Why is social media marketing successful? Much more important, how do you become successful as a company on social media yourself? This week we will deal more concretely with the goals and strategies to run social media marketing profitably. Whoever starts with the development or already has a small social media presence, for him in particular the achievement of the social media marketing goals are extremely important. After all, social media marketing at the end of the day should be a means by which a company and company can win new customers, increase its own turnover or even attract the most motivated team.
Before we look at these 12 social media marketing goals, let’s take a look at the question, why is social media marketing so successful? Our four factors describe the development of the brand in social networks, the enhancement of image and trust through communication measures as well as the strengthening of customer loyalty and the subsequent use of user-generated content for our own market research, but also product development and new development.
Social media has changed so much. In short, an entire communication model was overturned.
Building of awareness and development of new target groups
The development of social networks brought with it a completely new transmitter-receiver model. In the past, there was only one rigid way to communicate. A few few large media, a large mass audience and the selective selection of information. Today, everyone can become a broadcaster themselves, and this is how the first major influencers emerged, who today have more influence than almost all magazines and periodicals. The same of course applies to companies. While PR agencies used to have to be hired, without them no targeted communication with the few major media would have been possible, today companies can build their own community. They can also send information without a community. For example, many large companies but also areas such as politics use Twitter. Although they have only a few 100 followers, large media houses record their tweets directly. You can send your information directly to a large audience and even be recited by other media.
This is the new transmitter-receiver model, everyone can provide equivalent information. Social networks enable free, direct and wide-ranging access to a huge community. Those who publish their content regularly and deliver good content that brings added value to the user can win many fans for themselves. Another benefit for companies, this marketing channel does not cost any advertising budgets for achieving reach. Theoretically, you can reach every fan once a week without spending any money. Quite different from, for example, search engine advertising or classic poster advertising as well as flyers in magazines.
It gets even better, the better their content is, the more often you encourage your fans to interact with their postings, that is, with published content, the more often friends will see them. This referral marketing, is passive and very effective. Every time a fan clicks on Like, comments on a photo or marks another friend under a funny video, the virality rises (mouth to mouth propaganda). That’s why you should already appreciate the first 1,000 fans! They are their first 1000 digital brand ambassadors.
- Social Media enables messages to be sent directly; unlike in classic PR
- Communities are created through added value, i.e. valuable information, other users and communication as well as appreciation
- recommendation marketing is very powerful, ensure interaction with their existing fans
Improving image and trust by improving contact and communication possibilities
Many traditional companies that have existed for 50, 100 or even 150 years have trusted in the last decades especially at the point of sale (POS), the place where the business is done, with an attached service center or the classic telephone customer service. Both forms are always a barrier for the buyer or prospective customer, I have to drive to the point of sale by car or walk, I have to call the customer service impersonally and wait perhaps for 12 minutes in a waiting loop, because no customer consultant is to be spoken. Both possible cases in which a potential customer cancels a sale. Regular customers are so important!
Nowadays everyone has their smartphone with them, no matter if they are 8 years old or 68 years old, half of those over 50 years of age are nowadays regularly active on social networks. Did you already know that? Our world has become digital, digitality is no longer just a phenomenon of young society. The Internet has established itself, Web 2.0 has completely turned the communication model around, everyone searches for information via search engines, buys clothing or technical products in the online shop and reads news in the online magazine instead of in the newspaper.
Offer your customers the ultimate service, theoretically available 24 hours a day, customers can reach other customers, e.g. through comments, they can see 24 hours reviews and recommendations, they have all the news at a glance, whether Berlin, London or Rome. They are available for all interested parties.
Take advantage of this change for your company. Just consider the possibilities of User Generated Content, which we will discuss later. All feedback, comments and suggestions can be used to further develop products and services.
Strengthening customer loyalty: daily interaction
How do you get valuable information from your customers? The larger their community, the more information they can get, the more information they can send and the more likely you are to increase your sales through social media marketing. Targets that have been precisely defined beforehand can also be documented in key figures. The most important tool to bind customers and interested parties on your own social media channel, i.e. to build up your own community, is the regular, mostly daily interaction. Why is daily interaction so important?
Social media marketing is a constant flow of information. For a single image, the user takes a moment. So the big secret is to provide information on a regular basis. Those who regularly publish new content will be remembered. Here we are again at practical marketing, who stands at the end in the supermarket or search in the online shop, will fall back on the product that he or she knows. That’s why the present is so important. But not only for the sale, also for the chance of a recommendation. Maybe we still don’t have the right garment or the right mobile phone model for user XY. But this can change tomorrow and already user XY pushes Like me, comments on the photo or even shares it with a friend.
- Regular interaction ensures, as described in classical marketing, that brands and products remain in memory
- Regular interaction increases the likelihood that users will recommend your product or service
User Generated Content: market research is hardly possible at a lower price
Free market research! Instead of commissioning research institutes with 20 employees to call 1,000 people, modern companies use social media cleverly. Large fashion companies can conduct a survey on Instagram in seconds. This allows you to respond to trends and developments with virtually no loss of time and adapt your product range accordingly. So you don’t have to wait for sales figures from the individual stores, as you did in the past, in order to optimize the collection for the coming year two months later. Today you can theoretically produce locally in Asia, get opinions about social media from all over the world and make immediate purchasing decisions. Modern New World!
That’s why User Generated is so extremely valuable to companies and why it’s one of the four factors behind the success of social media marketing.
However, the use of user-generated content goes much further than market research.
Such user generated content is extremely valuable for the further development, but also for the new development of products! They get immediate and unfiltered feedback from their users. Of course there are also certain risks, the topic Shitstorm you have certainly heard before. See things in a positive light! Before your product becomes a vacuum cleaner on the shelves, you get early feedback and can take action to improve your product or service. You can also use all the comments, evaluations and conversations to directly improve and optimize new developments. In a classic market research situation, they always have parameters that influence the process. Usually the test subjects are not at home, so the environment is completely different, which influences the language but also the emotions. The private atmosphere also ensures that topics are addressed that might otherwise fall by the wayside because they might embarrass the respondents in a real conversation. Many details that have to be taken into account in market research, but user-generated content has already given them unfiltered feedback from their users. Therefore the maintenance of the own community is not only interesting for the sales and the turnover increase, also the product development can be influenced lastingly, positively by the different comments and evaluations.
Range and SEO
Here is a tip for search engine optimization! Have you ever thought about displaying reviews on Google directly on your website or in your online shop? Positive evaluations also ensure that they are better positioned in the search engines. If, for example, you are looking for a larger company, you will quickly see that ratings are displayed very prominently in the search engines. Users find the opinions of other users very important. This is what all studies and statistics show. Search engines are now even going one step further and combine various social networks and their ratings to form an even more comprehensive picture. So actively ask your users to rate your product, service or brand. This will also have a positive effect on search engine optimization.
Remember also your own media on your own website or in the online shop single beds. The recycling of content is very efficient, as well as media cross media are used, e.g. to be published on Facebook, Instagram and YouTube, of course in different forms and layout, you should use the published content in social media on cross media’s own platform. For example, YouTube videos can be embedded in posts, but also Instagram photos. Under individual products in online shops you can, for example, embed ratings, recommendations or even comments on the respective product.
Social media can thus be used much more extensively. For the visitors of your website or your online shop, it lets your own appearance appear more modern and digital. In addition, they refer to their social channels and can thus gain additional fans. Visitors to your website or online shop are thus actively made aware of your social media channels.
If you are also looking for successful social media marketing strategies and a social media agency that can define your goals but also implement them, then we look forward to your project inquiry!