Creating The Foundations Of A Social Media Inbound Strategy For SMEs

Content is now a large part of our everyday life. So what can SMEs do to stand out amongst competitors and get ahead fo the curve in the most cost-effective ways to generate high levels of ROI?

Sometimes we develop ad or content blindness and it’s hard to totally avoid, but why would you want to? Keeping “in the know” with the latest content keeps us informed, answers questions, provides inspiration and guides our decisions. In other words, if you’re not creating content, then you’re behind the curve.

With a robust driving force, content helps you attract, engage, and delight prospects and customers, bring new visitors to your site, and ultimately, generate revenue for your company.

Content Importance & The How Its Underemphasised in SMEs

To achieve an ultimate state of inbound marketing leads, content creation is king. When you create content, you’re providing free and useful information to your audience, attracting potential customers to your website, and retaining existing customers through quality engagement.

With this being said, its best to pool your time and money into actually providing your audience with the information they are actively seeking at that given moment in time – meeting them in the middle if you will in the sense that your content strategy evolves with audience trends and needs.

According to Hubspot:

  • Content marketing brings in 3X as many leads as traditional marketing and costs 62% less.
  • SMBs that use content marketing get 126% more leads than those that don’t.
  • 61% of online purchases are the direct result of a customer reading a blog.
  • Companies that publish 16+ blog posts per month get 3.5X more traffic than those that post four or fewer posts per month.

Now, it’s impossible to manually have a team to manually keep up with identifying trends – even if you’re in a start-up environment. There are tools out there which do all of the groundwork for you and are very cost-effective and help you achieve much greater engagement and inevitably, ROI.

There should be no content creation without a plan. Otherwise you risk getting derailed from your objective. An inbound content strategy includes everything from brand and tone to how you will promote your content and eventually repurpose it.

With so much competition for attention, ever-adapting algorithms and costly marketing mistakes, we’ve noticed that many SMEs have a difficult time generating (and simply finding the resource) a significant return on investment from social media.

The 5 Foundational Pillars

It’s all about finding the right balance between self-promotion, sharing useful information, and entertainment.

1) Content Buzzwords

Staying on top of trending content gives you an edge. Using easy yet powerful tools like Content Explorer by Ahrefs allows you to search for content by keyword, timeframe, and a variety of other criteria. Google Trends is a good starting point and provides a free and similar, but much less granular experience when searching for topic areas.

Using advanced search, MarketMate can then leverage these insights to uses trending content to your advantage and to create the most effective social posts possible. 

2) Organic Content

High-quality content is key to a successful social media marketing strategy. According to recent statistics in a joint report from Eloqua and Kapost, content marketing has been shown to produce 300% more leads than paid search as an acquisition channel.

Promoting your content and developing social-exclusive pieces through social channels is a great way to drive traffic to your website. After interacting with your content, consumers are more likely to express an interest in your services.

3) Automated Workflows

Content automation is a MUST for SMEs – its cost-effectiveness and ROI cannot be rivalled. If you aren’t using it, you’re competitors are. Rather than delegating time to source and create unique pieces, have this done for you on a continuous basis set upon stringent parameters.

See how a majorly successful startup company, IZY Capital, used MarketMate to increase its organic engagement by 200% within 30 days and obtaining an increase of followers resembling that of their target personas.

4) Post Timing & Cadence Per Channel

There generally isn’t a “one-size fits all” solution for content management such as when to post, how often to post, and what to post. However, there are some general guidelines and tips that can help you with your marketing strategy. See the infographic here for some recommendations.

5) Consistency

It is understandable that SME’s are often tight for time and hire external agencies and/or freelancers to supplement their social efforts. With the right content management tool and adequate scheduling, powerful suites like MarketMate are much more cost-effective ways to activate your social media strategy and bring it in-house.

Facebook and Instagram decrease your views on people’s timelines if your posting decreases and Twitter shows tweets from accounts people are interacting with. The theory being, the more social you are, the more air time you get, providing you are not spammy – the line is very thin.

Use tools such as MarketMates’ social media calendar to plan, organise, schedule and execute your social media posts per brand, per channel.

Activate your social media strategy with MarketMate by accessing the free trial here.

The MarketMate Platform

In an effort to help marketers, MarketMate was created so that businesses can adopt, implement, and learn how to activate their social media and content strategy. MarketMate’s tools are relatively cost-efficient solutions, and when used correctly and consistently, they can make a huge difference in your social dominance — and your bottom line.

The MarketMate platform sources, analyses and automatically generates social media content tailored to your brand’s messaging and audience interests

MarketMate lets you connect LinkedIn, Twitter and Facebook accounts (Instagram coming soon) so that we can create and schedule queues of tailored content based on custom, stringent parameters alongside your own social posts.

With MarketMate, its powerful intelligence tools can provide you with insight of your brand’s social position. You will get a clearer picture of where your business fits in the social media realm. Track your social media share, engagement and correlate trends with MarketMate so that your stand-out content is automatically created as frequent as you need it.

With the use of MarketMate we have been able to say goodbye to hours of content sourcing and post scheduling, freeing up valuable time up to focus on other aspects of the business. It’s been a great investment for our company.

Ryan Walton
Founder and Managing Director, Visaura

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