I can do it. 🙋♀️
Not long ago, a client was approached by a social media marketing group to manage their social presence and I made a case for keeping it “inside”.
(I say “inside” because I’m technically not inside the organization, but after working closely with them for four years, I feel like an extension of their team.)
The marketing group specialized in the dental industry and likely had efficiencies to offer and insights into their audience, but they didn’t have:
history with the brand
insight into their marketing goals
experience developing their visual language
access to unique content relative to the brand
So I said, “I'll do it.” 🙋♀️
(See? This is why we can’t answer our parents when they ask, “What exactly do you do?”)
After less than a year of building their social presence, we’ve built a following by serving up original content on a regular basis to engage and educate users, drive traffic to the website, and share positive reviews. We’ve also seen:
Increased web traffic from Facebook by 270%
Increased number of Likes/Follows by 166%
Targeted ad campaigns increasing visits to the website and tens of thousands of impressions
What might have happened if they hadn’t kept this work “inside”?
They could have been posting the same content as their neighbors.
Be different. You don’t want to be at risk of looking like your competition.
They could have created an inaccurate first impression of their brand.
First impressions can leave lasting ones. More than 40% of digital consumers use social networks to research new brands or products.
They could have created inconsistency in their graphic identity.
Consistency creates trust. If your social presence looks different than your other tools, you’re at risk of confusing your customers.
Social templates were developed to emphasize posts that would otherwise be primarily text, in an effort to increase user engagement. This system also created visual brand consistency with their online and offline presence.