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How Can Social Media Marketing Help Your Business

How Can Social Media Marketing Help Your Business
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Last updated: September 30, 2022
Reading time: 15 minutes

2022 has introduced some significant changes to marketers’ professional lives. While webinars and Zoom have become default meeting mediums, other tools like social media platforms are now integral to an online presence.

Living in the internet-driven world requires you to have a prominent social media presence so your business can benefit from digital marketing and improve its search ranking. That is to say; social media is the go-to method to grow your brand, find more business opportunities and reach wider audiences.

With more than 2.9 billion active users, a strategically-planned social media marketing plan can significantly impact how you connect with your audience and market your products. It has led several marketers and professionals to shift their focus on social media marketing strategy.

Social media, with its extensive reach, allows marketers and businesses to not only connect but also engage potential audiences and customers. Whether you use older platforms such as YouTube, LinkedIn, Instagram, Facebook, or relatively younger forums like TikTok, you can target and engage the audience with your content.

If you’re an entrepreneur looking to reap the benefits of social media marketing, here is what you need to know about it.

What is Social Media Marketing?

Social media marketing (SMM) refers to “online marketing methods” brands use on various platforms, including Twitter, Snapchat, Pinterest, Facebook, and LinkedIn, to attract or capture clients’ attention, diverse audience segmentation, boost brand awareness and collaborate with customers and other businesses.

Social media marketing is a successful way for all brands to reach their prospects and leads and convert them into long-term customers. Social media marketing provides many opportunities for businesses to connect with prospects, engage and spend time with them.

These platforms typically make it easy for businesses to bolster brand engagement. However, enterprises and startups should have a comprehensive and data-driven social media marketing plan to benefit from multichannel networking.

What is B2B Social Media Marketing?

Both B2C and B2B are highly effective and successful tools to improve online presence. However, social media channels for B2B are likely to focus on lead generation and brand development. B2B brands can take advantage of business opportunities that different platforms offer.

The latest report by Social Media Examiner shows that over half of B2B marketers use social media channels to build partnerships and get competitor insights compared to their B2C counterparts. This difference is vital in creating B2B sales tactics to attract and engage target audiences.

Typically, B2B brands are more focused on positioning themselves as a thought leader within the niche to serve the audiences. B2B crowd appreciates elements that can make content more exciting and engaging, such as:

· Storytelling

· Stand-out visuals

· Compelling headlines

· Empathy

Other types of content B2B audiences love includes;

· Webinars

· Infographics

· Videos

B2B marketers focus on offering social media content to help their audience become more successful and productive with their businesses.

Why is Social Media Important for Your Business?

As said earlier, several individuals use social media for various daily purposes. This exponential social media growth and use indicates a significant shift in the rising customer acquisition trend.

Today, many people make sure to connect with sellers or businesses before they make buying decisions. Irrespective of how long you have been running a company or the size of your brand, you can find a large audience to target on social media.

Social media allows you to share or post strategic content or use paid ads on various online platforms where target audiences spend a lot of time. This easily-made connection with social media users is a fantastic way to give your brand extensive, targeted, and valuable exposure.

Leveraging the power of social media with the help of marketing specialists can help brands maximize reach, qualified web traffic, and lead conversions. Lead conversion is the best outcome your brand can achieve from comprehensive social media marketing.

According to expert marketers, it is essential to determine the brand’s marketing goals to plan an effective social media plan. To achieve your brand’s online success, a creatively designed social media marketing strategy can do wonders.

No matter what marketing strategies you use for your brand, the goal should be to reach and connect with the audience. The aim is to boost brand awareness and drive revenue.

6 Types of Social Media Marketing

Magazines and Billboards are no longer the only way to advertise your brand. With growing digital marketing trends, you can rely on many advertising options or types. Keep in mind that every kind of social media marketing has unique limitations and strengths.

