Ryan Deiss, CEO of DigitalMarketer.com and Founder of Scalable.co said:
“You need to build marketing campaigns that intentionally move people from one stage to the next.”
If you are looking at a digital strategy for your business, you will have considered one or a combination of the three core digital marketing channels. But, there is a raging debate on which among the three is the best. Opinions vary from marketer to marketer but they are one in saying that PPC or Pay Per Click Advertising is good for short-term or quick results; Social Media Marketing is best suited for the medium-term results, and Content plus SEO – Search Engine Optimisation, also known as search engine marketing for the long-term results.
In this article, I am going to provide you 6 qualities of the leading social media marketing agency UK-based.
This write-up is lengthy, so here is a swift index for you to scroll around if you wish:
• How Social Media Can Impact Your Organic Visibility?
• Tips on How To Do About Social Media Marketing
• Quality 1. Social Media Planning With A Focus On Content
• Quality 2. Content Types
• Quality 3. Content Creation
• Quality 4. Build Monthly Social Content Calendar
• Quality 5. Social Post Analysis
• Quality 6. Marketing and Networking Experience
Oh, before going further…
In my previous articles, I have discussed extensively the benefits of engaging with the Top SEO Company in UK and the urgent need to avail the services of an SEO Content Writer UK-based. If and when you followed the details and apply it to your company, you are assured of long-term return on investment for your business. I intend to publish an article in the future about the short-term digital marketing goal through PPC.
But, if social media marketing is best suited for medium-term results, how can it be anchored on the long-term yielding content plus SEO or the search marketing strategy?
Well, I’ll give you the idea on how can Social Media and Search Engine Optimization, though separate and distinct, complement each other.
Although search engines ensure social media signals do not have a direct impact on website rankings, experience proves that social media is a powerful tool for leveraging your SEO.
Here are some ways social media can impact your organic visibility:
• Social media is a proven way to boost your content distribution and cover a vast audience.
According to the Digital 2020 July Global Statshot Report:
“Social media users have grown by more than 10 percent over the past year, taking the global total to 3.96 billion by the start of July 2020.”
Hence, your website content shared on social media has the advantage of being distributed to an audience as wide as your mind can imagine.
• A strong social media presence improves your brand identity.
Your projected brand would just be confined to your website without social media presence. Many customers check out the brands’ social media profiles before making an engagement like a purchase or whatsoever. Further, social network sites are great platforms to conduct a social media campaign through paid social advertisements by social media marketing agencies. Furthermore, clients use different social networks to lodge a complaint that serves as a deterrent for suppliers to behave.
• Aside from increased visibility, social likes, and shares lead to a longer content life.
A piece of content shared on social media can bring fresh traffic to your website. Moreover, if this content is reshared and retweeted, it reaches far and wide and chances are high that a blogger or journalist will stumble upon it and feature it in their blog or article.
• Links to your content from social media can accelerate your content indexation.
Social media can speed up the process of indexing your website’s content. If you share a blog post from your website through Twitter, Facebook, Instagram, or LinkedIn and it gets a lot of awareness, chances are Google will index it faster than content that’s just sleeping out there on the lonely face of the web waiting for indexing crawlers.
• When users follow links from social media, it enlarges the amount of traffic to your website.
You could link an infographic in your post for your social media campaign to a piece of long-form content on your site. When someone sees your infographic on social media, the link makes them more likely to share it and head on over to your site.
• Social media gives you the chance to get to know which type of content is more or less appealing and adjust your content creation strategy.
The social capital garnered by well-liked and pertinent content makes it trouble-free for search engine crawlers to find it, which means it’s worth spending time and money to create good quality content that has the potential to go viral.
• Companies’ social media profiles are likely to appear at the top of the Search Engine Results Pages (SERPs) for branded keywords.
In most cases, it’s possible to get links from other websites too when posting viral or highly shareable content on your social media pages. That can help you push your rankings sky-high.
As we can see, SEO and social media boost each other and are strongest when combined.
That means SEO and Social Media Marketing specialists need to develop a joint workflow for maximum effect.
Having established the bridge, not the divide, between SEO and social media, I will now show you these. .
