There are many benefits of Social Media Marketing for business. But what exactly is Social Media Marketing and how can it work for your business?
Social Media Marketing is the use of social media platforms to connect with your target market to increase brand awareness, drive traffic to your website and increase sales and leads.
By publishing content on your social media channels, you can generate interest in your business and engage followers. What’s more, sharing unique content, that is tailored to your brand and target followers will boost your online following – increasing both conversions and brand awareness.
The benefits of social media marketing for business are great as it helps you to reach the right people…your prospective customers. With several different social media platforms and strategies, organic and paid, it’s important to find the right one to suit your business, its needs, services and products.
Understanding Social Media Marketing
Social media platforms are computer-based platforms that allow the sharing of information, text, imagery and video; both organically and via advertising. The variety of popular social media platforms mean that the benefits of social media marketing for business can take many different forms.
Before you start using social media marketing, it’s important to understand how businesses use it. As well as using social media for organic posts (an increasingly important part of social media marketing), social media platforms also allow paid advertising.
Advertising enables businesses to position their products and services in front of a much larger audience of prospective customers than they could achieve from organic social media alone. Advertising can take the form of images, video, text and more.
When you plan your social media marketing campaign, you must firstly define your desired outcomes and targets.
Are you looking to:
- Increase website traffic
- Direct traffic to landing page
- Collect email subscribers
- Increase sales leads
These are only some of the outcomes or goals that you may wish to target. It is clear, however, that unless you set targets, you won’t be able to determine if your social media marketing has been a success. And ultimately, you may not realise the full benefits of social media marketing for business.
Types of Social Media Channels
As mentioned, social media channels vary depending on your business and your target market. Different platforms present different visuals, technologies, capabilities, and assets.
LinkedIn is one the fastest growing platforms and is very relevant for business, especially business-to-business marketing. The platform’s development has seen it grow to over 700 million members, in 200 countries and territories worldwide while over 55 million companies have profiles on the site. Twitter, Instagram and Snapchat provide good competition in the market and LinkedIn is second (behind Facebook) for delivering leads to marketers.
Facebook is one of the best known social media marketing channels in the world, with over 2.8 billion active monthly users. It’s the world’s third most visited website and the second-most downloaded app. Facebook appeals to business due to its massive user share which is one of the primary benefits of social media marketing for business. The site allows businesses to advertise themselves, their products and services, in a variety of forms.
Twitter and Instagram also offer options for social media marketing. Twitter is a microblogging social media platform where users post “tweets”, while other users can like, comment or retweet (share). Marketing on Twitter centres around the publishing and distributing of content for your target market and personas – allowing for adverts in the form of promoted tweets, account trends and more.
Instagram differs from other platforms, as its focus is on the sharing of photos and video. Instagram has 130 million users engaging with shopping content every month which creates an enormous potential customer base in front of which you can put your brand and products. The main downside of Instagram organic posts is that links/urls cannot be added to post text.
How Social Media Helps in Marketing
Reaching your target market online can be difficult if you are only using your website to market your business. To fully reach that audience and inform them of your brand, service or products, social media marketing for business is essential.
Social media marketing is a vital element of all marketing strategies. While most strategies will differ depending on the business and its needs, social media is definitely one channel to focus on.
This can bring your business to the next level whether you’re running a specific marketing campaign, introducing new products and services, running offers or simply keeping your customers, followers and target market up to date.
Benefits of Social Media Marketing for Business
There are a range of benefits of social media marketing for business, quite apart from your specific marketing goals. Many benefits will overlap and increase the business presence online, helping your business to grow. These can be monetary and non-monetary advantages but are all important to ensure your business is seen as a leader in the industry.
These can include:
- Increase brand awareness.
- Establish your brand as a thought leader.
- Increase website traffic.
- Generate leads.
- Boost sales.
- Promote content.
- Targeted Advertising.
- Connecting with customers.
- Gaining trust and attention.
How to Measure Social Media Marketing Performance
Peter Drucker, widely respected and credited as the founder of modern management, once said “If you can’t measure it, you can’t improve it” and that rings true for social media marketing. If you can’t track how your marketing is doing, how will you know whether it’s been a success or not?
