Social Media Marketing (SMM)

What is Social Media Marketing (SMM)

Social Media Marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, & drive website traffic. Social media marketing provides companies with a way to engage with existing customers and reach new ones while allowing them to promote their desired culture, mission, or tone.

KEY TAKEWAYS.             

  • Social media marketing uses social media and social networks to market a company’s products and services.
  • It allows companies to engage with existing customers and reach new ones as they promote their culture, mission, or tone.
  • Sites like Facebook, Twitter, and Instagram are commonly used to execute social media marketing.

How Social Media Marketing (SMM) Works

Social media has changed the way we function as a society, including the way we connect with one another. As platforms like Facebook, Instagram, Twitter, and Linkedin took off, businesses also took notice. They began to use these sites to further their interests through social media marketing. That’s because these sites are able to change consumer behavior.

Social media websites allow marketers to employ a broad range of tactics and strategies to promote content and have people engage with it. Many social networks allow users to provide detailed geographical, demographic, and personal information, which enables marketers to tailor their messages to what is most likely to resonate with users.

According to Buffer, there are five key pillars of social media marketing:

  • Strategy: This step involves determining goals, the social media channels to be used, and the type of content that will be shared.
  • Planning and Publishing: Businesses should draft plans of what their content will look like (i.e. will there be videos? Photos? How much script?) And decide when it will be put out on the platform.
  • Listening and Engagement: Monitoring what users, customers, and others are saying about the posts, brands, and any other business assets. This may require the adoption of a social media engagement tool.
  • Analytics and Reporting: Part of being on social media is knowing how far posts are going, so reports of engagement and reach are very important.
  • Advertising: Purchasing ads on social media is a great way to promote and further develop a brand.

Because audiences can be better segmented than more traditional marketing channels, companies can ensure they focus their resources on the audience that they want to target using social media marketing.

Some of the metrics used to measure the success of social media marketing (which is also known as digital marketing and e-marketing) include:

Website reports, such as Google Analytics

Return on investment (ROI)

Customer response rates or the number of times customers post about a company

A campaign’s reach and/or virality or how much customers share content.

Important Note:-People appreciate a human touch even in the digital age, so don’t just leave things up to social media to get the word out.

Special Considerations

 A major strategy used in social media marketing is to develop messages and content that individual users will share with their family, friends, and coworkers. This strategy relies on word-of-mouth and provides several benefits.
  • First, it increases the message’s reach to networks and users that a social media manager may not have been able to access otherwise.
  • Second, shared content carries an implicit endorsement when sent by someone who the recipient knows and trusts.

Social media strategy involves the creation of content that is sticky. This means that it gets a user’s attention and increases the possibility that they will conduct a desired action, such as buying a product or sharing the content with others in their own network.

Marketers create viral content that’s designed to spread quickly between users. Social media marketing should also encourage customers to create and share their own content, such as product reviews or comments. This is referred to in the marketing industry as earned media.

Why Social Media is Important

It is important to use platforms that are commonly used by customers so that you can reach out to your target audience at a more effective rate.

Nothing can be better than these social media networks where most users spend a larger chunk of their time during the entire day and night.

Being a business on social media networks, you might want to make the most out of these consumers’ habits, which can help you create some major leads.

These social media channels help you attract the right customers with the right information at the right time and help you showcase your product or brand to potential customers at the right times. 

This is how the mechanism of such social media websites works.

It gives you a chance to make the most out of your social media marketing strategies.

Advantage of Social Media Marketing.

Create Brand Recognition

Gaining brand recognition is one of any business’ most important marketing goals. That’s because consumers want to buy brands they recognize.

Pay attention to your profile and cover photos. A great way to create brand recognition is to place your logo often yet strategically. You want to make sure that it’s not overwhelming or distracting.

Generate a Conversation around Your Brand

A strong social media marketing strategy will generate conversation about your brand, products, and partners. Engage with your audience when they comment on your social media messages.

