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Understanding Social Media Marketing: What's in it for you?Admin 09-11-2020
Social media is a great tool to connect with your friends, family, and relatives. So, naturally, a lot of people use different social media platforms regularly. For marketers, this created a huge pool of consumers gathered in one place. And what is better than this to target consumers on a platform with millions of users? Right!
Social media marketing is creating content, whether textual, graphical, or audio-visual, to interact with your customers to increase user engagement and generate traffic for your website.
Every year, many new social media platforms emerge and many of them go obsolete. However, some are absolutely loved by the users for many consecutive years.
Out of all the mobile internet users in the world, about 90.71% of people actively use different social media platforms. And so, they have become one of the best mediums to interact with your consumers without investing a lot of money into it.
How social media marketing works?
Depending on the platform itself, there are different ways that brands can promote themselves on social media. At a glimpse, social media marketing is all about creating relevant content for different platforms to drive user engagement.
Content can be anything ranging from text and images to audio-visual graphics. Now, however, the context of the content is just as important, if not more so, to keep your posts relatable and interactive for the consumers.
In some social media sites, textual content works more, like blogs. While in platforms like Instagram, images, and short videos work more. Different from both, YouTube is a platform where videos are shared.
You will be able to market your brand more efficiently by creating content that seamlessly integrates with the platform and its dynamics. So, for YouTube, you may have to create longer videos, whereas for Instagram an image of the same or a short video is enough. As mentioned earlier, you need to make sure that content fits the context of the channel. If you use Instagram to write a 3000-word long post with an image for that one point somewhere in the blog post, then it will not give you the same result as an image or a short video that explains the same blog post concisely.
Hence, the right content with the right context on the right platform works its charms to gather more engagement from consumers. The consumer engagements can be simply measured by the likes, comments, and shares on your post. These are the ways you can know that consumers are talking about your brand.
Slowly, this engagement will be the reason behind higher conversion rates. People buy what they trust or what they like, and they like and trust what they see or hear about the most.
There are, however, certain ways that you can reach your target audience faster. Various social media platforms provide features that can give you more exposure and engagement than simply writing down rows and rows of text.
We have mentioned some of them below.
Hashtags (#) are a great way of including metadata to your posts. You can directly target those users who follow a particular hashtag by simply adding it to your post. By adding a hashtag, you let others know what topic your post is about and so, everyone following that topic will be able to see your post.
Hashtags have become very common among almost all popular social media platforms, from Facebook and Instagram to YouTube and Twitter. You can choose to create a brand relevant post on the trending topics, which can help your post reach a wider audience.
Posting on forums and groups
Platforms like Reddit and Quora is a great way to target the specific audience among the vast sea of social media users. You can check out which forum on these sites has the users that you have been looking for and accordingly promote your brand, product, or service there.
Likewise, Facebook allows you to join groups of people with similar interests. For example, if you are a furnishing brand then you can join home décor groups on Facebook and create posts that interest the users on that group.
Call-to-action or CTA is necessary for every copy or content no matter where it is getting posted. On social media platforms, depending on your goal, you can put a CTA.
Most of the time, brands want engagement on their posts. Instead of directly asking to like or comment on your post, you can ask a question related to your brand or the field you are working in. Or you can ask for feedback from your consumers. This will give your consumers something to talk about in your post.
Apart from that, hosting giveaways or contests can also bring more engagement with your posts on social media.
Facebook allows brands a specific Business suite that allows you to track your brand’s performance on the platform. From there, you can also choose to run ads on Facebook.
It allows you to target a specific audience that you think will be interested in your brand. You can choose what age group you want to target, what are their interests, their location, jobs, gender, and even their relationship status. It will help you narrow down your target audience to a specific group of consumers so that your ad only reaches those consumers whom you think will be interested in your product or service.
After the advent of Instagram, the concept of influencer marketing has boomed to great heights. Businesses and companies are now adding funds in their annual budget specifically for influencer marketing. Currently, more than 65% of brands invest in influencer marketing.
Influencers are social media personalities that have a huge following of users. They are the trendsetters in different fields whether it is clothing, makeup, travel, home décor, or food.
People follow influencers to get inspired by their content and follow their choices. The influencers create a large platform of their own on social media and use it to convince their followers to use the products and services they promote on their page or account.
Influencer marketing is more popular on visual social media platforms like Instagram and TikTok as compared to Facebook or Twitter. You can collaborate with influencers from your field of work. For example, if you are a restaurant, you can collaborate with a travel or food influencer to promote your business.
What you must check before starting a collaboration with an influencer is the number of engagements that they have on their posts instead of only their followers. This way you can be sure that your product or service will be promoted to real people and not bots.
Influencer marketing is trending right now because users like the way a product/service looks or sounds on the influencer or in their post. This is why they are encouraged to buy that product or service.
As it is, consumers want to buy what they see and like. Social commerce allows them to directly buy the product or service from the social media platform without exiting it, going to your website, searching that product, and placing the order.
Features like product tagging (in Instagram and Facebook) and links in the stories allow consumers to directly buy the product that they are seeing in their feed. Or, if you have created a story for any of your products or service, you can put the product page link in the story from where the user can directly click on the buy now button and get it without any hassle.
You can use the product tag feature on Instagram and share the same post on Instagram and Facebook by simply choosing to share it on Facebook before you share the post. To be able to do so, however, you need to have an Instagram shopping account.
Stories and Short videos
Stories have become quite popular on almost every platform. Small videos that disappear after 24 hours unless they are saved as a highlight can be used to show the workings of your brand, or they can be used to put festival greetings or offer promotions, alerts that stay for a limited time only.
Short videos, like Instagram reels, are becoming more popular because of their highly engaging content and shorter time investment. Consumers get instant entertainment without spending 30-50 minutes watching a single video or can watch more than one video in the same amount of time.
The content that goes in these short videos must be packed with information, quick, witty, and entertaining. You can collaborate with influencers in this as well to promote your brand or you can create your own content to reach your audience with the most engaging format, video.
Social media websites have changed their algorithms to increase the number of ads posted on these sites. This has drastically decreased the organic reach of quality posts to its users. However, by using the right tactics, you can make sure to reach your target audience on social media networks.
Before that though, it is also important to choose the right platform for your brand or business. Various social media platforms come and go every year so it is wise to choose the ones that have been there for a while, those that are most popular among your target audience.
Digital marketing firms are always helping out those who are in need to promote their businesses online. If you are a new business or simply want an expert in digital marketing, they are the ones you should contact now. They will help you set-up your brand presence on various platforms on the internet including social media networks. What’s more, they will also constantly monitor your business on every digital platform and compare results with the industry benchmark to reach your consumer target faster.
Which social media platform do you think is best for interacting with your consumers? Let us know your thoughts and why you choose that platform in the comments below. You can also state your queries about the content you see here in the comments section, and we will do our best to answer you.