It’s not temporary, it’s not a fad, and it is quickly becoming a replacement for former marketing media formats. It’s both branding and lead generation and more.
Social Media Marketing (SMM) is defined as online marketing activities that utilize social media platforms and involves sharing of content, videos, and images for marketing purposes. There are a large number of social media platforms out there and each of them has specific qualities and benefits. Which ones you use will depend on your business and what you hope to accomplish.
Most marketers will tell you that the primary focus of SMM is to increase traffic to our website and while that certainly is one goal you should have; is that all there is? IT will help your search engine rankings but is their more to it? SMM has the ability for strong visual messaging (imagery, video, and info graphics) that will help you with your brand identity, familiarity and loyalty. It can even help to generate what is thought to be soft leads where the audience will give up some of their information in exchange for an offer of something of value.
Any time you post to your social media platform creates an opportunity for the viewer to convert and more conversion opportunities will lead to more business. If nothing else, it will improve your conversion rates on existing traffic by creating trust and brand identity. One thing you must remember is to remain consistent and cohesive in your messaging – every time you blog or post, you put your brand on display and the only way to build trust and loyalty is with the same message every time.
As with any other marketing that you do, you first must have a plan. What are you trying to accomplish via social media? Who is your target audience (most platforms have the ability to specifically target by any of the above mentioned demographics and more)? How are you going to accomplish your goals and do you have the internal capability and knowledge to make it work?
Time is of the essence here. Your competition is already doing some kind of social media marketing and the sooner you get started, the sooner you will get the ROI. It’s hard to measure the effect of your branding efforts – the conversion may not be today but building your voice and image will yield results. And yes, there are ways to measure ROI for your online activities. We have a pretty good idea about how to get started so give us a call today.