Social Media

Why Social Media Marketing is Important for Your Brand

Why Social Media Marketing is Important for Your Brand

Social Media is present in our lives and it seems that they have always existed.

We will show throughout the text how you can boost your marketing on social networks, assuming that using them all, in the same way, can save time, but not the best results.

The similarity exists. In all cases, users and companies want a space to showcase their ideas, personal or professional stories, and interact with other people – or customers.

But it doesn’t always have to be done in the same way. Even because social networks have simple differences such as average age, objective, and type of predominant media shared by users.

Making an analogy, it is as if you had to promote your business on different media such as television, radio, newspaper, or magazine. You wouldn’t use the same language in all cases, right? On social media, the same thing happens. Don’t think about promoting content or products on social media in general, but rather on Facebook, Twitter, Instagram, and so on.

Why Are Social Media Important for Marketing?

Before talking about marketing tips on social media, it is worth remembering why these platforms are important for promoting your company.

When we talk about Digital Marketing today, many people think directly about social networks. With Instagram, Facebook and so many other platforms, we have gained a new means of communication, quite comprehensive and with a big difference from traditional media: everyone has the right to a turn (as content producers) and voice (as consumers).

Social networks are so present in our lives that it seems that they have always existed.  People engage more because they have space and constant interactions and the message gains more credibility since the speaker is an acquaintance we trust. It’s not like an advertisement where the company has an interest in getting you to buy their product.

On Twitter, for instance, it is very common for people to give their opinion on brands and products. The decision to be on social media is independent of the company: people decide whether to talk about it. And if they speak, they are the ones who decide whether to speak well or badly. In this context, a company that thinks about getting more results in marketing can try to optimize its presence on the internet.

A common definition when talking about marketing is that its role is to understand and serve the market. This definition can be perfectly applied to social media marketing.

To understand, the company must monitor what is said about it, its products, and its competitors. And it can also extend its communication channels to social networks, allowing the user to get in touch and talk more about their needs.

Having a great product or service is a great way to serve the market. However, you can still serve the market by providing useful content to the user through your company’s social media profile. That way, you can give users the ammunition they need to spread your message.

The only issue is that each social network already has its rules and treating them in the same way that companies face traditional media, although many companies do, greatly increases the chance of failure of the action.

How to Create a Strategic Approach to Social Media Marketing

We say that it is necessary to think about the particularities of each social network, and it is true. However, let’s remember that, in all of them, the target audience and the purpose of the company are the same.

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This is strategic communication: considering all the variables when planning and executing actions while aiming at a greater objective, which is related to the essence of the brand. And, whatever the message, never stop being true.

Below, we bring you some tips that are valid for any social network. They will help you take a strategic approach to these channels.

  • Go Beyond Likes

As brands began to seek their space on social media, the platforms themselves were adjusting to taking advantage of this opportunity. Facebook’s source of revenue, for example, is the investment that companies make in ads and sponsored posts on the site.

This new world of advertising sometimes feels a bit scientific, as there are several numbers and practices for getting the best results and monitoring performance. This is very cool, as it allows you to optimize the investment and know precisely what the return on it is.

The problem arises when too much emphasis is placed on the quantitative and the qualitative end up being a little sidelined. And when metrics — data regarding user behavior and other important variables — lead to wrong conclusions because of simplified analysis.

Imagine that a company publishes a post that went viral, received hundreds or thousands of likes, and resulted in many new followers. How many of these people know the product or service of that brand, have already consumed it, have the potential to consume or influence people?

It’s the difference between the “empty metric” of likes and real engagement. Engagement is inbox, it’s people who get in touch or comment and know the brand, who share because they want to spread that idea. That is qualified interactions.

In the end, tracking the numbers is important, of course, but it’s only part of the job. Just as important, if not more, is to have strategic thinking to interpret them and make the right decisions based on these numbers.

  • Have a Horizontal and True Communication

Sometimes a business needs website traffic, eCommerce sales, or video views. These are metrics as important as likes, comments, and shares.

It is necessary to understand that likes on content that is not related to the brand are not that valuable. And he understands that working with social networks is not just about producing a lot, but about talking about the company, its products, services, and concepts in a way that arouses the user’s interest.

The challenge is greater for those who were used to the times when advertising was less horizontal, unlike the current phase, in which social networks represent a direct communication channel with the consumer public, which becomes a true interlocutor. It is a scenario that requires more attention and transparency.

  • Before you Start Producing, Set Goals

What we can guarantee is that there is no ready-made formula in working with social networks. Each brand has its history, context, and goals, and the strategy in these channels must consider all these particularities.

Before starting to create content anyway, it is necessary to define the objective behind each profile on social networks and, from there, plan which metrics will be monitored.

The objective can be to generate relationships, create a service channel, generate leads, position, and disseminate the brand. The important thing is that it is aligned with something bigger, which is the purpose.

The Author

Oladotun Olayemi

Dotun is a content enthusiast who specializes in first-in-class content, including finance, travel, crypto, blockchain, market, and business to educate and inform readers.