Social Media
All those people are your potential buyers/customers, who can become your loyal clients with the help of masterly promotion of your corporate page in social media.
A corporate page will increase brand awareness within potential buyers and will form the required image of your company, even without direct sales or transitions to your web page.
Components of Company SMM
Content is certainly the most important component of success of a corporate page in social media. We aren’t speaking namely about commercial content. Entertaining and viral content became one of the main techniques of leading brands’ promotion long ago.
Besides content, it is also important to develop a strategy for subscribers’ attraction, to analyse rivals’ actions, to organise communication with the audience and to use all other options of this service.
The promotion strategy should be analysed and updated on an ongoing basis in order to ensure the post reaches a certain level, and what is more, to increase the company’s sales figures.
Targeted Social Media Advertising
Another social media factor that is important for business, is internal advertising infrastructure. Targeted advertising shown to the audience in conformity with the parameters set by the advertising client may become an excellent, exacter alternative to the search advertising services.
SMM advertising is cheaper and will also bring subscribers to your corporate page, besides desired actions (i.e. order placement, website signing-up and so on). Advertisements in the user’s feed look as a usual post and have more credibility.
However, the social media advertising potential is not limited only by paid-for promotion of your posts. You can also co-operate with bloggers and opinion leaders. A post placed on a popular page, even if it is not advertising, will draw the attention of the audience of the blogger they trust, to your brand.
What business does SMM suits the best?
SMM does not suit any and all businesses. It is not suitable for offline business and B2B sector, however, it is perfect for marketing of:
Goods
Services
Specialists
Services and Software
The most important SMM issue is clear positioning of brands and products as well as content aiming to the desired audience. Here are some examples of masterly SMM strategies from large brands:
Oreo
They put an accent on video content and vines. Snack Hacks are well-known vines telling about ways of Oreo cookies eating.
Red Bull
This company provides itself with high-quality and unique social media content by sponsoring the extreme sports.
ADT
They are aimed at user content. The company’s clients willingly tell about their smart homes all by themselves.
Airbnb
The company’s account is rather a tourist hub. Here is minimum advertising and maximum discussions, advice and routes.
TurboTax
This is an example of how viral and popular content may be made of such unpleasant things as tax payment.
Edoque
This Company sells fruit not via advertising or promotions but via high-quality video recipes in social media.
SMM Comparison with Other Kinds of Online Brand Promotion
- The audience wants entertaining content,
- Useful posts, which one wants to share, have a viral potential too,
- Graphical content has more value than text one.
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Comparison criterion
|
1
SEO |
2
Search-engine advertising |
3
SMM |
| Express settings and quick launch | |||
| Quick results | |||
| After-campaign effects | |||
| Users’ credibility | |||
| Suitability for any business | |||
| Audience targeting | |||
| High cost |
A better effect will be achieved only if one combines all marketing channels. However, one should consider the business specificity and target audience when setting the priorities.
The same marketing message and company positioning should be kept to, when combing different techniques, thus forming the company’s image and reputation.
Specifics of SMM Content Drafting
A key to SMM success is ongoing analysis and monitoring. Not only the audience and rivals should be analysed but also relevant trends and mechanisms of social marketing. Social media changes quicker than any other advertising channel, so, there must always be something new added to keep the audience.
The segments that are difficult for content generation, as well as B2B sector is better to be promoted as thematic pages, without explicit brand mentioning. If one develops a useful page only for engineers or women on maternity leave, they can gather the target audience more quickly. Such an audience may show the brand advertising, without spending extra funds.
Having entertaining and useful content is very important. Entertaining content is something that a user created a social media account for, while useful content will arise the users’ desire to keep it in their feed and to get subscribed to the source of such information. Hence, the group may be provided with viral reach and new subscribers without advertising funds.
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