How Does Social Media Marketing Work?
Social media is considered an “owned” platform for brands. Many brands have a presence on multiple platforms, but few brands take full advantage of what the platforms can do for their growth. The goal of organic social is to create a conversation and ultimately, a following of brand advocates who love the products and share the brand’s content with their networks. The brand’s responsibility, then, is to produce desirable, share-worthy content. There is a wide variety of content types brands post, including product details, promotions, value propositions, behind the scenes and product reviews (among many others) on their social pages.
Is your brand taking advantage of social platforms to reach and engage with your target audience? Are you able to measure the impact your efforts on social media? If you’re looking to improve the impact of your brand’s social presence, let’s chat.
How We Approach
Social media for ecommerce brands is often a slow growth process with lots of inputs. But, locating your audience and your brand advocates on the appropriate channels can be a game changer for growth.
Social media always starts with buyer persona identification. Already have those in place? Awesome! We’ll be able to identify where they live, how they interact with brands like yours and a specific strategy to activate their love of your brand (and tell all their friends)! After personas are defined and audiences are located, we’ll move into content planning in a calendar view.
After the content calendar is established, we’ll write content and create graphics. A final review takes place, then we schedule through your scheduling tool, or we’ll make a recommendation for one. We have experience with scheduling tools including Hootsuite, Creator Studio, Canva, and more!
Our Social Media Offerings
Facebook & Instagram
Facebook and Instagram both operate through Meta, although they have different audience bases which are taken into consideration when planning content.
Facebook is typically used for high engagement D2C audience connection. This is where conversations about brands take place.
Instagram is highly visual, this platform works best for D2C brands whose products offer value propositions that can be visually displayed.
LinkedIn is a B2B brand’s social best friend. LinkedIn strategies work in two ways:
A brand’s principal has a goal of being a thought leader in the vertical in which the business operates. In this situation, LimeLight partners with the individual to create a content strategy around their unique expertise.
A brand primarily targets a B2B audience. In this situation, LimeLight extracts the value proposition(s) and creates social content for each of the personas around those value propositions.
Pinterest is a valuable tool for productized brands that have a lot of visual assets and inspirational content available. Pinterest is first and foremost a search engine, so we don’t just post content to fill our page’s feed — we’re optimizing it with relevant keywords to ensure it reaches target audiences as they’re searching.
The growing popularity of TikTok makes it a viable platform simply based on the volume of users available to reach. With its highly organic nature, TikTok demands a focused content production strategy to ensure high visibility and relevancy on the platform.
Organic & Paid Social
We know that a post’s organic reach is only as good as the algorithms allow it to be. Therefore, for most posts, we recommend a boosting strategy to reach brand fans (page followers), as well as lookalike and opportunistic audiences. The investment is based on relative audience growth and/or engagement goals for each brand.
As new social platforms are launched, LimeLight evaluates the application and appropriateness of each one based on where a brand’s target audience is active and the type and frequency of content needed to be successful.
LimeLight has a pulse on the newest and most niche platforms so that when it comes to making a recommendation for where your brand should produce content, it’s with a full understanding of your audience and what motivates them to take action.