Make sure they feel that there is a person behind the brand. Ensuring that they don’t feel like they’re talking to a robot will give them a better perception of your company and make them feel more like a valued customer.

  • Focus on sharing content that naturally creates conversation. Some of those ways are to:
  • Give shout-outs to other companies you network and work with.
  • Solicit feedback about your products.

Ask open ended questions, and then let the audience reply to get them actively involved.

Learn How to Connect With Your Audience through Social Listening

Social listening is the act of monitoring social conversations around certain topics. It helps you understand what’s important to your audience and identify trends your target audience is following.

Make it a part of your daily routine to do some social listening and see what people are saying in your industry. If you want to take your social listening to the next level, check out Mention.

Tell Your Brand’s Story

Using social media is a great way to share your brand’s mission and share stories. Effective stories can have a great impact on your brand’s image.

Share stories of people who use your product or service. If they give you great feedback, share it! It’ll spread the message that your product is effective enough for someone to give you positive feedback.

Gather Data from Audience Research to Improve

Audience research is similar to social listening. It searches the keywords your audience will be using, but it’s more focused on your specific product. You can use social media to gather this information. Both Facebook and Twitter allow you to view the reach and the insights of all your posts.

Direct Referral Traffic to Your Site or Blog

Social media marketing can assist in sending customers directly to your site.

Use to shorten your links and place them within your posts and profiles. The shortened links will save space and not look overbearing to the audience. (You can do this with the integration in your CoSchedule social media calendar.)

It’s (Mostly) FREE

That’s right, (mostly) free.

It’s free to create social media profiles and post organic content. For some, that may be enough, and the quality of the content may promote the content on its own. However, if you’d like to go the extra mile and promote it further, paying for promotion will help increase exposure.

Don’t write organic content that sounds like an ad. It’ll make your posts look like spam. If it sounds like an ad or includes a transactional call to action (ex: Buy Now, 30% Off, Use This Coupon Code), you should pay for it.

Many marketers look at social media as a way to blast free advertising, and social media platforms have caught on to that idea and are restricting the reach for unpaid-for ads. By all means, if you want to advertise on social media, you should. But make sure you pay for it so that it looks professional and you get a good reach.

Establish Your Brand as a Topical Authority

Topical authority means your business is a trusted source of information on a given topic.

So where does social media come in? Establishing topical authority is a subset of content marketing. The more you use social media to post relevant content, the more search engines will pick up on your authority on that subject.

Retarget Your Audience Using Social Media

Retargeting is a wonderful tool for social media marketing. Generally only 2% of customers will actually purchase something during their first visit to your site. Advertising can help reach that other 98%.

One way to do that is to run retargeting ads.

There are some great retargeting tools out there that are easy to use. Check out those tools and find one that works for you.

Promote Your Content

This seems pretty general, right? Promote the content, and you’ll promote the product.

But, what are the best ways to do that? Let’s look into the things that make a difference such as headlines, having an image, and the time of the post. Each of these things are important and must be taken into consideration when writing a social media message.

Use Social Proof to Connect with Potential Customers like Your Existing Audience

Let’s compare your website to a restaurant.

You’re walking down the street looking for a place to eat and you see one restaurant that’s empty and one that’s packed. You’d most likely choose the packed restaurant, right? That’s the place with all the great food that people are going for.

The same goes for your website.

No one wants to get the content that no one else cares about. They want the one that is doing well and being shared often.

Obviously, the content of it must be worth getting a lot of shares or it must be authoritative. The content that is shared the most must have some authority or must be creative and original.

Keep Your Customers Up-To-Date

Social media is one of the best and easiest ways of keeping your customers updated with your new products or upcoming events. If your business makes a huge announcement about a new product or an exciting event, it’ll catch on and get people excited.

So what type of news should you share?

  • New products
  • New services
  • New updates
  • New expansions or departments

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