Social Media Marketing Today
Understanding Social Media and Digital Marketing Today
The use of social media has become one of life’s fundamental necessities in today’s digital age. It has also become convenient since there are countless accessible devices that we can use, such as computers, laptops, mobile phones, tablets, and even smartwatches. People use different social channels for various reasons – social interaction, access to news and information, entertainment, and marketing. And in today’s age, there are 4.66 billion people who are internet users. Internet marketing is the best way to reach out and attract a huge number of customers.
A lot of people are gaining more information online. After all, internet usage has more than doubled during the past decade and this also enables businesses to shift from traditional marketing to venture into digital marketing. Digital marketing is a form of marketing that utilizes the use of the internet and the web. It refers to any online marketing efforts or assets – TV and radio advertising, Email marketing, Search Engine Optimization, Content marketing, Pay-per-Click, Influencer marketing, Mobile Marketing, Marketing Analytics, and Social Media Marketing.
The Internet has opened numerous for businesses to be promoted. In today’s business world, if any business is digitalized then there’s a high chance that it can sustain itself in the business world. Hence, digital marketing reaches the target market easily, generates better income, and boosts conversion.
Marketing your company online is probably the most popular type of marketing that is widely used these days and social media networks have become the most productive ways to connect with customers. It is a good platform to speed up an online business to obtain new customers and interact with existing ones, increasing the business visibility.
What is social media marketing?
Social media marketing is an online marketing strategy built around the capabilities of cyberspaces. It uses the advantage of different social media sites such as Facebook, Twitter, Instagram, Snapchat, and a lot more. It is a process of creating more tailored and engaging content right for every social media platform to promote your business. It is about connecting with your audience to help them understand your brand better.
Social media marketing starts in planning advertising campaigns and identifying the types of content to post on social media platforms that would drive in traffic to their sites and pages to increase social presence and sales.
Social media marketing is a form of internet marketing that involves creating and sharing content on social media networks to and increase brand awareness and achieve business goals.
Social Media Platforms:
Social media often feeds into the discovery of new content such as news stories. Social media help build links and search engines that in turn support SEO efforts. Since there are various social network websites that can easily be accessed, you would probably wonder which one’s are the best for marketing. This is why it is important to study your brand and which social media users will most likely be your prospect customers.
Let’s discuss how marketing works in the following social media channels.
With approximately two billion monthly active users, Facebook is the biggest social media site in the world. It hosts a quarter of the world’s population, providing advertisers an unparalleled opportunity to reach anyone and everyone. Globally, the average user spends an hour per day browsing thru the site, which means 7% of a person’s waking hours is spent on Facebook. Imagine the reach, customer care relationship, referrals, brand awareness, and the overall exposure of a certain business on Facebook alone.
A Facebook page is a great free marketing tool for businesses – not just by listing products and services, but also by sharing links, images, posts, on a customizable page to give a better sense of the business’s character. Additionally, your Facebook business page is also a great way to show your human side as the owner. Add a little fun and humor to your social media post and make it more interesting to attract users and make it viral.
Additionally, the social platform also offers Facebook ad campaigns which are also referred to as Marketplace ads. Implementing this kind of social media strategy is one possible technique to increase likes and engagements on your website. To track your ad performance, businesses can create and install Facebook Pixels which is an analytical tool that allows you to measure the effectiveness of your Facebook ad.
People may think Instagram is just for sharing selfies and photos, but it is also a booming channel for social media advertising. With over 800 million active users on the site and more than 60 million photos are posted each day, Instagram is the second most accessed social networking after Facebook. According to a 2020 Data on Instagram engagement, there are around 25 million business profiles on the site, and 90% of users follow at least one business.
Instagram advertising uses influencer marketing, a type of social media marketing that uses endorsements and product mentions from influencers or individuals with huge social media followers. It usually works when an influencer posts the products on their Instagram account and caption it about their review or testimony about the product. Story Highlights is also widely used by business pages to generate leads. It also serves as a menu of sorts like posting business hours, products, promotions, shop locations, BTS videos, and a lot more. Like Facebook, Instagram also allows accounts to switch into business pages, and it’s also free and easy to manage.
YouTube is an online video platform that has become the dominant online entertainment channel where people stream videos. There are more than one billion worldwide users and it it probably one of the most effective online marketing tools today. YouTube is a video hosting platform whose search volume is second only to Google, itself. As a result, YouTube has massive audience reach and can generate huge amounts of traffic.
