I've been struggling with SMM for over a decade. I own a video production company with an insane reputation for high-quality video (newevolutionvideo.com) and a video/photo studio company (dk3studios.com). We have established SM profiles with 1,000-2,000 followers. FB, INSTA, LNK, TW, YT, and Pintrest - but I need help with how to create strategy then content then distribution.
First of all, congrats for the excellent, high quality videos you are producing. Had a look at your portfolio and I am impressed.
Regarding the amount of followers you currently have, I feel that there is an untapped potential you can exploit: it is a matter of reaching the mostly qualified audience for your business. Remember that your goal is expanding your reach, but at the same time remaining targeted on connecting with B2B clients rather than a generic audience that appreciate your pieces of work.
Here you have some initial ideas:
- Create a solid content plan about what stories you want to tell and your USPs
- Have a coherent social media calendar (not conflicting across platforms)
- Have clear in mind your goals per platforms: each platform has a specific public. Even the same person is on more platforms intents are different
I have an extensive experience in digital (been working in global digital strategy for adidas since 2013) + I have just consulted on a similar topic a doc agency in London (The Doc Collective).
Happy to discuss this further
As someone who started out as a social media manager, moved up into higher-level content marketing strategy, AND hired SM help in the past... I have PLENTY of experience in this arena.
1. Bravo for understanding the importance of strategy before creation & distribution. So many business owners want to delegate their SM work to a cheap assistant before actually putting a plan in place. It never works out in their favor.
2. Do you have an established brand identity, voice, and core message in place? What about an ideal client persona? The more in depth you are with these guidelines, the easier it will be stay on track with your content topics & goals.
3. How will your social media content feed into your overall sales funnel? Most people will say that Instagram and Facebook are top of the funnel initiatives, but I close the majority of my sales on social media so that's something to keep in mind.
4. How lucrative are each of those platforms for your business? Maybe you need to cut it down to 2 or 3 social media platforms and really hone in on those audiences. Less is more in some (actually, most) cases.
It's really all about narrowing down your options and zeroing in on what WORKS FOR YOU. There's no one-size-fits-all marketing plan.
If you'd like to book a call, I'd love to discuss the possibilities for your social media marketing strategy. Hope this helps!
As a social media strategy consultant for companies like Uber to Pizza Franchises to Non-Profits and everyone in between, I could write a book about this but many books have already been written, to limited success in keeping up with the habits and trends of users.
This answer box isn't big enough for a book, so I'll leave you with these 5 heuristics to keep in mind when you develop your strategy:
1. Goals/Outcomes. What are you actually trying to accomplish? Sales? How many sales? Over what period of time? What KPI's will you use to know that you are on track to reach goals? How often will you measure them? You should emerge with a "I want to make this much, in this amount of time, I think it will come from these types of customers, and I'm not sure what that will cost me, but it better be less than my goal." Most people can get this part done immediately.
2. Data-based Strategies. Which platforms are you active in. Which of these platforms have been working for you. How do you know they have been working. What other channels are you active in. How do you know if they are bringing people into your social platforms or not. What do you know about the people who are on your social platform related to their desire to buy. What types of things are they engaging with. What types of things are they clicking on. What types of services are they buying. How are those services being promoted. How are those promotions leading to sales. Are they leading to lower sales or higher sales than you'd expect. Where else are trying those sales. Why. Where else are you not trying those sales. Why. Where can you add measurement?
3. New Strategy. Based on your cleanest forms of measurement, how will you deploy new forms of measurement into new platforms, which platforms, and why. What is your hypothesis (use the socratic method for short-term testing). How long will you measure before you form your new strategy.
4. Tactics. Once your new strategy is in place, with multiple channels and platforms tested, considered, and selected based on actual results related to your key service offerings, how will you execute new content campaigns, and why? One framework I use is Cialdini, which allows you to test various forms of influence to help shape the perception of your brand on a specific channel/platform and then repeat those influence principles in other similar platforms for similar (or different) effects. You can refine you mix of influence-driven posts based on how each principle performs related to your actual sales improvements, and learn which aspects of your brands are the strengths and weaknesses for continued testing and improvement on different platforms. I usually use an automated content repository to allow for planned content and communication that can be easily monitored and tweaked with less human hours. Using this approach means that you have to be a content ninja upfront and be able to plan ahead for where you want your river of content to go, while "splashing" it in realtime.
5. Monitoring and Optimizing. At this point, if you complete the above, you'll have a solid GOST framework complete that revolves around different channels and platforms that are "live" and "testing" and solid processes in place for future content and live content. You'll also have the ability to zoom in on any part of your strategy, in any channel or platform, analyze, learn, tweak, and A/B test it to other areas of your strategy so you can constantly building the stronger brand, deeper engagement, more valuable customer community, better use of your hours or whoever you hire to push the buttons.
Hope this helps!
Yeah video production companies are tough to grow especially with a lot of competition, but congrats on the start. That's a great first step.
The problem with SMM is that you can't just do social. You have to do a lot more than that. Produce good content and share it. Get influencers to view your content and share it. There are a lot of tips and tricks that you can implement, but every company and business is different.
Don't give up and keep trying. Seek help or mentorship if you need it!