Digital Marketing Guide to Navigating Social Media: Optimize Your Strategy

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Content and Digital Marketing Strategist
Aug 10, 2023

With over 4.9 billion 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? 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 or 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 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. According to Lucidpress, consistently presented brands are 3.5 times likely to produce strong brand visibility than those with inconsistent brand voice.

Overall, your voice should mirror your company's mission, vision, and core values. It ensures authenticity, which, according to Stackla, is crucial for 86% of consumers when deciding brand loyalty. 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 frequently lives and being actively social - it’s called "social media" for a reason. Don’t just draft posts, but interact with your audience. Engaging and socializing with your audience on social media is a key component of your social media marketing strategy, especially when marketing towards Gen Z, an audience who prioritizes human interaction to foster trustBrands that foster two way conversations tend to have higher loyalty rates.

Develop a Sharing Strategy

Content is king in the world of social media. But it's not just about what you share; it's about how and when you share it. Audiences value quality, relevant content over frequent, generic posts.

Maximize reach by understanding peak engagement times for your audience. Take advantage of tools such as Google Analytics, SEMrush, and social media analytics platforms to track engagement in order to get the most out of your content. Speaking of content, users are more often engaged with user-generated content because it fosters community. According to AdWeek, 85% of users find visual user-generated content more influential than brand photos or videos.

Stay in Tune With Trends

As with everything that goes on in cyberspace, social media is constantly evolving. Staying in tune with podcasts, blogs, or the newest platforms such as TikTok is essential to find new ways to explore how to use social media to your advantage. Or, you can get involved in influencer marketing to dive deeper into user-generated content and performance-based marketing.

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 and knowledge with a deep understanding of your brand. We can help you build a social media presence that is in sync with trends while staying 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. 

Establishing clear Key Performance Indicators (KPIs) is important to aligning your overall objectives. Metrics you should be measuring and analyzing include engagement, impressions and reach, ROI, and conversion rates. Combining these metrics can give you a view of your social media performance and will show you areas where you can improve and refine your strategy.

Remember, at the heart of every post, tweet, or story is the goal to connect, engage, and build a lasting relationship with your audience. With the right strategy, not only can you optimize your digital presence but also foster genuine brand loyalty.

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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