The biggest marker of a successful campaign is whether it achieves its goal. Gaining traffic when you’re targeting leads…adding followers when you are targeting website traffic…knowing what success looks like must be defined at the beginning of your campaign (and can be adjusted as the campaigns rolls out). These can be difficult to define at the beginning of campaigns…so it’s important to adjust and refine depending on performance.
Depending on your social media marketing, how you measure its performance will vary. Social media platforms have their own interfaces to provide your business with information on performance over the past days, weeks and months.
Facebook (Insights), Twitter (Analytics), Instagram (Insights) and LinkedIn (Analytics) all have their own in-platform analysis and measurement areas. Using these, you can see impressions, visits to your pages, comments, shares, likes and much more.
From these, you can review your organic posts, analyse their success, and use the data and insights to create and refine your campaigns.
Similarly, to analyse the benefits of your social media campaign on your website, tools such as Google Analytics are a necessity. Google Analytics will track the goals you set up, such as contact form submissions, button clicks, emails sent, phone number clicks and more. Google Analytics also tracks the pages that have been visited from your social media channels along with further website metrics like time on page and the number of people who bounce from your website pages.
Sounds like a lot, doesn’t it? Don’t worry – We can help!
Promotive Social Media Marketing Services
The Promotive team plan, develop and manage creative social media marketing campaigns for our clients to create a strong identity and online presence. With approximately 1.3 million new users every day joining social media, it’s important not to underestimate the power of social media as part of your digital marketing strategy.
Social networking is one of the fastest-growing digital platforms. People love to create and share news on social media platforms and they have become the go-to channel for business and product content, reviews and recommendations.
Our Social Media Services Include:
- Social Media Setup
- Social Media Strategy
- Social Media Audit
- Social Media Management
- Content Creation
- Social Media for Start-Ups
- Pay-Per-Click Advertising (PPC)
- Influencer Marketing
Working with Promotive means you will have dedicated strategists who understand how to drive your consumer interaction, extend the scope of your brand and network in your space with influencers. We will help you maintain a clear, active presence on the platforms where your core audience lives – LinkedIn, Facebook, Instagram, Twitter, Pinterest, Snapchat or YouTube.
The Cantec Group’s marketing agency, Promotive, also provides other marketing services such as PPC, Web Design, Content Marketing, Logo Design, Graphic Design, Branded Merchandise, Promotional Products and so much more.
Get in touch now to start your project – email us on firstname.lastname@example.org or phone us now 051 337 012 / 0818 337012
What are some social media marketing tips for business?
The most important thing is to make sure you are using social media to help your business. Social media allows you to showcase your business to your prospective customers, advertise your services and products and increase your brand awareness.
- Ensure your branding is correct, with logos and imagery to grab the attention of potential customers who will see your pages and posts.
- Utilise your social media marketing to advertise your services and products
- Showcase all parts of your business that your potential customer could want,
- Develop specific campaigns to target clear customer personas.
A key element of social media marketing is to always include a call to action (CTA). You need to create intrigue and develop interest to attract your customer to your website, to message you or to follow you.
What are the best ways to use social media for marketing?
The best ways to use social media depend on your own business – but it’s really important to use social media. Whether that’s organically or by utilising paid advertising, both will push your business in front of new customers.
Organic posts can be as often as possible and have no cost which allows you to try different ideas, post types, post times and a variety of imagery.
Paid advertising, meanwhile, incurs a cost but can be very useful to get your business and services in front of a specially targeted market.
We recommend a blended approach – Be daring and dynamic with your organic posts to see which ones get the most response. Then, armed with some metric and analytics , you can pay to get the more influential posts in front of more people.
How much is social media marketing?
Social media marketing costs can vary from zero to any amount, depending on your campaigns, goals and business.
Organic social media has no platform costs, but costs may be incurred when preparing posts, imagery, video etc.
Paid advertising costs can vary depending on what your budget is, what your campaigns are and what your goals may be.
It’s important to remember, to get the benefits of social media marketing for business, try out organic and paid advertising, working in tandem, to help put your business in front of your target market.