Most businesses realize the necessity of a social media plan in the twenty-first century. Chron mentions that social media serves as an extension for word-of-mouth marketing, making it one of the most effective organic marketing channels at present. Social media marketing, if done right, can have a massive impact on the way a company approaches marketing and advertising on the whole. Effective social media planning could lead to explosive market reactions towards a company's offerings and can serve as insurance against slow economic periods.
When leveraging social media for business use, it's important to remember that social media is more than just another advertising forum. It offers real-time interaction with clients as well as a chance for those interactions to go badly. Having a plan in mind when it comes to social media is one of the most important things a business can do if it intends to use this particular medium to drive traffic and sales.
Start Small, But Look at Scalability
In the beginning, not a whole lot of people will know what your business is or what you're offering. That's fine - the aim of social media is to build visibility and interaction with an audience. Social media is designed to be easy to use, making it ideal for small businesses that don't have a dedicated social media manager as yet. Additionally, for startups, it's free to create a page and have a business footprint on a social media network. Also, because social media networks tend to track interests, it's relatively simple to find the core demographic of people your business is interested in.
Social media tends to have a problem with scaling over time. However, as Hubspot mentions, scaling up for social media is different from scaling up for other forms of advertising and marketing. For scalability, two options exist. Firstly, by limiting the types of consumers that the company focuses on, the amount of work that's needed to interact goes down significantly. The second alternative is to develop a branded website that the business can link to those individual social media accounts.
Content Marketing is Important
If we're looking at scalability in the form of operating a website that has branded content, then content marketing is the obvious second step. Forbes reports that quality always matters over quantity in digital marketing because of how invested consumers are in the authenticity of a product of company. Having quality content that helps the people that consume it is where a company wants to be. By leveraging social media channels, we can direct this content to the people it impacts the most.
Before we set out on the path to content marketing, we need to develop a plan. We need to set goals as to where we want our content to put us over a month or half a year. Additionally, we need to figure out who our core audience is and to play towards the strengths we already have when communicating with that audience. This deep interest in the topic is the authenticity that consumer craves from a company, and will bring about a refreshing change of pace to what they're used to.
Don't Overlook Paid Advertising
All social media platforms have marketing tools embedded in them because the product they sell is the people who use their network. Payoneer mentions that paid social media campaigns can be extremely useful in maximizing the effectiveness of content marketing. Paid campaigns are perfect for smaller, new businesses because of how customizable the ad campaigns can be. They are adaptable to any budget and can scale as the company grows.
Depending on which social media is hosting the ad, there can be several varieties that the company can deliver to the user. Facebook and YouTube ads can be simple text banners or can incorporate images. Social media ads with images tend to get more hits and generate more interest. Video ads can create even more traffic, primarily through likes or shares on different social media platforms.
Building A Social Media System
The basic tenets of advertising changed when social media entered the field. Instead of having a static advertising campaign that tried to target everyone, now we can target specific people. And with that power comes the responsibility to offer good, reliable content to our customers. The better the content, the more inclined the customer will want to return, and with each visit, the chance of them doing business with us increases. Social media success isn't something that happens overnight. It requires extensive planning before execution. However, the returns are well worth the effort.