SMM – Social Media Marketing

Social Media Marketing (Paid Targeting) "Social media marketing is a type of online marketing that uses social media platforms to promote products, services, or content. Paid targeting refers to the practice of using paid advertising options on social media platforms to reach a specific audience. Social media platforms that offer paid targeting options include Facebook, Instagram, TikTok, Twitter, LinkedIn, and Pinterest.

Why is social media so important for business?

Social media marketing is the easiest way to reach a large audience. Currently, half of the world's population, 3.8 billion people, use social media. Moreover, this number is constantly growing - since 2019, the number of users has grown by 9.2%.

Social platforms are essential to increase brand awareness. According to Hootsuite, 52% of online businesses are found on social media. This is where most people learn about new brands.

In 2019, Internet users spent about 2 hours and 24 minutes daily on social networks. In 2020, this time has already increased by 1.4%. Therefore, social platforms open up great opportunities for attracting the target audience and building long-term relationships.

According to Oberlo, 54% of users search for products on social media before making a purchase. This means that the buyer's journey increasingly begins with Facebook, Instagram and other platforms. In this regard, the influence of social networks on sales is growing every year.
How social Media can help:
  • Increasing brand awareness
  • Traffic growth
  • Fast and easy promotion of content
  • Regular interaction with the target audience
  • Industry, market and competitor research

Increasing brand awareness

According to statistics, 71% of customers who have had a positive experience with a brand on a social network recommend the company to their family and friends. Therefore, in order to reach as many potential buyers as possible, it is important to create accounts on different social platforms. Use those communication channels where your target audience is.

Traffic growth

While many social networks allow brands to sell their products without having to click through to a website or landing page, they are still considered a great way to increase traffic. For example, 11% of all mobile website traffic is generated by social platforms.

Fast and easy promotion of content

If you use content marketing to promote your business, social media will help you reach your target audience. People always share useful and interesting information with their friends on social media. Often, users are not limited to one platform, which contributes to the growth of your target audience.

Social media marketing is a great way to inform customers about special offers. Social networks help to quickly and cheaply inform the target audience about promotions and sweepstakes, although most users prefer to receive promotional messages by email. To suit their preferences, use SendPulse to create email campaigns. With the help of the service, you can also combine email and SMM.

Regular interaction with the target audience

With half of the world's population using social media for almost three hours a day, SMM is the best way to engage with your audience. After all, the brand is already where your customers spend their time.

Moreover, social media marketing is an effective marketing channel for getting feedback. You can analyze reviews, likes, repost comments and other metrics. If your customers had a bad buying experience, they are more likely to let you know via social media than by email or phone. This allows you to respond in time and retain a specific client, as well as attract others.

Industry, market and competitor research

Social media gives you the ability to track customer satisfaction, trends, and the activities of your competitors. Analysis of the latest industry news provides additional content ideas. For example, you might get a new topic to discuss with your followers.

And tracking the activities of competitors is useful in order to improve your product and improve your SMM strategy.

Goals of social media marketing

With the help of SMM, you can achieve different goals - it all depends on your marketing strategy. Here are the most popular ones:

  • increasing the level of involvement;
  • sales and lead generation;
  • customer retention;
  • increase in website traffic;
  • expansion of the target audience;
  • collecting feedback;
  • negative feedback management;
  • tracking trends and competitors;
  • increasing brand awareness;
  • consumer demand research.
Clearly define your goals to develop an effective SMM strategy and create relevant content for your target audience.

How to create an SMM strategy?

Effective social media marketing is impossible without a well thought out social media strategy. Below we have prepared the main points of its development:

  • Determine the goals of promotion in social networks. Make social media marketing a part of your company's overall marketing strategy. Combine social networks with email and other communication channels.
  • Analyze your target audience. Develop a portrait of the buyer, study the pains and desires of customers. This will help you create relevant content and offers.
  • Choose key social networks. Not all social platforms are right for your business. Use the ones that are popular among your target audience.
  • Define brand language. How you interact with customers determines how they perceive your brand.
  • Develop a content plan for SMM. Create several types of content, namely promotional, entertaining and informative. Balance posts of different types according to the interests of your audience.
  • Set KPIs to measure success. Remember, they need to be measurable and strictly aligned with your social media marketing goals.
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