The internet has taken the world over by a storm. 90% of the world's population has access to the internet and 80% are active social media users. Networking platforms such as Facebook, Twitter, Instagram and others have made it easier to share ideas, content, views and opinions online to the world. Corporates and businesses are including social media marketing as one of the major digital marketing strategies in their promotions.
SMM is a type of online marketing or digital marketing which uses the benefits of networking platforms as a promotion tool, thus increasing website traffic and increasing engagement. Social Media Marketing compliments SEO efforts. It is based on the principle of organic search, which means when the website and its connected social media platforms are active, they appear on the first page of search engines.
90% of the users searching on the internet do not go beyond the first page and the first three results get 70% of the clicks. Therefore, the importance of appearing on the first page is very clear.
Start With A Plan. Before you start experimenting with different kinds of campaigns available across networking platforms, ask yourselves these questions:
What is the objective of this campaign?
Who is your target audience?
What interests your target audience the most?
How is their behaviour towards the market?
What message would you be sending this social media advertising?
You must decide why are you campaigning in the first place. The objective can be for Awareness, Consideration and Conversion. Each of these three objectives is broad concepts which are further divided into a number of specific campaigns, we shall guide you through them one by one.
I. Awareness: The end goal results in increased brand or product awareness. It includes campgains such as,
Boost Post: A beginners guide to increase awareness about their brand or company.
Page Promotion: Businesses make use of page promotion on Facebook to promote their page. Useful to get more likes and views.
Increase brand awareness: Reach out to people who are interested in the kind of products or services you are offering.
Increase Reach: Reach out to as many people as possible on the internet.
II. Consideration: The objective of this type of campaign is to increase knowledge about your business among your target audience.
Send people to your website: Make people visit your website.
Install App: Encourage users to install your app
RSVP for Events: Spread information about an upcoming event and get more people to come for it
Collect leads: Lead generation, collect information of the user with their permission.
Increase video views: Increase the number of views on your video.
III. Conversion: It is where you get the biggest return on investment from. Most of your advertisements online should aim at converting a user into a customer.
Increase website conversions: Increase the number of sign-ups and subscribers on the website.
Increased App engagements: Make the users spend more time on your app.
Call to Action: CTA refers to encouraging users to make a call or purchase a product from the website.
Target audience refers to the group of people you would like to associate your business with, send your message to. Reaching the right target audience is absolutely important in order to get the return on investment. Understanding the audience is crucial for any business before they put out an advertisement. A successful marketing campaign connects with consumers on a personal level, which will help the business to develop long-term relationships with customers (Sherlock, 2014). The message should be delivered to the right audience at the right time. Choosing the target audience is a process which is broadly divided into 4 segments:
Demographic Segmentation involves the statistical information of the audience. The age, gender, income, occupation, qualification and marital status is what comes under the demographical segmentation. It gives the basic background of the customers to the business and is extremely necessary in order to judge how to communicate with the chosen audience.
It refers to the use of sociological, psychographics and anthropological factors to determine how different people make different decisions in the market. By gaining more detailed information on the thinking process and lifestyle of the audience, businesses can alter the message being sent to them. It helps in hitting the nail right on the head and makes a successful campaign.
What influences the consumers to make a purchase decision? Consumer behaviour is a study of the cognition and the process that comes before the customer makes a purchase. The message sent by the businesses has a major impact on consumers decision-making process. Hence, it is important to render the message according to what the audience wants to hear. Their interests, habits and past purchase decision helps in understanding their behaviour towards the market.
The geographical location of the target audience is extremely vital for any business. The mindset and purchase decisions change across locations. This could be due to the change in culture, climate and even resource available. For example: In a city where agriculture is the major source of income, fertilisers and seeds sales with being more than other products such as soft drinks. Hence it is important for businesses to know what is trending in the area their target audience is located to advertise the right product or service.
Segmentation of the market gives a business the ability to define its target market for its product or service, and apply the marketing mix to achieve the desired results.
Segmentation Based on Preferences:
As mentioned earlier, 90% of the consumers have an active internet connection. This opens doors of opportunity for them to use various kinds of devices and browsers. Hence, preferences are further divided into two categories, namely,
Segmentation based on Devices
Segmentation based on Browsers
I. Devices: There are a number of devices that have come up in the market and the innovation does not stop. Everyday we witness an invention of newer devices with internet connections. The major devices trending are:
II. Browsers: With the increase in the number of devices, the number of browsers has also increased. Customers have a choice to make there as well. Although there are hundreds of browsers developing and coming up in the market, few of the leaders have already established themselves and have been on the top for a long time now. They are:
Ready to start your very first social media campaign ever?! We are as pumped as you are! But before you go ahead and start creating your campaign, keep these following tips in your mind;
Keep Realistic and Measurable Goals. Do not get excited and set objectives that are difficult to achieve. Start out with smaller campaigns, learn from the outcomes and then take the big leap.
Stay Active and Post regularly. If you do not post regularly, user engagement will decrease which will directly impact your campaign goal.
Create a brand image and keep it consistent throughout. Do not confuse the audience by posting multiple facets of your industry, stick to one. If your brand is about clothing, stick to clothing.
Analyse what your competitors are doing. Competitors analysis is extremely important to know what’s trending especially if you are starting out new. Look at what they are doing, how are they doing it and improvise on it.
Good Content is the key to keep your audience engaged. Make use of pictures and videos to keep your audiences interested.
Track your performance. Social Media gives you the liberty to track your performance while the campaign is running and make changes too. Keep a track on your campaign every hour and make the necessary changes if required in gaining a higher ROI
Looking for more social media marketing help?
Many businesses are quite sure how could they incorporate digital marketing into their business. It is either due to lack of experience or knowledge. If you do not know what you are doing and are stuck in between, We can help you tackle such a situation. Reach us out at firstname.lastname@example.org and our experts will get back to you.