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    How to craft an effective social media marketing strategy

    The social media content that you choose to formulate and post holds great power for your brand. However, aimlessly posting is not the best method for turning followers into fans, which is why it’s important to develop a social media content strategy before you can fully explore the potential of each platform. Since it can be challenging to get noticed on the wide web, the best way to stand out on social media is to identify your specific goals and distribute them across the right platforms. This ensures that each post is valuable, aligned with those goals, and measurable, which allows you to fine-tune your strategy over time. Since there’s no one-size-fits-all approach to crafting an effective social media marketing strategy, you must first access your industry and audience, then build a plan that promotes longevity and growth for your brand. 

    Identify and set your goals 

    The first steps toward having a long-term social media marketing strategy are to set goals for your content. This includes the type of content you will post, how often, what time, and so forth. Having goals in mind helps you to plan, create, and facilitate content that embellishes brand values and reaches your audience. While you can start by making some generic marketing goals, such as increasing your following, it’s best to create a lasting social media marketing strategy that serves all of your goals long-term. Specifics allows you to tailor content to better meet your goals and to convert high sales by moving followers to a landing page as part of your marketing funnel. 

    Plan out your social content

    Once your goals are clear, it’s time to look at the content that you’ve created so far and make note of which posts are performing well and what platforms are getting the most recognition. Appropriately tagging your content will allow you to utilize analytics to achieve a holistic view of your social media content’s performance. Many social platforms also allow businesses to view page analytics directly. 

    During this phase, be sure to look closely at the language and tone you’re using on the underperforming content. It’s important to use your brand’s authentic voice so that followers know what to expect from your content. 

    Build a content calendar

    Part of distributing great content is planning, which is why it’s now time for you to build a social media content calendar. This allows you to have a space to organize and visualize your ideas so that they can be strategically executed.

    When planning, don’t be afraid to repurpose content and schedule it across different platforms at different times. This allows you to learn more about your audience’s engagement so that you know when and where you can get the most reach. 

    Promote and distribute content

    Since your social media marketing strategy goes beyond what you post on each channel, you will want to set up distribution allowing your posts to be shared widely. If you actively blog, be sure to post a snippet of this content on your social channels. If your audience admires what’s written, they may choose to share it among their friends, which offers you free distribution to new followers. Another way to effectively promote and distribute your content is to remember to ask questions. Encouraging people to share their answers on your post increases your engagement rate and keeps the post active.

    While posting content to go live immediately is a great way to show your followers that you’re an active business, you’re missing out on a massive opportunity. Pre-scheduling content and utilizing hashtags create a further reach, which allows you to network with others within your niche. You can also join other pages and link your comment in the comments section if it relates to the conversation. 

    Are there other methods that your brand uses as part of your social media marketing strategy? Drop a comment below to let us know.

    5 social media content writing tips

    Social media is an ever-changing aspect of digital marketing and as more people become more technologically savvy, it’s increasingly harder to generate engagement. However, by applying a variety of simple writing tips, you can better your social media content and make it more appealing to the customers you’re targeting. In this post, we will share five content writing tips to assist you with inspiring engagement!

    Spend some time researching

    While spontaneity is part of what makes social media content so fun, if you want your target audience to notice and engage with your social posts, you should spend a bit of time researching what they want to see and what your competition is doing. Although relevance is important, taking some added time to better understand what your audience wants and needs will help you to create a long-standing relationship with them. Start by making a list of challenges that might be prioritized by them and research how you can develop content that will provide them with the perfect solutions. You can also strive to connect with your audience on an emotional level by adding some human interest to your social posts. This means that you can share videos of your team interacting with the products, which helps the audience to envision how they would put your products to the test.  

    Speak their language but develop your voice

    Once you have completed the research phase, the next step is to learn what language your ideal clients use to communicate their needs or challenges. When writing social media content, your posts must resonate with the demographics of your target audience. For example, if your product(s) and/or services cater to retired seniors, it’s best to describe them in more detail and to avoid using slang terms in your writing. However, if your audience is younger, feel free to throw in some hip lingo to better resonate with them. Also, be sure you post on the right social media platform to speak to their needs.

    That said, the voice of your brand should also be consistent across all marketing activities and social interactions. While that voice should always be professional, it’s an opportunity to influence your company personality and a great way to better your engagements by building trust with prompt responses and customer service. 