Since YT is a video-driven site, users need to create video content and businesses will need video content marketing. The more users and engage and the more views you generate, the more likely your YouTube channel and marketing goals will be successful. You not only need to make videos, but you will have to be creative to increase viewership and create social engagement with the audience. Another way a company can use the platform is to advertise their product on video content directly on other YouTube streams, channels, and videos–like miniature commercials. However, like PPC ads, results are immediate and you can easily measure your video performance with YouTube’s analytics tools to determine your marketing campaign’s effectiveness. You can also view similar analytics on your created content in the YouTube Creator section.
Named as the fastest growing social media platform of all time, TikTok is the destination for short-form mobile videos. Its rapid video format that includes dance and lip-synch challenges, and also a platform to discuss complex subjects, social media campaign, and educate audiences in different fields such as healthcare, finance, business and many more. It is perfect for social media marketers to reach younger audience demographics in a highly creative and playful environment.
Unlike Facebook, Instagram, and YouTube, accounts with zero followers can get millions of views on videos, thanks to the viral nature of the algorithm. As long as the content appeals to the audience, the engagement will follow. Marketers can also collaborate with TikTok influencers who have high engagement and followers can use the platform’s tools, trends, and features to their advantage to promote brands on social media.
Snapchat is a tool that supports the creation of photos and videos in a fun and creative way. It is also a widely used social media platform for advertising through Ads Manager. This feature allows you to create and manage your ads’ performance. Before, it was just an app designed for teens and young adults who were drawn to do a candid communication using its unique features. But now, it is a platform for entrepreneurs to create marketing efforts for their products and services.
Unlike other popular media platforms, Snapchat has less competition so it has more opportunity for your businesses to be seen. There are few ads and no links to drive traffic away from seeing and interacting with your content. Snapchat is a haven for user-generated contents, behind the scene videos, exclusive offers, and influencer takeover.
Pinterest is famous for its aesthetic – from fashion, art, food, décor, wedding, and DIY stuff. It is a social media platform that values anything with rich visual. Most Pinterest users are females (not saying that men don’t use Pinterest) but it is a good marketing strategy to know what are the likes and interests of female users in general.
This social media platform is one of the most versatile, affordable, and impactful for businesses that are looking forward into generating leads and drive traffic to the website. One feature of this site is the use of images and videos that would suit your brand. It is also important to use keyword research relating to the specific niches searched by the user. For example, you sell beach wears, you might use keywords as hashtags such as “vacation” “beach” throughout your social media profile and Pins. This way, when a user searches one of those terms, your profile and images appear on their feed.
Marketing on LinkedIn helps you engage in community of professionals to drive actions that are relevant to your business. LinkedIn groups is a great venue for entering into a professional dialogue with people in similar industries. It is also a great for posting job and employee networking.
Campaign Manager is LinkedIn’s social media advertising platform. You’ll be able to set up ad accounts, run marketing campaigns, and control budget. It is also important to set up management tools like strategic planning and selecting your objective to help streamline and customize your campaign. Encourage customers or clients to give your business a recommendation on your social media profiles. Recommendations makes your business appear more credible and reliable for new customers.
Reddit as a whole focus on social news aggregation. It is often used as a site for internet forum, with the function that users submit contents and then others upvote or downvote that content. Because of the voting system, Reddit homepage is like getting the most buzzworthy contents on the frontpage which is the marketing goal for this social media site.
In addition, Reddit is a home to tons of user-generated content. Also, one of the best ways to approach marketing on the site is to prioritize support over selling. This is why you’ll need to be an active participant on the platform. You have to contribute, engage in discussions, answer questions, and share in jokes. Lastly, it is important to create unique and original content solely for your target audiences. Some popular contents that can be used in marketing in Reddit are videos, GIFs, blog post, pictures, text, AMAs or ‘ask me anything’ forum – which also allows you to communicate with potential customers on a personal level.
Quora is an information-focused site and it is like a search engine and a social media all at once. It is a platform wherein people question and answer contents they are knowledgeable and interested about. Like Reddit, it uses a Q&A site and uses a credit-based upvoting system. Quora is like a crowd-sourcing site, which means you interact with real people making your content visible and searchable through Google. Additionally, paid advertising is also one feature on Quora in which you’ll be able to generate clicks, which will turn into conversions, impressions, and reach out to your target audience.
Quora is excellent at generating organic awareness, which means that you don’t need to spend a fortune to market your business. Also, it helps in improving your business’s reputation as it allows you to be able to communicate with your prospect customers using its question-and-answer feature.
