Before you start any social media marketing tactics, I suggest you to have a marketing and branding guide/ strategy first. 
 
Most often, small to medium-sized companies do not know that they need it. If there are small to medium-sized companies here, I suggest that either you hire someone to make strategies for you or learn how to do it.
 
Without a marketing and branding strategy, your social media marketing will have no direction.
 
From here it will be a bit long read but read on cos you might get a thing or two.
 
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Let me share with you our process of building a marketing strategy; I'll make an example for a brand that we are handling - Brand L.
 
Brand L is a new activewear brand.
 
Brand L approached us because they want to have a market share in the already competitive activewear industry in the Philippines.
 

AVOID COMPETITORS: CROSS INDUSTRY

There are different ways to do it but what we suggested the brand to do is to “cross-industries”.
 
Instead of just being an activewear brand, they are thought of specializing in sustainable activewear. Crossing two industries (activewear x sustainability) creates a new and niched market for them to capture.
 
That seemed like a good idea! Our next step is to survey the market again. We found out that there are at least 2 local companies already doing this. In order to make it easer for the company to compete, what we did was to study these 2 companies to see what it is that they are not offering yet.
 
We found several things such as, they have limited sizes (only have XS to XL) and they don’t have designs for people who want to dress conservatively.
 
Brand L then decided to introduce their company as a sustainable activewear brand with more sizing options (from XXS to 3XL).
 
Going through these steps does not only make it easier for the brand to get a market share, but it also makes it easier for us to plan for their social media marketing tactics.
 

RESEARCH THE MARKET AND FIND GAPS

For sure, the community we will build for them and the content we will make for them will revolve around these three topics: health and wellness, sustainability and body positivity.
 
This marketing strategy will also guide our influencer search. We can search and identify the existing online communities on the said 3 topics and approach the community leaders and known advocates. This is more cost-effective than just randomly approaching people who have a high following.
 
In short, we have a clear direction.Every action is purposeful.
We save time and we save money this way.

There are different ways on how you do your marketing and branding plan but the main point here is, know who you are and who you are for first before you make content and think of tactics to grow your social media.
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