The Evolution of Social Media Marketing

April 30, 2021

How We Pushed Through the Pandemic

At H2 Marketing Consultants, we recognize that social media marketing is a powerful way to reach all sorts of audiences across the world. The unfolding of the COVID-19 pandemic has demonstrated that businesses had to turn to digital platforms to market their brand. The pandemic forced companies all over the world to send their employees home to work virtually and remotely. What quickly became apparent to many office-based teams is that employees could be productive and focused when not in the office. Employers everywhere began to understand that remote works fairly well. Fortunately for us being an already established remote agency, we were unphased by the transition. If anything, these unprecedented times have proven that digital marketing is a necessity more than ever before.

Social media marketing is one of the most versatile and cost-effective strategies that small businesses can use to reach specific target markets. Our mission at H2 is to support small-medium sized businesses and help them exceed their goals by creating scaled strategies that meet them where they are at. We want to grow with you because your success is our success. Our team is made up of handpicked, skilled, unique individuals located across the country who are committed to our client’s success. We stay up-to-date with the latest digital marketing trends to ensure top-tier service across all platforms. Having said all that, we follow three major key points in social media marketing that are proven to work for any business that tailors to their online audience.

The 3 Key Points We Follow for Successful Content

1. Consistency
Consistency is key for your audience to recognize your brand, so you must stay consistent on all medias. By doing this, your brand is able to grow its audience engagement and reach. From the verbiage used in messages to the aesthetics of your profiles, it is crucial to stay recognizable amongst your intended audience. Brand recognition is needed to build a loyal audience and following on all platforms, so stay consistent with your tone in voice, content, and posting.

- Consistent Voice
When it comes to being consistent in the tone of your messages, you must first understand who it is that you are advertising to. Keep in mind that age, geographical location, gender, interest, etc., all play a role when it comes to social media marketing. For example, if your target audience is millennials, you wouldn’t use the same verbiage that you would if you were speaking to those in the baby boomer generation.
- Consistent Posting
In addition to using a consistent voice, it is equally important to be consistent in your posting schedule. Posting consistently each week shows that your brand is reliable and trustworthy. Staying consistent boosts engagement, resulting in the algorithm prioritizing your posts. It is important to do research to determine the best days and times to post for each individual client, so consistently posting at the ideal days and times helps ensure your brand will reach as much of your audience as possible.
Find a balance when posting content. Make sure that you aren’t posting too much of a certain type of content over the other. Also, be mindful that you are posting on social media at least three times out of the week. This ensures that your audience is digesting multiple forms of content throughout the week when they are active on their platforms. Overall, this will maximize your organic reach.

- Consistent Aesthetic
Your profile needs to have a visual appeal. This includes consistent design elements, fonts, color palette, etc. Make sure your profile follows a theme; set a color scheme for your photos and use the same filter each time when editing pictures on Instagram. Not only will this be more appealing to a viewer's eye, but it will keep your brand recognizable across all different medias. This creates consistency and coordination in your images and graphics, which has a greater impact on consumers.

2. Relevancy
In today’s marketplace, businesses must find a competitive advantage to set them apart from other companies. One effective way to outshine your competitors is by staying relevant. This means your business should be staying useful, innovative, and on-trend, as well as staying informed and educated on industry news and updates.
Essentially, what you share on your platforms must resonate with whom you are sharing it with. You should not only be generating engaging content but staying up-to-date with the latest trends and topics. For instance, participating in the newest memes or utilizing the latest popular hashtags can help your brand stay fresh and relevant. Being willing to branch out and try new trends, such as TikTok or Instagram Reels, will show that your brand is willing to evolve with the times. It is of the utmost importance that you are also staying informed on industry news. Having knowledge of current stories and topics will help you have a better understanding of what content is relevant to your audience and what they are currently interested in learning more about. Staying educated on industry updates is equally necessary to understand how you need to adapt to those changes. For example, recent changes to Instagram’s algorithm now value saves and shares over likes and comments. The understanding that content needs to be impactful enough to save for later or to share with friends changes your approach to content creation.
The whole mission is to form a strong relationship with the audience you are speaking to. Overall, being relevant on all social media platforms creates empathy. Empathy creates a deep connection that brings people together and allows them to relate.
3. Humanization
When planning your brand’s social media posts, it is important to remember that you are marketing your business to real people on the other side of the screen; therefore, it is important to take their perspectives into account. Users are more compelled to interact and connect with your content if they see images of people who look like them. People connect to authentic content through digital platforms in the same way they do in real life. There are several ways your brand can become more relatable and accessible to your audience.
One of the easiest ways is to post photos of people. According to a study done by Social Pilot, “Photos with faces perform almost 40% better than without faces.” Try posting photos of your employees, customers who tagged you in their posts, or even relevant stock photos to help humanize and break up posts of products or graphics. This will make your audience more likely to stop scrolling and engage with your content. After all, we are more inclined to be drawn to content that has real people involved.
Another way to humanize your social media posts is to use a personable voice. Avoid the more formal writing style and fancy jargon, unless it fits your brand of course. Instead, write your posts as if you were talking to a friend. This will make your brand sound more relatable to your audience and will help form real connections with your followers. At the end of the day, while the goal is to market your business, you also want to form authentic connections.

The Future of Social Media Marketing

Throughout the past year, social media marketing has evolved from being merely beneficial to absolutely essential for companies to market their businesses in an increasingly virtual world. While this stemmed from the need to stay at home during the pandemic, digital marketing will continue to be a necessity for brands post the pandemic.
At H2 Marketing Consultants, we approach content creation differently. Because we are a remote agency, social media marketing is our main source of communication to our audiences. All of our posts, blogs, newsletters, website copy, and graphics are personally created by H2 employees. When working with H2, you can rest easy knowing that nothing is outsourced or created by automated bots. This allows us to tailor every piece of content directly to your business’s voice, brand, and target audience in an authentic way. Consistency, relevancy, and humanization can help your brand stay ahead of the competition, stay up-to-date with current trends, and create humanized content that will resonate with your audience. We are proud to say that our H2 marketing professionals can guide you and your business through this ever-evolving world of digital marketing.
To find out how H2 Marketing Consultants can help optimize your business’s social media to keep up with the changing times, check out the services we offer on our website or send us a message at
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