Social Planning

Marketing Challenges
Businesses are continually faced with new and complex challenges with their marketing strategy as they try to differentiate themselves from competitors and acquire more market share. With customers engaging on a variety of platforms through various types of content, businesses are challenged to stay ahead of trends and keep up with competitors in a continually changing environment. They are putting more time, money, and resources toward their marketing campaigns but may struggle to effectively evaluate the ROI of their marketing efforts.

2017 is about overall digital health including the authority, quality, and relevancy of a domain; specifically, the content on the domain. This includes the content and activity on the website along with the content and activity on social media outlets.

Google ranks web content by a complex algorithm that calculates Domain Authority. The metrics used by Google to calculate domain authority include on-site factors such keywords, meta data, web content shares, and backlinks, along with off-site factors such as Facebook shares and likes, YouTube views, Email campaigns, and more. For these reasons, web site analysis is closely tied to social media analysis.

The foundation of any analytics strategy is to understand where a site is today in terms of key visibility metrics (social and search), on-page search efforts, off-site content promotion and the search engine marketing of that content. Analysis of an organization’s overall digital presence, along with data from the competitive landscape, allows better understanding of an organization’s digital presence and outlines key actions required to improve overall web visibility.

When online business goals consist of increased visibility with the target audience, lead generation, and when appropriate conversions, then a digital outlet needs to:

1. Provide relevant, easy to find content for the target audience
2. Be coded to SEO best practices for on-page optimization (applies to websites)
3. Be marketed to search engines using the latest best practices for content
4. Be designed in a way that prioritizes the content used for both social and search engine optimization

Data paints a clear picture of the conversation that the audience is having, and pinpoints precise content creation and distribution opportunities so that an engaging connection to audiences is created with little-to-no guesswork.

phase 1 – The Competitive Assessment

Takes the guess work out of digital marketing. By providing real time facts and data, digital marketing efforts can be steered in the most effective and efficient way, thus it focuses efforts and reduces wasted resources.

The Competitive Assessment:

• helps organizations evaluate the competitive landscape to better understand their digital presence and outline key actions required to improve visibility among competitors.
• entails a 30-day period of data aggregation from the client’s digital platforms along with their competitive landscape.
• quantifiably determines the client’s overall digital reach via web, SEO, and social media. By comparing the competitors’ performance, opportunities can be identified for a strategic advantage in the digital/social media landscape.
• details specific keyword searches & frequency, and content likes & shares.

This data paints a clear picture of the conversation that the audience is having and pinpoints precise content creation and distribution opportunities so that future content can be created for an engaging connection to the audience with little-to-no guesswork.

Through the use of sophisticated technology and a proven methodology, the competitive assessment creates a “digital SWOT analysis” for organizations. The assessment provides real-time data to give clearly defined metrics allowing the measure of performance and maximization of marketing ROI.

phase 2 – The Social Media Plan

Purpose is to build a strong connection with the target audience and minimize administrative management.

This plan will:

1. Identify opportunities within the competitive environment for search engine visibility, which includes social media impact and paid media (where data is available)
2. Leverage and grow existing visibility to maximize business goals
3. Provide recommendations for optimal social platforms, implementation, timing, and resources to execute the plan
4. Identify opportunities for new content to be created in order to capture new/additional traffic, and how to prioritize those opportunities?
5. Recommend and create campaign content; brand, tone, imagery, and promotion
6. Identify new audiences to target and identify ‘influencers’ to share content
7. Optimize frequency, day, and time of day to publish and distribute posts
8. Identify high-performing posts for promotion
9. Manage and track engagement

phase 3 – Implementation

Implementation of strategy to reach goals is done by assessing and developing creative content (graphic and copy), setting the schedule, making posts, setting appropriate automations and alerts to monitor news feeds and respond aptly.

phase 4 – Reporting

Reporting is more than just cranking out a report, storytelling is key.

Aggregated data, interpreted insights, and usable information is reported is only the beginning. This kind of reporting gives a clear picture of the market activities, helping prioritize future efforts and resources. Reports are generally generated monthly but can be provided weekly upon request.

Here’s a snapshot report capabilities:

• Social Media Analytics
• Social Scoring
• Social Listening
• Integrated Marketing Analytics – optimizing content and campaigns across digital channels
• Cross-platform Digital Integration
• Competitor Intelligence
• Customer Experience Management
• Content Optimization
• Campaign Analysis