Focused on building and maintaining a strong brand for your customers. We do so by creating high-quality posts that interact with your community across all of the major social media networks including Facebook, Instagram, Twitter and Linkedin.
With Organic Social, you may still only reach a small fraction of your audience, thus, we typically recommend a marketing mix between both Paid and Organic social to 1) bring in the audience, but 2) maintain their engagement. Creating a synergy between the two helps maximize marketing dollars appropriately.
Industries we’ve leveraged Social with:
- What We Value
A slew of target techniques are taken into consideration when building campaigns to fully maximize returns. Examples include targeting by device, audience type, match type and/or location.
We consider an ad group a “theme” of keywords that are bucketed together. Our best practice is to have only 1-5 keywords per ad group to ensure our messaging speaks exactly to the given search term.
Keywords are created from a combination of historical Search Term performance, competitive benchmarking research, Google’s Keyword Planner and additional research methods
Through ad copy testing, we have identified that if you put the search term in the headline, you drive stronger Click Through Rates and Lower Cost Per Click. We pride ourselves on mapping very specifically the user’s given search to accurate messaging.
Just because a specific tactic worked with one client doesn’t necessarily mean it’s the best solution for you. We treat each engagement separately and have thought-out reasoning behind each initiative we test.
- Our Process
Establishing KPIs and Deep-Dive Analysis
The most important component to any engagement is identifying exactly what you are looking to do and how the given marketing channel fits into the mix.
Once goals are established, we either execute a deep-dive analysis of your existing account or prepare a full-fledged, new strategy. We base any new strategy from our initial discussions, industry trends, competitive bench marking tools, and much more.
Campaign Build & Launch
After the opportunities are presented and approved by your team, next step is turning our recommendations into actions. In this step we work closely with your team to ensure that we are continuing to build with the mindset of our KPI goals.
Accrue Learnings & Continue Testing
We're not done yet... Being able to build and launch is half of the battle. Reporting and making actionable next steps is the difference between good digital marketers and great digital marketers.
At FWRD we create a specific testing calendar to ensure that every month there is always something being tested. Testing calendars are specially designed to fit your business needs.
We work closely with your creative team to ensure that we have the necessary collateral to build a successful program. Our statement of work for social is very thorough to ensure that we are in agreement on the number of posts and anticipated engagement. While we don’t have long-term contracts, particularly for social we recommend at least a 3-month test for us to initially gain a new audience and showcase how we can leverage them across additional channels and acquisition tactics.