If you’re in the marketing and advertising field, you must have heard of it before. And for a good reason! The benefits that social media apps provide for our businesses are unmatched. Remember - people are bombarded with advertising every day. What social media allows today is for brands to create a personal and trustworthy image for themselves through social media. Incredible targeting, engaging with customers, being authentic, and providing value rather than offers are the most important innovations that SMM provides.
We’re no longer throwing money at advertising without a clear purpose in mind. These platforms offer us the possibility to personally choose and go towards the people who might become our customers or already are. Digitally, of course. And we’re no longer hoping that the right people will see our billboard or TV ad. Instead, we’re going to the ones that we are absolutely certain are interested in us by creating ideal buyer personas and different specific audience groups and tailoring all our content for each particular case.
Truth be told, the entire marketing industry was revolutionized after advertising tools were introduced in the social media sphere. Facebook, Instagram, TikTok – we all spend a lot of time on these platforms – whether we admit it or not. So communicating with our consumers has never been more accessible than through social media networks as it provides a more customer-friendly approach.
And it is cheaper!! Why pay for billboards when leveraging the power of data analytics is at a fraction of the cost? And in the end, we are more confident that it pays off. We’ve already established the way advertising in the past was handled. But it required a significant monetary investment that small businesses with little access to resources could not make use of that easily.
Nowadays, a brand can go viral on social media just by creating engaging and original 15-30 seconds on Instagram. That’s called organic social, and having a good strategy that you do not pay for will add to the paid advertising efforts resulting in brands increasing their reach, engagement, and eventually sales tremendously.
The marketers of the past were doing their work by ear, hoping that their strategy would turn some people into customers. As a result, we were often left guessing whether our campaigns had the desired impact, leading to a lot of wasted resources and missed opportunities. This was especially experienced for small businesses with limited budgets for advertising.
But the rise of social media changed all that! Now, we can analyze, interpret and optimize in real-time our customers’ interactions with us. By tracking metrics like engagement, click-through rates, and even impressions, we can now adapt our content so that people will react better. Or to just target another audience that might be better suited for our product.
And social media made it possible for companies to shape their brand personalities. The tone of voice in which a company’s text is written, the color palette, fonts and type of content they share, and finally, the followers pool all create a sense of what the company would look like if it were a person. And customers love that.
Nobody wants to see brands as these “cold and lifeless” entities that just try to make a profit. People on social media appreciate seeing the “behind the scenes” in a company to really connect with the people behind the brand. Since a buying decision is mostly emotional, social media makes a great difference in increasing the effectiveness of sales.
As you can see, Social Media Marketing presents companies with a new level of opportunities to market themselves and connect with their customer base. The easiness with which we as companies can have access to specific audiences, interact and shape our brand, and measure our advertising efforts is nothing like the old ways of marketing through TV ads, brochures, newspapers, and billboards.
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