    Don’t make your posts too long

    While an older demographic might appreciate the added explaining, people value their time, and if you take too long to get your message across, you risk losing their attention altogether.

    Here are some tips we have for developing short, punchy social media content:

    • Use simple language (slang for when the target audience is younger)
    • Use bullet points often to make your posts easy to scan through
    • Keep it short: two to three sentences is plenty

    Use images and include a call-to-action 

    Have you ever heard the saying, “a picture is worth a thousand words”? Images, graphics, and video content help to tell a story when words aren’t possible, and many customers prefer visuals over other forms of social media content. Many platforms even possess “live” video features, which are greatly beneficial for providing a more emotional, human connection to your audience. Whether you jump on live to update about product shipment or simply ask your audience how their day is going, it’s a great way to provide a high level of authenticity, which is often lacking in the high-quality marketing videos of big companies. 

    Moreover, at the end of your social media content posts, consider also prompting your audience with an action that you would like for them to take. For example, you could ask them to comment on their favourite summer activity or even use emojis below to describe their day. Keep in mind that engagement is engagement and it doesn’t always have to be about promoting your business. 

    Do you need help with your social media marketing strategy?

    Trek Marketing offers a social media content writing service where we handle all of the postings for you! Simply connect with one of our team members and let us know your vision for your brand to get started.

    Are there other ways in which you keep your social media content fresh? Drop a comment below to share with our readers.

    Fall-inspired social media content ideas for your business

    On the hunt for some fall social media post ideas that can offer your business that added edge? Engaging content isn’t hard to create and incorporating seasonality to make those connections sets you up for successful interaction. That being said, below are some fall-inspired content ideas to get your social media marketing strategy started. 

    Incorporate fall images

    A good social media marketing strategy involves harnessing the power of what’s going on around you to build content that’s inspiring and relatable. This means that if you want your social posts to get more engagement and clicks, perhaps offering an autumn vibe might get the attention you’re hoping for. Whether you sprinkle your products among fall colours (red, orange, yellow, and brown) or simply take some seasonal photos with the appropriate scenery (pumpkins, hay bales, and scarecrows), a stockpile of seasonal images is a great way to get yourself notice above other social media posts. 

    Offer a seasonal discount

    Who said that you needed to wait until Black Friday/Cyber Monday to offer your customers a little discount? Whether you want to highlight an upcoming Halloween sale or simply offer a coupon code that can be used until the end of October, shoppers get excited about seasonal savings and are inclined to start their holiday shopping early with the right incentive. 

    Update your followers about the seasonal activities you’re doing

    Consumers love getting an exclusive look at your personal life, whether it be with your friends and family or behind the scenes of your business, so, we recommend incorporating some fall-inspired activities into these types of posts. Share your employee pumpkin carving content, some DIY fall decor that you made for the shop, or even a trip to a local apple picking spot with your family. Also, make sure to ask your followers to comment on what they love doing this time of year as a way to connect with them. 

    Create a guide to fall essentials

    Pretty much any business can have a fall twist with the right imagination, which is why it’s important to separate your products from the ones that can be enjoyed more this time of year. Whether you sell coats, skincare products, or wine, think of an ingenious way to guide the consumer through your products and how they engage with the season. This means highlighting your water-resistant outerwear, products that keep the skin hydrated during cold weather, and seasonal wine flavours!

    Ask questions on social polls

    This is a great way to engage with shoppers on Instagram, especially if you utilize some fun GIFs on the story features. Keep in mind that not every part of your social media marketing strategy needs to be sales-focused, and at times, a greater focus needs to be on engagement and interaction. Ask your followers what their favourite activities are by giving button options for them to click, then once you’ve gathered lots of opinions, share the results back on your stories!

    Which of the above content ideas is most inspiring to you? Drop a comment below to share with our readers.

    Your guide to the dos and don’ts of social posting for Memorial Day

    While we’re a Canadian-owned and operated company that’s based out of Vancouver, British Columbia, many of our clients that are situated in the U.S. rely on us to formulate a social media marketing strategy that caters to their American customers. While Memorial Day is celebrated differently across the country—a day to gather and enjoy the warmer weather, a day to celebrate the unofficial start of summer, and most importantly, a day to commemorate those whose lives were lost during their military service—many businesses use this holiday as a way to show their support and connect with their target audience. So, at the price of potentially posting something that can be misinterpreted as insensitive, here are the dos and don’ts of social posting for Memorial Day.

