- 1 What is Social Media Marketing?
- 2 The Main Problems of Social Media Marketing
- 2.1 Who is the target audience?
- 2.2 What social networks to build communication?
- 2.3 What does the company want to get from SMM?
- 2.4 How much money and time should be spent?
- 2.5 How to verify that marketing works and the company gets the expected result?
- 2.6 How to make a content plan
- 2.7 Who will produce the content?
- 2.8 How to gain an audience
- 3 What do you pay for in your advertising account
What kind of social media marketing platforms, you use?
Of course, there are a lot of platforms available on the internet. But you need to work with your kind of platform.
Are you aware of these words? SMO and SMM?
Still, I am going to explain it first, SMO – known as social media optimization, in this people use to follow the organic way to get engagements on your page or profile.
While in SMM, known as social media marketing. This one is the paid method to get relevant traffic, leads, sale or else.
Let’s go more in detail with social media marketing tips.
Social Media Marketing Tips
What is Social Media Marketing?
Most likely, you already know that marketing is how a company communicates with the outside world in order to make a profit. SMM is one of the channels of marketing, namely marketing in social networks.
For SMM, paid and free tools of social networks are used: publications, advertising records, banners, targeting, personal communication with potential and existing customers.
What Give Social Networks for Business
Portrait of the target audience. When you communicate on behalf of the company, you see who is following you and who is not; who actively interacts with content; who is interested in the product; what kind of pain the audience has and whether the product helps to get rid of it.
The presence in social networks and contact with the audience helps the company better understand its needs and adjust the content and product in accordance with these requests.
To test the hypothesis about whether you have the correct assumption about your target audience, you can use targeting tests in advertising cabinets.
Coverage and Mention
The more company content is distributed on social networks, the higher brand recognition. If a person sees a publication ten times that your service is the best and most convenient, when he has a problem that the service solves, the first thing he will remember is the most mentioned company that can solve this problem.
Social networks include likes, reposts, comments, click links. It’s important to monitor the level of engagement in order to publish content that will hook the subscriber and make him interact with him, rather than flying down the stream.
Comments are important for collecting feedback on the product and content and working out the negative that may be associated with them – the way you communicate with customers in public is visible to everyone.
Transitions to the Site
This item is especially important for eCommerce projects and Internet services. Through social networks, they attract customers to the main sites and promo pages of advertising campaigns: they collect leads, registrations and email addresses, sell goods and services, track conversions – useful actions that occur on the site.
The Image of the Employer Brand
Some companies build their image through social networks as an employer brand: they talk about company employees, their lives, values and hobbies, and what needs to be done to start working with them.
Here are some useful guides to read:
The Main Problems of Social Media Marketing
SMM -The struggle for survival in the conditions of information noise. Submit your feed on on Facebook. Most likely, the feed is being actively updated, every few minutes more and more new content appears. Now imagine what you need to do so that among all this content the user selects and reads the entry on the page of your company.
This difficult task is complicated by the algorithms of forming news feeds, the task of which is to somehow streamline the continuous stream that flows to the user. In order to survive, you will have to make quality content. And do it a lot.
Before you start a campaign, ask a few questions:
Who is the target audience?
The more accurately you determine who your target audience is and what style of communication it prefers, the more successful your interaction will be. If you do not know to whom and what you are selling, you will not be able to create a working content plan for social networks.
Find out how old a typical client is, where he lives, how he talks. Make a value proposition – an understanding of what customer problem your product or service solves.
Try to start right away at all. If you don’t have time to create unique content for each account, for starters you can publish the same thing everywhere.
What does the company want to get from SMM?
List the most important conversions for the company. For example: sales, registrations, newsletter subscriptions, abandoned phone numbers. Immediately write down the desired results in numbers, so that after the start of the campaign, compare real results with ideal ones.
How much money and time should be spent?
If you have a small startup, you can invest in a minimum of SMM and pay only for the purchase of coverage, and make the whole team content with pure enthusiasm. In order to keep an account interesting, it is not necessary to immediately make a lot of expensive content. It is enough to do it sincerely, as the content manager
Remember that you don’t need to demand sales, leads and conversions from your team if you haven’t invested in coverage. You will not repost the company’s communities by reposting on your personal pages unless you are a leader in public opinion.
How to verify that marketing works and the company gets the expected result?
Counting likes and audience growth is an important part of the SMM, but not the most important. Using existing analytics tools such as Google Analytics, Metrics, Amplitude, you can track sales through social networks, registrations, newsletter subscriptions – that is, any conversions.
How to make a content plan
When you have decided who your target audience is and found it on the social network, try to create a content plan. Ask these questions before you start:
What value will the content bring to the reader? The three core values that a user who scrolles a feed is looking for are entertainment, new knowledge, or inspiration.
Who will produce the content?
If you have a startup or a small business, most likely they will write everything, because there is no point in hiring a content manager.
Publications are more noticeable if they are accompanied by pictures and videos. Therefore, decide whether the designer will do this as a team, or whether to invest in buying pictures from an external illustrator.
Remember the features of content consumption and the formation of the tape in different social networks!
If you frequently post on Facebook, the algorithm will decide that you are posting low-quality content. So you lose some of the organic coverage. It’s not customary to post often and a lot on Instagram – limit yourself to one, maximum two posts per day.
Twitter you can publish as many as you like – the tapes are updated there very quickly, and the more you publish, the greater the chance that the content will be noticed.
How to gain an audience
Even if you regularly publish quality content, gaining an audience and engaging without additional investments will fail. Community promotion will be helped by social media advertising rooms.
Through the advertising office, you can promote the entire community, a specific entry in the community or an external site – in the banner network.
What do you pay for in your advertising account
Reach or impressions – how many people will see the ad or banner;
Link clicks – how many clicks will be made via the link in the advertising record or on the banner.
Any advertising office allows you to collect a targeting list – parameters by which it will be determined who will see the advertisement and who will not. It is ideal to have 50-100 thousand users in it. Less is too narrow, you can’t get there, more is too wide, but it’s not scary if you can spend a lot of money on tests.
A thousand to ten thousand users should see an ad. Sometimes internal tools are not enough to form a targeting list. Then marketers use additional tools for selecting an audience, Most often, in advertising offices you can choose on which platforms they will see the content – you can only target mobile versions of the site, or only full versions.
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