1. Social Networks

A social network is a social media site that enables your brand to connect with a population with the same interest and background. For instance, Instagram, Facebook, and Twitter are the most used and popular sites people use for social networking. The platforms allow people or brands to connect. They’re a place for people to share their thoughts, upload photos and videos and participate in discussions.

2. Social News

Social news sites allow users to share or post links to external blogs or articles. Brands usually use it to run voting on different items and display the item with the highest number of votes. Reddit is an excellent example of a social news site.

3. Bookmarking Sites

Bookmarking sites such as Diggs, Pinterest, and Flipboard are other social media marketing types. Brands can use these sites to organize and save links for online websites and resources. The sites have a “tag” option that makes it easy to search and share the link with the followers.

4. Microblogging

As the name suggests, the type of social media marketing is great to submit your short blog, including links to service sites and products. Brands can post their written entries on the walls of the subscribers’ or other users’ accounts. Twitter, for instance, is the most popular micro-blogging site.

5. Media Sharing

Media sharing sites provide ways for users to post different media types. These can be video sharing or image sharing sites. The sites also feature the ability to make profiles and comment on the uploaded videos or images.

This social media marketing type encourages user-generated content to help brands curate, create, and share creativity that sparks conversation.

6. Social Review Site

People head to reliable review sites when they decide to buy something. Social review sites are another type of marketing that helps customers determine the quality and experience that different brands provide.

The sites are great for customers and brands to understand customers’ perspectives and identify if there’s room for improvement.

The Ultimate LinkedIn Sales Guide

The Benefits of Social Media Marketing

For Brand Building

Social media platforms have a unique visual nature that allows businesses to build a visual identity among vast audiences. Over the years, social media marketing has played a vital role in helping brands improve brand awareness. It is worth noting that brands can build better brand awareness with the help of campaigns.

Social media marketing can increase the scope and exposure a business receives. The more exposure a company has via social media, the more traffic it will get. Social media platforms are great for making loyal customers or generating leads.

With a solid online presence, brands can make successful business partnerships, improve sales, and lower marketing costs.

For Business Growth

Social media marketing allows brands to tell or share their story across different platforms. They help businesses spread their message and keep buyers informed about their vision and goals. Brands can keep audiences and prospects updated about their services and products.

When B2B marketers leverage the power of social media, they extend the reach of their brand even further. Most research has shown that social media marketing can produce double the leads as telemarketing, trade shows, pay-per-click, and direct mail campaigns.

In fact, the social media lead conversion rate is 13 percent higher compared to the average lead conversion rate. Statistics show that social media is an important channel for technology and B2B brands. It plays a vital role in the overall growth of the brand.

For Content Creation and Distribution

Did you know social media communities are a great way to create and share thoughtful and original content?

Promoting the content on different social media channels allows your brand to get well-researched and smart content among the audience, grow your leads, and prove your expertise. For instance, Hootsuite used its Twitter account to post some interesting Infographics, stats, and fun facts from its recent digital global report.

Similarly, brands can create employee-generated and user-generated content to develop innovative and fresh options. However, solid content marketing is essential to maximize the advantages of social media for the brand.

For Communication

Keep in mind that your prospects talk about your services or product on social media. If your brand is on the ball, you can discuss a critical post about the brand to address negative feedback or highlight positive aspects.

Be sure to tell people your side of the story. If someone likes something about your products, send them thanks or appreciate them. In contrast, if someone has complaints regarding the services, you need to deal with them carefully and professionally.

In such instances, it’s essential to have a communication crisis plan. Remember that even a small number of negative comments or shares can cause a devastating impact on your community. Have a plan in place to manage social accounts and ensure you’re ready to deal with the worst-case scenario.

Unlike conventional media, social media platforms allow you to contact, interact, and discuss things directly with your customers. You need to stay active and responsive to cater to people’s comments and questions on social media networks.

For Gaining Insights

Learning about your prospects and customers is imperative to meet their needs and demands. The good news is that social media platforms generate a tremendous amount of customer data in real-time. Your brand can use these insights or information to make intelligent business decisions.