Tips on How To Do About Social Media Marketing:
First things first, you need to align social media marketing with your business goals.
Towards this end, you need to . . .
First and foremost, audit your current social media marketing efforts.
In so doing, you ask yourself these questions:
- What social media channels are you currently posting on?
- Why did you choose those channels? Is your audience even on those channels?
- Do you have complete business profiles? Bios, relevant links, searchable name, contact options, branded profile photos, and cover photos?
- How often are you posting per week?
- What type of content are you posting per week? What’s the content mix (how many videos, photos, link shares, stories)?
- Are you getting engagements on your posts? This is critical, if you’re not getting engagements, your content is irrelevant or you’re not on the right channel.
- What type of engagements are you getting?
- Comments, shares, saves, clicks, etc.?
Think about your business goals, is it to drive more brand awareness? Do you want shares? If the goal is traffic on websites, focus on clicks!
Secondly, set trackable, relevant goals.
Think about your business goals, is it for:
- Increase brand awareness and authority. This is the top reason why marketers use social media.
- Drive traffic to relevant content. Use media channels as traffic generators in case you want to run ads. If you post a lot of valuable content, you can use social media to drive traffic.
- Generate New Leads. You create a “warm” audience that you can nurture. It is used for business with a long sales cycle.
- Social Selling. It is a valuable goal for short sales cycles and e-commerce brands. It is associated with paid advertisements like the case of beauty products.
- Build a Community of advocates. It is useful for brands that already have a lot of brand recognition. An active and engaged community of customers talking about their product, so they use social media marketing efforts to engage further their content.
- Social Service. Brands like JetBlue on Twitter. Lots of inquiries that you focus on serving those people.
Thirdly, create, and implement a plan.
And what are the keys to a successful plan?
- Determine the channel(s). You need to be on where your audience is, be it on Facebook, Tweeter, Instagram, LinkedIn, and others. This is where you take a deep dive into who your audience is, what are their demographic information, compare it to the channel information. Is your audience on that channel? If not, you don’t need to be on it. Here you have to focus on what type of content can you post on that channel and how would you optimize your profile in your content to reach your audience.
- Build out relevant creative assets and use channel features to create complete profiles.
- Create content focused on educating, inspiring, motivating, and entertaining your audience.
- Test your content to see what works and make the necessary changes.
Fourthly, measure your performance.
After you figured out, you got your audience, you have the channels that they are in and active on, ensuring the engagement of your content.
- Use analytics to measure success.
- Tweak and optimize your content.
- Build out a content posting schedule and STICK WITH IT.
It is worth mentioning that too many businesses start posting and stop abruptly.
If you are one of them, you failed to realize that social success hinges on consistent touchpoints with your target audience.
But, how can you measure your social media marketing success?
- View the analytics available on the channels and using third-party tools that are available for a fee, which will give tracking and overview for a period of time.
- You can look at your publishing behavior. Just simply determine how many contents you’re posting, how many videos, how many images, and anything about your engagement.
- You can use graphs and break them down by the various types of engagements and you can see trends.
- You can also use channel analytics as most channels have them. You make sure you’re checking often to see patterns of all these things. Are you posting too much of one type of content? What are the engagements are you getting and then tweak your strategy based on the analysis.
Fifthly, Build Your Brand
In building your brand, consistency is the key.
Build A Complete Profile
- This is how you are generating awareness, so you want to make a great first impression!
- You wanna utilize each channel’s brand-building tools (each channel will differ as some are better than the others).
- Upload branded profile photo and header/cover images. What you need to do is show your brand’s value with your bio copy.
- Include a call to action and relevant links. For instance, on Instagram and Twitter, you have that bio-copy, and you have an option to have a website link to make sure that you are connected to the call to action to drive traffic to your website.
Establish A Strong, Consistent Brand Voice
Make sure to speak with your overall brand voice, the brand that stands out on social media. You need to be a brand that is highly engaging and maintained consistency. Everything is consistent and would like to have a bang with it.
Maintain consistent branding throughout your profile through the look and feel.
Having said that, for your business to succeed, you need to compliment content plus SEO with social media marketing.
But the question is, do you have the luxury of time and means to do the tedious social media marketing activities?
