Social media marketing (SMM) is an emerging concept that helps companies market their products and services online using social media channels like Facebook and Twitter. Though the traditional terms such as digital advertising and e-marketing are now largely superseded in academia, social media marketing continues to grow for both researchers and practitioners. Here are some of the major benefits of SMM, which should be reviewed to understand how SMM can help you as a business:
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o Targeted audience – through SMM you are able to reach your target audience with very specific information, instead of blanket advertising your product to everyone. Through SMM, you advertise your product to your audience, allowing them to make their own choice, and inform themselves about your product. This means that you are able to target your audience in a way that has never been possible before. By reaching out to specific groups of your target audience you increase the chance of making a sale which in turn gives your business more profit.
o Branding – through social media marketing your brand gets the opportunity to establish itself as something that is unique. By creating profiles in different social media sites, your brand can show off its personality. Branding also entails the use of a unique website where customers can find more information about your company and its offerings. SMM allows you to engage in discussions that can provide you with feedback that is essential in developing your brand.
o Brand recall – one of the benefits of SMM is that it creates brand recall, by helping you in the development of a name for your company and a marketing campaign. The use of social media marketing in ad campaigns helps you in creating ads that stand out and are easily memorable. With a catchy and well designed ad campaign, your ad campaigns will be on the top of the list whenever someone searches for products or services. Your brand recall is established the minute your name crops up when people search for a particular item.
o Analytics – social media management is not complete without the usage of analytics. Through this you can monitor how your customers are using your platform and which areas they are more interested in. This will allow you to make necessary changes in your ad campaigns to accommodate the needs of your consumers. The metrics being provided by the analytics will enable you to track everything from click through rates to the number of comments and reviews on your page.
o Targeting – the other benefit of social media marketing is that you have a better understanding of the interests of your target audiences. By being aware of your target audiences’ interests, you are better placed to tailor your ad campaigns to suit your audience. For example, if you are targeting young audiences, you will do well to post ads on social networks that appeal to them. On the other hand, if you are looking to reach out to an older audience, you can do well to include elements of humor and games in your campaign. By being aware of who your target audiences are, you can thus fine tune your marketing strategy to ensure that you are reaching out to the right potential clients.