Digital marketing encompasses myriad tools and tactics you can use to build your online presence. From email marketing to using influencers, and all the way to social media and content marketing which we’re going to talk about today, investing in digital marketing is the best way to achieve your goals.
That said, this can be a costly investment, which is why you need to maximize the potential of each by combining and syncing your marketing efforts across all platforms and online touchpoints. While content marketing is the foundation of your digital marketing efforts, syncing it with your social media marketing would be a great way to maximize lead generation and open new opportunities for conversion, visibility, and growth.
Let’s put all of this into perspective and take a look at how you can sync your social media and content marketing strategies in 2022.
1. Start by building brand consistency
Consistency across digital marketing and all relevant online touchpoints is imperative for growth-oriented businesses. After all, you want to make sure that your brand is consistent across the digital realm in order to provide the same level of quality and user experience to your audience and customers.
You want to make sure that your brand is consistent in:
- Brand personality
- Values, mission, and vision
- Tone of voice
- Your value proposition and promise
- Messaging and content
With a consistent brand identity, you can then set up your social media content pillars and sync them with your general content marketing strategy, knowing that these will portray a consistent brand across all platforms. This is especially important for businesses in rising industries and sectors.
Tech companies and businesses operating in innovative sectors like the metaverse and perhaps blockchain need to pay special attention to their content and brand delivery. Why? Because people can have a difficult time understanding terms and content that’s disruptive and new.
That’s why marketing and making money in the metaverse can be a challenge without a consistent brand image, or without consistency in content delivery between websites and social media platforms. But the same goes for any industry nowadays, so if you can ensure consistency, you’re already well underway to sync your social media and content marketing strategies.
2. Monitor your website and social traffic
If you are to make data-driven decisions and keep optimizing your social media and content strategies, then you need to tend to continuous website monitoring as well as social media listening. You need to collect as much data on your website visitors and social media audience, how they consume content and how they’re engaging with it, in order to generate meaningful insights and reports.
These insights will prove invaluable in optimizing your content, its delivery and presentation, as well as your messaging on all social media platforms. It will also tell you where your visitors are coming from, what brought them to your website or social media page, and what kind of actions they’re taking upon coming into contact with your content.
You can then analyze that data to set up new tasks and tactics for your content output and social media. The data you pull will open new opportunities for social media management and engagement, though, so it would be wise to hire a virtual assistant to handle your accounts, schedule tasks and publishing, and manage your content calendar.
This will ensure a perfect sync between your website and social media calendars so that you don’t miss out on any opportunities.
3. Adapt your content approach to each social platform
The content you produce will directly influence your posting strategy on social media and serve as a treasure trove of inspiration for posting and audience engagement. After all, each new article you create for your blog, for example, is an opportunity to create yet another engaging post for your social media followers.
That said, you can’t just repost the same post on every social platform. Every social media platform has a unique, winning posting strategy, so you need to adapt your approach for each while ensuring brand consistency. A LinkedIn content strategy will be much different than a posting strategy for Facebook or Instagram, so make sure to do your research before posting.
As for syncing your social content with your general content, make sure to diversify your content offering to videos, images, live events, articles, and more.
4. Combine social and search engine advertising
Advertising is a crucial part of digital marketing, and content is one of its key pillars. You need to produce amazing copy for your advertising efforts, and optimize your landing pages to maximize the potential of your ads. When you’re advertising on social media through Facebook integrations or sponsored posts on Instagram, or when you’re putting ads on Google, remember that quality content will make all the difference.
The same goes for your email and the email ad banners you use to bring people to your social channels or the product pages on your website. While it is important to ensure consistency in advertising as well when it comes to your brand identity, you will need to take a slightly different approach to content.
On social media, you want to adapt your content for sponsored posts according to the tone and identity of the platform. You also need to adapt your content and copy for the search engines, and include SEO elements like keywords to ensure your ads reach the top search results.
5. Collect survey data on both platforms
Whether you’re collecting data on your social media platforms or if you are asking for a consumer survey on your website, make sure to sync your survey content and approach between the platforms. This is not just so that you can collect more actionable feedback, it’s also to avoid spamming people and generating pushback.
You can ask for feedback or engage with your followers and visitors in a number of ways, just don’t make it the same way. For example, you can ask them to complete a survey on your site, but on social media, you could ask for referrals and how likely they are to refer you within their social circle.
This is the way to keep feedback collection and word-of-mouth synced between platforms without being spammy and without repeating the same type of content over and over again.
6. Add QR codes to your content
Nowadays, you need to diversify your content, yes, but you also need to add quality of life features to reduce customer effort and incentivize people to act. One of the ways to do that is to add compelling CTAs to all your content, but another way would be to add QR codes.
Adding a dynamic QR code to your social media posts, your website content, and your content efforts, in general, is a great way to lead people to your product pages or achieve a number of marketing and sales-oriented goals.
A QR code is a nifty way to reduce customer effort and give your customers and followers a quick and easy way to complete an action on your website. This is a great way to boost website traffic from social media, but also numerous other online and offline touchpoints.
Over to you
Your social media and content marketing strategies go hand in hand as the most powerful marketing tools in your arsenal. By syncing and combining these marketing efforts, you can minimize financial waste, boost team efficiency and collaboration, and open new lead generation and conversion opportunities across the online world.
You can use social media to promote your content and boost your content marketing strategy as a whole, but you can also use your content to build your social media presence and brand reach. The possibilities here are endless, so make sure you follow these tips to successfully sync these strategies in 2022, and watch as your digital marketing efforts start to produce a positive ROI.