Updated: Feb 3
Social media marketing, as one of the known types of Digital Marketing strategies, is a way to reach out to your customers where they are already spending their time - on social media. It's a great way to build relationships with your customers, showcase your business's offers, and get people talking about your brand.
Getting started with social media can be overwhelming. It can be challenging to stay consistent and see your progress. Knowing where to begin, which platform to use, or how often to post takes a lot of work. This article can help you get started and ensure you get the most out of your social media efforts
What are the benefits of social media marketing?
Increased Brand Awareness
Social media marketing helps build brand awareness through creative, eye-catching content such as photos, videos, links, and articles. Social media marketing doesn't mean just advertising and selling. Effective content strategy, regular posting, content sharing, and engaging with followers help create a positive brand image and remind people of your existence, leading to increased engagement and more potential customers becoming buyers.
Brand awareness doesn't mean sales conversion but brand retention. Putting your brand in front of your audience will make them remember you, and the moment they think of a need, they will remember you. This key performance indicator is long-term and can be measured through the voice of the people acquired through surveys, market share research, and brand retention.
Increased Web Traffic
Social media marketing can increase web traffic by measuring the effectiveness of your content. Identify activities that drive traffic, such as photos, videos, and sharing links. Refine your approach with engagement and content tailored to followers, encouraging them to visit your website and potentially generate more sales.
Social media marketing can be used to generate site traffic. You link your landing pages or website in your content to drive traffic. This key performance indicator can be measured by the number of page views, number of unique page views, number of sessions, number of unique sessions, and bounce rate.
Increased Web Conversions
Social media marketing helps increase web conversions by providing data on customer activities. This data lets businesses target specific audiences and optimize their marketing. This helps improve conversions by tailoring messaging and calls to action.
Social media marketing is used as an aid to conversion. Converting audience into customers. The number of sales, average order value, and new and old customer sales can measure this key performance indicator.
Increased Customer Engagement
Social media marketing can boost customer engagement by offering insights into demographics, behavior, and trends. Quality-tailored content can create an environment where customers feel valued and more likely to engage.
Your social media channels can be your customer's way of engaging your brand. They will message you with their needs and inquiries. They can also express their opinion on your shared content through commenting. They can also show their feelings toward your post or brand by "liking" or "sharing" your posts or even tagging people to increase engagement.
Increased Customer Loyalty
Increase loyalty by providing content and promotions to followers, enabling businesses to interact and show they care about customer satisfaction. Engaging with customers builds trust and loyalty, and satisfied customers will spread positive word-of-mouth advertising, boosting the business’ reputation.
Businesses use social media for discounts, sales, deal breakers, special promotions, events, etc. This effort not just increases customer loyalty but also increases customer and brand retention.
Increased Brand Recognition
Social media marketing can help increase brand recognition by strategically using logos, products, images, and content that appeal to the target audience. Platforms like Facebook, Instagram, and Twitter allow businesses to reach potential customers quickly and easily. Attention to profile pictures and posts helps create an image that stands out from competitors.
Similar to brand awareness, seeing your logo alone or color palette and your audience recognizes your brand is brand recognition. Making your brand stand out and rememberable will make your brand a familiar name or even a household name.
Increased Social Authority
Giving customers a way to interact with your business can build social authority. Frequently update profiles with relevant content to make a positive first impression. Having satisfied customers who share their experiences will advertise your business and can build trust with potential customers.
One way to build social authority is to accept constructive criticisms and maintain professionalism in engaging with customers. Knowing what you share on social media and being firm and confident with it, with enough proof, will make you a key opinion authority.
Increased Brand Trust
Social media marketing is like talking to friends and family: building relationships, showing care, creating trust, and fostering loyalty. This helps create an authoritative image, making customers more likely to recommend the brand.
Consistently sharing insightful content, responding timely to messages, and genuinely showing care to your audience will make your brand worthy of people's trust. Being transparent with errors recalls, and dealings will build your brand's trust.
Increased Presence in the Market
Increased presence in the market means that a company or product is becoming more visible and recognizable. This could be through marketing, advertising, or other methods of promotion. A company can increase its customer base, sales, and brand recognition by having a more substantial presence. This is also related to brand awareness and recognition.
Improved Brand Reputation
Social media marketing can build brand awareness, create a positive reputation, quickly reach your audience, and establish customer satisfaction. These benefits include increased revenue, credibility, and advertising.
Brand reputation is also what your audience sees in your brand. Are you credible? Are you shady? Are you doing unfair practices? Are you being seen as reliable or responsible? You need to be careful since this can make or break your brand.
What are the best social media platforms for businesses?
Facebook is an excellent business platform due to its user base (1.65 billion users worldwide), ease of use, and accessibility. With numerous tools to connect with customers and track their activities, plus analytics to measure campaign effectiveness & optimize advertising spend. It's a great choice and free to use and has a reputation for strict privacy policies further add to its appeal.
Facebook is also integrated with Instagram. Running ads, crossposting, analytics, and other publishing tools make Facebook a perfect platform for social media marketing.
YouTube is an excellent business platform offering many opportunities to reach an audience and market products or services. Creative videos, display ads, and SEO benefits help marketers promote their businesses. Additionally, YouTube is a leading source of "how-to" searches, providing potential in Search Engine Results Pages (SERPs) and Pay-Per-Click (PPC).
YouTube provides an avenue for brands to take advantage of a multidimensional sense. It is easier to do storytelling with YouTube since motion videos tell more than just a photo or article.
