Red Crow Marketing can help you create a well-structured social media marketing program that can deliver customers, not just “Likes”.
WHAT IS SOCIAL MEDIA MARKETING?
Social Media Marketing (SMM) is a form of marketing communications placed on social networking websites, such as Facebook, Twitter, and LinkedIn. Social media marketing includes posting text and images, news updates, videos, and other content that drives organic audience engagement, as well as paid social media advertising.
Social Media Marketing is more than just posting images or text. SMM can help drive user engagement, increase brand exposure, and communicate directly with your customers.
At Red Crow Marketing we consider your business goals and create a social media marketing strategy that goes beyond likes and shares.
ORGANIC REACH VS. PAID REACH
Both organic and paid posts aim to reach the right audience, engage or convert.
Businesses post content such as images and videos to engage with people. You can publish tweets on Twitter or post on Facebook, and it doesn’t cost you anything. Organic reach is the number of people who see your content without you paying for them to see it. The bigger and more engaged your organic audience is, the larger your organic reach is.
Paid reach refers to the people who see your content because you paid to reach them. Paid reach can be very effective for the right products. A study found that paid social ads are how 27% of internet users find new products. Paid Social Marketing uses text, image, and video ads to display to target audiences on a given social platform. Social media can gather granular data on its users. Advertisers can use this data to target audiences with specific habits or interests and geographic locations.
HOW PAID ADS CHANGED SMM
Before, a business could post strong content and grow their social media following easily. With daily posting, they would receive “likes”, comments, and shares, all without spending money.
Nowadays, most social media platforms are making it harder for businesses to build an organic following. Why? They want you to spend money on ads.
SOCIAL MEDIA IS GROWING
The amount of time and number of people using social media continues to increase, even to a level of addiction. In 2019, people spent an average of 2 hours and 24 minutes a day on social media. A survey found that Facebook has about 2.45 billion viewers each month and 74% of users view it daily. That’s a lot of people. Snapchat daily user rates are around 61% and Instagram users somewhere near 63%.
With such large audiences, social media offers a huge option for promotions. You can use it to promote brands and market products or services to large groups or small audiences with specific characteristic(s).
There are over 200 social media platforms, and they are always updating and adjusting their platform, rules, algorithms, etc. Because social media is so dynamic and complex, SMM can be one of the most difficult for businesses to use effectively.
KEYS TO SUCCESSFUL SOCIAL MEDIA MARKETING
Marketing and advertising should always begin with planning. Taking time to create a clear, precise picture of what you want to accomplish is the first step.
Building a social media plan is critical to successful social marketing. Your industry and audience should drive your SMM strategy.
For example, hospitals that need to build community awareness could use a strong presence on Facebook or Instagram. While a business-to-business organization or a manufacturing company might find more leverage on Twitter or LinkedIn.
You can start by asking some simple questions.
Who are you trying to reach?
What do you want them to do?
Where do you find these audiences?
What offers and messages do they engage with?
What keywords are used most often that are related to your product or service?
With these questions answered, and meaningful metrics established you are ready to dive deeper into social media marketing.
Content is used to create awareness, interest, desire, and promote audience engagement and conversions. Good content or offers are key in SMM to grow audiences.
People are exposed to social media content and ads every day. Therefore, you must give your audience more for their time. If you just brag about yourself in posts or tweets, you won’t stand out. However, if you develop exciting, timely, valued, and relevant content for your audience, they’ll bite!
Once engaged, you can deliver gentle messages about your product or service. But, there must be a balance between what they want to consume and what you want them to consume.
You may want to track different goals for different channels or even different uses of each channel.
Vanity metrics like retweets and likes are easy to track, but how does that translate into a return on your investment? Focusing on targets such as audience growth, engagement rates, leads generated, web referrals, and conversion rate will help you evaluate what’s working and what can be abandoned.
READY TO GET STARTED?
Schedule a meeting with our digital marketing experts today. We’ll help you determine the best digital strategy to meet your goals and reach your audience.