All top social media networks use analytics to provide accurate demographic information to interact via accounts. It is an excellent way to tailor or design your social media marketing tactics to reach and communicate with your real audience.

In addition, social media monitoring is a critical component of audience engagement. You don’t have to determine how many people talk about your brand online or what they talk about. Put simply, their feelings and emotions about your brand are what help them build a perception or impression.

If there are mentions and comments with negative sentiment, you need to figure out the problem and ways to address it.

For Advertising

Social media marketing is one of the most inexpensive ways to promote or advertise your brand. In fact, social media ads are a cost-effective way to distribute content and promote business. It doesn’t end here, as the ads come with powerful and impactful targeting options to effectively reach the audience within a budget.

Many savvy businesses and marketers use social media ads to benefit their brands. According to the latest statistics, social media promoters are expected to invest over $56 billion in product marketing on social media.

Brands create campaigns and programmatic advertising that can reach across different services and apps to a custom audience in the USA. Programmatic Advertising uses AI technology to mechanize ad trade and target a specific audience.

For example, real-time bidding is programmatic ad buying. This automation is faster and well-organized, translating into higher conversations and reducing consumer acquisition.

Interestingly, programmatic advertising has the potential to modify advertising trends swiftly. Recent EMarketer data shows that approximately 90 percent of display ads on social media will be programmatic by 2023 in the USA.

For Proving ROI

Social media presence is fundamental in online promotions, search rankings, and marketing. Current stats found that social media users have amplified to 4.47 billion. In recent years, over 340 million users joined Facebook, Twitter, and other social media platforms.

Also, Web Index’s current stats revealed that a user spends 2 hours on different multi-networking sites every day. It includes eight to nine messaging and social media apps. The increasing number of social media users shows that brands need to focus on their social media marketing tactics to build brand awareness and reach their target demographics.

Moreover, social media platforms are essential to a brand’s sales funnel. It refers to the process via which a new user or prospect becomes a long-term customer. With different social sales tools, brands can improve their eCommerce and product search. The evolving tools allow you to align your marketing and advertising efforts with sales goals.

For example, analytics and social media tracking tools enable you to see the full effect of social media tactics and strategies. You can track anything from follows, engagement to conversion, and purchases with these tools.

The Essentials of a Successful Social Media Marketing Strategy

Before we get into tips you can use to create a social media marketing strategy, it is vital to learn some essentials of a successful strategy.

Create an Audience Persona

Speaking to a specific population or audience through social posts is the core of your social media marketing plan. If you don’t have a clear or intuitive idea about the audience you want to target, it is better to create an audience persona.

It typically analyzes the audience’s demographic, including their needs, fears, and interests. Creating an audience persona will help you choose the right social media platform to connect with the users.

For instance, if your target audience includes young adults or teens, Instagram is the right platform with 32 percent of Gen Z.

Whatever goal you choose, align it with different metrics to measure your success later.

Know Analytics

Keep tabs on quantifiable insights to determine who is reaching you, which content is right to share, and the time to post.

Budget Your Plan

Budgeting is also essential to determine how much of a budget you want to allocate to the social media marketing plan. You need to itemize your potential expenses to determine where your money will go. You should have enough finances to invest in;

· Campaign content

· Paid social promotions

· Social media management tools

· Analytics tools

· Engagement efforts

Have a Content Strategy

A social media marketing strategy requires a mix of content to attract people. You need to develop a comprehensive process to improve this content and its worth. It should be visual, practical, and emotional to ensure optimal results from your content. 

Integrate with Digital Strategy

Note that social media marketing isn’t just about building brand awareness. Over half of marketers and businesses using social media consider it essential to improve sales. That is why it is crucial to integrate your social media marketing strategy into a large digital marketing plan.

Here is what you can integrate into your marketing plan.

  • Content marketing
  • Email marketing
  • Display and PPC advertising
  • Offline marketing
  • Search engine marketing

Creating Your Social Media Marketing Plan

Since you’re aware of social media marketing essentials, it is time to learn how you can put them into action. Follow the steps to create your social media marketing plan.

