social media marketing baltimore | Eyler Creative

How to Develop a Social Strategy for Brand Awareness and ROI

Nowadays, it seems like every business is on social media – and for good reason. Platforms like Instagram, Facebook, LinkedIn, and Twitter provide an amazing opportunity to increase brand awareness for a relatively low cost when compared to other digital marketing strategies. However, when it comes to making sure your business is getting the best ROI for your social media marketing Baltimore efforts, it’s imperative to develop a social media strategy to help stand out amongst your competition.

Audit Your Social Media Accounts

Oftentimes, businesses set up their social media accounts without a solid strategy in place. This can result in inconsistent or incomplete information across all of your social platforms. Before you begin ramping up your social efforts, it’s important to take a look at company information such as addresses, phone numbers, email addresses, and websites, and make sure all of the relevant fields are filled out on all platforms. Additionally, updating banner images and logos will give a branded and cohesive look to your social presence

Set up S.M.A.R.T. Goals – (S)pecific, (M)easurable, (A)ttainable, (R)elevant, (T)ime-Specific

Setting up a plan without measurable goals can be a waste of time and resources. Using the S.M.A.R.T.  Goals framework, businesses can set goals such as doubling their number of followers within a year’s time, which embodies all of the five principles. These types of goals also help inform your reporting throughout the year and can help you tweak your strategy moving forward.

Know Your Competition

Make a list of all of your competitors and analyze their social media strategies. While you don’t want to emulate their exact methods, researching your competition can help save you precious time and money that you may otherwise spend testing various methods. Facebook even offers a tool called the Facebook Ads Library, that allows you to view your competitors’ current Facebook/Instagram ads.

Identify Your Target Audience(s)

Take a look at your current customer base and see if you can identify one or more different personas that use your product or services. With these personas in mind, make sure you are creating content that speaks to all potential customers. Keep in mind that every post does not need to address all personas at once. Instead, a good social media marketing Baltimore strategy should present a combination of general posts and several posts per month targeted toward each individual persona.

Create a Content Calendar

At the heart of every social strategy is a well-thought-out content calendar that helps you connect with your potential customers. Content calendars ensure that you are covering various topics throughout the month and help to cut down on stressful last-minute posting that can result in a derailment of your social strategy. A content calendar should include items as such:

    1. The time/date of the post
    2. The platform(s) that you will be posting on
    3. Post subject matter and copy
    4. If relevant, suggested hashtags, geocaching, tagged accounts, or outbound links
    5. Post image(s) or video

Create Eye-Catching Graphics and Videos

Whether you’re creating your own graphics and video or working with a digital marketing agency, it’s important to use high-quality and engaging media both in your feed and in paid ads. As Facebook and Instagram have put more and more emphasis on video content to compete with other platforms such as TikTok, their algorithms are favoring video over other content. Therefore, creativity is key! Online programs such as Canva can help create professional content to help you stand out amongst the noise.

Bonus Tip – Use a Brand Guide for All Graphics

Just as your website, email campaigns, and other collateral all fit within your brand’s font styles, colors, graphics, and logo choices, so too should your social media posts. Canva allows you to create a brand kit that will help your company stay on-brand as you create graphics for social media.

Remember, social media strategy is all about testing, tweaking, and retesting. Patience and organization are keys to a successful social media strategy to help boost your brand awareness and increase your ROI. By recording your strategy you will be able to successfully tweak and retest until you find the right formula to help drive new customers to your business.

Are You Interested in Getting More Leads with Social Media Marketing Baltimore and Throughout Maryland? Contact Eyler Creative

Navigating the world of social media marketing can be confusing. At Eyler Creative, we can help your business increase brand awareness and increase your ROI via platforms such as Facebook, Instagram, Twitter, LinkedIn, and more. If you’re ready to take the next step, contact us today to get started.

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