Social Media Marketing

Why Social Media Marketing Matters and How to Get It Right

When it comes to marketing your business, one of the most cost-effective and successful ways of doing that, is through social media. Even if you think your target audience aren’t big on social media, it doesn’t matter – because some of them, or people who might purchase something for your audience – will be.


Facebook is the world’s most popular social media site with 1.32 billion active daily users and 2.01 billion active monthly users. That’s a lot of potential customers for and advocates of your business. LinkedIn has 500 million registered users, while Twitter has some 328 million active monthly users.


Of course, many of those users overlap, but that’s still a wealth of potential business from a social media marketing strategy.


To help give you a bit more detail on why social media marketing is a good option for pretty much every business and also a few pointers on exactly how to do it, read on for our expert insight!


What Is Social Media Marketing?

Social media marketing is when you get the name of your company, brand, products and/or services seen by users – who are also potential customers – of social media. Regardless of your target audience, by creating the rights posts, ads and tweets and putting them on social media, you’re increasing the exposure of your business.


And, when more people know about you, there’s more chance that sales and profits will rise. That’s the main reason social media marketing is used – to help publicise a business to as big a percentage of your relevant audience as possible.


Social media can play as big or small a role in your broader marketing campaign, as you see fit:

  • You can publish links to content on your site.
  • It enables you to develop a personality designed to resonate with your target audience.
  • Social media is an excellent platform to share comments and your views on relevant news.
  • It’s also a great vehicle for direct customer interaction.


As we’ve already mentioned, Facebook, LinkedIn and Twitter are among the more popular social media sites, but they’re not the only ones. There’s also Sina Weibo in China, WhatsApp, Pinterest, Instagram, Snapchat and many more.


You don’t need to be active on all of them. But, if you can get your marketing strategy right, for even one of those sites, then your business will likely get a bit of a boost, at the very least.


Social Media and SEO

Now, even if you aren’t completely up-to-date on social media marketing, you likely know a thing or two about Search Engine Optimization, or SEO. But, what you might not know, is that SEO algorithms no longer only search for keywords, or even longtail phrases. They rate your site for its mobile provision and whether or not the entire site and links are relevant, as a whole, to the searcher – this includes social media activity.


Google has stated several times, that social media pages aren’t directly used in rankings. But, if you’ve got popular, well shared content on the biggest social media sites, it stands to reason this can only benefit your cause.


Of course, Facebook and Instagram are two of the biggies and well-publicized and popular content, links and reaction on those sites, are sure to give your rankings a boost. But remember, the web crawlers also like everything on your site to add up. That means you should avoid using a social media platform simply because it’s the biggest. Ensure you’re using the right social media sites that would naturally attract your target audience.


Start with a Content Marketing Strategy

Now you’re beginning to be convinced about social media marketing, it’s best to create the right strategy, rather than just sending things out now and again, or when you remember.


A content marketing strategy focuses on the content you have and plan on creating and how you will share that content with your target audience of potential customers. The best content marketing strategies also work within a company’s broader marketing strategy. It can be used to enhance certain messages on particular days or events. In this way, it can be an effective way to boost sales on key dates for your products and services.


As we mentioned previously, using a scatter gun approach across all the social media platforms isn’t the best way to conduct your social media marketing. For example, it’s no use promoting your business on Instagram if your target audience is better suited to Twitter, and vice versa. Instead, do some research and work out which platform/s best suit your business and target audience.


Another social media marketing option, is to use ads. They’re available on most platforms and often work on a pay per click, or PPC basis. This means you only pay when one of your ads is clicked on. The more clicks, the higher the fee. But, it also means your ads are working and generating interest – and hopefully – sales.


In most cases, the best strategy would be to include ads sparingly. They can be more cost-effective when used to support specific goals in your social media and SEO activity.


Knowing your Social Media Marketing is Working

Once you begin to implement your social media marketing strategy, we know you’ll want to see the results of your leap of faith. Luckily, social media platforms have a host of pretty easy-to-use analytics, so you can see how often your posts and ads have been clicked on, shared, liked or commented on.


There are other options too, many of them also free-to-use and with additional social media analytical insights and comparisons, that aren’t available on your social media platform of choice.


But that’s just the beginning. What most businesses are looking for from their social media marketing campaigns, is an increase in sales. This can happen quickly for some business and more slowly for others. But, if your Google rankings begin to improve, it could well be linked to some success from your social media activity.


How to Conduct a Social Media Marketing Campaign

When it comes to creating a social media marketing strategy and then implementing the campaign, there are a number of options on who should undertake the job. They include:

  • An existing member of your marketing team.
  • A newly appointed social media marketing executive.
  • An experienced outside agency.


When social media marketing is done well, it can give a real boost to your business from raising your profile to lifting sales. But, if it isn’t, it can do more than be a waste of time. It can lower your google rankings and even weaken your reputation, if your response times aren’t good enough for any customers who choose to engage with you on social media.


Social media marketing isn’t just about creating a piece of content, selecting the right image or inspirational or funny quote and sending it out when you have the time, or if you remember.

  • A strategy has to be discussed and formulated with a clear goal or goals in mind.
  • Time needs to be taken to discover which platforms your target audience favor.
  • The type of posts, shares and language that work best also need to be researched and developed.
  • Management of your business social media profiles need to be undertaken with regular monitoring, to ensure you respond to any customer interaction – when relevant.
  • Analysing your social media marketing performance is another job that needs to be undertaken, along with a decision on whether or not to use additional analytics sites.
  • Changes and improvements will need to be made periodically, while social media ads may need creating.


As you can see from the few details mentioned here, there’s actually rather a lot of work involved in conducting a comprehensive and successful social media marketing campaign. Particularly if you like the results and plan to continue with it over the longer term.


The Benefits of Using a Social Media Marketing Agency

Whether you’re new to social media marketing, or are planning some changes to an existing strategy or campaign, there are many benefits of using a specialist social media marketing. The key ones for smaller business are:

  • An agency gives you immediate access to social media marketing expertise.
  • You don’t have to spend time and money training an existing or new staff member.
  • An agency is accountable for the results of your social media marketing.
  • It can give you advice and understand what works for businesses in different industries.
  • You can request regular updates and/or reports, detailing the impact and success of your social media marketing strategy.
  • If you’re not happy with something, they will change it.


When it comes to cost, it depends on how much support you need. If you want the whole package from strategy and account creation, to posting, curation and analytics, then your monthly bill could be pretty steep. According to the ContentFactory, this can cost anywhere between $2,000-$4,000 per month.


But, if you want to pick and choose your services and already have your own active accounts, the costs will fall considerably from that level. And, in some cases, fees are linked to the success of the social media marketing activity, which is a tricky one. On the one-hand you want it to work, but if it works it will cost you more. But all the while, your sales should increase which will surely justify the cost


Done Right, It Will Be Worth the Time, Cost and Effort

Social media marketing is an increasingly necessary part of any business’s general marketing strategy. That’s because, done correctly, it works and is cost-effective.


Costs aside, to avoid getting left behind and being completely out of millennials or generation Z’s sphere of interest, you need to get your business seen on social media, sooner rather than later. And, if you choose the right agency to help you do that, you’re sure to reap the rewards, sooner than you might expect!