Social Media Marketing is an essential part of the modern marketing mix. These modern communication platforms, have an unprecedented ubiquity, reach, and potency. They represent vast opportunities to make contact and engage with potential customers in ways that were never possible before.
Importance of Social Media in Your Marketing
Social Media is the combination of online communication channels which are dedicated to community-based input, interactions, and content sharing. To many, this represents the future of communication. It allows people and companies to create and share information, ideas, pictures, videos, and many other types of content.
Benefits of Social Media
A recent study showed that about 62% of marketers have reported a positive change in their marketing campaigns after they began to incorporate social media as a foundation for those campaigns.
The benefits of Social Media marketing are not isolated to massive corporations with a seemingly unlimited marketing budget. Small and medium-sized businesses have also realized unprecedented growth as they’ve started using this tool. They have been able to increase their business revenue, extend their promoting endeavors, and reach a wider audience. Around 34% of medium-sized organizations are now utilizing social platforms as a showcasing platform.
Choosing Your Social Media Platforms
Start with Your Marketing Goals
Maintaining a social media presence can take a lot of effort. As such, it is important to review your overall marketing goals, and determine which goals can be met or supported by marketing on social platforms.
While the ultimate goal of every business is to generate revenue, different organizations have different objectives for their social media marketing plan. Knowing what you want to achieve at the outset will help you in choosing the best channel for your business needs.
Know Which Social Media Platforms Your Target Audience Uses
Now that you know what your end goals are, you need to know who you’re trying to reach. Review the “Target Market” section of your Marketing Plan. Knowing, in detail, who your ideal customers are will make it easier to find out where they hang out online and what they care about.
For example: people between the ages of 18-34 generally hang out on newer social sites like Snapchat, Tik Tok, and Instagram. More mature people can be found on sites like Twitter, LinkedIn, and Facebook.
If you’re not sure where to start, take a look at where your competitors maintain a pronounced presence. Also pay attention to where they get the most engagement.
Know What Your Target Audience Wants from Social Media
Figure out what gets your audience most excited. You can gain this information directly from your customers. You do this by conducting interviews, questionnaires, or other direct-engagement methods.
However, the most profitable method is probably the most obvious: watch them online. What types of content do they engage with? Are there consistent topics that they post about? What makes them happy? What makes them sad? How do they engage with other companies?
You can also continue conducting research into your competitors. Don’t just look at the content your competitors are posting. Also take note of the formats they post in, and how their customers engage with them.
For example, if you notice that their long-form videos do exceptionally well, you may wish to incorporate video-friendly platforms such as Facebook and YouTube into your Social Media Marketing Mix.
Determine What You Have Time For
Maintaining a social profile takes lots of effort. With that in mind, choose those that you will be able to maintain easily and consistently. Some platforms are time-consuming to maintain while others would take less of your time to maintain.
If you only have an extra hour every day, keep your reach limited to the one or two social networks that will provide the greatest payoff. If you are short on time and think you have to be on multiple channels, you may consider outsourcing your social media management.