5 Tips to Enhance Your Social and Digital Strategy

Whether you have an in-house team managing your brand’s digital channels or are outsourcing the process, there are key elements that make or break your social media presence. More than 2.5 billion people are on social media, and you might be missing out on a lot of opportunities of growing your fair share of the pie if you do not abide by these essential/rudimental tips.

1- Aim for an Omni-Channel Strategy

Although it may look like one social media platform resonates better with your brand and its target audience, being on multiple platforms is always beneficial for your brand’s online presence and continuity. Just a few years ago, Twitter was the star platform of all social media networks, then came Facebook, and nowadays, Instagram is marketers’ favorite channel to reach users. Social media managers’ next big hit can soon be another platform, it is hence dangerous to focus only on one social network.

When developing an omni-channel strategy for your brand, it is imperative to use the best practices for each platform in order to reach the right audience and resonate with it. Each platform has its forte that marketers must leverage and keep users entertained and livid to keep up with it across all channels.

2- Engage with the Community as Often and as Quickly as Possible

Build a unique connection with your brand’s audience. Timely monitoring of your brand’s social media pages is crucial as it has the ability to tighten its relation with its community and improve brand sentiments within its target audience.

Doing so can also defy the algorithms set by social media platforms to determine what content is displayed and what content is buried. The more engagement a post receives, the higher its chances are at being prominently displayed. Hence, the reason why it is very important to answer comments, and entice your audience to engage with your posts.

3- Delight Your Audience with your Ideal Content Mix

Although your brand should be at the center of all your communication, no one likes a friend who only talks about himself. Do not focus on one content direction, and only communicate about your brand, but try to integrate different forms of communication within your strategy. At AddBloom, we always start with the rule of thirds in the communication of the brands we manage and grow from there to define the perfect content mix for each.

What’s the rule of thirds? As per Hootsuite it is very simple:

  • ⅓ of your social content promotes your business, converts readers, and generates profit.
  • ⅓ of your social content should surface and share ideas and stories from thought leaders in your industry or like-minded businesses.
  • ⅓ of your social content should be based on personal interactions and build your personal brand.

4- Invest in Influencer Marketing

The exponential growth of influencer marketing over the years has made it an essential part of every brand’s social media communication strategy. Effectively, as we have detailed in a previous blog post about influencer marketing, this form of content has many benefits. On one hand, influencer marketing allows brands to pierce consumers’ self developed “ad blindness” and reach their targeted audience, as niche as it may be, in a seamingly organic way that resonates with today’s consumer mindset.

On the other hand, brands who decide to work with influential bloggers can benefit beyond social media. Indeed, brands can benefit from blogs mentions and reviews to enhance their SEO positioning and ranking.

5- Track and Measure

Use the right tool to track how your audience interacts with your brand online. Pixels, remarketing codes, tracking codes are all part of a bigger equation that makes your digital marketing strategy more comprehensive. The data collected through these snippets will allow you to reach the audience you’re after and enhance the results of your digital campaigns at each stage of the funnel.

The best aspect of digital marketing is that it allows you to numerically measure your marketing investment. While on-platform metrics will measure growth, engagement and distribution, it is also interesting to observe on-site metrics. On-site analytics allows you to know more about consumer behavior, which content attracts consumers and which is the most converting social platform among other metrics. Combined, on-platform and on-site analytics will give marketers a great idea on customers’ sales funnel.


Number of Social Media Users Worldwide from 2010 to 2010 (in billions)

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Influencer Marketing and Why You Should Embrace It 

Influencer marketing has seen quite the rise in 2018, and it shows no signs of slowing down. In this study, Hubspot predicts that by 2020 influencer marketing is expected to become an $8 billion business on Instagram alone, and we can’t seem to agree more. Instagram’s unique way to showcase content and the constant increase in its active users made it the most sought-after platform for brand-influencer collaborations.

The question you might be asking yourself now is: should I invest in influencer marketing for my brand? Well, if you are looking to position your brand in the market, have a speciality product, are targeting a young audience, or looking to insight a product or service trial then yes you should consider influencer marketing and we have a few reasons why.


In a article on Word of Mouth Marketing in Bigcommerce, it was reported that “92% of consumers believe suggestions from friends and family more than advertising,” and “88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.” There is something about hearing of a brand from someone other than the brand itself that makes it more credible and appealing to the audience. Here is where the power of influencer marketing lies; impacting people’s buying decision.


The changes in Facebook’s algorithm in favor of more meaningful person-to-person interaction are pushing brands to rely more and more on influencers to reach their audiences, especially in the Fashion and Beauty industries which accounted for more than 30% of sponsored posts on Instagram since 2015. Influencers have a unique tone of voice that their audience relate to and can transmit the message to their followers in a subtle way without directly showcasing it as an advertisement.


It is important to note that when your brand identity and guidelines fits a certain persona that an influencer embodies, then this influencer’s audience also relates to this same persona. Hence, collaborating with an influencer is a door opener for you to reach your targeted audience. No matter how niche the audience is, there are possibilities to reach it through an influencer, especially through micro-influencers who sometimes have more impact on certain target audiences.


Although many still see it as challenge to measure the return on investment of influencer marketing, multiple studies have shown that it yields a great ROI.  Other than the revenue, there are some underlying effects that are directly related to influencer marketing.

  • Increase brand awareness: thanks to influencer marketing, brands can tap into a market they didn’t have easy access to previously.
  • Increase earned media value: depending on the kind of campaign in place, brands can increase their page likes, impressions and drive engagement through clicks and user generated content.


Influencer marketing is not just about posting pictures and videos on social media platforms but can include other kinds of interactions and mentions. If the influencer you are in talks with is a blogger, leverage their talent and feature your brand in one of their blog posts. This will generate high quality backlinks to your website which will improve your search engine ranking.

In a few words…

Regardless of the region or industry you operate in, influencer marketing has many advantages that your brand can focus on. However, it is important to make the right due diligence when selecting an influencer to be associated with your brand in order to reap all of the benefits of the collaboration.


Word of Mouth Marketing in 2019: How to create a strategy for Social Media Buzz & Skyrocket Referral Sales

How Big Is Influencer Marketing in 2018?