Our philosophy on social media marketing
As with any marketing channel, social media marketing requires a measure of strategy and consistency. Although it can be tempting to tap into a wide variety of social media platforms, the most important programs are those where your message will resonate with your customers and prospective customers. (For example, we don’t see too many financial posts on Pinterest.)
In other words, quality trumps quantity.
Social media should not happen in a vacuum, and unlike other marketing channels, social media marketing relies on two-way communication with your constituents. If you’re not ready to have a conversation, social media might not be the best channel for your bank. On the other hand, people will talk about your bank whether you choose to engage or not, which means social media gives you the chance to manage your brand — including mitigating complaints and promoting praise.
Our process for a social media marketing
Step 1: Evaluate your existing tactics and channels
Social media programs typically have built-in analytics that will allow us to track the number of interactions for each post, tweet or video. If your engagement scores are low, it’s time to make a change. We also reference your website’s analytics to see which social media channels and posts resulted in the most traffic to your site and, better yet, resulted in conversions.
Step 2: Adapt your social media marketing plan
Once we’ve gathered the data, it’s time to apply our findings to the new social media marketing plan. Here are some questions we should ask for each social media channel:
- If there is a high level of engagement, should we increase the frequency of posts?
- What types of content get the most interaction? Can we increase those?
- What types of content get the least interaction? Can we eliminate those?
- If there is a low level of engagement, could posting at a different time of day get better results?
- If there isn’t a return on investment, would we be better off deleting the account altogether?
- Are there other social media platforms that are more appropriate?
Step 3: Create a social media calendar
Now that we know which social media channels deserve attention, we can prioritize what types of content we will need for the year ahead. When creating your content calendar, consider these content message types:
- Major announcements from the bank
- New products / services
- Special promotions
- How-to videos
- Answers to FAQ
- Holiday messages
Also remember to repurpose items from your comprehensive content marketing plan. For instance, if you have a monthly blog post scheduled, be sure to link to it from all appropriate social media channels.
Step 4: Follow your social media plan
Whether you decide to use an application that manages all of your various channels (e.g. Hootsuite) or manually make updates to the individual social media programs, it will require dedication to make sure you connect with your social media followers consistently. Reply to comments quickly and thoughtfully, and adapt the plan as needed.
Social media marketing services
- Social media management
- Social media strategies
- Social media marketing plan
- Social media campaign planning
- Social media campaign execution
- Social media integration with bank website
- Content creation (copywriting, graphic design, motion graphics, etc.)
Let’s get results
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Prefer the phone? Give us a call at (920) 906-9175.