Forget Surface Metrics, Focus on Results
Go beyond likes and followers with a goal-oriented approach that drives engagement and conversions.
The Social Media Strategy
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What's Your Goal?
Whether it’s brand awareness, increased engaged followers, campaign sign-ups, event registrations, or booked appointments, it all beings with identifying an objective.
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Who's Your Audience?
Once you have a goal, it’s important to determine not only if your perceived audience is aligned to the goal but also if they live on your preferred social network.
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What's Your Message?
Different communication styles suit different social networks. From brand and content to responsiveness and crisis management, knowing what works positions you for success.
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How's It Performing?
Social networks have their own analytics and marrying those with website and email metrics as well as offline feedback provide a wider lens into how campaigns perform to help you win. Rinse and repeat.
A Little Social Q&A
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Great question. LinkedIn is a social network, specifically designed for business and focused on building 1 to 1 relationships. Social networks like Facebook, X, TikTok, and Instagram are designed for broader reach and engagement. That’s why the strategic approaches are distinct.
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Another worthy question. Broker/dealers and independent financial firms need to be mindful of compliance. So do marketers. I have over 13 years of experience building and running social media programs within insurance and wealth management firms. I understand the nuances of archiving and review and will work with you and your compliance teams to reach a level of comfort with campaigns while also ensuring that they drive results.
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Who doesn’t love a good TikTok trend? That said, I will never guarantee a result. The goal of marketing is to position you for successful outcomes. That I can and will always do. As for making something “go viral”, there is no formula to make that happen. Also, while TikTok has a growing financial influencer audience, it may not be the right network for you and your goals. I’ll work with you to assess your goals and align them to the optimal social channel.
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Some networks are more reliant on paid ads to drive performance; however, every social strategy should start with an organic (non-paid) approach to establish trust, a following, and a brand position. If a paid strategy makes sense, it needn’t break the bank to be effective.
Proven Social Results
An Asheville-based non-profit was struggling to meet its donation and referral goals through paid social advertising. By evaluating the goals of the non-profit and leading with organic content, my collaboration with their marketing team resulted in this case study.