Build Your Businesses Social Media Presence with Digital Marketing

Develop Your Businesses Digital Presence

I’m looking to develop my business’s digital presence across social media platforms. How do I get started?

Great question. First off, excellent decision. Building out a digital presence for your business is a foundational part of a successful marketing machine. We are seeing social media become a form of search engine optimization for small businesses.

Think of the internet like a spider web. Your website sits at the center. That next ring out is all your social media profiles. They directly drive traffic back to your website. Before we get ahead of ourselves, let’s back up to talk about getting started.

1. Business Priorities

Effective marketing is driven by business priorities. This means that the marketing strategy you create should be based on what business goals you’re looking to achieve this year, this quarter, and this month.

Step 1: Select 1-3 business goals for this year, this quarter, and this month.

Note: If your goals are fairly aggressive, like, “Year Goal = grow revenue by 50%”, we would need to create a marketing strategy that actually stands a chance of achieving that. Posting once a week on Instagram would likely not achieve that. We would want to include other marketing elements, such as advertising or direct email.

Goal Example:

• Year - Gain 36 website clients and 12 social media clients and hire two new full-time team members.
• Quarter - Gain nine website clients and three social media clients.
• Month - Gain three website clients and one social media client.

2. Marketing Elements

Now that we have selected our business goals for the year, quarter, and month, we can select the marketing elements that will give us the chance to actually achieve those goals.

Example Selection of Elements:

1. Website optimization.
2. Blog articles.
3. Project portfolio.
4. Organic social media.
5. Monthly newsletter.
6. Facebook/Instagram advertising.

By activating these elements, achieving our business goals above is realistic.

3. Content Pillars

Based on the business goals selected, we want to create groups that individual pieces of content fit into.

• Business goals → content pillars → content

Content Pillar Example:

Our business goals above are related to increasing sales and hiring, so our content pillars might be the following:

• Service Education - content that educates people about the services we provide so that we become top of mind in our category.
• Community Involvement - our target market is fellow local businesses, so maybe we get involved with the business community to meet new people and make a positive impact. Content would be created showcasing our team at local events.
• Company Culture - pieces of content that highlight our purpose and mission could help attract future employees who share our core values.

4. Content

With our business priorities set and our content pillars established, we can now think of content marketing ideas that fit into our framework.

Since you took the time to establish a framework, You can be confident that the individual tactics you deploy are moving things in the correct direction.

Content Idea Examples:

1. “A local restaurant’s website before and after” - this lets viewers know that we are educated in the field of web design. The content pillar would be “service education”. The business goal would be “gaining new website clients.”
2. “Lunch with the Launch Kit team” - showing that we value team building and camaraderie. The content pillar would be “company culture”. The business goal would be to hire new team members.
3. “Behind the Scenes Creating Content for a Deck Building Company” - gives people an inside look at how we provide social media services to local businesses. The content pillar would be “service education.” The business goal would be “gaining new social media management clients.”

Notice how each content idea fits into a content pillar and a business goal. This ensures that our marketing efforts are indeed driving things in the direction of our business goals.

At Launch Kit, we use the following tools to help us stay consistent with our content.

• ClickUp - content planning.
• Metricool - content publishing and analytics.
• Webflow - website, blog, and portfolio.
• Klaviyo - email newsletter.

5. Monthly Analytics

As you create/publish content, it’s important to review analytics on a monthly basis. Some KPIs that you should monitor are posts, impressions, followers, engagements, and website traffic.

Within impressions, monitor the impressions of each piece of content to see which content is performing best. Pay attention to what content pillars are doing best and worst. That’s an indicator that it might be best to lean into a specific pillar if you have data showing that it’s working.

It’s important to cross reference your marketing analytics to your business performance to look for correlation. Ideally, you want to see your marketing analytics be the cause and your business performance to be the effect. A successful strategy would look like this:

• We achieved our number of posts goal, which generated impressions and converted viewers to followers, who engaged with our content, visited the website, learned about our offerings, submitted an inquiry, and made a purchase.

Notice how it’s all connected? Hitting your post goal is like putting in reps at the gym. You can’t expect to see results if you don’t put in the reps.

How Launch Kit Provides Our Social Media Marketing Service

At Launch Kit, we’ve built a sustainable system that makes it easy for local businesses to set their business goals, select marketing elements, choose content pillars, and begin creating content.

Our Grand Rapids, Michigan, team of photographers, videographers, and social media managers create content for you, edit and post on your accounts, and provide you with monthly analytics. We act as one team driven by the business goal you select.

To get started with content for your business, visit our Contact Us page. We’ll learn about your operation and talk about getting started. You can also view our social media management packages and pricing on this page here.

We hope you found this article helpful, and thank you for spending time with us.