We’ll do the research to uncover how you can make social media work for you. After getting a deep understanding of your business, audience/customer and industry, we build the brand and marketing strategy, including the brand voice, values, team structure, the roles/goals of marketing channels and the metrics for success. We’ll define “pillars of content” that support the overall mission of communications and business goals.
We begin our research by evaluating secondary data (i.e. followed by an audit of your social media communications and an industry analysis). We analyze data from the Richmond Dermatology’s Facebook, Twitter, Instagram, etc. as well as across all other (non-social) marketing channels (i.e. print advertising, brochures, and website) to evaluate and determine patterns/themes and opportunities.
We examine examples and insights from the marketing of direct competitors. We also look at marketing examples outside of our industry and an analysis of online conversation (social listening) around Richmond Dermatology and the overall skincare/beauty industry.
This report will provide insight into behaviors and language of our audience. These insights were funneled into the social content strategy.
Through focus groups and internal interviews, we dive deep into your audience and also into your staff to understand your business and industry from the inside out.
We believe in the value of outcome over output. Our research helps us to develop a detailed content strategy built on insights about your audience and a plan for analyzing and optimizing on an ongoing basis.
The content strategy document outlines the brand and marketing strategy, including the brand voice, guidelines for response and community management, values, team structure and description of marketing/advertising partners. This document will also outline the roles/goals of marketing channels and the reporting structure.
It defines “pillars of content” that support the overall mission of communications and ensures appropriate attention each category of content will receive on owned channels based on business goals.