Social media marketing – why do it and what does it do?

Marketing is ubiquitous - this is an undeniable fact. Leaflets, messages via loudspeakers in stores and malls, colorful neon signs that attract attention, promotions and loyalty programs, and even a scent characteristic of a given brand - all these are elements of marketing aimed at attracting the customer's attention and encouraging him to use the service/purchase the goods. A channel that allows for very effective marketing activities is the Internet and social media marketing. What is this all about?

Why all this marketing?

Regardless of whether you run a small, medium or large business - you need marketing. Without taking appropriate (effective!) actions, you actually have no greater chance of standing out from the competition. Even if the scope of your company's activities extends beyond the Internet, it is still (and will be) the best place to promote your business.

This is primarily due to the fact that customers use the Internet to look for goods or services.

Easy access to the Internet (virtually everyone has a smartphone these days) makes it easier to "Google" the information you are looking for. It is also quite obvious that Internet users looking for an answer to their question will click on the results:

  • appearing on the first page
  • containing an answer that comprehensively addresses their problem.

Therefore, an online presence - regardless of whether you sell cars, trips or small handicrafts - is an essential element of the existence of your company. Building the brand image and awareness of its existence among customers is the starting point for achieving success.

Social media marketing – what is it for?

Online marketing is not only about advertising - which can be ignored, turned off or simply overlooked - but also a whole range of comprehensive complementary activities.

Positioning, marketing campaigns, as well as social media channels - this is an absolute basis for every startup and fledgling business, as well as for those companies that want to increase their brand awareness among customers and improve their turnover.

Social media is now a wide, clear and enabling window to the world. It is not only about communicating with recipients, informing them about new products, services, events and promotions, but also about building relationships and encouraging recipients to actively participate in the life of the brand.

It is also the easiest way to effectively reach potential interested parties. They are profiled based on previous searches, which allows advertising to target exactly the preferred group of recipients.

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Social media channels used for marketing purposes

Activities in social media are undertaken primarily to increase website traffic and thus increase sales of goods and services.

The main areas of marketing activities are:

  • Facebook
  • Instagram
  • YouTube
  • Linkedin
  • Twitter.

Social media allows you to interact with interested audiences in real time. Many potential customers who are interested in a company they have found, before deciding to use its services, usually check:

  • ratings given by existing customers on Google;
  • website and its content (navigation must be friendly and clear, and the content on the website must be valuable. The first impression will remain forever);
  • profile on Facebook and Instagram (number of profile likes, frequency, form and quality of posts created, method of communication with recipients).

This last point is worth paying more attention to - primarily because of the opportunities it offers.

What are the benefits of actively and consciously running social media profiles?

Efficient and reasonable management of social media profiles is an excellent way to:

  • informing;
  • increasing brand awareness among recipients;
  • easy reaching of the desired, specific target group;
  • active communication;
  • receiving signals on an ongoing basis, thanks to which you can improve your actions;
  • building long-term, lasting relationships with customers.

Static content on the website is the starting point - after all, we will ultimately direct the customer to it to learn more about the brand or buy a product or order a service. However, the customer should have the feeling that the brand is alive, developing and open to his needs. Providing this in a few words on your website is not enough.

The quick and accurate response to questions and problems in social media channels is significant - it gives an image of the brand's approach to the customer.

In order for them to reach the website, you must first reach them - and the easiest way to do this is by using the most user-friendly method: social media.

"Viral marketing" in social media

Although the term "virus" has negative connotations, in the case of social media activities it is a very desirable phenomenon - and this is what experienced marketers strive for.

It's about subtle (intrusive marketing is treated as spam and instead of attracting, repelling recipients) initiating a situation that leads to users starting to share information about the company among themselves in a natural way.

Ultimately, viral marketing is supposed to lead to neutral (and therefore not associated with a form of targeted advertising) promotion of the company or its specific product/service.

One example of viral marketing in social media is sharing some information (valuable, giving some tips, increasing users' knowledge or awareness) that will be so useful and interesting that Internet users will want to share it with others.

Doing so will result in involuntary, subconscious memory of the brand or product.

How to run social media profiles effectively?

Company profiles on social media can be a powerful marketing tool - provided you know how to use them.

You don't necessarily have to start with paid campaigns. Make sure the message is clear, information consistent, and valuable content.

At the very beginning, it is worth choosing a certain method of communication - it must be consistent, even if several people run the profile.

Listen, react, analyze - for the latter you have many tools that allow you to monitor traffic and activity in relation to various situations, messages, hours... Plan and act wisely.

Be not only an observer, but also an active participant - only by becoming a recipient yourself will you be able to sense the needs of users.