Social Media Marketing – The “Must Know”
For a business to be present on social media is no longer an option but a “must”. It became similar to the necessity of having a mobile friendly website – if you are not online or on social media – you do not exist!
When considering digital marketing a variety of options presents itself, yet not all options are suitable to every type of business/product. When carefully planed, social media marketing can offer most affordable solutions for small businesses.
Social media marketing offers an ever growing landscape of options to raise awareness for a brand/business and reach a wider audience and make it a very desired marketing option.
Advantages of social media marketing:
- Shorter development time (content can be very current)
- High affordability
- Wide outreach – easy to spread messages with a mouse click
- Free exposure when content is “shared” by followers/advocates
- Customers can easily engage and become advocates of the brand
- Some social media platforms offer real-time interaction
- It is quicker and simpler to receive feedback
- Accurate monitoring and rapid performance evaluation and modification
- Often offers the ability to fine-tune already during a (paid) campaign session
Social media marketing is multi-faceted and encompasses a variety of channels. Regulations on various social media channels change often and it is crucial to keep track of the latest news. It can become challenging to keep up with updates and determine which tools/channels would really help you advance your goals and stay competitive.
Dos and don‘ts
To be successful, it is key to choose the best social media channel(s) for your business and to serve the appropriate content for that channel. What is considered “best”? This depends on multiple factors such as: what audience are you trying to reach, what kind of business you have, your specific goals, and much more. To maximize results, it is important to develop a clear social media strategy based on:
- Your type of business/service (B2C, B2B)
- Demographics of the audience you are trying to reach
- A list of SMART objectives
- A prioritized list of key performance indicators (KPI)
- Your overall budget for social media
Do not think you need to be everywhere
Focus on what is right for your business rather than wearing yourself (and your resources) thin. Determine 2 or 3 social media channels (based on expert evaluation), establish your presence on them and commit to growing these profiles and nurturing your relationships on these networks. When done right, social media marketing is an effective tool to generate leads, improve ROI, increase CTR, enhance exchange with customers, and encourage clients’ and prospects’ engagement.
* Indicates percentage of internet users in the USA using ea. respective network.
Percentage of marketers who use social platforms to distribute content according to desired audience (B2C/B2B)
Social Media Marketing: Organic versus Paid
A company’s activity on a social media channel can be organic e.g. posting photos, videos, updates, articles, etc. or it can be paid e.g. an ad campaign. For both types of marketing it is important to ensure that the user profile on the respective channel matches the audience you are trying to reach and that your content/ads are tailored to interest and engage this persona.
- Only work with what you can manage (or can be managed for you)
- Keep a consistent voice and brand appearance on all channels
- Keep the message simple
- Always include a measurable call-to-action
- Test! test! test!, evaluate and fine tune in realtime