Social Media Marketing Agency in Montreal

In our highly connected digital society, an online presence is essential. In 2023, more than 4.9 billion people regularly used social networks. 

Social media marketing in 2024 is marked by rapid growth and the crucial integration of AI, reshaping marketing strategies. As consumer expectations evolve, brands must focus on deeper connections to succeed in the ever-changing landscape of social media marketing.

What is social media marketing?

Social media marketing is using social networks to build an audience, brand and promote products or services that drive business growth. This involves sharing content through organic posts, as well as paid advertising campaigns targeted to your ideal customers.

Why is social media marketing important?

Social media marketing is essential because it offers an opportunity for businesses to connect with their audience, increase brand awareness, drive engagement, and ultimately, achieve their marketing goals in a cost-effective manner.

Why work with our social media marketing agency?

Social Media Marketing Agency Services

Social media marketing is broken down into several unique pillars that work together to create a comprehensive initiative. Everything starts with your business goals, which in turn, lead to a strategy. Our social media marketing strategies can help you determine the next steps for your business and ensure synergy with Search Engine Marketing strategies: visit our Google Ads agency and SEO agency service pages.

Table of contents

Social Media Strategy

A social media strategy is a plan that outlines how an organization intends to use social media platforms to achieve online goals. Determining a business’ key target audience is crucial in establishing the brand voice, style of posts and social media platforms to use.

A reliable social media strategy is key to business growth. Start by defining the brand’s objectives and goals by clearly outlining what it wants to achieve through social media. Goals could include increasing brand awareness, driving website traffic, generating leads, or improving customer relationships and engagement. Then, establish your brand’s target audience, including their demographics, interests, and behaviors, which will help determine which social media platforms are relevant to use as well as create target audiences for paid media campaigns. Determine a content strategy by developing a content plan that includes the types of content that will be posted (e.g., blog posts, videos, images, etc.), the frequency of posting and the tone and style of the content. 

A reputable social media agency will help you regularly review the social media strategy and adapt the approach based on what is working well and what isn’t for your brand. This should be based on key performance indicators such as engagement, impressions and lead generation. Social media is dynamic, therefore it’s crucial to be prepared to evolve the strategy over time.

Social Media Content

Content on social media encompasses photos, videos, audio, texts, and more. Creating compelling content and making use of diverse content types have been shown to help in brand growth and online presence. Short-form videos and images are currently the preferred methods of content consumption by viewers. Staying updated on effective content for your brand and prevalent consumption trends is key to staying relevant.

Social Media Management

The process of managing social media accounts involves generating a social media strategy, creating content, scheduling and publishing posts, interacting with your audience and growing your brand’s awareness and reach. It is essential to help a business build relationships with its customers and increase brand recognition both online and offline.

Social Media Advertising :
Pay-Per-Click Campaigns

Paid ad campaigns involve paying for targeted advertisements on social media platforms. Research indicates that a large portion of Facebook users who click on targeted ads end up making a purchase, which is a compelling argument for why brands should invest in social media advertising. Major platforms like Instagram, Facebook, X, LinkedIn and TikTok integrate paid campaign features, along with high-precision targeting options enabling businesses to reach their ideal audience as well as test new audiences. 

Running social media advertising campaigns allows for tracking of interesting performance indicators, such as “Return on Ad Spend” – ROAS for e-commerce businesses, as well as cost-per-lead (CPL) for businesses selling high-ticket products or services. This is something that our social media agency can create, track and optimize to help you reach your business goals.

How Social Media Marketing Works Hand-in-Hand
with Search Engine Marketing

There has been a longstanding debate on whether Search Engine Marketing (SEM) and Social Media Marketing (SMM) are in competition or complement each other in online marketing strategies. However, our observations indicate that a synergistic combination of both strategies is often the most effective approach.

By combining the strengths of search engines and social media, businesses can create a more comprehensive digital marketing strategy.

Social Media for Top-of Funnel Awareness

Social media excels in the awareness and consideration phases, enabling businesses to connect with users earlier in the funnel. This integrated approach ensures a full-funnel marketing strategy. The combination of SEM/SEO and SMM not only broadens the reach to potential customers by leveraging precise targeting and diverse options but also enhances brand recall through consistent messaging across all online platforms. Encountering a brand on social media and subsequently on Google increases the likelihood of users remembering and converting towards a qualified lead or paying customer.

Google Ads & SEO for Bottom
Funnel Conversions

Examining the marketing funnel analogy reveals that search engine marketing is effective at reaching an audience in the consideration and conversion stages, targeting users actively seeking products or services. In other words, search engine users have a specific intent and are generally close to making a purchase decision. For more information on our search engine marketing services, please visit our Google Ads agency and SEO agency pages.

croissance numérique ph digital marketing agence

Popular Social Networks in Canada

Social Media Marketing: Now and into the Future

Our society is undeniably digitally connected; it is now unthinkable to not have an online presence, either personally or commercially.

In 2020, more than 3.6 billion people regularly used social networks. This number is expected to rise to 4.4 billion by 2025. Regardless of your physical location, the potential to reach your customers worldwide is almost infinite.

With over 3 billion monthly users, Facebook is the most popular online platform and it stands out as the most comprehensive social media platform. Moreover, its target audiences are diverse and it allows its users to engage in various activities such as interacting with acquaintances, following brands, and using it as a source of entertainment.

