Over the years, the techniques of marketing have changed and become better as new technologies were introduced to the world. With the rise of Social Media platforms, a new marketing technique came into existence called Social Media Marketing.
What is that!?
It is the use of social media platforms and websites to promote an organization’s product or service. Two Terms, “e-marketing” and “digital marketing” are still dominating, however, social media marketing is gaining popularity around the world.
Various social networking websites enable individuals and organizations to interact with one another and build relationships, create online communities, etc. The advantage is that, when organizations join these communities, consumers can interact with them directly. This way consumers receive a personal touch from the organizations, which traditional methods of outbound marketing and advertising can never provide.
Social networking websites are focused on building virtual communities that enable consumers to express their needs, wants and values online. Whereas, Social Media Marketing acts as a bridge that connects these consumers and audiences to businesses that can fulfill their needs, wants, etc.
For companies or organizations, personal interaction on social networking websites can provide a feeling of loyalty into followers and potential customers. These websites can also provide information like what type of products or services the audience is interested in.
How to do Social Media Marketing?
In general, we have two strategies for using social media as a marketing tool:
- Passive Approach
Social media can be a very useful source when it comes to market information and also a way to hear customer perspective. Platforms where consumer shares their feedback, compliments, etc., are Blogs, Content Communities and Forums. The feedback that organizations receive from these platforms helps in planning marketing strategies. This is one of the cheapest ways to obtain market information.
- Active Approach
The advantage of Social Media is that, it can also be used as a communication channel, targeting very specific audiences with the help of social media influencers and social media personalities. With the help of tools like Google Adsense, advertisers can target their ads to a specific audience or demographics, like people who are interested in entrepreneurship, video gaming, etc. Google Adsense can help us with this by searching for keywords in social media users online posts and comments. It can be very difficult for a TV station or newspaper company to target audience in this way.
Social networks in general is viewed as a great tool for avoiding costly market research. They provide a short, fast and direct way to reach an audience through a person who is widely known.
The two platforms, which are considered as the best social media marketing platforms are Facebook and Linkedln. Some other social media platforms are Instagram, Twitter, Youtube, Pinterest, etc.
Engagement is very important, when it comes to Social Media Marketing. It simply means, that your audience is interacting with your content. This shows, that how many active followers you have. Engagement in social media is divided into two parts.
First is Proactive that is, posting new content online on a regular basis and second is Reactive that is, responding to the users who sends a message on social media platforms. Traditional media platforms such as TV news shows are limited to one-way interaction with customers. Newspapers (another form of traditional media), do give its readers an option to send a letter with feedback, but is very slow process. Social media is participative and open for all. Users can share their views in an instant on various things like brands, products, services, etc.
In today’s modern world, if you want to grow your business at a high rate, Internet presence of your organization is a MUST. With social media marketing, you can reach a wider group of audience, when compared to traditional media marketing.