Social media marketing, or SMM, is a form of Internet marketing that involves creating and sharing content on social media in order to achieve your marketing goals. This includes posting text and image updates, videos and other engaging activities. These may include tools such as a hashtag, which drives audience interaction and engagement.
The use of social media in marketing has brought new consumers to businesses by expanding their audience and directly targeting the audience on platforms that they use every day.
Your business type should inform and drive your marketing strategy. When building a social media marketing strategy, it should reflect the following questions:
- What are you hoping to achieve through social media marketing?
- Who is your target audience?
- Where would your target audience hang out and how would they use social media?
- What message do you want to send to your audience with social media marketing?
Gathering data will allow you to pinpoint exactly what the consumer wants and how to engage their social media. When marketing is introduced to social media, consumers automatically participate subconsciously, which then drives sales for a business.
Great content and a consistent brand image are what will drive your social media marketing. By staying consistent with your brand and other forms of marketing, consumers will be able to retain your products and relate it back to your business’s core identity.
Social media marketing has expanded due to the increase in usage of sites that target consumers use the most. The most common social media site include:
Social media marketing is effective whether the company acts alone or has collaborated with others. In 2015 emojis became a trend among social media users. Brands picked up on this trend and started to use the emojis as well.
Taco Bell, who has an interactive social media presence among the youthful demographic joined in on the trend. Users simply had to tweet at Taco Bell with taco emoji and another of their choice, and the brand would tweet the user back with a humorous mashup of the two images.
Other companies such as Urban Decay used Pinterest to get users excited about a new makeup collection by creating a contest on the social media site where the winner would win tickets to the sold-out music festival Coachella.
Social media marketing has become a powerful marketing tool due to the usage among its target audience and growing youth population. It is an advantage to businesses on staying up-to-date with its audience, but also increase sales as well.