If you answer in the affirmative, well and good. But if you say NO, it’s perfectly fine, you could let someone do all the work for you.
But here’s the caveat for business owners based in the United Kingdom!
Look for the following qualities before you decide on the digital marketing agency to engage with.
6 Features of a Stellar Social Media Marketing Agency UK-Based
Quality 1. Social Media Planning With A Focus On Content
You know the audience, you know the channels that you should be on, you started posting.
But most importantly you need to plan your social media marketing efforts and do the schedules that you can keep.
With this, you need to scrutinize your prospect social media marketing agency if, in planning, they can do on your behalf, the prior extraction of any information on the Strengths, Weaknesses, Opportunities, and Threats (SWOT) through the conduct of. . .
Content Research on:
- Direct and indirect competitors. See what they are posting. Brands in your industry. You need to check it out regularly.
- Influencers in your industry. You need to know what they are doing.
- Popular brands on the channel.
- Brands you admire/follow.
Research on Competitor’ Profiles & Posts
- Content Types.
- Frequency and consistency. You need to know if they are posting regularly or not.
- Captions. You must check the captions they are using on the actual copy.
- Engagements. You need to verify the engagements they are getting.
- Hashtags Used. You ought to know the hashtags they are using.
- Conversations. You need to monitor the conversations they are starting.
Diving Deep On to . . .
What posts your competitors are getting the most engagements and why? What do they have in common?
You need to know these patterns:
- What are the captions? You look at the captions. Though many people ignore the captions as they tend to focus on the created piece. But the caption is just as important if not more important as it directs the audience to take action after reading your post. You need to engage them.
- Calls-to-action? You need to know what calls to action are your competitors using. Are they using SUBSCRIBE, are they using TAP HERE or CLICK HERE. Take note of those calls to action.
- Hashtags? You need to dive into the hashtags that the competitors are using, click on them, and see the whole stream of posts that use that hashtag. You ought to look for the posts that are relevant or similar to your brand. And then you can start building up your hashtag list.
- Could these post types work for your brand? Overall, you need to take a look at the post types your competitors are working and decide if this action works for your brand.
It is noteworthy that taking the time to research your competitors can help you to optimize your social media post.
You should not stop at your competitors when it comes to your content.
You must. . .
Do Additional Research
- Look at brands you think your target audience would follow. Whether they are doing on Instagram, on FaceBook, etc.
- Look at the brands you like and respect (even if they aren’t in your industry) as it creates creativity.
- Brands you think might create similar content.
- Influencers in your industry. You need to watch out for the latest features. Influencers in the marketing industry are active on Instagram’s TV.
- Ask your co-workers, friends/family for some of their favorite accounts. Hey, what are the brands you like to follow and why?
- Do a Google search- “Best (industry) brands on (channel)”.
- Use all of this research for content inspiration.
Incorporate Research Result Into Your Content
- You look at your available content and see what you can splinter. Splintering is key because you gonna be overwhelmed. You have to create all this original content on your head and look at what has been published and what is coming out on your blog, podcasts, guides, product catalogs. Whatever it is, you should see what you can pull from that and splinter into multiple posts.
- You must understand the content types that work for the channel. For instance, when we speak of videos, it works on Facebook especially if they are three-plus minutes. There are now keywords promoting those videos.
- You must not just post the same type of content across all channels. You have to align your content with the specialty of each channel.
- Refer to your research (screenshots and notes). That’s from your competitors, friends that you admire, friends from your industry, influencers, family.
- Use to inspire your content pieces. What can be splintered and how?
- Come up with a content test based on your bandwidth, content, and strengths. Based on what you’re currently doing. If you have a good video team, create videos. If you have good graphic designers, create graphics.
Turn a Core Piece into Many Social Media Posts
- In your blog post, you need to make as many posts as you can that fit with the channel.
- You must turn those chunks in a post and turn them into easily digestible and valuable pieces to share.
- The key here is pulling out of chunks, you can pull out tips, you can pull out clause, you can do abundant stuff with splintering. You must not stop with just one story.
- You need to come up with a formula to test on each channel.
The formula should be based on. . .
- Your research.
- Your bandwidth.
