Tips on how to integrate social media into your marketing strategy

Why is your marketing strategy important to social media content? 

Many of our clients get in touch with The Thinking Cap for support on specific topics, such as using LinkedIn. 

But when we get started, it’s clear there’s no real marketing strategy in place. 

When this happens, we love to help clients to develop a strategy, so they can integrate social media with better success.

Often when social media marketing isn’t working, it’s because the business doesn’t have their goals or customer pain points clearly defined. Without this, any messaging won’t stick, and people aren’t likely to engage. 

There’s also no use driving traffic to a website that doesn’t work or is confusing. This doesn’t mean you need a new website, a landing page will do in the short-term interim. You just need to make sure everything works in harmony to make social media an effective part of your wider marketing strategy. 

How to bring your marketing strategy to life through content

Once you’ve got a solid marketing strategy, you need to bring it to life with a content plan and overall marketing activities. 

This could be both online and offline marketing – the way this looks will change for each business.

For example, you might decide to start sharing regular, well-written blog posts to your website. This is a great first step, but it can often lead to needing other areas of marketing. 

If you haven’t got a lead magnet or free download to capture the attention of your readers, your blog posts could be less effective as you’re not gaining any new subscribers. 

When you decide to create a free download, you also need to create a landing page and an email sequence. For your email sequence to work, you need a CRM system that’s right for the goals you want to achieve. 

Quite quickly, you can see how one thing (blog posts) leads to many other things…

Similarly, if you are posting content to your social media platforms, you need to think about the full marketing process and have the correct systems in place.

That’s where we can help.

Repurposing content marketing for social media posts 

Another key benefit to creating a more varied marketing strategy is you’ll be able to repurpose any content produced for your social media channels. 

Instead of coming up with lots of social media posts on their own, you can create a bank of longer form pillar content to draw from. 

Blog posts, email newsletters, and case studies are all brilliant content marketing formats to repurpose into shorter social media posts. You can break down the findings into short, snappy social posts, branded images, or even videos for Instagram Reels or TikTok. 

Immediately, you have more content to distribute to your audience, and because it was created with a marketing strategy in mind, you know it’s aligned to your business goals. 

Whether that’s driving more traffic to your website by including links, advertising your mailing list to get more email subscribers, or even pushing a specific offer.

Improving customer service and the buyer journey 

Something that may not seem obvious when integrating your social media content with your overall marketing strategy is the positive impact it can have on other areas of your business, such as keeping in touch with customers on all levels. 

As you’re making your brand more accessible and relatable across social media channels and other marketing platforms, you’re also setting the right expectations. 

When customers can see more from your brand, they will understand your value and trust you more. 

Many people would rather engage with your brand by signing up via a link without speaking to someone. 

Social media gives your customers instant access to you, through comments and messaging. Use it to your advantage to improve the overall buyer’s journey. Find out more about how you can offer social customer service here. 

Start integrating social media into your marketing strategy for better results 

The Thinking Cap started as a full-service marketing company before pivoting to social media during lockdown. 

We have also partnered with Martin at The Artful Dodgers, who has vast experience as a Head of Creative. 

Between us, we cover design, strategy, customer experience/journey, campaign building, social media marketing, content planning, print, direct mail and a whole host of other marketing communication services. 

We think outside the box and can help you with your wider marketing strategy, help create successful marketing campaigns both online and offline, and also help to regularly implement all marketing tasks.

If you need help to integrate social media into your marketing strategy, please don’t hesitate to get in touch. Alternatively, if you fancy an hours chat to sound us out to see if there is any synergy, we have service called Our Power Hour, it's £197 an can be arranged here.