How We Approach Our Social Media Marketing Strategy

Not sure how to approach your social media marketing strategy? Here's the process we follow for ourselves and our clients.

Whether you own a local shop or a nationwide company, having a social media marketing strategy is critical for running a successful business today.

With 3.8 billion people using social media (approximately 50% of the world’s population), building your business’ social media presence can help you increase brand awareness and create authentic connections with your customers. Many companies choose to hire in-house or third-party experts to manage their accounts and build their brands across various platforms, including as Instagram, Facebook, and Twitter.

At Lightning Media Partners, we’ve had the opportunity to work with clients whose businesses span across various industries, from bakeries to accountants to nonprofit organizations. Rather than applying a “one-size-fits-all” plan, we work with each of our clients to create a personalized strategy that’s best for their brand.

Our approach to social media content marketing, both for our clients and ourselves, is based on these five pillars that, in our experience, have increased customer engagement.

1. Create unique content

Every brand deserves to have its unique voice shine through. We work closely with our clients to produce high-quality, visually appealing content that will attract your desired audience. We conduct extensive, ongoing research to determine which demographics, content types and hashtags are best for spreading the word.

Some of our clients come to us with a brand aesthetic in mind. We help translate that vision into high-quality graphics, blog posts, videos, and other assets. Others are new to the world of business social media and seek our guidance to develop their brand voice. For those clients, we help them brainstorm content ideas, develop color and font palettes, and even set up social media accounts.

No matter where our clients are in their social media marketing journey, we meet them there – and work together to make quality content that will help them grow.

2. Develop a consistent schedule

Contrary to popular belief, you don’t need to post on social media every single day to successfully grow an audience. However, you do need to be consistent about your posting schedule.

We work with our clients to develop a posting cadence they’re comfortable with (typically three to four posts per week) and ensure they always have a steady stream of content planned out ahead of time. Depending on our clients’ preferences, we can deliver a full month’s worth of social media content upfront at the beginning of each month, or plan one to two weeks ahead so there’s room for flexibility as current events and trends pop up.

3. Foster human connections

Now more than ever, people crave interpersonal connection. They want to share a part of themselves, and have their opinions be heard by others. We’ve found this to be true not only in our personal social media use, but also in the way people engage with businesses online.

While the “hard sell” has its place, we strive to balance it with content that resonates with our customers on a personal level. In addition to advertising products or services, we also ask customers their opinions, share industry-relevant news and events, show “behind the scenes” snippets of the people behind the brand, and provide encouragement and inspiration to our clients’ audience.

4. Spark engaging conversations

Fostering genuine connections doesn’t stop with our content. Customers are much more likely to engage (and stay engaged) if they know there are real people behind a business’ social media accounts. We don’t just create and schedule content; we dedicate time to comment responses, direct messages, and engage proactively on followers’ posts.

5. Produce organic growth

When it comes to growing your social channels, it’s easy to get hung up on follower counts. To artificially boost growth, some brands attempt to cut corners by paying for fake followers to boost their numbers. While these numbers may look good on paper, they don’t signify true growth and likely won’t translate to increased sales or visibility – you may be able to purchase thousands of followers for a small amount of money, but you can’t buy brand loyalty.

That’s why organic growth is the cornerstone of our social media marketing strategy. We use well-researched, targeted hashtags as well as continual engagement to reach our clients’ intended audiences. Our top priority is creating transparency between brands and their customers; being honest about follower counts is a good starting point. Over time, we’ve found that putting in the work every day leads to natural (and lasting!) growth on social media.

Need help managing your social media accounts? Consider one of our social media marketing packages. We’ll help you discover and create social media content that will best engage your target audience, and start building real, authentic connections that will spark growth for your business. Get in touch with us to discuss your needs.

Co-authored by Trystan Crichton.

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Danielle Fallon

Danielle Fallon

Danielle started her work at LMP as a freelance administrative assistant. She quickly fell in love with the company and became the team’s marketing associate. She currently works as a social media specialist, where she loves using her creativity and passion for communication. When Danielle isn’t working for LMP, she can be found babysitting or giving speech therapy to preschoolers.