Choose the Right Platform

As mentioned earlier, you need to choose the platform your target audience uses the most. Also, use platforms you can manage and give the required time and effort. Start with one and slowly add more forums to the list.

Set Goals

Make sure you identify your goals for social media marketing. Think about the objectives you want to achieve with your social media strategy. Most social media marketing campaigns have the following goals;

· Lead generation -41%

· Increasing brand awareness -74%

· Improving website traffic -53%

Adjust or Evolve Accordingly

Analytics are important to identify and measure the engagement each post generates. It will also help you analyze the followers you’re getting and what they are interested in reading or seeing.

Social Media Marketing Tips

So, you have learned how social media marketing works, let’s find some tips to help you get started with your comprehensive social media campaigns.

1. Create Dynamic Content

Content is the most important aspect of social media marketing. You need to ensure that your post is educational, informative, and answers your audience’s questions. The ideal content should include;

  • quick tips
  • How-tos
  • Insights and data
  • Announcements and updates
  • Questions, polls, and contests

You can use different social media formats such as live streams, images, online stores, and videos to make your content more engaging and exciting.

2. Create Uniformity

You can project your business across a wide variety of platforms. Note that each platform offers a unique voice and projection. It is essential to create uniformity in terms of your business’s identity, whether fun or friendly.

3. Engage with Participants

A professional social media account of your brand isn’t enough to ensure an online presence. To make an impact, you need to pay attention to people who engage with your content and posts. Make sure you respond to comments on your posts, conduct live streams, plan real-time questions, spark discussions, and post polls.

4. Benefit from Content Creation Tools

All social media platforms are equally engaging and require your brand to create or post unique content that garners users’ attention.

If you want to set your post apart from others, add relevant and attractive visuals, illustrations, texts, and photos. Use quality content creation tools and templates to create professional visuals and logos to make your mark.

5. Create Unique Feed

Uniqueness is the key to making your brand’s social media account stand out. Make sure to keep tabs on your competitors, generate ideas to make your marketing strategy, and find ways to fill the gaps in your plan. Follow brands with successful content strategies and values.

6. Follow the three Rs

Social media is an engaging place and needs brands to be active when gaining traction among the audience. To stay on the top of people’s minds, you need to post valuable content regularly. The best way to do this is to follow 3 Rs:

  • Repurpose – create a post from reviews, post a blog into the series of Tweets, or share a case study of a customer.
  • Repost – Repost or retweet influencers’ content, and reshare links in the post to keep your content calendar full
  • Recycle – Recycle an old video and repost it on the top performing blogs on a monthly basis to get new followers

7. Use Analytics to Measure Success

Tracking data is essential to determine the success of your social media marketing techniques. You can use Google Analytics to measure the most successful tactic and strategies for your brand’s marketing. By attaching tracking tags to marketing campaigns, you can monitor them.

Once you‘re done with key messaging, find out what is trending on social media. Find a strategy or pattern increasing in popularity and align it with your brand’s key message. It can help you capitalize on trends and drive engagement.

9. Focus on Video Content

There is no denying that video content is more engaging. With the birth of live sessions, IGTV, and rapid YouTube growth, no social media marketing strategy is considered effective without video content. A tweet with a video is 6x more likely to be reposted compared to just text or photo. Therefore, using videos in your posts or content is one way to get more exposure.

10. Join Communities

With extensive social networks, small communities have become more critical. Make sure you connect with like-minded brands within your domain and people through Twitter Chats, Facebook Groups, or LinkedIn Groups.

The Best Social Media Marketing Platforms for Business

LinkedIn

LinkedIn marketing strategy helps you establish your brand reputation. You can manage company pages, connect brands with different industry leaders and create valuable posts for businesses on this professional forum.

Facebook

Facebook is an ideal platform to market your services cost-effectively. You can expand your reach on this powerful social media platform with Facebook optimization.

