Developing Social Media Marketing Content During a Global Pandemic

The economic effect of the coronavirus has been widely impactful. Between employee furloughs and business closures, the global economy is expected to suffer a $2.7 trillion loss. All channels of advertising are undergoing budget cuts, including pay-per-click (PPC) marketing. As companies are pulling back on PPC campaigns, it’s important to continue to maintain an online presence.

Social media marketing (SMM) is a valuable tool since nearly half the world’s population has a social network account. Ad money can go further with SMM campaigns than PPC advertising. SMM also offers a wide reach that is highly targetable. With the right content, SMM campaigns can be extremely successful.
Developing Content for SMM
When developing content for SMM, know there are two main types of advertising. Organic ads don’t cost any money. Paid ads are supported by advertising dollars. Both are effective methods, especially when they feature strategized content.

Organic SMM Ads
When creating content for organic ads, identify your target audience and determine why they should be interested in your offerings. Decide what material they’d find beneficial. Then figure out how to get them to engage with your content.

When writing, be mindful of current events. Adjust material based on what’s happening in the world. Conduct ongoing temperature readings to remain sensitive in your messaging. Keep up with trends and modify your content as needed.

Each social media channel requires tailored content for that specific platform. Instagram trends toward positive, image- and video-centric posts. Facebook accepts all forms of content but portrays a casual feel. LinkedIn caters to professionals, so content consists of buttoned-up articles that offer industry insight. Twitter messages are short and sweet at 140 characters.

Regardless of which platform you use, your SMM posts should establish your brand as an industry expert. This encourages people to follow your pages, check back frequently, and engage with your content.

Paid SMM Ads
To get the most out of your paid ad, hone in on your core audience. Use segmentation to divide your viewers into like categories. Demographics, company information, location, and interests are all ways to better target your groups. Test different types of content to identify your true baseline and pivot as needed.

When developing content for paid ads, establish a goal for each post. Grow followers by conducting a “Like” campaign. Generate leads with content that directs people to a clear call-to-action for registration. Whatever the purpose of your ad, create content accordingly.

Black Bear Design Can Help Develop Your SMM Content
Thoughtfully developed content is essential to a successful SMM campaign. A leading full-service digital marketing agency, Black Bear Design offers social media services to turn contacts into revenue. Our skilled experts work with you to assess advertising and ensure that we position you effectively with budget and results in mind. Black Bear Design is ready to help you develop content for your SMM campaign that drives traffic, conversions, and sales.


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