How to build a strong digital and social media presence for your company
In the last 2 years, we have seen that a significant part of our clients approach us with a request to help them build & grow an adequate, professional and successful communication strategy for their brand in social media & digital.
Some of the most important things in successful social media communications, that need some previous research and preparations, are:
• what is the target audience/s that we’re speaking to? (demographics, lifestyle, affinities)
• what is their digital experience in social media?
• what are the topics they might be interested in our work & ethics?
• how can we: inform, educate, entertain them in social media?
• what content formats would be most successful for conveying our brand’s mission and vision on social?
that is why, our approach and process in building successful digital and social media presence for brands is divided into several stages, where we build and develop their marketing strategy.
In this article we will focus more on the initial and very important 2 stages.
STAGE 1 - BUILDING THE BRAND FUNDAMENTALS
During this stage, we make sure that the brand products/services, expertise and messages are crystal clear, understandable for the target audience, easy to remember and most importantly – easy to repeat/retell to a manager, friend or partner.
Our efforts at this time are focused on building a clear brand “look and feel” and tone of voice and helping the awareness and trust build with potential new customers.
Marketing activities in this stage might include:
• working & defining the target audiences – b2b/b2c, employees.
• developing and building the brand story
• determining the most important and converting key marketing messages and CTAs
• enhancing and explaining the main brand services and USPs in a reliable, relatable, and understandable manner
• telling the success story of the team
• uncovering the unique mission & vision of the company
During this stage, we would need to learn more about your company.
Here is how this part of the process is done:
1.1. Stage – Assessment
It is best done through team interviews and workshops. We would need to arrange meetings/interviews with management and spend some time on workshops with team members.
1.2. Stage – Strategy & Planning
During these activities, we will work on all above-mentioned marketing activities and deliver communications strategies & tactics for each target group, adding also work on some advanced communications creative concepts.
STAGE 2 – CREATIVE & PRODUCT MARKETING FUNDAMENTALS
Based on the work done in Stage 1, it would be crucial to start building the brand story & communication through content. This will support the communication and marketing efforts towards the main target groups.
There are several activities here:
2.1. Producing “series” of communication content for social –
• Еxplainer videos
• Tutorial videos
• Story videos
• Podcast series
• Social media visuals
• Case studies
• Blog posts
• Team interviews
2.2. Preparing posting schedule for each social media (Facebook, LinkedIn, Instagram) and a content for the company blog, both b2b and b2c:
• Long-term: 12-18 months strategy & content schedule
• Short-term: 3-6 months detailed posting schedule for each platform.
2.3. Execution the strategy & posting content on social media + blog on a weekly basis
What comes next are the following actions:
STAGE 3 - COMMUNICATIONS & MEDIA CAMPAIGN
After we have built the brand fundamentals & the main promotional content, we could plan a campaign, promoting the brand.
Beneficial activities here could be:
1. PR campaign & Media relations – building awareness for the product & services; awareness for the team & the company.
2. Native ads in media and paid campaigns – targeted campaigns in digital media, social and google ads, generating leads for web sales.
We at dgtl atelier deliver digital marketing consulting excellence and high-quality social-first content marketing & creative for businesses, brands and startups, aiming to score their B2B and B2C goals. After 10+ years of media and marketing corporate experience, we now help brands launch, scale & succeed in digital. Do not hesitate to contact the dgtl atelier team for further assistance and consulting.
