Social media marketing involves the thoughtful integration of a careful strategy with innovative design elements to create a successful social media presence that positions your company for success.
Social Media Marketing Services
Social media marketing is all about content creation. Over the course of a single year, our social media specialists are responsible for creating hundreds of pieces of content for every client. With the ubiquity of social media these days, the constant creation of fresh and new content is paramount.
As social media feeds become increasingly crowded with content, the importance of paid advertising as part of your social media marketing also increases. Paid advertising allows you to make sure your content is shown to specific users strategically in order to generate leads and sales, grow your audience and expose your business to more potential users.
With the number of content pieces that have to be generated for an active social media presence, influencer and user-generated content are two forms of content creation that allows you to leverage additional content creators and types of content for a more robust social media presence.
The goals of social media marketing are many, but, like any other marketing effort, the ultimate goal is often times lead generation. At Timmermann Group, we’re firm believers that social media marketing can work as a lead generation tool for any business in any industry, not just B2C businesses.
Social media marketing, like any marketing, is all about generating conversions. And, like any marketing, it’s not just about singular efforts to gain those conversions. It’s about constantly reevaluating your strategy, your content and your targeting to see what’s working and where additional opportunities might be. We take care to get to know our clients and their business goals to best align our strategies to supplement those efforts.
People use social media in a variety of different ways, but the one constant is this: They’re looking to engage with content. What that content might look like can vary, so the right social media marketing strategy has to be focused on creating and distributing content that resonates with your potential customers.
Engaging with your audience more directly means that you’re building a community, which is great news. But the creation of that community often necessitates community management. You’re creating pathways for customers and potential customers to contact you directly and ask questions or provide feedback, and it’s important to not neglect their contributions. Community management ensures you stay in conversation with these users and establish important connections.
We all use social media ourselves, so how hard could it be to manage social media marketing for a business? A lot more difficult than you think, as it turns out—especially if you want it to be strategic and generate ROI for your business. Social media marketing strategy involves content strategy, ad campaign strategy, UX/UI strategy and so much more.
What would strategic efforts guiding content creation, implementation, advertising, targeting and more be without reporting and analysis of those outcomes? That’s why we provide monthly or quarterly analytics to our clients, so they always know how their social media is performing, generating leads and accomplishing their goals.
How to Find the Right Social Media Marketing Agency
The elements that go into the right social media marketing strategy are just as important as the team executing those elements. So how do you find the right team? Here are a few things you should be on the lookout for and keep in mind when on the hunt for a social media marketing agency.
What you can do to prepare for your search:
Read their case studies and reviews on social media
Reading up on an agency’s past work, and what their clients have to say about it, is a huge part of vetting a potential marketing partner. Pay special attention to discerning reviews and case studies of what they’ve accomplished for clients and how. Beyond reading reviews and testimonials on their site, Google or social media, read what their employees have to say on sites like Glassdoor. Check also to see if their reviews are even available for you to read online: If an agency hides their reviews, that’s a big red flag.
Look at their social media
Obviously, seeing what the agency has been able to accomplish on their own social media is a great indicator of the work they’ll likely be able to produce for your own business. Keep in mind that the agency’s style, voice and audience are likely different from your own, and look at their work from a different perspective, knowing that what the work they produce for your business will likely embody a very different approach.
Look for an agency that:
Does strategy, execution and community management
If you’re going to enlist an agency’s help for social media marketing, you might as well make sure they can handle every aspect of your social media marketing. A lot of agencies will offer strategy or create certain pieces of content, but relinquish the responsibility for executing or scheduling those strategies and content pieces. Many more of them don’t offer community management. Even if there are parts of the process you think you and your team can or will want to handle on your own, it’s good to know you’ve established a relationship with an agency that could and would be willing to step up if you needed them to.
Has the ability to perform other services that feed into social
Social media marketing is not an island. It often involves other pieces of your marketing efforts, like your website or email marketing. Social media marketing, like many aspects of digital marketing, works better when it works cohesively as part of a marketing plan. So, working with an agency that understands that and knows how to use additional services to bolster your social media marketing will help ensure better outcomes for your efforts.
