Social marketing - how to manage it?

Service Business

Social media is one of the most important marketing tools in the world today. Ease of reaching the target group, the possibility of using paid and free forms of promotion and space for creative campaigns are its most important features. What is social marketing and how to effectively manage your social media marketing?

Social Marketing - What is it?

Social marketing is advertising and promotional activities on social media. Its great advantage is the ease of reaching current and potential customers, as well as the possible rapid increase in brand awareness.

Social media enables dialogue with consumers and sharing of content. A common practice is to redirect the user from the profile to the company's website, product or service cards, a page with information about organized events (e.g. sales or conferences), and even to the latest blog entries.

In the social marketing strategy, it is worth placing posts in a more relaxed tone, showing the character of the brand. Photos from integration events, entries in the type of real-time marketing or a report from an industry conference are just a few ideas.

Social media marketing - choose the right medium

An effective strategy for communication and promotion in social media should start with determining where to publish your posts. A brand must always have a coherent voice, but may vary in tone depending on where it is spoken. There is no need to convince anyone that you should communicate differently in the LinkedIn community of professionals than on Facebook.

So let's take a look at the most popular social media and consider the features of each of them:

  • Today, Facebook is definitely the most popular medium on which you can run a website for a brand, company, product, service, or even a cyclical event. Such a page is popularly referred to as a fanpage. Medium allows for a lot - if you want to reach teenagers, choose communication full of jokes and freedom. Do you care about a professional image? Write in appropriate language.

  • Instagram is a visual medium for sharing photos and short videos.Entries are labeled with hashtags, i.e. passwords preceded by the # sign, which make it easier for users to find interesting content. Instagram is a great place to promote fashion brands, interior designers and artists. Other brands that want to inspire will find their place here just as well. For example, a publisher that encourages people to reach for a book and hot tea, when rainy autumn reigns outside the window, may throw in a photo of the bestseller with a mug and umbrella in the background.

  • YouTube, a popular social network with video recordings. This is a place, for example, to review products or create user manuals in the form of short videos. It is estimated that up to 1/3 of consumers choose not to shop online because they prefer to see the product with their own eyes. A video posted on YouTube can help change their minds.

  • LinkedIn, or the network of professionals, is suitable for promoting a brand or company as a trusted employer. It works, among others in employer branding and during recruitment.

  • Twitter, a place to write short information. The maximum length of a single entry cannot exceed 140 characters.

Data on social media in Poland

A study commissioned by Hootsuite, which is a social media management platform, shows data for January 2021 for Poland. According to the report, 31.97 million of our compatriots use the Internet, i.e. as much as 84.5% of the population. The average time spent by a Pole on social media is 1 hour and 59 minutes a day. As for specific social media, YouTube is the most popular in our country, followed by Facebook. 92% of respondents said they use YT, and 89.2% that they have an account on FB.

Social media statistics show that in Poland there are 25.9 million users on YouTube, 18 million on Facebook, 9.2 million on Instagram, 4.1 million on LinkedIn, and 1.35 million on Twitter. .

Know your target audience

You can already see how different social media are. While the number of women and men has a similar number of accounts on Facebook, LinkedIn and YouTube, it differs in the other two media. 6 out of 10 Instagram users are women and the opposite is true for Twitter - only 3 out of 10 are ladies.

What is worth knowing about your target group? Basic demographic information such as age, gender, place of residence, occupation, earnings and education are at a premium. Such information will help you tailor the content of your posts to those interested. However, you must remember that the target is not always homogeneous - it can include both teenagers and adults who have just finished their studies. Sportswear brands, for example, are dealing with such a diverse group.

How to obtain such information? Research the market to meet the buyer persona. You can also use existing data, e.g. regarding shopping preferences of specific social groups. Research results that have been made public by your competitors will also be helpful. With such knowledge, it is good to get to know consumers further. Check what motivates them to buy, what difficulties they encounter, and most of all - what problem your product or service would solve in their lives.

Create a few personas, i.e. the average features of your customers, precisely described and with a photo. Persona makes it much easier to create content tailored to the needs of real users. Analytical tools and conclusions from the customer service office will allow you to later modify the personas so that they better reflect the characteristics and needs of the real audience.

You can reach your current and future customers with the help of paid ads that will be displayed only to the target group you specify. Such a solution is proposed, among others Facebook.

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Secrets to a Successful Social Marketing Strategy

The virtual world, and with it your customers' shopping habits, are changing rapidly. To keep up with these changes, you need to learn to effectively manage social marketing. What should you remember?

  1. Analyze your activities on social media. Use analytical tools on individual websites, also choose general solutions such as Hootsuite, Sotrender or Brand24. What indicators do you need to pay attention to? It is important to engage users, i.e. any reactions to posts, such as commenting, liking and sharing. The number of people who follow your profiles on social media is important, as well as the number of users who received the content posted there. Factors that you still need to consider are the number of times you see your posts and visits to your profiles.
  2. Observe the activities of the competition and look for inspiration in them. Always try to be one step ahead of her and it is you who set the trends in communication with your target group. Take an analytical look at your competitors' communication in social media ... Which posts have the most reactions? Which received a positive response and which went unnoticed?
  3. Constantly update your understanding of your social media audience and your customers. Take a look at purchasing statistics, get knowledge from employees dealing with customer contact, look at reports from analytical tools. Also follow the general trends of promotion in social media - get interested in what topics are hot and what are the most interesting advertising creations in social media at the moment. Also consider the occasional live broadcast on your profile, e.g. via Facebook Live.
  4. Work on schedule. Try to post on the same days of the week and at a similar time. Take care of the golden mean - new content must constantly stimulate consumer interest in your offer, but at the same time there must not be too much of it. Analyze users' reactions and you will find out if your social media strategy (type of posts and frequency of publishing them) is appropriate. Do not forget about ending call to action entries, which will summon the user to the desired action, e.g. to read the new product card in your e-commerce.

Finally, keep in mind that social networking sites are the media where information spreads in the blink of an eye, so it is difficult to control. Thanks to them, it is easy to increase brand awareness and its positive perception. Unfortunately, it is also easy to spread, for example, negative opinions. That's why you should always reply to comments and keep an eye on the profiles, because the domino effect is difficult to stop, and most social media crises happen on weekends for a reason.

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