What is social media marketing
Social media has rapidly integrated itself into our everyday lives, both personal and professional, and it’s perhaps had no greater impact than on the world of marketing, with consumers and brands seeing enormous benefits and changes.
The advantages of social media marketing are numerous.
- It’s cheaper. A lot cheaper. You can reach 1,000 people for a fraction of the cost using social media than you can through television, billboards or even email
- Social media is the only marketing platform that allows you to engage and interact with your consumers – it’s a two-way relationship, which can be hugely lucrative for brands
- The results are measurable, and marketers can take immediate action to spot trends and re-align campaign
Points to consider while designing a Social media campaign
Social media campaigns can be time consuming and the impact can disseminate very quickly, whereas traditional marketing campaigns, certainly in television, can produce short term results that have greater tangibility.
Consider every other aspect of the marketing mix first and to plan the social media campaign as a compliment to existing communications. It’s important to catalyse marketing messages with major channels of promotion, and only use social media to interlace those messages and help to further communicate them to the consumer. Using both push (traditional) and pull (social media + viral grassroots) marketing strategies to present your consumers with a 360-degree, well-rounded understanding of your company.
Use a visual ad to build trust and branding. Advertising’s high barrier to entry reinforces exclusivity and brand prestige, makes competition a lot easier, and makes acquiring market share even simpler. If you can change customers’ moods through imagery, you can also inadvertently change their decisions, too. Remember advertising is designed to evoke emotion, one through words or text and the other through imagery. A picture says a thousand words — and without a visual ad of some kind, that would be a lot of influential “words” to lose!
Use social media to communicate directly with consumers. Fit social media messages into the already-existing PR plan, but add a consumer-centric twist to your messaging. For example, instead of saying, “Our cupcakes are on sale for 20 weeks with a percentage of the sale going to Breast Cancer Awareness” — which is how you might alert a journalist — speak directly to the consumer with something more friendlily.
Control the conversation as much as possible. Every marketing campaign will naturally have some word of mouth, so companies should give consumers the right conversation topics need to create healthy discussions about the brand. It’s important to keep in mind that consumers will naturally always have vested interest in themselves, and not necessarily the brand.