What is SMM
Социальные медиа-маркетинг (СММ) — это процесс продвижения бренда, товаров или услуг через социальные сети и платформы, такие как Facebook, Instagram, Twitter и LinkedIn. Основная задача СММ — привлечение целевой аудитории, взаимодействие с ней и увеличение узнаваемости бренда. СММ включает в себя создание контента, управление рекламными кампаниями и анализ результатов. СММ является важной частью маркетинговой стратегии для большинства компаний, так как социальные сети позволяют достигать широкой аудитории и эффективно взаимодействовать с ней.
Who needs SMM
Who needs SMM? The answer is obvious: all companies and brands that want to successfully promote their business online. Below are some statistical examples demonstrating why SMM is necessary for business:
- More than 4.5 billion people in the world use the Internet, which is more than 59% of the world's population. Social networks are actively used by more than 3.6 billion people.
- Statistics show that over 90% companies use social media to promote their brand.
- The average social media user spends more than 2 hours a day on social media.
- Over 50% social media users use them to search for products and services.
- More than 70% millennials (people born between 1981 and 1996) use social media to learn about brands and their products.
- 60% Instagram users say they learned about a new product or service through the social network.
As a result, we can conclude that SMM is necessary for any business that wants to successfully promote itself on the Internet and attract new customers. Statistics show that social networks are a powerful tool for establishing contact with the target audience and advertising products and services
SMM Goals. From Point A to Point B
Social media has become one of the most popular marketing channels in recent times. SMM not only helps companies and brands interact with potential customers, but also strengthens the image and brand loyalty. However, in order for the use of social media to be effective, it is necessary to clearly define the goals.
Business goals
Бизнес-цели — это цели, которые прямо связаны с результатами, которые организация хочет достичь. Эти цели обычно имеют денежную оценку. Они могут включать в себя:
- Increase sales
- Increase in profits
- Increasing market share
- Increase in the number of orders
- Increase in leads
- Improving ROI (Return on Investment)
- Cost reduction
Business goals are usually measured in numbers and are linked to specific results. For example, increasing sales by 10% in 3 months.
Marketing objectives
Marketing objectives are part of broader business goals and are directly related to marketing efforts. These objectives are typically related to attracting new customers, retaining existing ones, and increasing brand awareness. They may include:
- Increase website traffic
- Increasing the number of followers on social media
- Increase in the number of comments and likes
- Growing number of buyers
- Increased number of reactions to advertising
- Increase brand awareness
- Improving brand reputation
Marketing goals are typically measured using metrics such as conversion rates, engagement rates, etc.
Communication goals
Communication goals in SMM are to establish and maintain contact with the audience. Such goals help improve the company's image and increase its loyalty among potential and current customers. In this case, the main focus is on creating a positive impression of the brand, establishing trust and ensuring a high level of communication between the brand and its audience.
Examples of communication goals in SMM can be:
- Increase the number of subscribers and comments on social networks.
- Interact with your audience through comments and direct messages.
- Answers to questions and feedback from customers.
- Organizing competitions and promotions to increase customer loyalty.
- Working to improve the company's image through various communication channels.
Media goals
Media goals in SMM are to promote and distribute company content on various communication channels. Such goals help to increase brand awareness and attract new potential customers. The main tool in achieving media goals is content marketing, which helps to create valuable and attractive content for the audience.
Examples of media goals in SMM can be:
- Increasing the number of views and reposts of the company's content on various social networks and blogs.
- Expanding audience reach through the use of various content formats (video, photo, infographics, etc.).
- Creation of content that will be regularly published on the company's website and its social networks.
- Establishing partnerships with other popular media sites and bloggers to promote the company's content.
The main business tasks that SMM solves
Let's consider the main business tasks that SMM can solve.
Increase brand awareness
Social media promotion is one of the most effective tools for increasing brand awareness. In today's world, social media is a powerful means of communication, and if you are not present on social media, you are missing out on a huge audience of potential customers. Creating and maintaining an attractive brand profile on social media will help attract new customers and increase brand awareness.
Attract the target audience
SMM allows you to find and attract the target audience to the brand. Thanks to social networks, a business can easily and quickly find its potential customers and attract them to its official account. To do this, you need to develop an effective promotion strategy in social networks, create interesting content and use advertising tools.
Provide informational support to users
SMM allows you to provide information support to users, talk about brand news and events, hold contests and promotions, answer questions and comments from users. It is important to remember that social networks are a two-way platform where users can not only receive information about the brand, but also ask questions and share their opinions. That is why it is important to promptly and efficiently respond to all user requests, maintain dialogue and develop interaction.
