¿What is social media marketing?
It is a technique that involves positioning actions, brand diffusion and even sales processes on social networks. It refers to all activities or measures that are used in networks to generate business opportunities by increasing customer reach and loyalty.
Try to find your audience so that your brand is present in people's daily lives, in this way you become better known and relevant to your audience, increase interactivity with it, attract more leads and generate more conversions.
These are the points that you have to cover to structure the presence of your brand in social networks and obtain the best results.
Interaction with the audience.
Investment in advertising.
Continuous optimization of the strategy.
¿Why do social media marketing?
Social media marketing is central to the business lives of many online retailers and businesses. They have brought a close proximity to the public that had never existed before and transformed the relationships between brands and consumers. Brands were able to perceive countless benefits by participating in this environment and communicating directly with their audience.
Benefits of social media marketing
Direct contact with the client
Customers contact the business through messages or posts. If the company reacts immediately, it can create a stronger bond, a proximity to the customer that could not be achieved by other means.
Increase the engagement of your audience
The consumer is passive in front of a television commercial or billboard, but on social networks they can comment, share, send messages and interact in various ways with the click of a button. Consumers stay close to the brand in their daily lives by browsing the platforms, thus increasing engagement with it and building a stronger relationship. As a result, a community is created around the brand.
Increase the reach of your brand
There are more than 3.8 million social network users worldwide. This represents almost half of the world's population. During 2020, social networks had an increase of 15 new users per second, giving a total of 1.3 million users per day. The staggering numbers of social media users show that one of the main reasons brands are on those platforms is to get more people to know about them.
Humanize the brand
Social networks create opportunities to show behind the scenes of the company, making it clear that your brand is made by people. You can use a more friendly language and chat with users on equal terms.
In the networks, brands assume a clear position in terms of values, attitudes and principles. These are reflected in their content that aims to make them less mechanical, more human and authentic.
Generate traffic and conversations
It is a great way to attract visitors to blogs or websites. A prerequisite is to present good content. These platforms allow you to provide links to your website or ecommerce and promote the contents of your blog, consequently they can convert your followers into leads or customers.
Some networks already offer purchase possibilities or product catalogs within the platform itself, which increases the sales possibilities, therefore followers are also real opportunities for your business.
Study your audience
You can talk to people to understand what they like and what topics motivate their participation. The platforms provide valuable data about the audience that follows your brand, such as: age, gender, location, title, interests, etc. Plus, tracking mentions let you know what people are talking about and what they think about your brand.
Target ads accurately
Social media advertising platforms provide valuable audience data. Users may not realize it, but all the time they are providing information to platforms about what they like the most, the profiles they interact with the most and the websites they visit.
Platforms offer this data to advertisers who spend money on targeted ads and get the power to reach the audience they want. Advertising investments become much more efficient and generate more profitability.
Tips to manage your social media marketing strategy
It is important that you create a social media marketing strategy before you start, this way it will be easier for you to create content and you will be able to maintain a solid posting schedule.
Define your goals
In order to define your goals, you must plan an effective social media strategy.
- Increases the reach or recognition of the brand.
- Increase brand engagement.
- Drive traffic to the website, blog or ecommerce.
- Generate leads and subscriptions.
- Increase sales.
- Build a community for the brand.
- Provides customer service.
- Monitor conversations about the brand.
When you set your goals, you will need to know what metrics or KPIs to monitor to see if you are on the right track. If you want sales, you need to track conversations on your website.
Create a “buyer persona”
This is also one of the pillars of marketing on social networks, perhaps you already have a defined target audience for your Marketing strategies:
- You need to talk to people of a certain gender.
- In a certain age range.
- They live in a certain place.
- They have certain habits in common, for example, those who enjoy sports.
Questions to ask in the “buyer persona” profile:
- How to talk to this person?
- In what channels are they informed and related to others?
- What formats do they use to consume content (texts, videos, audio, etc.)?
- At what times of the day do they use social networks?
- What are their interests that you can help with?
- What are your needs and questions in life?
- How can your product and your experience be useful to them?
It is with the “buyer persona” of your company that your content will be communicated, you must take care of the language you use to avoid sounding superficial and/or generic. In social networks you interact with individuals and you need to know them more thoroughly to establish real communication.
Organic and paid posts
There are two types of publications that we must consider for our strategy: Organic (free) and Paid. Organic posts are the ones that keep users informed and engaged, that naturally grab their attention and even prompt them to interact with them. Paid posts, on the other hand, are one-off: They target specific audience segments by paying for advertising to achieve certain goals.
Don't be afraid to pay to enter the game!
The extraordinary prominence of the social network Facebook on the Internet has been corroborated and more than demonstrated with its approximately 900 million users, significant activity, daily connections lasting several hours, constant uploads of photos and posts, etc.
Companies have not been indifferent to a true social phenomenon like Facebook, because according to Statista statistics, at the beginning of 2020 Facebook reached its maximum number of advertisers with a total of 8 million, twice as many as in 2016.
Observe your competitors
It is true that sometimes, although you know who your product or service competitors are at a business level, you are not sure who your competitors are in “social media”. Follow these tips to find out:
Research the hashtags related to your sector.
Memorize those that are related to your brand or your business sector. You will find people who talk about it and brands that are dedicated to the same as you.
BSearch the brands positioned in google.
Perform a search through Google with the keywords that are related to your business. Stay with the first results that appear, look for their social profiles and review them thoroughly.
Listen to your followers.
Users are used to talking a lot through social networks, today anyone gives their opinions or starts conversations through Twitter, Facebook, among others.
Look at your main competitors
If you already know who your competitors are at a business level (of products or services), analyze them.
Analyzing your competition in social networks has many advantages. These are the main ones:
- You have an overview of what's going on in your sector on the networks and how it works.
- You save time when doing a SWOT analysis to see where your strategy fails and where others succeed.
- It helps to develop new ideas, since it is the best source of inspiration when observing what your competitors do well or what has worked for them.
- You will be able to thoroughly analyze your own strategy and you will know what you do well and what you do not do compared to the rest.
- You get ahead of your competition by discovering the areas less worked on by them.
- You know your customers better, their habits and aspirations.
- You will avoid closing yourself to your marketing strategy and you will improve your positioning.
Thanks to the metrics offered by the different social networks, there are currently multiple ways to monitor either our competitors directly or the conversations that occur on social networks that may interest us.
The publication of frequent content is a very important technique for your content marketing plan to be really successful, since it will help you to generate trust among the users who follow your brand, among which there may even be "brand advocates" who They will help you drive your strategy through recommendations and positive reviews.
Post more images
The images flood these pages of personal photos, offers and promotions of companies and even events of our favorite music groups.
What is the rise of images?
When entering a page of any social network, surely the publication that makes us stop will be the one that always includes an image, since it attracts more attention than any block of text and is also much more easily assimilated.
This consequently means that in addition to getting more views, these same publications are the ones that get the most likes, favorites, retweets, comments, etc.
Why and how should we use them in social networks?
The images also serve to highlight our profiles on social networks, either by choosing a predominant color, a specific type of images, filters (if used), etc. This is valid for a personal, professional or brand account.
What types of images can we include in our publications?
We must take into account that photographs taken or created by oneself are always better and more attractive, although at some point we can use image banks, we must also try to be linear with the style.
It is time to use social networks in our favor and accept them as a means of communication and sales that brings real results to thousands of companies around the world every day. We can help you create your content strategy, contact us to schedule a virtual appointment.