What is social marketing

How to: Your social media marketing

To begin – what are social medias actually? Most people immediately think of Facebook when they hear the words social media. Facebook isn’t the one and only though – social media are all interactive Web 2.0 Internet-based applications that are used globally and locally. Instagram, Twitter, Snapchat, WhatsApp, LinkedIn, Pinterest, Wechat are some of the most well known social media platforms. The common denominators between all social media platforms are that the websites and apps enables users to create and share content or participate in social networking.

New social media websites and applications pop up all the time, but only few make it big and even fewer make it big globally. There are several language- or nation-specific social medias, such as Baidu Tieba and Weibo in China or VK for Russian-speaking populations, that will never reach a global audience, but are regionally vital.

This also means that while social media marketing can be superficially described as promoting your business through sponsored and organic posts, networking, content creation and sharing on social media platforms, it is also much more than that. Social media marketing is a very complex area, with much to consider in order to create a functional campaign reaching your customers and goals.

Create a social media marketing plan

Obviously you need to be present on social media, but Facebook has 2,27 billion users worldwide, Instagram has one billion users etc – so how do you reach your customers? It isn’t just as easy as creating a business profile on Facebook, upload some sort of content a few times a week and be done with it. You need to set a direction and a goal with your social media marketing plan.

Define your mission

  • What do you want to achieve with your social media presence? You need to consider what your goal is, and how social media presence might help you achieve it. Which steps are necessary to make your social media presence an integrated part of your marketing plan?

Who is your target audience?

  • And why do you want to reach them? Use your knowledge based on your existing customer base, personas from your general marketing plans and create your social media marketing plan based on this – keep it in line with your existing marketing. Remember that using analytical tools and tracking tools gives you a lot of options to perform A/B-testing on new and existing customers groups on social media. You may have several customer groups – a clear social media strategy gives you an excellent option to find out how to reach them.

Identify your competition

  • What makes you stand out in the crowd and what is your company’s unique value. Rather than performing as a faceless company, make use of the personal connection on social media to engage your customers with humor and character. Be real and show a personality and engagement that your competition can’t match.

Find the right social media platform

  • It’s easy to just use the social media you’re used to and know well. Not all platforms are right for your product and not all platforms are being used by your audience. You can’t expect all your customers groups to be on the same social media or to behave the same way on different social media platforms. Sometimes the right platform may be Facebook, other times it may be smaller social networks for net-based communities with very particular interests.

Which type of content will you produce?

  • Is it in line with your goals, audience and the selected platform? Are you able to produce the content yourself, or do you need assistance in form of an agency? Remember that your content must be engaging, clickable, audience relevant and within context. You will find different people at a students party and at granny’s birthday party, even though there may be overlaps – but the people who are present at both places will probably behave very differently at those parties and have different expectations to the entertainment.

Measure your performance

  • Measure your performance through analytical and tracking tools to understand your presence on social media and your interaction with your audience. It is the only way to strategically improve your performance and analyse how to enhance your connection with your audience. Use your data to review your strategies and measure if your outcome matches up to your goals and mission.

Social media marketing is virtually unavoidable in today’s climate – creating a strong marketing plan and partnering up with the right SaaS-providers who can offer your company the analytical and tracking tools you need to achieve your goals is vital for your business. Make sure your partner is in line with your needs, values and expectations to reach your goals.

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