Analyze user behavior
Один из самых важных аспектов SMM-маркетинга — анализ поведения пользователей. С помощью инструментов аналитики вы можете получить информацию о том, как пользователи взаимодействуют с вашим брендом, как часто они посещают ваш сайт или социальные сети, сколько времени они проводят на страницах, какие материалы привлекают наибольшее внимание и т.д. Эти данные помогут вам лучше понять потребности и предпочтения вашей аудитории, определить наиболее эффективные каналы коммуникации и корректировать стратегию продвижения в соответствии с результатами анализа.
The main tools and stages of SMM that promote business in social networks
Strategy
Первый этап SMM — разработка стратегии. Это позволяет определить цели и задачи, выбрать социальные сети и понять, какие метрики следует отслеживать. На этом этапе необходимо ответить на следующие вопросы:
- What are your goals and objectives for your social media business?
- Which social networks are best for your business?
- What metrics will you track to know if you are achieving your goals?
Planning and Publishing
Planning and publishing content are key elements of SMM. You need to create quality content that will be interesting to your target audience. This can be texts, photos, videos, audio recordings, etc. It is important to monitor the regularity of publications and choose the optimal time for their publication.
Interaction
Interaction with subscribers is an important stage of the SMM specialist's work. It helps maintain relationships with the audience and increase its loyalty. Interaction can be organized in the following ways:
- Replies to comments and private messages. This allows you to establish a trusting relationship with subscribers and provide answers to questions that arise.
- Conducting contests and giveaways. This helps to attract the audience's attention, increase its loyalty and expand its reach.
- Organizing surveys and voting. This allows you to find out the opinion of the audience and improve the quality of content, as well as attract new subscribers.
- Conducting online broadcasts. They help improve interaction with the audience and attract new subscribers. Broadcasts can be conducted on various topics: educational materials, interviews with experts, live broadcasts from events.
- Collaboration with bloggers and influencers. This helps to attract new subscribers and expand the reach, as well as improve the brand image.
Analytics
Analytics is an integral part of the work of an SMM specialist. It allows you to evaluate the results of promotion and make the necessary changes to the work strategy. To do this, you need to monitor the following indicators:
- Number of subscribers. Allows you to evaluate the effectiveness of promotion and determine the reasons for the growth or decrease in the number of subscribers.
- Audience engagement. This metric measures how actively the audience responds to the content. It helps improve the quality of the content and increase audience loyalty.
- Audience reach. Shows how many people saw posts during a certain period. Assessing this indicator helps improve the quality of content and increase audience loyalty.
- Conversion. This is a metric that measures the number of users who performed a specific action on a site in relation to the total number of visitors.
In addition, it is necessary to regularly analyze the effectiveness of the events held. For this, various analytics tools are used, such as Google Analytics, Yandex.Metrica, social network analytics, etc. Using analytics, you can evaluate the effectiveness of publications, identify the most popular topics, determine the most active hours for publication, and much more. Based on this data, you can adjust your SMM strategy and improve its effectiveness.
Advertising
In addition to organic content publishing, advertising must be used to effectively promote a business on social networks. There are various advertising formats: targeted, advertising in communities and groups, advertising within applications, advertising on YouTube, etc.
Один из наиболее эффективных способов рекламы в социальных сетях — таргетированная реклама. Она позволяет показывать рекламные сообщения только тем пользователям, которые соответствуют определенным критериям (возраст, пол, интересы, местоположение и т.д.). Такой подход позволяет существенно повысить эффективность рекламной кампании и снизить затраты на рекламу.
Which social network to choose for your business?
Social media is an integral part of business these days, and choosing the right platform can make a big difference to your company. Each social media platform has its own characteristics, audience, and style, so it’s important to choose and use the ones that suit your business.
Один из основных факторов при выборе социальной сети — это аудитория. Если ваша компания предоставляет услуги или продукты для молодежи, то вам следует обратить внимание на платформы, такие как TikTok, Instagram и Snapchat. Если ваша аудитория более взрослая и профессиональная, то лучше использовать LinkedIn или Twitter.
Также важно учитывать стиль социальной сети. Некоторые социальные сети ориентированы на фотографии, другие на видео, а третьи — на текстовые посты. Поэтому важно выбрать платформу, которая лучше всего подходит для вашего контента и стиля.
Finally, don’t forget about your business goals. If you’re looking to increase sales, then you should choose social networks that allow you to advertise and promote your brand, such as Facebook, Instagram, YouTube. If you want to share your expertise, then it’s better to use platforms that allow you to publish long texts, such as LinkedIn or Medium.
Each social network has its own advantages and disadvantages, so it is important to choose the one that best suits your goals and audience. Consider all the platforms, their features, and determine those that will help your business grow and achieve its goals.
Conclusion
In conclusion, it should be noted that SMM is an important tool for promoting a business in the online environment. It allows brands to increase awareness, attract the target audience, increase brand trust, process negative reviews and analyze user behavior. To achieve success in SMM marketing, it is necessary to clearly define your goals, audience and promotion strategy, as well as constantly analyze the results and adjust the approach in accordance with them.
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