Social Media Marketing

Social Media Marketing Calicut

Social media marketing is any marketing that takes place on social media platforms. Unsurprisingly, this includes a huge range of activities that simply have social media in common. So whether it's promoting a blog post or running a recruitment drive, if it involves something like Facebook or Twitter, it's social media marketing.

Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone."

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Marketing on social media is pretty much a given for businesses and organizations now. Whether it's free or with paid ads, social media platforms give you access to huge audiences that you can build and grow yourself.

Of course, technically there's no "free" option. Someone's time has to be used to post on social platforms, but even a low time investment approach can work wonders if done properly.

Social media marketing won't work for everyone, and no one should see it as an easy, low effort way to make money. The best strategies take planning and tie into a company's overall strategy. Different approaches work for different businesses, but we'll come to that.

The main thing is that there is potential in social media marketing for most companies, but it's a rarely a simple matter of sending out a few tweets and waiting for the cash to roll in.

What Can I Get Out Of Social Media Marketing?

As we've noted, there are a lot of different strategies, and the outcomes will depend on the ones you choose. But here's a very basic rundown of the main benefits of social media marketing:

  1. Offer quick customer service to customers wherever they are
  2. Create extra avenues to sell and promote your products
  3. Build loyalty and brand recognition with your customers
  4. Promote your own content to reach new people without big advertising costs
  5. Show off your company culture to help aid recruitment
  6. As you can see, while all of these things help your company to become profitable, they're not all one-step journeys to sales. It's about seeing social media as a platform where many aspects of your business can sit.
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  1. Start using chatbots
  2. Create a personalized experience for your customers
  3. Create an efficient content marketing strategy
  4. Create a community for your audience
  5. Jazz up your profiles with a diverse content strategy
  6. Use brand advocates
  7. Create profiles on the relevant channels
  8. Establish a social media budget

Conducting A Social Audit

First things first, take stock of your current position. If you have zero social channels then this isn't much of a problem – your audit is done and you can get to work.

Other than that, no matter what position you're in, you'll want to look at the following:

  1. What channels you're active on
  2. Are any channels doing much better or worse than others
  3. What kinds of posts have and haven't worked in the past
  4. Is your audience relevant to your company
  5. Do any channels need clearing up? Perhaps to get rid of irrelevant or out of date content (this is a particular issue with YouTube)
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There are a lot of examples of businesses big and small tweeting out something and getting into a lot of trouble for it. Whether it's a joke gone wrong or a terrible opinion, social media can be a double-edged sword if you're not careful.

There's no hard and fast rule for what you shouldn't post. Again, it depends on you and your business. Satirical and comedy sites can be as funny as they like, and even get away with pushing things a bit far. Your average company isn't in the same position.

Consider your brand voice. You can get away with jokes, humor, and memes, but only if that suits you and your audience. Social media can be a place to stretch things a bit, but often it's not worth the risk.

Sit down and prepare for this. Make sure whoever is writing your posts is aware of the reputation the company wants to keep. Make a list of topics which are off-limits. And set out a customer service approach that isn't always followed to the letter to allow for adaptability.

Also, don't simply spam your followers with sales links to your products. We don't go on Twitter to be sold to, but that doesn't mean we don't end up buying something while we're there.

There's nothing wrong with a few sales-y posts here and there, but think about your messaging. Get people to want to look into your product actively rather than endlessly shoving it in their face and hoping they bite.

Understanding Your Platforms

We won't go through all of the platforms here, but do your research about what works where. Formats are different and audiences are different.

A short sarcastic quip can do well on Twitter, but for Linkedin something more actionable and advice based is better.

Do some reading on each of the platform algorithms and just spend time on them to get a feel of how they work.

Tailor your messages appropriately and you'll get far better engagement, traffic, and interest.

Getting Customer Service Right

Customer service deserves it's own section here. Far too often have businesses ruined their reputation by not taking social media complaints seriously, or mocking them outright.

Social media gives us instant and easy access to companies. There's no phone line in the way, and I don't have to go to a postbox to send a letter. I just have to go to their Facebook page and I can complain – and it's public to everyone. That's a big shift.

The public bit is key. Sure, maybe the complaint is unfounded and unfair, but you still need to deal with them professionally. Blowing up at them will not help and suddenly you could be getting a lot of attention for the wrong reasons.

Building a Following Organically

This is one of the toughest things to do if you're not a big, famous brand. There's no one way to do it, but instead a collection of ways. It is also a slow burner. Take your time, do it properly and you eventually you'll have an audience who actually engages with you.

Here's a few steps to take to get you on your way:

  1. Create content people want to share and is therefore seen by people beyond your existing network
  2. Be a useful point of information for people who use your product and service
  3. Let people know through other communication methods that you've got social channels
  4. Talk about other people's content rather than just your own and build relationships with them
  5. Be interesting or useful, but never neither

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