Google My Business
Google my business is a free tool that allows you to promote your Business Profile and business website on Google Search and Maps. With your Google My Business account, you can see and connect with your customers, post updates to your Business Profile and see how customers are interacting with your business on Google. It is good for local businesses as enhancing your Business Profile boosts its visibility and effectiveness.
Additionally, interacting with customers using your Business Profile by responding to their reviews, answering questions, direct messaging, and set up additional alerts. Through your Google My Business account dashboard, you can provide hours, a link to your website, products and pricing, attributes, and other details that make your business unique on the social platform.
Medium is a blogging platform which is an online site where marketers write thoughts and tips, learnings, share with a built-in audience and an immediate potential for viral traffic. Writers can publish different kinds of content such as blogs, curated pieces, or even your original works.
One feature of Medium that makes it ideal for marketing is that it focuses its status and social media metrics posts. A few marketers’ guide in using medium is to create content pieces are to report your content in Medium, link back to your other websites, create a publication for your brand, and explore visual ideas. Another great tip if you want your blogs to know its effectiveness, you can track visits back to your websites with UTM parameters like Google UTM tool.
How to do effective social media marketing:
Starting social media marketing for your business is not super easy. You don’t just pick whatever platform you will use without analyzing and studying about your product and company with your target market.
Here is a general guide on how to start marketing on social media Hopefully, this step-by-step guide will be helpful for social media marketing beginners.
1. Start by knowing your objectives and social presence
Before you can begin to leverage social media, it is important to ask yourself why you are doing it and what are you trying to accomplish. Whether it is to increase your visibility of your brand to the public or to generate more sales, marketers need to carry out marketing planning.
2. Research your target audience
Learn more about your audience demographics as much as possible. It ranges from age, gender, religion, background, class, sexual orientation, occupation, membership, and other categories. Using social media analytics can also provide data and valuable information about your followers, and how they interact with your brand. Other tools available both paid and free like Facebook analytics, Instagram insights, and Snapchat insights.
3. Know which platform is right for your brand
This is self-explanatory, but often businesses will need to reach out to customers, potential buyers, and the general public through a variety of social media platforms.
4. Research your competitors
- Conduct keyword research on what keywords and phrases competitors are using.
- Know which social media platforms they’re on
- Understand how well their social strategy is working
- Benchmark your social results against the competition
- Identify social threats to your business
- Another pro tip: read reviews from audiences regarding your competitors’ product and service and see what their customers like or what are their complains. Social listening is an effective tool to track your competition among other businesses.
5. Identify key success metrics
How will you determine if your marketing efforts are effective? It is not just about how many followers or engagements, but how much money you generate. It is business after all. There are a few social media metrics you should consider in social media marketing:
- Conversion rate
- Time spent on website
- Brand mentions
- Total shares
6. Create engaging content
Content is king, no doubt. When you studied your brand, know your audience, and research about your competitor, the next step is to identify what kind of content is right for your business. There are different kinds of content to choose from, videos, blog post, images, infographics, interviews and many more, so make sure to choose what contents will align with your mission and goals. It is also recommended to create a content calendar that outlines when and how often you will be doing social media posts.
7. Track, Analyze, Optimize
As you explore various social media sites, devote some time to track your social performance. Search for the people’s feedback about your business. Analyze the data given about your brand. If it’s positive then show gratitude to the audience, if it’s negative, then make some tweaks about your strategy and evaluate it. In that way, you can measure your results and adjust some changes for improvement.
Social Media Marketing Trends
As social media platforms introduce features and change their algorithms, social media trends are also evolving. These rapid changes challenge marketers to cope up with the trends and change the way they deliver their contents.
Here are some social media marketing trends that are still popular in year 2021:
- Livestreams and videos will still be popular
- Purpose-driven missions and campaigns from brands
- Brands will take more organized approach on Stories (i.e Instagram)
- Virtual and Augmented reality
- Social commerce or E-commerce
- User-generated content to enhance customer service
- Speaking out on social issues
- Conversational marketing
Importance of Social Media Marketing
Social Media Marketing is a widely marketing strategy used nowadays, especially with how people consume internet and social media. Since the world is evolving and becoming more advance, it is also important to keep up with the trends and what’s popular if you want your business to increase their reach and visibility.
A great social media strategy is never easy to build. It is a constant work and changes is necessary so it is important to continuously learn day by day and optimize as much as you can to grow your business and conquer social media world.
If you would like more information on the Social Media Marketing services we offer or discuss how we can grow your brand or business, schedule an appointment here or call us at 214-699-9331.