Did you know that almost every business has its presence in at least one social media platform? This demonstrates that increasingly organizations are acknowledging the power of social media. Yep, it’s true about 95% of marketers believed that Social Media has generated platform to showcase their brand to billions of people around the world. So, what is this fuss on Social Media Marketing? How the brands are targeting these platforms to reach mass customers?
Let’s just start with basic of Social Media Marketing. It is marketing of your brand using various social media platforms such as Facebook, Twitter, YouTube, Instagram and so on. Organizations of all size, be it an SME or MNC use these platforms to reach their prospects and customers. It allows you to interact with your audiences.
SMM is a continuous process of gaining and retaining your customers, to achieve your marketing and branding goals.
Below are a few advantages of Social Media Marketing:
- It increases your website traffic
- It increases Brand Awareness
- It helps in creating a Brand Identity and Brand Association
- It helps in reaching and interacting with your Target Audiences
- Improved Search Engine Ranking
- Cost Effective
- Improved Brand Loyalty with a number of likes and followers
So How does this Social Media Marketing work? How does it help brands to achieve its goals? The answer is to create effective goal-oriented Social Media Campaigns. Below are a few pointers help you to understand what these campaigns are:
Social Media Campaigns:
Campaigns without any strategy won’t make any difference, no matter which tool you use. You need to clear the following things before creating your Social Media Campaign.
- What are your Goals? (Brand Awareness, Sales, Lead Gen, Promotional event etc)
- Who is your Target Audience?
- Which Social Media Platform to Target?
- What Message do you want to give to your Target Audience?
Various Social Media Platforms and How Brands used them for promotions:
Here is a brief overview of how to use Social Media as each Platform has its own unique User Base and environment. Different Social Media sites require different approaches to engage with Target Audiences so the strategy to acquire clients you need to develop as per the platform and the Audience present there. The most commonly used Social Media Platforms are as follows:
Facebook is arguably the most popular and loved social media platform which is been used by all age group people starting from school going kid to a 60-year-old man.
As per Statistics, it has more than 1.23 Billion active users, 62% of whom log in on daily basis. That’s the reason why Facebook is on the hot list of every company for their social media marketing. Because it will help you to reach. the maximum number of audience.
With the help of Facebook page of your product, you can engage more people by posting various and informative videos related to your brand, you can also post the funny and humorous post so that people won’t feel bored looking at your post. Facebook will also help you to understand the expectation of customers from your product and this will also encourage people to talk about your product and give away their feedback about it. So basically Facebook plays a critical role in the success of your brand.
Let’s take an example of Dacia (a subsidiary of Renault) known for their functional cars. Used Facebook Ad campaigns to generate leads and brand awareness. They have achieved 45% reduction in the cost per lead compared to standard display ads, 27 point increase in ad recall, 6 points uplift in the purchase of the product.
It’s been just 7 years since Instagram launched and introduced us to the filters and square format photos, and since then it’s taken the world by storm. If we go into statistics 28-30% of adults living in the US has an Instagram profile, not only that but more than 75% users are the people other than the US with around 700 million active monthly users. This is why now Instagram is not just limited to personal use but it is a brilliant platform for Social Media Marketing. Marketers can reach globally using this and can create brand awareness, hire/recruit new talents, showcase their products/content using Photos and Videos and Inspire the audience.
Red bull a famous energy drink brand used Instagram campaigns to drive awareness of their new product “Summer Edition” Drink in Australia. They released a promotional teaser just before summer to get audience focused on their new look of the cans. This was associated with #thissummer hashtag trend and the final result they have achieved is 10% lift in top-of-mind awareness, 1.2 Million consumer reach, 9 point lift in favorability.
Like Facebook, Twitter is also widely popular microblogging site. Currently, Twitter has 307 million active users around the world. That’s the reason why Twitter can be a really important platform for your social media marketing due to its exceptional growth and reach to the customer.
Twitter is one of the most effective & simple platforms to stay connected with your audience and also to build a strong relationship with them. Nowadays every company targeting Twitter for their branding purpose, because by posting good & useful information through tweets they will able to get the attention of more customers, people will start to follow them, so ultimately the company’s brand name is creating among the customers and with this, companies can build a strong relationship with their customer.
Girl scouts a Non-Profit Organization used Twitter as a platform to Maximize their App Installation. They have had 19500+ twitter driven App Installations.
YouTube is the number one Platform for creating and sharing Video Content. As per Survey report “It has massive traffic and viewers, with over 1.32 Billion people using Youtube. There are currently 300 hours of video uploaded to YouTube every minute of every day – 5 hours of video content every second! Which only validates the fact that video marketing is a growing trend – the numbers say it all.” It is one of the most powerful Social Media Tool as if the video gets Viral, it will lead you to a very big audience, this is the reason why a lot of Marketers are focusing on creating/sharing a video with the aim of getting viral. But in reality instead of making a Viral video one should focus on creating “How to” Videos, as it gives you the added benefit of appearing in on the higher search result.
L’Oréal teamed up with UK’s 5 most influential beauty YouTubers to Promote their Products. This saw a genuine relationship with bloggers and Products. This was viewed more than 5 million times and had 100,000 likes on YouTube and Facebook.
LinkedIn is a Professional Social Media Networking Platform and is a vital tool for entering a professional network of people with similar interests or industries. It is great for posting Jobs and for general employee networking. It has over 550 Million Professional Users, in which 4 out of 5 Members drive a business decision. Experts to suggest that writing posts just for LinkedIn is the fastest way to grow your Brand and Connections.
Pinterest is one of the fastest growing Image/Info-graphic sharing Social Media Website with nearly 200 Million Users. It is basically Ideal for Retail but anyone can be benefited by using it for their Social Media Strategy or Ad runs. It allows marketers to create awareness about their organization or product/services with eye-catching, unique Pinboards.
It helps in creating brands and if you are targeting females, this is one of the best platforms to acquire them as the network does have more female users than male. Survey stats that approximately 68% of US females aged up to 54 years use Pinterest.
Burberry to promote their lashes they have asked users 3 questions about their beauty style and those answers were used to create a personalized board. This lead Burberry to tap 38.5 Million viewers monthly to the beauty category.
Reddit or any other similar Social Media Platform like StumbleUpon, Digg, Delicious, etc. are ideal for sharing unique, interesting content and can help you in getting potential leads or conversions. But the content should be unique, interesting or informative, if it is spammy, it cannot be welcomed by the community. Reddit has an Incredible Marketing Potential but it can be used wisely and smartly. According to statistics, most Reddit users are male, between the ages of 35-44 and with income levels generally around $25,000-$50,000 per year. The reason nowadays Social Media Marketers are targeting these Social Media sites too for their Marketing Strategy.
Social Media Marketing is a highly cost-effective way to reach the mass audience. If you play your cards right, you can get your product/services or anything in front of a huge audience at the most nominal cost. SMM allows you to select and target your audience as per your budget and helps to achieve your Organizational as well as Social Media Marketing Goal.
-Ved Sharma, Covenant Solutions