Social networks have become widely used communication channels and are an integral part of the online marketing mix. Facebook, Twitter and other social networks offer local and global businesses new and attractive communication possibilities in terms of communication. For companies that want to be present on social networks, newsrooms or blogs, it is important not to just implement classic marketing strategies. Dialogue with customers, prospects and business customers is evolving and has become faster thanks to community management, while viral marketing on social networks is becoming increasingly important.
What are the differences with traditional marketing?
Traditional marketing strategies include advertising placement on channels such as television, the printing industry, or even direct contact with customers through the distribution of brochures and flyers. Marketing professionals call this outbound marketing . This strategy consists of reaching out to the customer by promoting a product or service to that same customer. With content marketing, search engine optimization and social media marketing, the practices have evolved .
Inbound marketing vs. outbound marketing
In inbound marketing, it is the prospect who goes to the company, and not the other way around. By making sure to convey a positive image, we try to ensure that the customer actively goes towards the company . It is particularly via social networks such as Facebook or Twitter that it becomes easier for users to interact with companies and give them feedback on their experience. This feedback can be both positive and negative and community management has become increasingly important in online marketing.
Reach new internet users with viral marketing
Marketing on social networks is only profitable if you know how to react quickly and according to your target group. “Followers”, thanks to sharing functions among other things, can quickly increase the reach of current content and thus increase the speed of propagation of this information. In the span of a few hours, a video or post can be shared or commented on thousands of times. To benefit from virality on social networks , you need to know how to make good use of this instrument, for example as part of an advertising campaign. Viral marketing can dramatically increase the reach of its content at very low costs. The goal is to draw attention to your business or products.
Use social media marketing effectively
Social media marketing is the modern form of recommendation marketing . Now, customers often express their satisfaction with a “Like” on Facebook or a glowing post on Instagram. Now, customers often express their satisfaction with a “Like” on Facebook or a glowing post on Instagram. This information is visible to all of their followers and satisfied customers become brand ambassadors. In order for your social media marketing campaign to be successful, many criteria must be met scrupulously.
If you want your campaign to be successful on social media, you need to pay attention to the following:
… Provide information
In addition to their website, companies can communicate on social networks. In addition to providing basic information such as opening hours or company address, social media can be used to convey important information.. Whether it’s new dishes on the menu for a restaurant, a new collection in a clothing store or the arrival of a new employee, the social media news feed is perfect for sharing these novelties. Information concerning exceptional openings, works or job offers can also be conveyed on social networks. This way, the page’s customers and “fans” always stay informed and keep your business in mind. It is also beneficial for the customers you have just acquired, so they can benefit from relevant information.
… Build your reputation
Competition is fierce online and customers can, in just a few clicks, learn about the competition’s offerings through product comparison platforms. This is why companies must constantly monitor the image they generate on the internet and build a positive online reputation . The latter is obtained by a qualitative interview of the customer relationship as well as the corporate image. Social networks allow companies to get direct feedback from their customers. A community management effectively demonstrates that we take customer feedback to heart in the corporate culture. A transparent communication style on social networks allows you to benefit from a good image with customers.
… Take care of the contact
Social media marketing is a perfect tool for building customer loyalty. Your fans and followers have already shown interest in your business – and they’ve shared that with their own followers. It is now up to community managers to use these networks wisely. Photos, publications and other information communicated have no value if they do not elicit a reaction from users. The more people who “like”, share, or comment on your post, the more popularity your business grows. This live dialogue allows proximity with the customer. The profile of companies on social networks is increasingly becoming the place where real-time exchanges take place, where customers ask questions and where complaints are made.
… Maximize your reach
Marketing on social networks allows you to increase the reach of your business communication if you know how to use this tool in a relevant way. Good content that offers added or entertaining value is shared and liked, moreover it is seen by the list of friends or contacts of users, which quickly increases the number of readers. This is why planning and strategy are of great importance. Using social network management tools, it is possible for businesses to plan and target the publication of their marketing content on social media. Generally, the financial investment is less compared to traditional marketing channels. In addition, the success of the content can be measured closely.
… Use the possibilities available to you
The various channels of social networks offer many opportunities to arouse the curiosity of users and thus gain new customers. Thanks to promotions and special actions , companies are talking about them. The feeling of belonging to a communityis also developed by customers when invited to events through Facebook. Social networks are also an opportunity to get to know your target group better. Their preferences and interests are visible and can be analyzed by studying the content they share. It is possible to observe what are the interaction rates of each post and which are the most successful. Thus, the major themes that arouse interest can be more easily and better discerned, thanks to the management tools of social networks.
… Advertising placement
Of course, it is also possible to opt for advertising placement on social networks. With Facebook Ads, for example, you can accurately determine which target will see your ad. Metrics, intended to measure online performance, are useful for any web marketing strategy. Thanks to targeting, you will also be able to avoid distribution losses by carrying out precise targeting.
Which social network is right for my strategy?
When we think of social networks, Facebook often comes first, and it is not without reason: Facebook is the most used social network in the world. But of course, there are countless other platforms that you can reach your customers with. YouTube, Twitter, Instagram, Snapchat, and even LinkedIn are also interesting from a strategic point of view. The options available to you as a marketing manager are outlined in the article on major social media platforms.