Bringing you creative content that relates to your target audience, ads that are high-converting and social conversations that are engaging.
Facebook, Instagram, LinkedIn, WhatsApp, you know them. You’re on them. But are you really making an impact on your business through these channels?
As a social media marketing agency based in Kolkata, India, we know that just posting content only goes so far. What your brand needs is a well-thought social media strategy that moves your audience to buy, subscribe, sign up, or take any other action you wish it to take.
So where do you start?
For us to market your brand, we need to speak your brand language. Thus, we use the Kapferer Prism of Brand Identity. Through this prism, we understand your tone of voice, design elements, personality, brand values, customer relationships, and brand image from the customer perspective and your company’s.
In this stage, it is also important to craft your ideal buyer personas and understand their likes, dislikes, pain points, and motivations. Knowing your buyer personas is a powerful tool in figuring out the messaging.
For example, we are a social media agency that provides digital transformation and is ROI-driven. It is the main crux of our personality. We are differentiated from other social media agencies in India through our technology partner, Max Mobility, and loyalty partner, Grab Loyalty, who help us provide clients with all sorts of digital services like marketing technology, digital marketing, and loyalty programs under one roof.
For us, one type of buyer persona would include CMOs, Marketing Directors, or Senior Marketing Managers who are tired of dealing with multiple points of contact from multiple agencies. They are looking for a social media marketing agency with both a creative and an analytical bend. Hence, this is how our messaging will be designed.
Review sites, Quora, Reddit, and more are full of insights just waiting to be discovered. These platforms answer questions such as what are your customers talking about. What are they saying about your brand? What are they saying about your competitors? What are the difficulties they are facing? How can you solve them? This process is as close to a feedback form and a focus group as it gets.
The sentiment analysis also tells us which stage of the buying process your customers are in. Do they know they have a problem? If yes, do they know of solutions? If yes, are they considering and exploring the choices? If yes, what is the value they are looking for and what does your brand have that can make them buy?
Knowing these insights will help us to find a way to the heart of your customers. Once they see the value that you bring to them, they will be happy to convert into buying consumers.
If you are a local business, being on Facebook may not help you as much as being on WhatsApp would, for example. People in your locality can easily place orders on WhatsApp which you can fulfill within a short period.
Where your customers lie is where you should be. Even though other social media marketing companies are flourishing on Instagram, it may not be right for our company. LinkedIn may be the right path to take.
The knowledge of where to flourish most is an important one because all efforts can be utilized on that platform. It’s a simple fact but in the race to be present everywhere, it’s often ignored.
Our research team works hard to understand not only the sentiments of your target audience but also the platforms where they are most active and open to taking actions. The obvious benefit of this is generating interest in your brand and leading more people down your sales funnel.
In most cases, you will be reaching out to consumers on multiple levels of your sales funnel. Each stage of the funnel requires different communication. People who may be looking for a solution may want to know different things than those ready to purchase.
For example, people searching for solutions to their social media marketing may be looking for social media marketing companies. But when they find the agencies, they are looking for conversion metrics, case studies, and success stories to base their decision on.
We keep this in mind while making your content strategy so that your consumers get exactly what they want at the moment they are looking for it. These are called ‘micro-moments’.
From captions to your company’s bio, every piece of communication should have keywords that your consumers associate with their searches. At the same time, your description should be short, crisp, and attractive to your consumers.
Even though SEO is not taken into too much consideration when it comes to social media, we ensure that your social media also has a chance of turning up as an organic search result on Google.
The visual look of your social media is extremely important. Choosing colours and designs that match your brand identity while at the same time making your consumers feel your desired emotions ensures that your branding is done well.
For example, our social media company uses yellow as a primary colour in most of our posts while other social media marketing companies in Kolkata may use purple and yellow or blue, black, and white.
Each colour and piece of design makes the audience feel a certain way. The best way to gauge a good creative is to ask, “What does this make me feel, and is this how I want my consumers to feel?” So we follow your brand language even in our designs so that not only the message but also the brand identity is clear. .
Making your presence felt on social media is much more than all of the steps above. To really get in the sight of consumers, ads are a necessary aspect of social media.
Through ads, you can offer something of value to your consumers while they submit their information to you. You can increase traffic to your website or even to your social media handles. You can even indulge in social commerce by running conversion ads and enticing people to buy from your e-commerce website or through your Facebook shop or Instagram shopping. The benefits are endless.
Of course, as with everything else, running ads requires a strategy too. A framework we tend to follow is to first warm up your audience by having them interact with your page or post and then remarketing your products and services to them. This helps to get higher conversion rates and more qualified leads.
We carefully research and create your strategy, but that’s not to say that it can’t be improved. Upon running the campaigns, we strive to analyze each piece of data and close all loopholes so that the campaign performs better and your marketing bucks are optimally utilized to get the best possible results.
You may have heard of online reputation management. Well, here is where it plays out in action. Every comment and direct message should be answered so that there is no delay in helping out consumers. People prefer brands that are nimble, agile, and can solve their problems quickly.
Even reviews, whether positive or negative, should be answered so that your consumers know that you are listening to them.
We have partnered with Yellow Messenger so that we can bring smart and intelligent chatbots to you. Chatbots can be set up on your social media so that even if you are away, some form of communication is reaching your consumers. An additional advantage is that page visitors can be asked what they need help with as soon as they enter your social media handle.
A social media marketing agency such as ours looks at your brand with a strategic, design-oriented and analytical mind. With leaders from the world of Infosys and PwC, we definitely don’t leave any stone unturned!
Want to hear from our clients? Here are some snippets!