    A basic approach to get you started

    While your audience won’t remember you being silent on your social channels for Memorial Day, they will remember if you post something insensitive. So, to be sure your branding isn’t affected, here are some things to consider:

    • Treat the holiday with care. Even though many celebrate the day differently, it’s meant to be a somber occasion for the remembrance of fallen military heroes. While the point of your social media marketing strategy is your brand’s messaging, make sure that there is a natural tie-in, such as showing your support for military veterans. 
    • If you’re going to post something fun about kicking off the summer, be very careful about how you craft this message. 
    • If your product availability is still affected due to COVID, be sure to only promote items that customers will have immediate access to. 

    We hope these tips will help your business to better navigate Memorial Day. Continue reading to learn more about the dos and don’ts of this national holiday. 

    Tips to ensure that you have excellent Memorial Day content

    Do: Post something general that recognizes the holiday. 

    Do: Recognize and thank members of the military. If you or one of the employees at your company have served or has a loved one currently serving, be sure to post a photo to add a human element to your content. 

    Do: Mention the start of summer, outdoor activities, or spending quality time with your loved ones. Summer-related content that mentions your brand and not the military is still okay to post. 

    Don’t: Post promotional content mixed with a message about the sacrifices of the military. It takes a poor approach to the holiday and may come across as insensitive. 

    If you’re in doubt about the best practices to manage your social media marketing strategy, Trek Marketing would love to help?

    What are your favorite types of social media posts? Drop a comment below to share with our readers. 

    Social media marketing vs. brand community marketing

    As much as today’s consumers seek individuality, they also have a very instinctual nature to want to find a sense of belonging with the purchases they make. This is why creating brand loyalists through online presence and word-of-mouth has become one of the largest growing forms of client retention. Naturally, social media platforms have tapped into this by offering people the chance to engage with their favorite brands and build upon these relationships by engaging with other like-minded shoppers. But have you ever heard of the term, “brand community marketing” and how it works alongside social media marketing

    What’s the difference between social media marketing and brand community marketing? 

    Social media marketing involves the utilization of an assortment of social platforms and websites to promote the sale of a product or service. Otherwise known as a form of e-marketing or digital marketing, the development of a social media marketing strategy helps business owners to connect with their online audience, build larger brand awareness, increase their conversion rates, and drive more traffic to their website. 

    On the other hand, a recent development in the realm of digital marketing is brand community marketing, which is when a community is formed based on attachment to a product or service. In fact, connecting to consumer behaviour is one of the most important elements of digital marketing, allowing there to be a communicative relationship between brand, individual identities, and culture. 

    How are they connected? 

    The arrival of the digital age has facilitated an opportunity for two-way conversations between brand and consumer, and while this online media landscape has expanded over the years, audiences are being swamped with information daily and it has become more complex to navigate. 

    Forging a strong, meaningful and long-last bond with the consumer lies within the brand community — those who have an affinity towards the brand after engaging with their product and now share a sense of purpose, passion, and values that are inspiring them to constantly seek connections through interactions both online and offline. 

    Starting a quickfire conversation about your brand can be challenging, but with community members recommending products and swapping stories, much of your social media marketing content can be showing off your community’s support and managing this emotion-building engagement rather than creating it all from scratch. After all, brand community marketing offers a wealth of insight that can be repurposed to boost customer appreciation of your brand and ensure that they keep coming back for more. 

    How do brand communities assist your social media marketing strategy?

    If a community thrives through the empowerment of your products or services, it means that you possess a great advantage to better target and connect with your audience. Consider the fact that most members that are showing their attitude towards a certain brand are likely digital natives who have grown up with access to the internet and social media available at their fingertips (ages 16 to 25). However, while this age group is likely the best demographic to set up within your brand community, retention focus can be achieved among other groups with the help of early access to price promotions, special offers, and sales, especially as more and more users venture within the realm of social media and online shopping. 

    So, if you’re an e-commerce business whose primary focus is to build up your brand loyalty rather than simply focusing on driving sales transactions, it’s time to transform your social media marketing strategy using the roots of brand community marketing! 

    Did you find the above topic to be a refreshing addition to our weekly submissions? Drop a comment below and let us know your thoughts and if you can think of a topic we haven’t addressed, include that as well!