The SmartyrSocial Framework

Primary Objective: Building Brand Authority

Social Media platforms are for connecting and building relationships with people. If this is done correctly, you will also build their trust in your business, products or services (brand authority). If all you are doing is selling to people, they will very quickly disconnect with you and your strategy will fail. This is why the primary objective needs to be building your relationships and, as a result, your brand authority. 

In the past, we viewed building your brand (brand marketing) as something big business did, and small business didn’t have the luxury, or more importantly, the marketing budget to do. Whilst the positive impact of a strong business brand on generating leads and converting these into sales is obvious, with a limited marketing budget, you really needed to spend it on performance marketing (directly generating leads).

With the rise of AI in both Agents (e.g. ChatGPT) and Search (e.g. Google), the importance of brand authority has risen as well. Whereas search engines primarily look at topical authority when ranking websites, AI considers both topical and brand authority when deciding which websites to source from. This has meant that brand marketing is now as important as performance marketing, and the two go hand in hand.

Having a strong brand authority builds trust and credibility in your business, which in turn leads to:

• Improved SEO and AI performance results (Supercharge with SmartryrSEO)
• Standing out from your competitors
• Higher lead conversions
• Higher pricing power
• More referrals and recommendations
• Stable business growth by minimising the impact of a volatile market

SmartyrSocial Strategies to build Brand Authority

The strategies we use to build your brand authority on social media are:

• Identify and develop Ideal Client & Cohorts
• Clarify marketing message for each Cohort
• Social Organic Content (SOC): Regular engaging posts for the following categories (curated for each platform)
  • Inform - Industry updates, seasonal advice, facts, stats etc
  • Educate - Explanations, how-tos, tips etc
  • Entertain - Observations, memes, bloopers etc
• Client videos for targeted topics
  • Introduce team members
  • On-site with projects
  • Interviews on topics
• AI videos and graphics to supplement client assets
• Review analytics, SOC posts and comment insights
• Review platform performance

Secondary Objective: Generating Leads

This one is obvious, after all, isn’t that why we market our businesses in the first place? Once you have built a strong brand authority on social media, you can look at leveraging this and generate leads. 

SmartyrSocial Strategies to generate leads

The strategies we use to generate leads on social media are:

• Strategic Offer Posts (SOP): Adapted from high-performing SOC posts
• Boost Reach: Boost SOP posts that perform well

SmartyrSocial: The collaborative approach to Social

As our mission statement says, we aim to partner with small business owners “as their effective marketing department”. This means that we aim to look after your online marketing needs, leaving you to focus on running your business. In other words, making it as painless as possible and limiting the time you need to devote to marketing your business.

However, as we have already discussed, social media is about building relationships between you, your business and your market. We can’t do this without including you in the process. To keep with our mission statement, we have done our best to minimise your involvement and streamline the process. 

So what do we need from you?

To help us build your social presence, we need the following from you:

Upfront

• Discussions with us around who your target market and ideal client is.
• Your values and mission, and what makes you truly different from your competitors.

Ongoing

• Monthly expert videos (explainer, how-to, commentary etc) on a targeted topic. We will identify the topic and guide you on this. These can either be created as an interview style with us, or as a direct to camera style on your own time.
• Monthly projects uploaded via our SmartyrProjects module.
• Reply to post comments and direct messages.

That’s it. We’ll look after the rest for you. We’ve even had our developers working on modules etc and partnered with other platforms to make this as simple as possible. These modules/platforms are: 

• SmartyrMedia: so we can send you topic ideas which you can then record direct to the module for us to download and work with.
• SmartyrProjects: so your staff can easily snap photos during a job and then submit with a few quick sentences on what was done. We will then expand on this and optimise for services and service areas.
• Birdeye Social AI and Messaging AI: so you can receive and reply to comments and direct messages.