This informal CPD article, ‘How to use good social media marketing for social businesses’, was provided by keySkillset, a muscle memory building educational platform to master Excel, PowerPoint, Python Coding, Financial Modelling skills and more.
Unlike traditional media like TV or radio, marketing for social media doesn't offer a one-size-fits-all solution. It operates based on specific objectives, with a plethora of marketing strategies available. Choosing the right strategy requires a deep understanding of your target audience to maximize the impact of your messaging.
Learn how to create an effective social media marketing plan for your business
Social media for marketing is a powerful tool for businesses of all sizes to connect with their target audience and achieve various marketing and branding goals. It involves leveraging popular social media marketing platforms like Facebook, Instagram, and LinkedIn to engage with prospects, customers, and followers. Meanwhile, let’s look at some of the social media stats here according to some studies:
- The average US adult spends 2.25 hours on social media every day.
- Over 70% of people with positive experience on social media recommend businesses to their networks.
- 81% of people use Instagram for product and service research.
- Nearly 80% of Twitter users have a more positive perception of a business when they receive a response to their tweets.
- 4 out of 5 people on LinkedIn are involved in making business decisions.
- 46% of TikTok users engage with the app without distractions.
This comprehensive guide covers the fundamentals of social media marketing for small businesses, benefits, statistics, strategy, and practical tips to help businesses succeed in the digital landscape.
Organic vs. Paid Social Media Marketing
Social media marketing can be categorized into two main types: organic and paid. The key difference between them lies in the budget.
Organic social media marketing leverages free elements of social media, such as sharing posts on Facebook or engaging in two-way conversations on Twitter. This approach is cost-effective, making it suitable for smaller businesses. In this context, businesses build a social community and direct followers to their websites for deeper engagement.
On the other hand, paid social media marketing involves sponsored advertising content on social networks, such as images, videos, and carousel ads. These ads can be targeted to users based on various factors like location, buying habits, and personal interests. Paid social media marketing ensures that your content reaches users who are likely to be interested.
Types of Social Media Marketing Campaigns
Marketers have various options for planning campaigns on social media, depending on their desired outcomes. The most effective campaigns complement and reinforce each other to maintain ongoing conversations with consumers. The primary campaigns that achieve this effectively are:
The Prospecting Campaign: Aimed at reaching new customers who haven't interacted with your product or service before. These campaigns involve content that piques the interest of users, with the primary goal being to have these new prospects join your community.
The Retargeting Campaign: Targeting users who previously engaged with your product or service but didn't take further action. Retargeting involves circling back to these users and engaging them more deeply.
The Conversion Campaign: Focused on converting users into paying customers or encouraging specific actions, such as downloading resources, joining email lists, or completing forms. These campaigns collect valuable data to refine targeting and nurture leads.
Benefits of Social Media Marketing for Businesses
For businesses, social media offers significant opportunities to promote products and services. Just as social media connects people worldwide, it provides marketers with the chance to engage in two-way conversations with potential customers. Users now expect to interact with brands, which opens remarkable opportunities for marketers to stimulate demand and expand their reach.
Through social media, marketers can:
- Humanize Your Business: Social media allows you to create a relatable persona for your brand, helping your audience connect with and trust your business.
- Drive Traffic: Social media is an effective channel for driving traffic to your website, and it can indirectly impact your SEO through social signals.
- Generate Leads and Customers: Many social platforms offer features for direct lead generation, such as Instagram/Facebook shops, direct messaging, and call-to-action buttons.
- Increase Brand Awareness: The visual nature of social media helps build your brand's identity and improve awareness, enhancing the effectiveness of your marketing campaigns.
- Build Relationships: Social media facilitates both direct and indirect communication with your followers, allowing you to network, gather feedback, and connect with individuals.
- Engage their audience: Building trust and long-lasting relationships through meaningful interactions.
- Foster brand loyalty: Engage users with news updates, informative content, and entertaining videos to create a loyal following.
- Integrate with other channels: Seamlessly merge social media with other marketing channels, enhancing campaign effectiveness.
- Control the message: In times of crisis, social media allows marketers to publish releases that manage their narrative.