- Your current content. Go to the current blog post you have which you can pull out to create content from and set up a formula just to test and see what it works and what doesn’t.
Below is a tried and tested formula on Instagram:
3 quotes + Tip Image + 1 Book + 1 Video clip = 6 posts per week
3 quotes pulled from blog posts and podcasts.
1 tip image out of the blog post.
1 book your audience loves to read (take pictures of books and post).
1 Video clip
- You need to just start posting to know the pattern- tweak your visual elements and copy.
- Update your tests as you discover more content inspiration and create additional content pieces.
- If you see a post on Instagram and say I have to try it.
Notably, the better you know your audience, the better you can hone in on your formula. Research is crucial.
Optimize After Testing.
- Look at analytics. Discover what’s wrong and what isn’t.
- Notice patterns in visuals and copy.
- Focus on WHY something work and didn’t work.
- Continue to test and tweak if it was a good idea but was not executed correctly.
The key is always testing, noticing those patterns, and tweaking to best reach and engage your audience.
Quality 2. Content Types
Since you have already a plan. Your prospect agency really needs to focus on making sure your content fits with the channel.
The key is “They must not post the same content across your channels”. They need to post content that works best on each channel- tweak and optimize it for that channel.
Ask them if they can do on your stead to. . .
See if your posts serve the purpose:
If your post fits on any one or a combination of the categories, then you’re on the right track.
Before creating or posting, they need to ask you. . .
Does this post help your goal, and does it do at least one of the above?
- Photos. Products, events, company culture, behind scene glimpses.
- Graphics. Tips, How-To’s, Quotes, Memes, Infographics.
- Carousels. Products/service, how-to’s, tutorials, tell a story- scrollable photos and videos.
- Feed videos (60 seconds or less). Tips from blog posts, quick advice, tutorials, how-to”s.
- IGTV Videos- (60 seconds to 60 minutes). Long-form videos to Teach/educate, Give expert advice, update on industry trends to provide values.
- Stories. Ideal for engagement and in-the-moment-content (you can also include planned out stories for in the moment content).
- Memes, Quotes, and Tips work for all brands on Instagram.
Since Facebook owns Instagram, what you post to Facebook can also be posted to Instagram.
- Videos. Most valuable type on Facebook; focus on humor and providing value.
- Link shares. Your content and the outside content.
- Photos. Products, events, company culture.
- Go Live. Share breaking news; product announcements.
- Photo carousels. Add a link to build a scrolling carousel.
- Photos slideshows. turn into a video.
It should be noted that you can do all these things on Facebook but videos absolutely need to be part of your strategy.
- Videos. Advice, case studies, testimonials.
- Images. Stats/quotes.
- Events. Share awards, your events (what you learned on the events), events company members attended.
- Articles. Your own and outside shares.
- Company culture/leaders/updates.
People go to your profile and say: this is the person I want to work with.
Posts should be focused on: thought leadership, education, practical.
It is to be noted that LinkedIn is great for connecting with thought leaders in your industry and forming strategic partnerships with them.
Focus on being unexpected; be snarky if it is your brand
- Text. Advice, case studies.
- Images. Memes are big.
- Articles. Your own and outside shares.
- Ask questions.
- Breaking news/industry updates.
- Trending topics. Make sure they are relevant.
Stand out on Twitter by being unexpected.
Twitter is perfect for social listening as well as a customer support channel.
Focus On Your Post Copy
Your copy or caption is just as important as your visual element.
Make sure your visual and copy work together and are cohesive.
Spend most of your time crafting your message- try making Graphics or video, post it, no context, no value, and caption, your works will surely not engage.
- Include a call-to-action or engagement on EACH POST.
- Ask a question to drive a conversation.
- Drive to a content piece. “Swipe Up”, “Click HERE”
- Ask for the user’s input. People LOVE giving their opinions/recommendations. Use graphics and say; “Hey, what do you recommend.” You will be flooded with comments.
- Use your brand voice.
- Be unexpected – Don’t @ me
You’ve done your research. You’ve planned out. You’ve tested some content. Focus on:
Quality 3. Content Creation
Find out if your target social media marketer is capable of doing on your stead to. . .
Use available resources to create as much social media content as you can.
