Social Media Marketing Services

What is your process for social media marketing engagements?

The typical workflow for all Glass Ivy marketing projects starts with an initial project kickoff, then collaboration & discovery, strategy formulation, client approval, launching, monitoring, improving, and repeat. For social media marketing, there is a lot of groundwork initially needed to establish a solid understanding of your target audience and competitors. We need to know what they like, what they don’t like, what they can’t find, what is easily accessible, and so on. Additionally, during our “launching” portion, we are working closely with our clients to create amazing social media graphics, animations, videos, and web copy. Not just any social content will prove valuable, it’s important for us to establish what works best for your business. 

Throughout each social media engagement we rotate on a weekly basis of content planning, approval, content creation, posting, engaging, and evaluating. This continuous iterative process allows us to stay engaged with both our clients and their target audience in an effective manner.

When should I start investing in social media marketing?

Microwaves work great. But when is it finally time to upgrade your microwave to a stove top? 

In order for social media marketing to be effective, you should wait until you have your website optimized, a full understanding of what your customers are interested in, a strategy in place, and time to dedicate to it. You need a solid marketing foundation in place to make sure that if someone you engage with on social media looks into your business further, they can find more information. 

Making social media marketing work for your business takes time. If you do not have the time and resources available to regularly (or at least semi-regularly) create content, post it, and engage with other accounts then you should wait to start this phase of marketing.

How do I measure the effectiveness of my marketing campaigns?

Have clearly defined KPIs and ensure you have the infrastructure and tools in place to track them. These KPIs should accurately capture your baseline performance as well as changes and growth. To measure the effectiveness of your marketing campaigns you can use a variety of KPI metrics such as website traffic, leads generated, conversion rates, social media engagement, email open and click-through rates, and return on investment (ROI). It’s important to set clear goals and track your performance regularly to identify areas of improvement and adjust your strategies accordingly.

Some of the tools we incorporate to ensure we are properly tracking effectiveness include Ad Manager, Google Analytics, Google Search Console, Email Management Systems, SEO Tracking Systems (like Brightlocal and Semrush), Meta Business Suite, as well as proprietary tools.

Should I outsource my marketing efforts?

It depends. Outsourcing your marketing can be a good option if you don’t have the resources or expertise to handle it in-house. A marketing agency, like Glass Ivy, can provide a range of services from website design to social media management and everything in between. Key considerations when deciding whether or not to outsource your marketing services may include: how much time you have available, your level of marketing expertise, the size of your business (is there someone available to help), your budget, the difficulty or learning curve associated with your products or services, how saturated your market is, what in-house resources you have (design, development, video production, analyst, copywriter, etc), and ultimately how comfortable you are relying on an outside source.

Hiring an agency with a team full of experts can save you time and money and give you stellar results. You know you’re getting a team of experts who focus solely on marketing and, if you pick the right agency, your results will reflect that. When you work with Glass Ivy, our marketing efforts will align with your goals and budget to create the best marketing campaigns for your business.

What are the strengths and weaknesses of Social Media Marketing as a marketing strategy?

Strengths:

• • Helps increase brand awareness and engagement with your audience
  • Targets specific audiences based on demographics and interests
  • Can provide opportunities for customer service and support
  • Drives traffic and leads to your website

Weaknesses:

• • Requires ongoing content production and community management
  • Can be impacted by changes in social media algorithms and competition
  • Can be difficult to measure ROI and impact on sales

What tools do you use in Social Media Marketing?

Our social media marketing strategy is tailored to each client to help engage with their target audience. We use a variety of tools to help with these efforts including Buffer, Meta Business Suite, Pixel, and Adobe Creative Suite.

• Buffer: This social media management tool helps us streamline and optimize client’s content. We use it to schedule social media posts and collaborate with our team. With Buffer we’re able to schedule content on all of our client’s social media platforms instead of going into each channel and individually schedule. This saves us time and keeps the content organized. 
• Meta Business Suite: We use this Facebook feature to find detailed analytics and measure social campaign performance. Instagram accounts can also be linked in this feature. Glass Ivy keeps track of customer engagement including likes, shares, and comments.
• Pixel: As a Facebook advertising tool, we use Pixel to track and measure the performance of our client’s ad campaigns. By using these we can track conversion rates, retarget the ad if necessary, create lookalike audiences, optimize the ad campaigns, and get a look at audience insights.
• Adobe Creative Suite: We use Creative Cloud to create high-quality and engaging graphics and illustrations for our client’s social media platforms. Our team of design professionals use this suite of tools to create images, manage brand assets, and collaborate to manage our team workflow.