Social Media Marketing or SMM is a form of Internet marketing that consists of the attempt to use social media to promote your company’s products or services. In other words, it is the action of utilising social networking websites as a marketing tool.
The main goal or aim of Social Media Marketing is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.
So, how does social media marketing relate to Digital Marketing?
Social Media Marketing is an important component of the overall Digital Marketing process for any business or organisation. It represents the use of social media and social tactics in an integrated marketing perspective whereby several marketing goals can be fulfilled.
It is one of the main marketing channels as it connects with various of the digital marketing channels and ties each one together. Social media is just one of the many online marketing tools, but as a result of it’s vast amount of channels and it’s increasing popularity, it can sometimes be misleadingly thought of as the only online tool out there.
Some business owners rely solely on social media even though there is a much wider selection of online tools and channels.
Social media marketing can be in the form of video, audio, images, links or plain text, that is published and shared in a social or business environment with a view to getting to your customers.
How do I use Social Media Marketing for my organisation?
Before you include a Social Media Marketing campaign in your digital marketing strategy, you should research what channels are the best to use for your type of business or organisation.
For example, if you are operating a B2B company, the likes of LinkedIn or Google Plus would generally be the most effective platforms to use. This is because both of these platforms, LinkedIn in particular, are mainly used for connecting with B2B sectors.
If you are operating in the B2C industry, then Facebook and Twitter may be the best route for you to take in order to promote your product or service.
When posting content to your social media channels, it is important to follow the one-in-seven rule whereby only one of every seven posts overtly promotes your business. The other six posts should focus on sharing valuable content, which include posts from the community.
Other important aspects of Social Media Marketing include providing your audience with valuable posts that benefit your followers. This can be anything from posting tips or offering special deals on your products or services.
Also, by offering your customers with a reward for checking-in on your Facebook page, this will create a buzz about your company, therefore, increasing traffic on your social media platforms.