Splinter Your Content Pieces
- Splintering is taking chunks out of your content pieces to create a variety of social posts.
- Pull quotes, stats, tips- whatever you can from your post.
- Your previous month’s content pieces. See what was already published. What will work, what you pull from those pieces.
- Your top-performing content pieces. You make sure that you’re up to date and relevant and about the core pieces that you gonna be great.
- Content pieces featuring well-known experts. Let’s say you interviewed a top expert on your podcast, you wanna break that podcast into chunks of audio tips, clause, quotes, whatever you can.
- Your core, evergreen content pieces. You splinter a blog content into many many social media posts. You share the link on FB, post-story on IG, and post a link on LinkedIn and Twitter and then you’re done. Take that piece, take as many chunks of contents as you can.
- The key with splintering is to create as many social posts as you can from one content piece (saving you time and your sanity)
Quality 4. Build Monthly Social Content Calendar
Inquire from your prospective digital marketing company if they can create a social media content calendar for you.
A social media content calendar is like the organizing consultant of your entire social media strategy. It sounds like a big commitment at first, but you can rest assured it will pay that time back in the future.
Whether it’s a simple grid with a few links or a bespoke dashboard that can plan out dozens of feeds, your calendar can be as simple or complex as your brand needs it to be.
Why use a social media content calendar?
- Save time by being organized.
- Post consistently.
- Make fewer typos, and also reduce the risk of big mistakes.
- Get more ambitious with your social strategies.
- Don’t miss out on relevant moments.
- Make higher-quality content.
- Track what works, and improve it.
Social Media Calendar Tools
Are There Social Media Content Calendar Tools?
Honestly, there are probably as many different social media content calendar tools as there are social media managers.
Google Sheets is the microwave oven of your social media kitchen: you’re not going to brag about it to your foodie friends, but life without it would be unnecessarily complicated.
For simple, free, friendly-looking social media calendar tools, it doesn’t get more obvious than Trello.
It eclipses even our trusty Google Sheets because you can publish directly from the calendar.
Types of Calendars
There are different ways you can arrange your social media calendar depending on your needs and preferences.
• Monthly View
Having a monthly view for your calendar is a great way to not only be able to visualize your content for the next few weeks but it also helps highlight some of the big events coming up that you might need to focus on.
A monthly view can work for busy or light schedules. For a busy schedule, I would recommend maybe using it to highlight the most important posts so that it doesn’t feel too crowded.
Here is an example of a monthly social media calendar:
• Weekly/Daily View
The weekly/daily view is where the bulk of your work will go. The best way to be effective with your social media calendar is to have every post for each day of the week already written out (or at least every single one you can get to).
Quality 5. Social Post Analysis
Analyzing post-performance is key to success. With this, you should confer with your prospect if they are capable of doing it on your behalf.
What happens after you publish? You need to analyze the performance.
How To Analyze?
Use channel analytics:
- Filter by engagements over a period of time (this will vary by channel).
- Track the engagements that matter to your business- Comments, shares, link clicks, saves, etc.
- Make a note of patterns and adjust your strategy.
Use 3rd Party Platforms for a more in-depth overview:
- Track posting patterns. How much of each type of posting over a period of time.
- Track engagement patterns. Either trending up or down.
- Track follower growth. If you see spikes or growth, you can dive into your content and figure out what happens.
- Track impressions and reach. Is your content actually getting out to your target audience?
- Filter by time period.
Reach Versus Impressions
- Determine if your content is even being shown and seen by your audience.
- Reach is the total number of unique people who saw your content.
- Impressions are the number of times your content is displayed. A viewer doesn’t have to engage with your content for it to count as an impression.
Keep in mind:
- A very small portion of your organic audience will actually see your content.
- Focus on optimizing your content and engaging your audience.
- The key to figuring out the social metrics that matter to your business is to align them with your marketing goals.
Why Reach And Impressions Matter
- As reach increases, it naturally leads to increased awareness.
- The key is to make sure your content aligns with your target audiences- ignored messages are pointless.
- Impressions measure your ability to get your content in front of the right audience.
- If your impressions rise, it means that your content is appearing more frequently in users’ feeds or timelines.
- Meaning you’ve optimized your posts for the channel.
