Social Media Overview

If branding is the broccoli, then social media is definitely the gummy vitamin in your marketing fridge. So yummy and delicious, plus it’s good for you, too. Let Incitrio Branding & Marketing Agency help you define and control the brand conversation going on online. Your clients and prospects are talking about you and the problems you could solve for them on social media already. Why not shape that conversation to your brand’s advantage?

  • Foundation — social branding, content strategy, editorial calendar, integration, etc.
  • Relationships — social listening, key influencers, blogger relationships, campaigns, etc.
  • Engagement — content development, ghost blogging, social posting, articles, etc.
  • Promotion — social contests, social advertising, retargeting, non-traditional tactics, etc.
  • Analytics — tracking,, HootSuite, HubSpot, Google Analytics, etc.

Social Media Process

Social Media is definitely this season’s “it girl” for the marketing industry. Everyone is excited about the possibility of what social media can do for them, but where do you begin? With the brand foundation, of course! Every tactic that Incitrio Branding & Marketing Agency employs always goes back to the brand foundation because it gives us proper guidance for making the best possible decisions. For example: If you already know that your ideal target audience is male, 45-65, and finance-focused, then you can probably guess that Tumblr or Pinterest might not be appropriate platforms to reach them. Or, if you’re targeting IT professionals, you’d figure out that Google+ groups and forums are a better place to engage than on Facebook. As exciting and fun as social media can be, it all comes back to the basics. You have to understand who you’re talking to, what they want to know about you, and why you’re different and better before you choose how you’re going to engage. But, spoiler alert, social media might not be your best tactic!

Social Media is definitely an investment of time, talent, and energy. The proper research and foundation must be built prior to developing the strategy and executing the tactics. The social landscape is large and overwhelming. You have to know where you’re going and what you want to accomplish before you even take your first step! It’s the difference between investing in your brand and gambling with your brand. Only by taking calculated risks and refining, adapting, and evolving can you implement an effective social plan.

As a branding agency, of course, our top priority before we begin a social media strategy is the social branding piece. Typically, we perform social branding as one of the final phases within our website design and development process. However, in scenarios where we are “inheriting” a brand and their “look,” we extrapolate the brand attributes from their online presence and apply it to the Facebook, Twitter, Linkedin company, and YouTube pages as part of our social branding work. This simple tactic ensures a seamless online presence for your existing and target audiences, regardless of what platform they choose to engage with your brand on.

Once the foundation is built, we move on to the strategy. By identifying key influencers, key blogger relationships, media targets, strategic partners/vendors, and any other networks that are familiar with your brand or should be familiar with your brand, we can begin to develop the strategy for online social relationship development. In essence, your brand becomes “friends” with their brands. You share their content with your network and they reciprocate. Add on a few well-placed hashtags and links, and soon you’ll have the makings for a viral infrastructure.

Next, we work on content strategy. It always begins with an inventory assessment of existing marketing assets that can be leveraged. Have a bunch of case studies, white papers, articles, presentations, videos, images, infographics, or other collateral lying around? Why not leverage that content for your social advantage and combine it with both your marketing plan and editorial calendar to schedule out a series of regular posts for the next several months. Don’t have content, but need some? We can develop a blog content strategy in tandem with the SEO keyword research that we perform (or you share from a prior agency relationship) so that we can drive more traffic to your site with targeted leads.

Need processes and procedures for security and approval purposes? We can help with that, too. We’ll work with you and your team to set up your infrastructure, define approval processes, and setup security procedures for ensuring IP content isn’t shared. Whether you’re looking for help with your PIDM or POST methods, or need a new methodology customized for your needs, Incitrio’s social team can bring their vast experience to solve the challenge at hand.

Once we’ve identified opportunities for engagement, created processes and procedures for approval, calendared out timing for posting, and leveraged SEO research effectively, we’ll integrate your online and social assets with appropriate software integration. We can setup your one blog post within WordPress to instantly send out to 50+ social platforms all with the push of a button. We can setup software to allow you to manage up to 20 different Facebook, Twitter, and Linkedin accounts from one dashboard. We can even help you setup your own editorial calendar software for managing multiple campaigns and platforms with delegation of work to different key individuals in different departments within your organization. Our custom social solutions ensure we find, vet, and setup the right software integration solution based on your unique needs.

Wish you could leverage social media to “listen” to your prospects and generate leads? Now, you can. By utilizing the latest social listening software, we can find your prospects, where they’re talking about their challenges, and engage with them to shape the conversation around you. Not sure how to do that? We can help. Many of our clients tap into our online marketing retainer as an affordable option to help them monitor and manage their social platforms. Yes, it really is possible to generate prospective client leads using social. It’s all about the “how” and the “where” in your social strategy.