Has multiple team members on each account
It’s difficult, though not impossible, for one person to handle all of your social media marketing efforts, which is one of the reasons why we recommend working with an agency. Beyond sheer time constraints, it’s unlikely that just one person will have all the skills and expertise necessary to stay on top of ever-changing social media rules and algorithms, be able to produce work that looks professional, write copy that is compelling, strategize campaigns that generate leads, monitor the accounts’ performance and everything else that goes into great social media marketing. In working with an agency, you’ll want to select one that not only has a robust social media team, but also additional skilled team members who can contribute to the successes of the social media team.
Timmermann Group has been our social and web development partner for nearly three years. They helped us redesign our website, optimize performance, integrate social and create a dynamic online experience that is second to none in the industry. The team has been excellent to work with, responsive to requests, creative in approach and excellent in execution. The numbers don't lie! Highly recommend.- Keith Laakko, RotoMetrics
Why You Should Work With Us
Why should you work with Timmermann Group for social media marketing? Because we’re the best. But don’t just take our word for it. In 2019, we had the honor of being named Best Marketing Firm by St. Louis Small Business Monthly. We were also nominated for Best in Web Design and Best in Customer Service. These are honors we don’t take lightly.
St. Louis Business Journal
St. Louis – Largest Advertising, Marketing, and PR Firms
St. Louis Small Business Monthly
2019 – Best Marketing Firm
St. Louis Small Business Monthly
2019 – Best in Web Design
St. Louis Small Business Monthly
2019 – Best in Customer Service
While we offer a range of digital marketing services, social media is one of our more robust teams and service offerings. With a number of dedicated and talented team members, we’ve been able to help our customers reach new heights through social media marketing—often for customers who previously thought social media marketing would be fruitless for them. We were able to change their minds.
Frequently Asked Questions
Should I do my own social media marketing?
Sure, you could, and the over/under of whether or not it’s worthwhile to do so depends on a few different variables, so we can’t say definitively whether or not you should. But what we will say is this: Great social media marketing that is compelling, attracts users to your business and delivers conversions isn’t easy to do.
It’s easier to do when you have a dedicated team with specific focuses, and it’s likely cheaper than hiring one person internally who has the capacity and skills necessary to create that content on their own.
Why is it important?
Social media marketing is one of the few surefire ways to meet (and find) your customers, whether current or prospective, where they are. It provides an unparalleled environment in which you can meaningfully engage with your customers and create authentic, personalized user experiences with your brand. By providing high-quality content that is relevant to your customers, in a format that is approachable and welcoming, you have a unique opportunity to integrate your brand into your customers’ daily lives.
Learn More About Social Media Marketing
Social media marketing is leveraging the many social media platforms, including Facebook, Twitter, Instagram, and LinkedIn, to promote your business. Over the last several years, social media marketing has become an a incredibly popular tactic companies use to promote their products and services, and also to engage with their customers on a more personal basis. It’s easy to understand why. Social media offers businesses many benefits, among them the ability to develop authentic connections with users. But as social media’s popularity with both users and advertisers has increased, so too has the level of quality and sophistication necessary to break through the clutter to truly build meaningful engagement. Therefore it is important that your social media marketing efforts be planned and purposeful,so that they help move your business forward in meaningful, measurable ways.
Growth of Social Media
Social media has been a part of most people’s lives for only about a decade, yet for many,it’s hard to imagine a time in their lives when they weren’t checking Facebook and Instagram on a daily basis (at least). Social media has been nothing short of a revolution in terms of how people consume news, information, and entertainment. It has also fundamentally restructured the way we interact with our friends and family members. Social media allows us to stay in touch with the people we care about, and to share with them what is happening in our own lives. This sense of community is a powerful reason for the continued popularity of social media platforms, and necessarily creates a desire for companies to tap into these communities to grow their business. So how can your company effectively insert itself into the conversation without disrupting and alienating the very people you are trying to reach?
Effective social media marketing begins by focusing on who your customers are. This is true of most marketing tactics of course, but it is especially crucial in the social media realm. As mentioned, social media platforms provide a sense of community where people go to unwind and catch up with friends and family, to escape from the daily grind, and to relax and have fun. So to properly leverage the power of social media marketing, you need to keep your customers’ wants and needs at the forefront.
