Social Media Marketing


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Social media marketing is an essential step to success in the modern world of marketing and business. It’s a digital marketing tactic every brand can and should use to win, no matter how big or small they are.

Sometimes shortened to SMM, social media marketing is exactly what it sounds like: the use of social media to connect with your audience, strengthen your brand, drive traffic and increase your sales. However, most brands fail with a social approach focused on what they get out of it, and the ultimate goal of making more money. But the key to success is a social media strategy that revolves around high-quality, high-value content, building relationships, and being sociable.

What’s the Point of Social Media Marketing?

The meteoric rise of social media cannot be understated. Your target audience is on social media most of the time, most days, on one platform or another. Facebook, Instagram, Twitter, LinkedIn, YouTube, Snapchat, TikTok or Pinterest. Regardless of the platform, there are huge opportunities on social that every brand should be making the most of.

Social media marketing is more than advertising though. It’s about being social. And it’s about bringing value to your audience and potential customers, not just trying to sell to them. A strong social plan should form an integral part of any brand’s content marketing strategy.

Ultimately, social media can increase brand awareness and loyalty, increase conversions, drive traffic, improve lead generation and sell directly. But first, you have to earn the right to sell. Just think, how often do you skip or scroll past ads that only want your money?

What is Social Media Marketing?

Successful marketing on social media involves creating, curating, documenting and posting valuable content. But that content also needs tailoring to each platform you’re on.

It’s also the act of actively managing your social media community, with daily outreach to broaden your audience potential. Ultimately, it’s about giving your brand the best chance of beating each social platform’s algorithms, and reaching more people.

Social media marketing varies for each company, as every business has a different target audience and preferred tone of voice. There is no one-size-fits-all strategy, but there are core success tactics that work no matter your industry or platform.

In a post-COVID world, social media is more vital than ever. It’s the most effective tool to increase your brand awareness, and stay ahead of your competition.

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Why Social Media Marketing is Essential

Just as TV replaced radio, which replaced newspapers as the ideal marketing medium, social media has become the most powerful means of reaching your customers. But due to its rapid takeover and constant evolution, many marketers struggle to keep up and adapt.

Your ideal customers, no matter who they are, have found a home on social media. A place they spend huge amounts of time. And unlike traditional interrupting marketing methods, social media marketing enables you to reach them in valuable ways that they not only want to hear, but will actively seek out. 

In 2017, Social Media Today found that over the course of a lifetime, most people will spend more time using social media than they do eating or socialising. Is that an audience you can afford to miss out on?

Social media is a game-changer that’s made it possible for any brand, regardless of funding, to broadcast to a mass audience. But without a strong strategy in place, and an understanding that you’re playing the long game, socials can do very little for you. That’s where Pivotal can help.

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Why Use Pivotal?

At Pivotal, our social media marketing services are designed to ensure you keep control of your brand’s voice and message across all social platforms. But more than that, we understand the real point of marketing on socials. We base our strategy on understanding your goals, challenges and target audience to tailor a campaign that works for you.

Our creative team of experts will work with you to build a strategy that’s designed around your needs, whether that’s raising awareness, driving sales or any other kind of conversion.

Our services include:

  • Social media audits to find out what you’re already doing right and areas for improvement
  • Creating a bespoke social ‘playbook’ for your business
  • Finding the best tone of voice for your brand
  • Creating and distributing unique content on your chosen social platforms
  • Monitoring and managing your social media accounts, including social outreach
  • Performing data analytics on all platforms
  • Implementing Pay-Per-Click (PPC) and advertising strategies where suitable, to capitalise on your social success
  • Reporting on successes, and where we can make improvements

While we’ll develop the right strategy for you, at Pivotal we don’t believe in entirely taking over your accounts. You’ll always play a crucial role in the process. The key to strong social media marketing is consistency, authenticity and engagement with your audience.

Most social media users can tell the difference between a genuine interaction and a sales tactic pushed by a digital marketing agency, and we’ll help to make sure your balance is perfect.

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“A highly knowledgeable team of professionals that will help your business perform better online.”

Lee Newell Web Professional – Netwaves

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