What does a social media marketing company do and why should I care?

So you’d like to know more about what a social media marketing company does and why you should care…

Let’s start with why you should care:

There are roughly 7.5 billion people alive today. More than 1 quarter of them are on Facebook.

Therefore, Facebook has over 2 BILLION PEOPLE. And that’s just Facebook.

Starting to see why businesses need to take social media marketing seriously now?

Now, what exactly does a social media marketing company do?

Would you like the short answer or the long one?

Short answer: we help your businesses maximize its success on social media.

That means making more sales, driving traffic to your website, achieving top-of-mind awareness in your niche, and generally kicking ass.

What we do isn’t that hard. In fact, anyone can do it.

It just takes some time and knowledge.

So, if you have a little time, read on, because we’re about to tell you everything you need to know to get amazing results for your business through social media.

What comes after this point is essentially the long answer.

What is social media marketing?

When it comes to social media marketing. There are some amazing resources online. The guy in the video below is called Neil Patel, He’s like the Warren Buffett of Digital Marketing. Give it a watch and let’s move on.

Let’s start with what Social Media Marketing isn’t:

  • It’s not randomly and haphazardly spamming whatever content strikes your fancy.
  • It isn’t rubber-stamping — that’s to say it’s not copy / pasting your content across platforms.

Social Media Networks are just that — NETWORKS. Therefore, think to yourself what’s at the heart of any kind of networking? You guessed it… Engagement.

Therefore, social media marketing companies main aim is connecting with people. It’s having conversations. It’s tapping into what people really care about.

Even a Social Media Marketing Company might find themselves getting this wrong.

For example: they promote — promote — promote.

And they lose sight of what’s really important:

Talking to people.

A Social Media Marketing Company will create content that’s carefully tailored to the social media platform it will be published on.

It’s finding what resonates with your potential customers. What moves them: makes them laugh, cry, what gets them motivated, and what they fear and avoid.

To really understand your customers, we recommend creating “Audience Profiles” 

Imagine your quintessential customer.

Get an image of their face in your brain as clearly as possible.

Name them.

Yes, we’re serious. Give them a name. You know exactly what your typical customer’s name would be if you think hard enough.

Grab a piece of paper and write down everything you can about them. Everything.

Set your imagination free.

Go on Google and find an image of what they would look like.

Now, imagine you’re talking to this person you’ve just created every time you create a post.

Do this because it clarifies your message like you would not believe.

If you feel you have several typical customer-types create an audience profile for each.

Should I go B2B or B2C?

Before we go any further, we absolutely need to establish a key difference in business types that has an enormous impact on how you’d go about your social media marketing.

Is your company B2B or B2C?

To get this answer just ask yourself, “who are my customers?”

If they are members of the public, you’re B2C or “Business to Customer.”

But, if they are other businesses, your offering is B2B or “Business to Business.”

The difference here is not trivial.

For example: if you’re selling a product to the public, an Instagram marketing campaign that utilizes influencer marketing would probably work great.

LinkedIn however, not so much.

Conversely, if you’re to sell to other businesses, LinkedIn could connect you with business owners and managers super effectively.

Am I selling a product or a service?

A social media marketing company (or any industry expert for that matter) wouldn’t go about marketing products compared to services the same way on social media.

Paid Facebook campaigns are a great way to move products on Facebook.

You pop snazzy product photos and videos on your post, do some advanced targeting and Presto.

But services work a bit differently depending on a multitude of factors: local vs global, and specific goals, by comparison.

Speaking of Facebook and goals. These are the 10 they specify in their ad campaigns:

  • App installs: Get people to download your app.
  • Brand awareness: Get more people to know about your brand.
  • Conversions: Encourage people to do something specific on your website. For example: buy your products or subscribe to your newsletter.
  • Engagement: Get more users engaging with your brand. That means more clicks, likes & shares.
  • Lead generation: Get new prospects into your sales funnel.
  • Reach: Expose your ad to as many people in your desired audience as possible.
  • Product catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
  • Store visits: Drive customers to real-world physical stores.
  • Traffic: Drive traffic to a specific page on the internet.
  • Video views: Get your video content in front of more sets of eyes.

You need to figure out unequivocally what your goals are.

Working out our clients’ social media marketing goals have been huge for us as a social media marketing company.

It’s how we’ve managed to grow key social media metrics for our clients by hundreds and even thousands of percentage points.

That leads us to the next point:

What different kinds of social media platforms are there?

Before we get into how a social media marketing company would approach marketing for different platforms, let’s address a key distinction between social media marketing strategies:

Organic vs Paid.

When setting out to create your social media empire you need to decide whether you’re going to focus on paid campaigns, organic marketing, or a mixture of the two.

