There is a tremendous impact social media has on our daily lives such as work, news, hobbies, etc. The use of social media is as high as ever, and it is used universally by companies to engage with their customers around the world. It is expected from brands to be present on social media. Across all channels, marketers are provided with efficient methods to engage with customers, fans, and partners. Companies need to be present where their target audience is, and it is on social media.
With the thought-through approach and appropriate tools, marketers can find the most suitable ones for their purposes and social media platforms, and post relevant content on these channels. A substantial social media strategy helps lead buyers and eventually results in larger revenues for the sellers.
Through social media, marketers can:
1. Create engagement with their audience. It is a way to establish trust with customers and develop relationships.
2. Due to this engagement emerges loyalty to the brand. Users can find out more about the brand through social media and get to know it more intimately.
3. Integration with additional channels. Social Media integrates well with other platforms such as Medium, YouTube and others.
4. Marketers can have their own voice. If there is time of crisis it is possible to utilize social media channels as a newsroom to represent your side of the story.
5. New leads generation. It is possible to generate traffic by means of using social media platforms.
Organic VS Paid Social Media Marketing
The main difference between these two types of social media marketing is basically the budget, Ben Givon explains.
Organic: marketers make use of free social media tools, such as Facebook or exchanging messages on Twitter. Brands can build their social media audience and direct them to websites for further involvement.
Paid: This practice includes sponsored advert content provided on social media in different forms, namely pictures, videos, etc. Some platforms provide audience targeting based on location, buying patterns, and agenda. Paid social media marketing streamlines the content to the target audience who are most likely to be interested in it.
Social media marketing strategy
It is essential to have a strategy before starting your social media marketing campaign. It involves understanding your audience and what they are interested in. With a solid strategy you can:
1. Find out what kind of content is suitable for your campaign. It can be text, video, images or other.
2. Set up the tone and develop the style.
3. Learn what kind of content resonates with your audience.
4. Understand how your customers consume content.
Once you have established for yourself the persona of your audience you can spend some time figuring out what exactly you expect from them.
Choose the right platform for your brand
According to Ben Givon, it is necessary to choose the correct platform to get proper exposure to your target audience. First you need to create a profile. Some platforms offer profiles for both personal and business use, so you have to figure out which one works best for you.
If you choose the business profile, you will have access to analytics. Setting up a your business profile on Facebook or Instagram gives you an ability to:
1. eview buyer behavior and demographics.
2. Optimize your content so it is seen by the right audience at the right time.
3. View reports on every interaction with your audience.
4. Determine the ROI of your marketing spendings via social media.