Marketing with social media takes more than just setting up a page for your business, posting content you found on the internet, and asking people to Like and Share. It’s part of a larger effort to identify, reach and connect in a meaningful way with your ideal customer, using the most popular and widely seen media channels available.
Successful social media marketing is not about saying what you want people to hear, but about hearing what people want you to say — then saying it.
That means understanding what your customers see as valuable, connecting that to your business, and reinforcing that value message throughout their online interaction with your brand.
The average health, fitness, or wellness company is much better at changing lives than changing minds.
That’s why it’s good to talk to a social media marketing expert.
But I have Likes and Shares!
That’s a start. But who’s liking and sharing? Are those people likely to become real, paying customers?
Running a successful social media marketing campaign involves:
- Identifying your ideal target customer in as much detail as possible — not just age, race, and gender, but mindset and buying “persona”
- Understanding where and how they spend their time online
- Understanding what matters to those customers
- Understanding how your company addresses their specific customer needs
- Crafting an actionable message that resonates with those needs
- Ensuring that your message is visible to your target customers
- Getting those customers — and only those customers — to click through and convert
Like many online advertising platforms, social media advertising for businesses is priced either per-click, per-presentation, or per a specific type of engagement (shares, responses, etc.) or conversion. Your business pays for those interactions, so they had better count for something. That’s one reason we steer potential clients away from non-industry focused “like farming” sites whose only goal is to artificially drive up casual social traffic. Those people will never buy.
Meaningful engagement matters.
Your campaigns should start and end with at least some social traffic analysis, informed by insight into the buying behaviors of customers in the health, wellness, and fitness industry. The target demographic and interest profile you select will govern both the cost and cost-effectiveness of your social advertising campaigns. Your message content should be target-specific, resonant, compelling, and actionable. Finally, it should conform to the social platform’s Acceptable Use Policies for advertisers and follow the platform’s guidelines for readability, viewability, and brevity.
Combine that with the need to often integrate social into multistage, multimedia campaigns involving email, search, online and offline content, and you’ve got way more than you can do AND run your business.
That’s why we’re here.
You’re not a social marketing expert. You don’t want to be.
That’s our job.
There are no shortcuts or magic bullets for social engagement with your business. That’s why we tailor YOUR message through appropriate content and channels, matched to both your target audience and to the specific “stages of change” that guide their readiness to take action and engage with your brand. We make sure that message is “right place, right time” and ready to guide readers toward a purchase of your products and services.
Typical social media marketing projects
- Social media market identification and segmentation to control campaign costs
- LinkedIn “thought leadership” content to establish your wellness business’s credentials and increase reach and connectivity among related, compatible businesses
- Effectiveness audit of your existing shareable content, social media presence, and campaigns
- Facebook paid ad and promoted post campaigns in single-page and video formats, targeting likeliest-to-act market segments
- Fast social campaigns targeting one piece of your target demographic and one aspect of your business over a short period of time — for instance, post-holiday campaigns positioning 30-minute training sessions for busy moms, race readiness workout packages for casual athletes, or tax season yoga de-stress campaigns
- Social multimedia campaigns promoting significant blog content across multiple social channels to drive better-qualified leads
- Multi-phase, multi-channel, multi-campaign efforts to develop broader markets, “deep” and indirect leads that traditionally have a longer sales cycle
- Landing page content and sales cycle enablement from initial social engagement to site visits, contact, and conversion, including supporting material to anticipate questions and remove objections
- Advice and assistance in engaging prospective customers when they respond to your posts
We don’t just throw up tired content about the “obesity epidemic” and hope it sticks somewhere. We know that won’t work, because we’ve seen it not work.
We’ll let you know who we think your customers really are, when we think a social marketing strategy or campaign isn’t likely to reach the intended market, and why it isn’t being seen and isn’t converting.