Social Media Management
An effective social media strategy has become essential for almost every modern marketing campaign. Ridgeway Communications builds comprehensive social media campaigns that engage with your audience using our Five Pillars for Audience Engagement: Educate, Advocate, Inform, Engage, and Entertain.
Build Your Digital Portfolio
Social media is helpful, even to service-based B2B companies. It provides easy-access information and can act as an online portfolio for your service offerings and past projects.
When done correctly, social media shows potential clients that you’re the real deal and showcases your expertise without sending anyone brochures or marketing packages.
Improve Recruitment
The best candidates won’t work for just anyone. They’re in high demand, and want to be sure that they’re going somewhere that they’ll be respected and valued. It’s the employer’s job to convince applicants that you’re that company.
Social media is an excellent tool for displaying a positive work environment and proving that you care about your team. Filling your socials with posts that celebrate your team, congratulate employees, and highlight team-building events are great ways to show potential candidates that you have a great employee culture. If you can prove you’re a good place to work, you’ll be rewarded with higher quality applicants.
Bring Value to Your Audience
Would you ever watch a TV channel that only showed commercials?
Probably not.
That same principle is exactly why so many companies fail at building an audience - it’s earned media - People only follow and share content they like and value. Too many companies only post promotional material, which is a huge mistake. Successful social media strategies must integrate content that adds value to people’s lives, whether it be with a fact, an opinion, a guide, or a laugh. Using our Five Pillars for Audience Engagement, Ridgeway Communications helps companies build successful social media campaigns by balancing posts that make people click, with posts that make them call.
The Five Pillars for Audience Engagement
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Inform
Informative content aims to make your audience aware of something, whether it be a company update, industry news, or an upcoming event. Keeping your audience up to date with new information is important for making sure your brand is on top of your audience’s mind.
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Educate
Educational content explains or teaches something to your audience. This includes overviews of services, how-to guides for choosing a product, white papers for specific technologies, and more. The goal of educational content is to answer a question and establish yourself as an expert in their minds.
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Advocate
The goal of advocative content is to convince your audience of something, such as the future of an emerging market, the importance of a technology or industry, or an opinion about a subject. Advocative content is critical for creating thought leadership in your space and aligning your audience.
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Engage
Engagement content is built around calls to action. The goal of this content is to get your audience to do something, such as purchase a product, sign up for your newsletter, visit your website, or contact you. This strategy is great for mobilizing your audience and helps to quantify your impact in a space.
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Entertain
If the other engagement strategies are fruits and vegetables, entertainment content is dessert. It’s easy to consume, but its value doesn’t come from the content itself, unlike the the others. Instead, its value comes from enjoyment. It gets people on board and excited for future content (Using the other strategies).
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