The best way to accomplish the goal of connecting with your customers is to create incredible content. Whether words, photos, or videos, make sure that every piece of social media content is geared toward positively impacting your customers. Your content needs to be interesting, relevant, and appropriate to the specific social media platform on which you are posting.
Your focus on incredible content should be true for both your organic and your paid social media efforts. Organic posts are those pieces of content that are added directly to your company’s social media pages. Organic content will be seen only by those people who have elected to follow your social platforms. Paid social content, on the other hand, is content that has been created to proactively reach out to people who are not currently following your business on social media, but have been identified as possessing the right demographic, psychographic, and lifestyle characteristics of your best customers. These targeted advertising messages can be used to both encourage new fans and followers, and to bolster brand image and awareness.
Identify Measurable Goals
Your social media marketing campaigns should also have clear and measurable goals. Probably the most common measures that companies use to judge the success of their social media efforts are followers, likes, and comments. These are all certainly worthy goals, as they demonstrate the size and engagement levels of your audiences. But social media marketing offers much more opportunity. With a well-conceived strategic plan, your business can use social media to drive qualified traffic to your website, grow youremail newsletter list, generate new sales leads and more. These higher-level goals help you better understand who your best customers are and what they care about, and also provide tangible evidence that your social media marketing campaigns are helping your business grow.
Utilize each social media platform’s built-in performance measurement tools, in conjunction with Google Analytics and other tools to make sure that your social media marketing is actually helping you achieve your goals. Social media offers widespread ability to measure and track performance to ensure effectiveness and profitability of your campaigns–but far too often businesses fail to take this important step. Be sure to analyze what is working and what is not, and then optimize your future content creation and targeting efforts accordingly.
Build Meaningful Connections
As mentioned earlier, social media marketing provides an unparalleled environment in which to meaningfully engage with your customers and create authentic, personalized user experiences with your brand. Today’s consumers do not like to have advertising forced upon them; rather they prefer to mutually engage with brands they care about. Social media platforms are the ideal vehicle to develop this dialogue and relationship. By providing high-quality content that is relevant to your customers, in a format that is approachable and welcoming, you have a unique opportunity to integrate your brand into your customers’ daily lives. They won’t mind seeing your social media posts and ads appear in their feeds so long as the content you are creating is organic, authentic and contributes to the quality of their lives.
Beyond building a community of loyal customers, social media marketing is also a fantastic method of generating top of the sales funnel leads. These top-of-funnel leads are consumers who are not yet ready to make a buying decision, or perhaps not even actively seeking the solution that your firm provides. But, by providing quality content and serving as a resource to these consumers now, you have the opportunity to ensure that when these consumers are ready to make a decision, they come to you first. Often called lead nurturing, this is one of the great advantages of incorporating social media marketing into your marketing plan. To further enhance the lead-generation qualities of your social media, specific tactics such as retargeting and generating custom UTM codes can help bring visibility to your social campaigns’ success and help support your sales team’s efforts.
Influencer & User-Generated Content
Most forms of content marketing are fully created and managed by the advertiser. Social media marketing, however, allows for both social media influencer and user-generated content. Both types of content creation can be valuable to your business because your fans and followers value and trust this content’s authentic quality. Partnering with influencers can also expand the reach of your social media marketing efforts to audiences you might otherwise not be able to connect with. Allowing users to generate and post their own content related to your brand further builds the meaningful connections and brand trust that leads to long-term, satisfied customer relationships.
Finally, the ability to track behavior, analyze data, and measure performance are all important considerations. Social media marketing, when implemented correctly, can help your business achieve its larger business goals both directly through qualified lead generation, and indirectly through heightened brand awareness and perception, lead indicators, and engagement with your target audience.
Social media marketing will continue to evolve as new social platforms, and the marketing opportunities on each of them, are introduced. Social media offers powerful, unique opportunities for your company to tell its story and connect with your customers. Timmermann Group is here to help you navigate this ever-changing marketing landscape to help you invest your marketing dollars wisely and effectively.