Digital Marketing Guide to Navigating Social Media: Optimize Your Strategy

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Aug 18, 2021

With over 2 billion active users, it's no secret that social media is high on every digital marketer's priorities. Social media is at the core of many digital marketing strategies.

But how do you successfully market on social media and turn your platforms into a brand awareness machine? How do we manage the ever-growing list of platforms available to companies in every industry from hospitality to retail, technology to finance? Plan, listen, focus and measure! Here are our digital marketing team’s best tips for brands seeking to find their place on social.

Establish a Clear Brand Voice

Is your brand casual? Is your brand instructional? The best place to start is to identify your brand’s goal and how you want to communicate it with your audience. Your brand voice is your distinct personality to stand out. The flow of words and the language used make for a memorable experience.

The social media landscape is cluttered with chatter from different brands and individuals. Your written content throughout your digital marketing needs attention and consistency just as much as your logo and visual content. 

A great place to start is to have a whiteboard session to brainstorm traits and common vocabulary with regional or industry-specific jargon. It’s best to identify your audience and their personas, and a great place to start is identifying where your audience spends their time. 

Be Social

You may be new to social media marketing and find the prospect of putting your businesses out there pretty daunting. But, you don’t have to use all of the platforms available as there seem to be more and more every day. By not trying to force your way onto platforms that aren't right for your business, you can spend your time and energy on marketing efforts that'll actually convert. 

The key to knowing where your efforts will be most effective is knowing where your audience and being social - it’s called social media for a reason. Don’t just draft posts but interact with your audience. Many people reach out on social media for quick questions or help. Engaging and socializing with your audience on social media is a key component of your social media marketing strategy. 

Develop a Sharing Strategy

Never underestimate the power of organization. A social media manager can certainly get away with simply logging in every day and finding content to share. But the most successful digital marketers will use a content calendar to collaborate with their teams, coordinate digital marketing efforts across all their paid and organic platforms, from blog posts and social media to email blasts and SEM landing pages. 

Syncing posts across your social media platforms will ensure you share the information across multiple accounts. Our St Louis digital marketing team can help you strategize and optimize what to share and where to share it.

There are tools designed specifically for building and maintaining content calendars and syncing posts across multiple accounts. There are also multi-purpose tools that can be manipulated to fit your content calendar needs. Here at Integrity, we're partial to the power of a great spreadsheet. Google Sheets is our go-to for creating flexible content calendars that we can collaborate on internally and easily share with clients. 

Stay in Tune With Trends

As with everything that goes on in cyberspace, social media is constantly evolving. Staying tuned with podcasts or reading blogs to find new ways to explore how to use social media to your advantage. Or, you can get involved in discussion groups where you can follow key influencers in the industry. 

Social media changes extremely quickly, and it can be challenging to try to predict what’s going to happen in the next few months. One of the best ways to stay on top of your game is to blend creativity, knowledge with a deep understanding of your brand. We can help you build a social media presence that is in sync with trends and that is authentic to your brand. 

Measure and Analyze Results

As with everything we do at Integrity, your social media marketing should be data-driven. Every social media platform has its own native analytics for you to dive in. Interpret the right data and determine how to use the information to drive more interaction on your social media accounts. 

Metrics you should be measuring and analyzing include engagement, impressions and reach, ROI, and customer care. Combining these metrics can give you a view of your social media performance and will show you areas where you can improve.  

Does all this sound like too much for you right now? Social media doesn't care. It wants you actively engaging with your customers on Facebook, Twitter, Instagram and LinkedIn! Our digital marketing team can make sure your users see you – get in touch today!


Need help creating great content that will make you stand out on social media with a great digital marketing strategy? Contact us today!

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