Imagine a social media manager who never lets your company down, who publishes excellent content day-after-day, and who understands your target audience and goes out and finds them every day, commenting on their posts (engagement & visibility), liking their posts (visibility & engagement), following them (establishing mutual respect & support), very occasionally tagging them – but only when highly relevant to their interests, entertaining them (the most vital aspect of all), and as a result of all these aspects, attracting them to follow you or become a fan of your page.
Social media management has become a crucial aspect of any successful digital marketing strategy. As businesses strive to connect with their target audience and build brand awareness, the role of a social media manager has become increasingly important. Here we will explore you our essential skills that every social media manager should possess to excel in their role.
Understand Your Business, Target Audience & Competition
While the action of posting social content is straightforward for most, it’s more important to consider what you post. We first like to take a step back and complete an initial audit of your existing online presence, your business as a whole, your competitors and your target audience. We don’t create content for our clients without first doing our due diligence in research. We learn everything we can about your business, your competitors and your target market. Even though we are well-versed in executing digital marketing services for industries of all kinds, we still take the time to understand your specific business. What sets you apart from competitors in your industry? What are your USPs (unique selling points)? Why should your customers choose your business?
These are the types of questions we really dig in to answer with you. We’ll help you develop a marketing plan and find the right audience. Outside of the basics such as their age, location etc., what really drives your target audience to take action?
What goals motivate them and what pain points are they trying to solve? What do their behaviour patterns look like online? We’ll look at what your competitors are doing on social media to see if there’s anything they’re doing that resonates well with your shared target audience.
Understanding what motivates your potential customers to purchase your product or service will help us in determining what to publish on your social media platforms. The more we know about your business, your competitors and your potential customers, the better equipped we’ll be to handle your social platforms overall.
Content Creation
After we’ve completed some extensive research and crafted a strategy that’s specific to your business, we’ll then go on to create content for your social media platforms. The amount of content we create depends on the plan you’ve signed up for, but in general we create a copy and an image (or video) to accompany that copy for every post.
The call to actions we include in the copy will vary depending on which social media platforms you’re publishing on. For example, Instagram does not allow links in the copy, so we usually refer to the link in the bio. Twitter has a stricter character limit than other platforms, so we adjust your copy there accordingly.
Additionally, if you sign up for a social media platform like Instagram, we can create additional copy for features that are specific to the app, like Instagram Stories. As far as the imagery that is published with the copy, we can use graphics, GIFs and videos alike.
The main point here is that we create content that is specifically based on the data we find in researching your business. We use that knowledge to create copy and graphics that will attract the attention of your target audience and stand out from the competition.
Content Calendar Publishing
Earlier we mentioned that posting on social media is straightforward for most, and that’s true! But it can get tricky when you’re rolling out a pre-planned monthly calendar. No small business owner has the time to manually, individually publish a social media post with well-thought-out hashtags across multiple platforms, several times a day. Doing so would not only deplete you of your time, but it would also leave more room for spelling and grammatical errors.
We understand that! That’s why we take publishing off your hands too.
We create content calendars for our clients a month in advance, and then we use our publishing and analytics software to schedule out the entire month’s worth of content in one sitting. This allows us to ensure no errors are made in the posts, it saves you (and us!) time, allowing us to focus on other aspects of your marketing, and it allows your social media followers to expect regular posts from you.
Social Media Advertising
What many business owners aren’t familiar with is the world of social media advertising. Behind every tweet and post, there is an advertising platform that allows you to put money behind your content.
You can either “boost” your existing social media posts, or you can create completely new social media ads to run.
Either way, social media advertising essentially allows you to put your content, brand and website in front of more people within your target audience, faster. Depending on what your business goals and social media goals are, there are several different types of ad campaigns we can suggest. They vary by objective. Whether you need to drive traffic to your website, drive direct sales on your website, drive lead conversions on your website, or simply increase your social media followers and engagement, social media advertising can help you achieve it all.
Our social media ad specialists are experienced and capable of executing any ad campaign you need or that we deem best fit for your business. The reason so many business owners aren’t super familiar with social media advertising is because it can get a little technical in setting it all up.
In order to track how many sales and conversions you’re receiving from your social media efforts, you have to set up tracking pixels that connect your social advertising accounts to your website. This is where it helps to have digital marketing experts who do this every day (like us!) come in and take this task off your hands. We can make sure your ad campaigns are strategically set up from concept to execution.
Social Media Monitoring
You may have heard it said a few times that digital marketing cannot succeed with a “set it and forget it” strategy.
That’s because the online landscape changes every minute of every day, and that includes social media! It’s important to remember that “the internet” is composed of real humans whose opinions and buying behaviours are constantly changing and being influenced. That’s why we include social media monitoring with our social media services. Whether you sign up for our social media management services, social media advertising services or both, you can rest assured that our team will be monitoring your social media efforts for you, daily.
What comments and messages are you receiving from your followers? How well are people responding to your advertisements? What’s working well for your social networks and what isn’t?
Our team monitors your social media to make sure all of your followers are responded to on your business’s behalf as well as to look for any opportunities to improve your social media strategy.
Being a social media manager requires a diverse skill set and a passion for staying ahead in the ever-changing digital world. By possessing strategic thinking, content creation and curation abilities, community engagement skills, data interpretation expertise, and adaptability, social media managers can effectively navigate the dynamic social media landscape and drive meaningful results for their brands.
To find out more send us a message via our Contact Us page.
