There is no way to escape from social media in the 21st century. It’s how people get their news, keep in touch, and even learn new skills.
People now spend 2 hours and 24 minutes (opens in a new window) on average a day using social media. That’s spread across an average of eight different networks or messaging apps.
They’re not just connecting on a social basis either. People are also buying and following brands.
It’s essential to add social media marketing to your digital marketing strategy. Read on to find out why.
What Is Social Media Marketing?
At first glance, the answer seems simple. It’s the process of marketing your business on social media, right?
Yes and no.
It does involve creating a social media presence to build your customer base. After all, 90 per cent of customers (opens in a new window) buy from brands they follow online.
Yet it’s not enough to post content on different social networks. You need to put your products in front of new customers, not just existing followers.
That means paid ads, which is where social media marketing really hits its stride.
Why Is It Different From Social Media Management?
Social media management relies on a manager to curate content across your feeds. It’s their job to build your online presence on the networks your customers use.
This is an organic process. It needs time and effort to build and maintain.
Long term, it is a great option to create your online brand. Yet short term, it’s ineffective and won’t provide much return on your investment.
Think of it this way. Social media management helps you maintain relationships with existing customers. Social media marketing puts you in front of potential buyers.
How Does a Social Media Marketing Strategy Work?
There’s no one-size-fits-all strategy because it depends on which networks you use. Your target audience and niche also affect how you create your strategy.
Yet there are some common points.
You can’t just throw some ads on Facebook or Instagram to target everyone. You’ll waste ad spend by putting your ads in front of people who aren’t your target audience.
Imagine trying to market dog food to cat owners. That’s what you’re doing if you don’t niche down.
Instead, your strategy revolves around your target customers. Who are they and where do they spend time? Crucially, what else are they into? What are their interests?
A social media marketing agency will build a profile of your customer’s psychographics. This lets you target social media users with more precision.
An Example Social Media Marketing Plan
Let’s go with an example. Say your business sells organic baby food. You can create targeted ads that will appear to certain users.
Think of the Venn diagram approach. In one circle, you have parents who follow companies who sell baby products. In another, you have parents who follow companies that sell organic products.
Your product sits at the intersection of those two circles. You target both groups because they’re more specific.
Maybe you already have a thriving social media following. Use this existing audience to create a ‘lookalike’ audience of users who don’t follow you.
Both approaches put your brand in front of people who don’t know you yet. If done well, it’s easy money.
Promote Your Business on Social Media
Social media marketing is no longer optional as part of your wider marketing strategy. It’s a quick way to get a cash injection into your business.
Yet with the right strategy, it’s also a great way to boost sales. You can target existing customers, potential leads, and even website visitors—all with the same ads.
Do you want to ace your social media marketing game? Book a discovery call with us today and find out how we can help.