Incitrio Branding & Marketing Agency can also develop relationships with key bloggers and influentials on your brand’s behalf. Finding and developing a relationship with a “mommy blogger” isn’t nearly as hard as finding the “right” mommy blogger with an engaged audience that will readily take your content viral. Incitrio Branding & Marketing Agency can engage with these bloggers and influencers on your behalf to custom craft (on a per situation basis) the best ways for your brand to promote to their audience. In some cases, that might mean a contest or promotion, in others it might mean that your brand needs to employ a more sophisticated tactic. There is no “one size fits all” when it comes to social media. That’s why it is so labor intensive, but also (when done right) can produce amazing results.

And, we can help with ghost blogging, too! Don’t have an in-house copywriter? Or, worse, have some really smart techies that know their stuff but don’t know how to speak consumer? We can help. We’ll interview the geniuses within your organization or take even a paragraph commentary on an online article to write up a great blog post that your audience will find engaging and informative. Of course, we’ll make sure the “smart ones” get a chance to review and sign off on content before we post “live” so that there is no inaccuracy or misrepresentation of your products or services.

Social contests are definitely an art, not a science. There are so many variables that go into them. Proper use of social contest software that integrates with both your landing page on your website, Google Analytics and Google Goal Funnel, email software system, your CRM, and offers social widgets are key. Not to mention, you need to have proper contest rules and verbiage for contestants. And, of course, you’ll want to place qualified candidates into a drip campaign to help take those entries and convert them into sales. It’s not just about giving away a toaster! For you, it’s about creating brand awareness, increasing brand equity, engaging socially and via online tactics, and most importantly, generating qualified leads for your sales team. We get that. We’ll bring in our strategic partners and, together, work with you to ensure you get the best possible outcome and analytics, giving you the ammunition you need to assess, modify, and justify your social media investment to your higher ups. Yes, you really can prove ROI in a social campaign, if you do it the right way. Incitrio Branding & Marketing Agency can help.

Social advertising can be hit or miss. It all goes back to understanding your various customer archetypes. Who is the first point of contact, the decision influencer, and the decision maker? Where do they engage online, if at all? What messaging or call to action would compel them to engage? It could be a simple “like” campaign to build your network where you later engage with them by posting interesting and relevant content. Or, it could be a special offer that drives them to a landing page with a video to make it sticky and a form that ties into your CRM and Google Goal Funnel for tracking. Or, it might be social post promotion to showcase an important piece of content like a product launch, an industry award win, or press release announcing major funding. Whatever your social advertising goal, Incitrio Branding & Marketing Agency can help you identify the best course of action and the smartest use of your budget to deliver the best possible results.

Retargeting is so sexy. Everyone is excited about this new online advertising tactic. But, is it really right for you? When does it cross the line and become annoying (and even creepy)? Our team can help you engage deeper with your audience in non-traditional ways. Whether it’s placing a pixel on a key website that you don’t control, such as an event or organization that you sponsor, or creating psychographic profiles for social engagement, Incitrio Branding & Marketing Agency can help. We’ll take the best practices currently employed in retargeting efforts, factor in performance of social advertising in terms of click-thrus and conversions, and work with you to identify the ideal opportunities for relationship activation.

Finally, regardless of which social tactics we employ, we’ll create a robust analytics report to help you understand what did and did not work from your most recent campaign. You’ll get actionable data to make informed decisions regarding visibility, awareness, engagement, lead generation, and conversion. Together, we’ll figure out if your campaign hit your KPIs and what we would do differently next time to optimize it for enhanced performance. The more we collaborate and communicate, the more effective the end result will be. That’s why we’ll take the time to explain the terminology and what all of the metrics really mean.

Social Media FAQs

When embarking on a social media campaign, it’s important to leverage the data from your customer archetype analysis: gender, age range, geographic location, emotional/analytical decision making triggers, and personal interests. The more targeted your parameters, the more successful your campaign is likely to be. Remember, quality is more important than quantity in this scenario.
Trackable URLs linked to unique landing pages and forms tied to a Google Goal Funnel can increase your ability to separately track the effectiveness of your social media vs your email marketing vs your PPC efforts. By strategically creating separate URLs for each of your marketing initiatives, you can effectively track your marketing spend and demonstrate ROI for each effort.
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If you're ready to get started, click the button to the right and fill out the form to receive an estimate for your specific branding needs. If you have a few more questions regarding our unique and proprietary branding process, give us a call at 858-523-1822. We're open M-F, 8am-5pm PST.
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