Quality 6. Marketing and Networking Experience
The last and final feature that you need to find from a prospect UK social media marketing agency is their:
• Marketing Experience- Thoroughly scrutinize their marketing budget as a marketing company. Also, determine how effective their content creation techniques are and how their content marketing is carried out in accordance with the marketing strategy and as implemented by the marketing manager. Further, check on how their account manager implements the company’s account management system in handling their clients. Finally, dig deeper into their own social media management plan and how it is being implemented by the designated social media manager.
• Networking experience- Pay attention to their relationship and past engagements with other social media agencies and related industries in the course of their social media marketing business.
Relative thereto, see if the list that they have is consistent with the list of popular creative agencies and/or social media marketing companies based in London and other areas of the United Kingdom which are helping brands and manufacturers increase online distribution and sales across markets in Europe:
- Appetite Creative Solutions– a PR and Digital Marketing agency based in London that specializes in offering an innovative creative solution as well as website & advertising solutions.
- Bespoke Brand Developers– situated in Covent Garden, the heart of London, has been established for over 2 years working with more than 20 brands throughout the UK. Specialists in digital marketing for Technology businesses and platforms.
- Brave Bear Marketing Ltd.– based in Hednesford (Staffordshire, England). Brave Bear Marketing Ltd offers Web Development as part of its services.
- Casual Films– Located in London, it is the top corporate video production company in the United Kingdom.
- Creative Digital Agency– Website Design and Development as well as Digital Agency based in London. They develop e-commerce development sites that function as lead generation engine with excellent lead to client conversion rates suited to your conversion rate requirement. They have a pool of top-notch ux designers, content marketers, digital design, graphic design specialists tasked to handle lead conversion optimization or conversion rate optimisation.
- Creative Solutions– a UK-based creativity agency that specializes in printing, signs, exhibition, and graphics design. Their business is to help brands to attract new customers and delight existing ones.
- Digital Ethos– a digital marketing agency and web design agency in York, UK. Their services are not limited to PPC, Search Engine Optimisation, and Web Design. They create social media packages tailored-fit for the social media package requirement of your brand as a market strategy to increase sales and drive growth for your business.
- Dokoo Digital– Holywood, UK-based top social media marketing agency that offers award-winning digital marketing services and training.
- Emote Digital– provides digital marketing services. It is based in Manchester, Manchester, United Kingdom.
- Kartoffel Films– Award-Winning Video and Animation Production Agency in London. It is a creative agency providing creative solutions suited for a creative digital agency’s needs.
- Little Media Agency Ltd. – a goal-orientated brand management agency based in Birmingham, UK. They create social media campaigns customized for your social media campaign requirement with a dedicated social media manager. They master at helping business owners improve their brand awareness and attract more customers.
- Nodes Information Technology & Services– a London based product company that specialized in developing mobile apps for iOS, Android, and Windows Phone as well as being experts in social applications and integrations. Its line of service is on software development, Mobile App Development, UX/UI Design, Mobile & App Marketing, and Influencer Marketing Platforms.
- Oggadoon PR and Digital Marketing Agency based in Bristol and London’s tech and green centres, delivering results, promoting your business, and boosting your bottom line. B2B, public relations, cybersecurity, health and prop tech, sustainability, and SaaS are some of their core sectors.
- Rozee Digitals– A Facebook Advertising and social media agency based in Yeovil, Somerset, England.
- System Social Ltd.– a Marketing & Advertising social media agency and publisher based in London, UK. Their team covers a wide skill-set across social strategy, paid, influencer marketing, design, copy, photography, and video.
- Social Republic– a global social media agency, born in Manchester, UK but working worldwide. They are committed to solid branding, thoughtful social media strategies, and wild ideas that get results.
The key for social media marketing to succeed is to make the necessary research, find the content that works for each channel, optimize the content, and make sure that you have a set schedule and plan for posting and publishing your content and then measuring the success of your content. And altogether, you can do these patterns and make necessary adjustments to the overall strategy. Only then can your Digital PR campaign be considered a success.
If all these conditions are met, then your prospect qualifies the criteria for a stellar social media marketing agency UK-based.
Need that kind of service? Let’s Talk.