Known as the second-largest social network in the world, YouTube is primarily known as a knowledge-sharing platform. Focused only on video media format and more recently short-form videos, this platform is generally used by brands to promote interviews, tutorials, or other educational-driven content. Part of the Google network, YouTube is a search engine that facilitates intent-driven ad targeting with search terms. Read more about our Google Ads agency services to learn more.

With over 2 billion users per month, Instagram is the fourth most used social media platform in the world. The platform has revolutionized the online world by providing a direct approach to sharing photos, videos, and short text, and creating a strong emphasis on comments. It is mainly used to reach people in the millennial generation and is used with a more “personal” and “direct” approach, helping brands improve authenticity and interact with their customer base.

As the largest network of professionals in the world, LinkedIn provides a platform for B2B advertisement, as well as recruitment campaigns, through a range of unique tools. This platform can be used to target an audience through titles, companies, industries and geographies. LinkedIn is helpful for businesses to become part of the best social network to generate leads for B2B sales teams.

The TikTok platform surged in popularity in 2020 and continues to indicate growth, boasting over 1.7 billion regular monthly users. Initially, for short-form videos, it now supports longer videos, pictures and carousel formats. Popular for entertainment and education, it is increasingly used for marketing by major brands. Although geared towards Generation Z, it does attract a diverse user base.

Established in 2006 as Twitter, this platform has recently been rebranded as X. It serves as a primary communication tool for sharing opinions, comments, or brief updates, and lets its users share photo and video content. It is important to keep in mind that this social media platform is less utilized for social media marketing than other platforms, and boasts fewer monthly users compared to other platforms.

Our Social Media Marketing Agency’s
Frequently Asked Questions (FAQs)

A recent study by HootSuite, conducted in over 16 industries and 118 countries, has shown that being present on multiple social media platforms is beneficial for expanding audiences and providing better customer service. However, priorities over which platforms to use are changing, emphasizing the importance of focusing on effective channels for a brand rather than being present on every platform. For businesses, determining which platforms work best is crucial. When using multiple platforms, strategic cross-posting—using the same image but tailoring captions to each platform—can also significantly enhance engagement. By reaching out to our social media marketing agency, we can help you determine which platforms to use and why they will be beneficial for your website.
Running paid advertising campaigns on social media platforms can be beneficial for growing online brand awareness and lead to potential customers. It requires a strategic approach to ensure that you reach your target audience effectively and get a positive return on investment (ROI).  Select social media platforms that align with the brand’s target audience, as different platforms attract different demographics. Leverage the advanced targeting options provided by social media platforms and consider using custom audiences, lookalike audiences, and retargeting to reach users who have already visited your website. Schedule the ads to run at times when the target audience is most active by using the platform’s insights into user behavior features. It is important to regularly monitor the performance of the ads using the analytics tools provided by each platform, as well as Google Analytics.  Track key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Successful social media advertising requires a combination of thoughtful planning, creative execution, and ongoing optimization based on data and results.
Understanding a brand’s target audience is crucial for shaping a social media marketing strategy. Most top marketers prioritize this as the initial step, recognizing customer attraction as the key to success. We suggest a few tips to help with connecting with an audience. First, create a persona of your targeted audience detailing demographics, preferred platforms, and interests or hobbies. Once this is done, make sure to align your business message with their needs, aiming to solve or help with a problem they may be experiencing. Engaging actively with customers, especially loyal ones, can also help demonstrate your brand’s interest through responses to queries, messages, and comments to foster a sense of belonging. Our social media marketing agency is expert at reaching a brand’s target audience, and it could be beneficial for your brand to discuss this with us.
Determining an appropriate advertising budget for social media paid ad campaigns involves considering various factors to ensure that your spending aligns with your budget and expectations. Having a clear understanding of the product or service costs, as well as profit margins is crucial in determining the budget for advertising while maintaining profitability. Consider the sales funnel by recognizing where the target audience is in the sales funnel. Allocating a portion of the budget for testing and experimenting with different ad creatives, targeting options, and messaging helps identify what resonates best with the audience and optimize the budget allocation accordingly. There is no one-size-fits-all approach to determining a social media advertising budget; it is a dynamic process that requires ongoing monitoring, analysis, and adjustment.
Social media and social networks are related terms, but they refer to different concepts. Social media is a broader term that encompasses various online platforms, websites and applications that let users create, share and exchange content with a wide audience. It includes a wide range of platforms such as Facebook, Instagram, LinkedIn, and YouTube, among others. A social network refers to a specific online platform or community where individuals or groups connect based on common interests, relationships or shared activities. For example, Facebook and LinkedIn are social network platforms. They typically have a more focused purpose or theme such as building profiles and connecting with others.
Social media managers handle content across multiple networks by focusing on key aspects: brand awareness, content strategy, online brand presence, and connection to a targeted audience. Brand awareness involves defining a brand’s mission, goals, and online image. Crafting a content strategy tailored to each brand includes post types, frequency, quarterly goals, and scheduling content. It is important to keep track of and monitor what type of content performs best on different platforms, depending on the target audience’s preferences. Additionally, maintaining an engagement with the viewers through message replies, likes, and answering questions can help foster loyalty and connections with the audience, potentially leading to returning clients. Our social media marketing agency is adept to help you understand your business’ needs, create compelling content and managing your engagement.
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