Instagram is an excellent platform for businesses to create a digital marketing strategy and engage in online marketing through photos. It allows businesses to share creative content and interact with their followers visually. Businesses can track their posts' engagement with detailed analytics, helping the marketing team to reach potential customers effectively.
Similar to Facebook; however, it focuses on photos. Videos/reels or shorts are also available. This platform is effective for a more visual marketing approach.
LinkedIn is an invaluable business platform, providing opportunities to reach potential customers, partners, and employees. Companies can use its features to share content, build their brand, and create digital marketing campaigns, blog posts, and email marketing. With so many advantages, it's no surprise that LinkedIn is one of the most popular professional networking apps.
LinkedIn is used for a more professional purpose. This platform is used to reach businesses and companies easily. Suitable for Business-to-Business leads generation and prospecting. LinkedIn marketing is now getting traction.
Twitter is an ideal platform for digital marketing campaigns; It allows businesses to reach their target audience with short-form post updates and share content, and track engagement metrics. Businesses can use Twitter to post links to blog posts, short text messages, videos, and pictures and measure key metrics such as retweets, favorites, and click-through rates to optimize their social media strategy.
Twitter has been proven to be effective, especially in the US. A single tweet from a well-known person such as Elon Mask or Donald Trump can move huge followership to act. Most crypto companies are engaging more on Twitter.
TikTok is an ideal platform for businesses looking to reach their target audience through short-form videos. With over 500 million users, it allows businesses to reach potential customers engagingly. TikTok aims to entertain but is now being used as a marketing platform. The platform's features make it easier for the marketing team to create cost-efficient sponsored content campaigns targeting specific audiences based on location or interests.
Additionally, users are highly active and spend an average of 30 minutes daily on the app, making it an excellent choice for affiliate marketing.
How to get started with social media marketing and optimize for maximum results?
Step 1: Research your buyer personas and audience
Research your target audience by looking into their likes, activities, motivators, clothing style, media consumption, and values. This will lead you to a detailed description of your ideal customer. Then, use this information to create a buyer persona to better meet their needs with content, products, and services.
A buyer persona is a guide that can be used to communicate your message better to your intended audience. This simulates what your audience is doing, liking, economic status, activities, etc.
Step 2: Determine which social platforms you'll market on
Study your audience's behaviors and preferences to identify where they're most active. Decide which platforms are best for your business, e.g., Facebook, Instagram, or Tiktok, create a schedule for posts, and organize unique and engaging content.
The key here is to focus on one platform before moving to another. Each platform has a different strategy and keys to success. Crossposting may not always help since the audience for each platform differs.
Step 3: Establish your most important metrics and KPIs
Engagement, Click-through-rate (CTR), Conversion Rate, & Cost per Click (CPC) are the essential metrics & KPIs to establish for social media marketing. This will include traffic, views, bounce rate, and sessions for websites.
Engagement is the number of interactions b/w brand & audience, CTR is the rate of link clicks, Conversion Rate is the action taken after viewing an ad, & CPC is the cost of a click on an ad.
Step 4: Do a social media audit
A social media audit can optimize marketing by giving an account purpose and deciding if it's worth keeping. Set S.M.A.R.T. goals to help measure your progress and make your goals more achievable.
Specific (simple, sensible, significant).
Measurable (meaningful, motivating).
Achievable (agreed, attainable).
Relevant (reasonable, realistic and resourced, results-based).
Time-bound (time-based, time-limited, time/cost limited, timely, time-sensitive).
Step 5: Create unique and engaging content
Do market research to understand your audience's interests and needs—Use features like live videos on Facebook & re-post customer content with a hashtag. Capitalize on social media trends early & authentically. Create images, videos, stories, etc., using templates if needed.
Be dynamic. You need to adjust your strategy based on your market's conditions.
Step 6: Set goals that make sense for your business
Determine your business goals, choose what social media platform you will use, set measurable goals, identify relevant content for your target audience, and arrange a timeframe to reach your goal. Each platform has metrics to measure success, and content should align with company objectives and customer expectations.
Not all goals are sales. It can differ in brand awareness, loyalty, reputation, retention, and recognition. These will all lead to sales but not as a primary and initial goal.
Step 7: Organize a schedule for your posts
Determine a mission statement & create a content strategy. Create a calendar with daily posts & campaign content. Plan post types, and place them in the calendar based on purpose.
Facebook and Instagram have Meta Business Suite that will make scheduling posts easier. Some use third-party services such as Buffer, Hootsuite, Zoho, and Sprout.
Step 8: Create compelling content
Do market research and use trends on short-form video platforms like TikTok to create engaging content and unique promotions.
Re-post content from customers/promoters and encourage hashtag use for more views.
Step 9: Bring other departments into the mix
Make boundaries clear between business and personal communication. Share social data across departments to inform decisions and encourage collaboration to benefit project/decision-making.
Additionally, Involve customer service in conversations about customer feedback related to new product lines.
Step 10: Monitor and track success
Ask followers, email list & website visitors for feedback on strategy with surveys. Deliver what they tell you by adjusting content or adding new based on feedback.
Social media marketing is a powerful tool for businesses to reach potential customers and grow their business. To maximize the potential benefit, it is vital to approach this form of marketing with a plan and set realistic expectations. With the right strategy and tools, businesses can effectively reach and engage with their target audience.
We at Slaterock Automation provide businesses with the tools they need to succeed in social media marketing. From tracking analytics to automating posts and developing campaigns, We have all the resources businesses need to stay ahead in their social media marketing efforts. Contact us today!