Organic marketing is free (if you’re creating your own content), but it’s time-consuming, and your content has to be objectively worth sharing.

Being overtly self-promotional in your organic marketing campaigns can be a recipe for failure.

You can’t talk me me me and expect people to share that with their friends.

You have to create content that’s useful, interesting or entertaining for them – that’s the key.

Paid Social Media Marketing, on the other hand, can get your offering in front of lots of interested eyes, instantly.

As a social media marketing company, it is our opinion that, more like traditional marketing in that you can afford to be a bit more direct with the sell, when running paid social media campaigns.

Most social media platforms have extremely powerful targeting systems for paid advertising, that allow you to effectively target your desired audience, making your campaign more targeted and less hit-and-hope.

Facebook Marketing

Facebook is one of the most popular choices for those looking to market their businesses on social media.

It has amazing targeting features so you can get your brand in front of the people who are the most likely to convert.

Facebook advertising campaigns are also goal specific and are crafted to help you achieve your strategic objectives.

It’s great for B2C companies (Business to Customer) and is a fantastic place to advertise products and local services.

Twitter Marketing

Twitter is all about engagement. Every Twitter Marketer needs a finger firmly on the pulse on everything current and viral.

Twitter is super conversational and all about talking to people.

Too many brands make the mistake of pumping out generic one-way communications and wonder why people aren’t engaging with them.

Be engaging by asking questions to your followers. Encourage feedback. Be responsive.

Check out the sassy tweets below that earned huge, free exposure for the companies that were witty enough to pull them off:

LinkedIn Marketing

LinkedIn is THE social media platform for B2B Marketing (Business to Business).

No other social media platform allows you to as easily target business owners and decision makers.

Have a great pitch for a business but you don’t have the details of anyone at the company that can make things happen?

Easy. Find them on LinkedIn.

If your customer base is comprised of professionals and businesses, you don’t need to run a social media marketing company to know that LinkedIn is your best bet.

Pinterest Marketing

With 250 million monthly active users, Pinterest is one of the fastest-growing social media platforms out there.

It may not be the most popular platform out there, but it does have some pretty awesome advantages.

In fact, Pinterest pins get more shares on average than Twitter and Facebook.

It’s still a majority-female platform but the male demographic is growing rapidly.

It’s super visual, and it might be just right for your company.

Instagram Marketing

Instagram is the home of influencer marketing.

That is, paying for someone with a large, highly-engaged following to promote your company.

This can be exceptionally effective, if it’s the right fit.

In fact, 70% of US businesses are now on Instagram. (Sprout Social 2018)

The trick is finding an influencer that’s relevant to your niche and brand. That’ll maximize the chances of converting a higher percentage of their followers.

Of course, Instagram does have baked-in paid advertising too. Much like Facebook you can set up targeted campaigns.

Have you ever heard about Interactive re-marketing?

That’s when you go shopping for a new watch, you decide to think about it, but a couple of hours later you notice an ad on Facebook for the same watch and end up buying.

This technique involves tracking visitors to your website and following them around the web, continuing to advertise to them.

This is exceedingly effective because the vast majority of people who decide to “think about it” after seeing your product online forget all about you.

Most people only buy after being exposed to a product a few times.

This one is slightly more technical but a professional social media marketing company will be able to help you out.

Best things to post

Social media is about letting people into your world and making them feel a part of your brand. Don’t be too rigid and corporate.

Ask questions. Share candid photos of your business life. Overly curated social media profiles can seem cold and inauthentic. Engage.

Best times to post

Sprout Social, an eminent social media scheduling software provider, tried to answer this question.

They used data from over 25 000 of their customers for their research.

According to their research, the best times to post on Facebook were Wednesday at 12pm and 2pm, and Thursday at 1pm and 2pm.

Morning and evening posts saw far poorer performance.

The overall trend indicates that midday during the week is a good time to post.  

The study goes on to explain the optimal posting times in great detail by platform and industry niche.

View the full study here 

Should I hire a social media marketing company or try to do it myself?

Good question. I’ll say this: if you’re willing to put the time in, you can absolutely do it yourself. There are plenty of courses online that can help like this one for example.

Depending on the type of content you produce, you might need to buy some professional design software. We use Adobe CC which is a little on the pricey side.

Alternatively, you can hand it over to us. We’ve gained tons of experience in our time running a social media marketing company, and we’d love the opportunity to help you get fantastic results for your business.  

So if you do want to take your social media to the next level, book your free consultation using the button in the menu now. What are you waiting for?

Website Consultation

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Website Consultation

We’ll have a look at your website and give you some free advice on how it can be improved for great looks, ease-of-use & crazy-effective sales.

Do you want to know how to improve your website to convert like crazy?