Increased brand visibility and customer reach are two primary aims of Social Media Marketing (SMM), but it's not as simple as running an ad on Facebook and waiting for the sales to come in. This article focuses on a few things small business owners should know about social media marketing before getting started.
Organic vs. Paid SMM: What's the Difference?
In their social media marketing strategy, the most successful businesses use a balancing act of both organic and paid posts, similar to SEO. Organic social media marketing is the process of creating high-quality, relevant, and engaging posts without having to pay to promote them. Because organic marketing is free, you must earn your way onto people's radars.
This means you should always be cautious about how sales-oriented your articles are, because sales-based material is rarely loved, and engagement will not happen without delight. Organic marketing is time-consuming and requires a lot of effort, but it is crucial.
Paid or sponsored social media marketing is when you pay a social media platform to target specific demographics and publish your message where it will be seen by the most people.
Notice how it says "Boosted Post" at the top of this post? That's how we know we paid to get this information in front of the correct people.
You can also utilize sponsored ads, which work similarly to organic ads in that they are targeted to appear in the feeds of people who are most interested in what you're selling.
An example of paid ad targeting on Facebook is choosing to target 25-year-old Wyoming guys who are interested in fishing and earn more than $40,000 per year. You can go as far as targeting ladies in the United States who follow @KrispyKreme and have tweeted about doughnuts on Twitter.
Take advantage of the fact that you're on time!
Making an organic post topical and relevant is a terrific way to get a lot of visitors.
Oreo's tweet during Super Bowl XLVII, when the stadium's power went out for 34 minutes, took advantage of the opportunity by tweeting a graphic of an Oreo with the message, "You can still dunk in the dark," which was retweeted and shared on Facebook more than 20,000 times, according to 360i, the digital marketing agency behind the Oreo magic.
It also received over 525 million earned media impressions, which is more than five times the number of individuals who watched the Super Bowl.
Make use of images, movies, and GIFs.
Adding photographs, videos, and animated GIFs to your posts and advertisements can help your company stand out online. GIF stands for "graphics interchange format," and it's a compressed image file format that transforms into a looping video animation.
Photos, videos, and GIFs are more likely to be shared and bring more traffic to your site than text-only postings. Buzzfeed, a popular social news and entertainment site, thrives by using images, videos, and GIFs to drive attention to their site, which is full of even more images, videos, and GIFs.
Make use of hashtags.
Hashtags can be used to brand a social media post as well as track it. Tracking how often a given hashtag is used is one way to gauge the performance of a social media campaign or get a decent picture of how many people are talking about your product or service.
Keep track of your achievements.
It's critical to keep track of the success of your postings since it tells you what works and what doesn't. If your major goal for SMM is to improve sales by driving traffic to your site, you'll want to keep spending money on advertising and articles that help you reach that goal and get rid of content that gets in the way. Facebook Insights, a free tool that can help you assess the social impact of your campaign in depth, can help you track and analyze your ad and post success.
There are a slew of other websites that provide social media analytics tools to help you track your progress, so do your homework and find the one that best suits your company's needs. Trial and error with social media posts and ads leads to more focused, engaging, and effective content in the long run, but tracking your SMM efforts saves you money and time in the long run.