YouTube

YouTube is the largest platform online shoppers use to discover brands. Upgrade your YouTube social media marketing to capture and compel the attention of prospects.

Twitter

Using your professional Twitter marketing account is the right way to spot target customers, create paid or organic marketing strategies, and measure analytics.

Snapchat

Snapchat stories can play a vital role in keeping your prospects and potential customers updated about your brand activities.

TikTok

Use TikTok to promote your services and products. It can help you create organic and viral content.

Top 7 B2B Social Media Marketing Tools

Dripify

If you’re looking for the most advanced tool for LinkedIn lead generation and LinkedIn automation, Dripify is the best option. The hi-tech tool allows brands to establish their sales funnel within a few minutes. The tool is easy-to-use and lets the software complete most tasks.

Several other features can help you improve your LinkedIn prospecting and get more deals. It is one of the modern marketing platforms for professionals in software, tech, and SaaS. Dripify empowers your brand to harness drip marketing’s power to generate prospects automatically.

Dripify LinkedIn automation tool can help you take potential talents onboard, develop unlimited and brilliant prospecting campaigns, and provide prompt responses via innovative inbox features in Dripify Export.

LinkedIn Sales Navigator

The flagship product by LinkedIn is for brands’ sales teams. It enables ops leaders, managers, and representatives to inform their strategies and approaches through LinkedIn’s expansive insight, data, and relationship tools.

It can quickly identify and discover people, brands, and communities that are fit for the service or product you offer. Plus, it engages and converses with prospects in the ready-to-do environment while helping you benefit from content-sharing capabilities.

Ahrefs

Many firms and brands consider paid and organic search traffic the most crucial traffic sources. You need insightful and reliable data to benefit from this source, and that is where you need Ahrefs.

Ahrefs is an all-in-one SEO toolset that is excellent for optimizing your website, running keyword research, analyzing competitors, building links, and getting content ideas.

HubSpot

HubSpot comes with inclusive reporting capabilities. As HubSpot’s comprehensive model enables you to connect your marketing tactics, depending on the plan you choose, you can track marketing campaigns and follow buyers along their journey.

Typically, HubSpot uses the details and information brands provide to contact them about relevant products, content, and services. If you don’t find the campaign helpful, you can unsubscribe at any time.

Salesforce

Salesforce is another effective B2B marketing tool specializing in CRM (customer relationship management).

Its data-driven approach has made it a leader in the industry. It is one of the superior social media platforms and studios with effective capabilities to handle many marketing facets such as dynamic customer journeys, multichannel campaign execution, pre and post-campaign analytics like audience segmentation and building, social media advertising, and engagement.

HotJar

HotJar is another powerful tool you can use for effective social media marketing. It can help you determine users’ voice and online behavior. The social media marketing tool combines other feedback tools and analysis to provide you with a big picture of the strategy you can use to improve the conversion/performance rate and user experience.

HotJar complements the insights and data you obtain from conventional web analytics tools such as Mixpanel or Google Analytics. It is an easy-to-use and industry-leading service.

BuzzSumo

BuzzSumo is a popular cloud-based tool to help brands discover the most effective outreach, content, and engagement opportunities on social search. With this brilliant B2B social media tool, you can find trending stories, content success, and new keywords while keeping tabs on your brand’s most important marketing components.

The most posted and shared content report of BuzzSumo is its most powerful feature. Simply add a topic, hit ‘search,’ and presto, it can present you with some of the most shared content on LinkedIn, Twitter, Facebook, and Google+. You can also get an aggregate value of various social media channels.

Conclusion

You need a solid social media marketing strategy to drive customer engagement and brand loyalty. With a comprehensively designed social media marketing plan, you can create, manage, and assess the content you post on various social media platforms. It helps your brand improve engagement with customers and boost sales and revenues.

The article includes the importance of a social media marketing plan for your business, ways to make an effective plan, and tips to benefit from it.

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