Social media marketing
Not quite ready for a new website or comprehensive support plan? If you’re just looking for some social media marketing guidance, maybe we can help.
Build a great website first
The sole purpose of every online marketing endeavor — paid advertising, social media, email marketing, whatever — is to drive people to your website and encourage them to interact with you. So, the first thing you need to get right is your organization’s primary website. There’s no sense in pushing potential customers to an obsolete and irrelevant site that has no clear purpose or call to action.
There are dozens of digital marketing channels available to reach your audience, but none are more powerful — or give you more control — than your own business website. Whether you’re selling products, services, memberships, or education — your website is the zero moment of truth. That’s where it all starts.
A Facebook page is not a website
A Facebook business page can help you engage your audience, grow your sales, and provide “social proof,” but it’s no substitute for a dedicated website:
- A Facebook page is a marketing tool, not a business website.
- Facebook pages belong to Facebook, not to you.
- Facebook pages can change at any time, and frequently do.
- Facebook owns your audience, and can take it away without notice.
- Facebook is temporary — You can get banned without reason or recourse.
- Entire business categories have been wiped out due to changes in the Facebook news feed ranking algorithm.
- Your website belongs to you. You have complete control.
When it comes to the impact your social media marketing will have, we can’t overstate the importance of engagement. That means your posts must generate likes, shares, comments, and replies — Anything that indicates interest and interaction with followers. Just randomly posting items in your company’s Facebook feed isn’t enough. Your entire company, including leadership and staff, needs to get involved and actively participate in the online conversation.
Organic vs paid social media
Organic social media refers to the free content (posts, photos, video, stories, etc.) that all users — individuals, businesses and brands — share with each other on their feeds.
When you post organically to your business account, you can expect that the people who will see it are:
- A percentage of your followers (organic reach).
- The followers of your followers (if followers share your post).
- People following any hashtags you use.
The reason that organic social media is the foundation of every digital marketing strategy today is because it’s the best way to promote and nurture a relationship with your customers at scale.
Paid social media is simply advertising on social media that you pay for. It’s when businesses pay money to social media channels (Facebook, LinkedIn, Twitter, YouTube, etc) in order to have their content shared with specific audiences who are likely to be interested — either through “boosting” their organic content, or designing unique advertisements.
Paid social media is experiencing a rebound after the uncertainty of 2020. Users have not only increased the time they spend on social media, but they have become accustomed to online commerce and social media “stores.”
NOTE: Creating and running online advertising campaigns is beyond the scope of services that we currently offer. We focus on organic social media marketing only.
Social media benefits
Social media platforms
Organic social media can be a highly effective marketing channel for any business. Not only is it usually free, but it provides an avenue for brands and businesses to show their personalities and engage with their followers and customers.
Currently, these are the social media channels that we work with:
- Google Business Profile (formerly Google My Business)
What we do
If you’re looking to boost awareness of your business or brand on social media, we can help with the following:
01 Account selection and creation
If you don’t have any social media accounts, we can help you select the best ones for your business, and guide you through the account setup process. Keep in mind that all of your online accounts (social media and otherwise) should always be created in your name, not that of a developer or agency.
02 Page profile design and content
It’s not hard to create social media pages and profiles, it’s just that all platforms do it a bit differently, so it can get confusing. In any case, we can help with cover photos, profile images, logos, business hours, location info, contact details, descriptions, about sections, and more.
03 Social media sharing
Social media sharing is simply the process of posting existing content — yours or someone else’s — on your social media news feed. This is usually accompanied with a short caption or description. The regular sharing of content on social media demonstrates “proof of life.” And a lot of folks check your social media profiles before visiting your website.
04 Social media publishing
Social media publishing is similar to sharing, but involves posting original content created by us. This content can initially be created for your website, then shared, or it can be created for a specific social channel. Original social media content may have a better chance of getting shared by others. This drives engagement — A strong social authority signal for search engines.
05 Google Business Profile (GBP) management
Google Business Profile (formerly Google My Business) is a free Google listing tool for local businesses and organizations to manage their presence on Google Search and Google Maps. Using it properly can make it easier for customers to find your business, understand your story, and get in touch with you. That’s the good news. The bad news is that GBP changes frequently, and isn’t terribly user-friendly.
06 Landing page development
A landing page is a single-purpose web page that appears in response to clicking on a link in a marketing promotion, email message, online ad, or social media post. The primary goal of a landing page is to convert visitors into sales or leads — So it will usually only contain focused “call to action” copy. The header navigation, sidebars, and footer elements are typically omitted.
A landing page may be a single page within an organization’s main website, or completely separate and hosted on a different server. As such, landing pages can be operated independently of your main website to generate leads, offer downloadable assets, or even offer products for sale.
07 Document and PDF creation
Sometimes an image post or link post isn’t enough — You need something more portable and shareable. In that case we can help you create a suitable short-form document (no books) and convert it into a handy PDF (portable document format) file for easy downloading. PDF downloads are immensely popular and can be used for menus, price lists, flyers, guides, press releases, simple forms, and more.
Some stuff we don’t do
- Video production and posting
- Elaborate image carousel creation
- Paid advertising campaigns (Google ads, Facebook ads, etc)
- Reputation management
- Negative comment campaigns
- Deceptive multiple accounts
Organic social media management
If you need assistance with your organic online marketing strategy, we’d be happy to help. Depending on your goals, we have social media management plans that start at $400 a month.