounts. But given that the purchasing of followers is rife, it’s no longer indication of your brand’s likeability. Or success. What matters more is having a strong engagement to follower ratio. People genuinely interested in you and what you’re posting and interacting with. The greater the engagement, the more chance you have for the algorithmic overlord ruling social media to favour and push your posts. To be seen. Liked. Shared.
The goal is quality followers, not quantity. Just like in life. Sure, you can buy friends – but how many will turn up at your house at 10pm on a weeknight armed with wine and ice cream because you’re sad about the death of a fictional TV character? (It was one time, alright?)
Building the pillars to hold up your profile.
As part of your comprehensive social strategy, we’ll provide you with a series of content pillars, created with your key brand messages in mind. They’ll tie in to your branding and tone of voice, designed to deliver on your objectives and grab the attention of your audience. To pause on their endless scrolling.
Pillars that entertain. Educate. Encourage your customers to share their own content you can then reshare. Create awareness. Convert. And yes, look seriously ~aesthetically pleasing~ too.
Because occasionally you need to show to tell, we’ll illustrate what each content pillar should look like, with example posts including album posts, branded ‘quote’ tile templates, organic ‘always on’ posts, ads, stories and lives. Plus, we can make #recommendations if required.
Want to make your load even lighter? We can provide monthly content creation including captions, design, and even manage photoshoots and video production to create original content to post in the first place. All that’s left for you to do is hit that button. No, not the big red one. The ‘share’ one (it’s almost as fun).
No more struggling to find something to post just because it’s marked in your schedule. Just a clear, mapped out approach so you know exactly what to post and how to post it (unlike a disappointing one night stand, we deliver on all fronts).
Think of social strategy as cast iron jelly.
It’s never set in stone. It’s the starting point to establish your brand aesthetic and tone across social. So we test, we learn, we optimise. Your social strategy should be constantly evolving as your brand does. And the more key insights and analytics you have up your sleeve, the easier it will be to see what is working and what isn’t.
But give things a chance. Test properly and you’ll gain a better understanding of the best content to resonate with your audience.
Social media is not the answer in itself (unless the question is ‘what were you doing on your phone for the last four hours?’).
It’s an important part of a wider marketing strategy, which should be used alongside things like PR outreach, authentic influencer relationships, social advertising, email marketing and offline marketing and events.
Need help with any of those? You’re in the right place for those too. Lucky you.