Social Media Strategies That Are More Than Just Content Calendars
Social media output from businesses is all too often a box-ticking exercise and done without a thought for how it aligns with other areas of the business. To prove a return on investment, every piece of content needs to help get you closer to a core objective. Be it revenue, brand salience, or increased market share.
A social media strategy from Digital Next centres around those core objectives and focuses on the outcomes, not the output, of a social media campaign. Yes, we could just agree to post on your accounts four times a week, report on follower count once a month, take your money, and be on our way. But we don’t, instead we focus on how a customer’s intent to buy or enquire increases as they flow through the sales funnel. This focus allows us to create content which matches the level of intent a potential customer has. We don’t immediately hit them with the hard sell, we use social media to nurture customers to earn their trust first. While organic brand-centred content is educating people new to your brand at the top of the funnel, sharp, offer-led paid social media ads target those ready to hit ‘Buy’.
Unmissable Social Ads
We strive to understand everything about your business, including your best selling products, the demographics of your typical customer and what makes you different. This allows us to create a paid social advertising strategy that works for your brand. We have the right team to create the most effective Facebook ads to gain results, whether your goal is to increase sales, enquiries or followers.
Getting Audiences to Find You
Our social media campaigns are integrated across your digital ecosystem. Our teams are all under one roof and create campaigns that support one another, whether that's amplifying a PPC landing page or supporting your SEO through social search. All this helps audiences find you, like you, and then want to buy from you.
Leveraging the Best of Paid and Organic
Paid ads and organic content are the two main pillars of social media campaigns and need each other so that they can perform at their best. We use organic social to grow your brand’s social media visibility and then use paid ads to precisely target engaged audiences at scale. Using what each does best gets you the ROI you deserve.
You’ve Got to Be in It to Win It
TikTok’s explosion onto the social media landscape has forever changed how content is created. For the better, in our opinion.
New brands that are exciting and have something to say no longer need 100,000 followers to get attention. Content-first algorithms now place far greater emphasis on how relevant the content is to the audience it is speaking to.
The net result is that you’re not on social media anymore. You are in it.
Being in it means being part of the conversations that are happening in your online community. This involvement results in attention.
You can no longer passively post and expect to make gains. You need to invest in in-house social media experts or work with an agency that has top talent in place to create the real-time participatory content that will get you seen.
Building A TikTok Ad Campaign
Like TikTok says, it’s easy to build a TikTok ad campaign and it can be one in just 3 simple steps:
1
Decide on a plan
The first step is to identify your goals for this campaign and set targets, making sure the adverts are unique to your brand and your business objectives.
2
Create your content
Creatives can be made both in the app or externally and uploaded. There’s a lot of creative content that can be produced and utilised as TikTok ads. Our social media team can support you in generating content that is engaging and eye-catching.
3
Managing your campaign
Once everything is in place for your TikTok campaign, it’s time to put it live. From here we can manage your campaign, keep track of results and generate reports based on leads and sales.
The truth is, it’s simple to begin advertising on TikTok. However, with the sheer number of businesses and users utilising the platform, it is important to take the right approach. That’s where our social media marketing expertise comes in. Our team has years of experience building, generating, and tracking campaigns to ensure the best results for your business. Both helping to build and grow your business’ online presence and attract new customers.
With TikTok there’s a world of new opportunities and audiences to explore. We’ve seen huge success for both small businesses and large corporations on the app, meaning there’s certainly potential for your business to grow and develop an online community of loyal brand followers and customers on this exciting and creative platform.
What are you waiting for? Gain the attention of new audiences with one of the most actively used social media platforms in the world!
Ready to benefit from great paid social campaigns?
With an initial discussion with our team, we can align your goals with our processes in order to identify key focus areas, goals, and outcomes to create and implement a social media marketing strategy that works for you!
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step 1
Audit and set goals
Our team assesses your current output and analytics to give them a clear idea of where they’re starting from. We’ll also sit with you to agree on goals that are tied to commercial KPIs
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step 2
Analyse competitors and trends
By figuring out what your competitors are doing and what your audience is engaging with, we can create content that’s better than the former and enjoyed by the latter.
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step 3
Persona mapping
This step answers the question ‘Who is your audience?’. Creating one ‘person’ from your larger audience stops social media content from straying too far from its intended purpose.
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step 4
Channel selection
We speak the language of all major platforms and aren’t precious about which ones we use or don’t. We simply find the best mix for your business and execute effectively.
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step 5
Content & creative planning
All content we create for your brand is anchored to those goals we set at the beginning. In our plans, we factor in the need to create reactive content so you’re always a part of the conversation.
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step 6
Paid campaign build
All campaign builds feature a paid element to really drive conversions from buy-ready audiences.
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step 7
Custom reporting & iteration
We report on our work in whatever way makes sense to you. With live custom dashboards, you can watch our work benefit your revenue in real time.
Helping Essilor to See Social Media More Clearly
View more workEssilor
A global leader in ophthalmic lenses, Essilor came to Digital Next with an exciting campaign promoting their driving lenses, which they wanted to use organic social media to promote. After learning about their target audience, we segmented them into three distinct categories and created video, carousel, and single-image content that would speak to them. To widen Essilor’s net, we also leveraged look-alike audiences and created remarketing campaigns targeting users who had engaged with their Facebook page. The result? 3.2 million people saw the Essilor brand, and 100,000 of them viewed the product landing page.
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Quality leads
Social Search: The New Front Page
Whereas someone looking to find a recipe for spaghetti bolognese may have gone straight to Google six or seven years ago, they now look to TikTok for it. Italian dishes aside, this anecdote shows how search has morphed into something that happens in new areas now. These areas are where brands need to optimise content so that they can be discovered through this new way of searching. Part of our role involves getting your brand in the path of your users as they search and scroll.
Take Your Social Media To The Next Level
Unlock the power of paid social media advertising and strategic campaigns to boost your brand across multiple channels.