SMM or social media marketing is the use of social media to achieve business goals. Facebook, Instagram, LinkedIn, LinkedIn, Twitter, TikTok or any other platforms are the best friends to promote a brand, product, service.
More specifically, SMM is:
- publishing content on your profile – in order to tell about the brand, its uniqueness and values;
- attracting new subscribers – potential consumers of your product;
- communication with the audience;
- launching advertising on social networks;
- promoting the brand image;
- analyzing results.
Why and who needs SMM
People go to social networks, see something interesting, want to subscribe, comment or make a purchase. Through social networks they get acquainted, make connections, learn about competitors, and look for potential partners.
Without exaggeration – everyone needs social media marketing: online and offline stores, large retail chains, local brands. But, it is necessary with certain nuances. Social media marketing will be successful when it is done correctly and effectively.
If you are not confident in your abilities – do not rush. First, understand the advantages and disadvantages of SMM. Social media marketing, unfortunately, is not a magic wand. Having a presence on social media is important, but only a quality one. Failed SMM, in the end, can play a cruel joke on a business and damage its reputation.
Advantages of SMM promotion
It builds trust. Social media is the foundation of audience trust in a business. If a company is represented in popular social networks, talks about itself, creates content, shares favorable offers and communicates with customers, it means it exists.
Besides, people don’t always want to go to an offline store or talk to a manager on the phone. The path to purchase should be as comfortable as possible for the customer – preferably at home, with a phone in hand and a manager ready to answer any questions online.
Informs customers. A new product, an interesting promotion, company news – it is convenient for the audience to follow all this with the help of a phone. Ask questions, screenshot photos of products or save a publication with a description of the service. Today social networks have turned into a large notebook of useful contacts, to which almost everyone has access.
Increases brand recognition and loyalty. By presenting your business online, you are not talking about individual products, but about the brand. With the right algorithm of actions, people start to recognize it, share information about it and associate it with certain values.
The closer the connection between the business and the audience – the more comfortable the customer is. Regular interaction shows people that you care about them and that you care. He or she will be willing to share information about your product in the future – for example, if they make a purchase or use a service.
Simplifies communication. How can you find out what people are saying about you, how they evaluate or criticize your product? It’s enough to go to the comments! Moreover, practically everyone sits in social networks. Accordingly, you have access to different layers of the audience.
Difficulties of SMM-promotion
Prepare to devote a lot of time. Social networks are not a one-time event. Here you constantly need to create new content, publish it on time, communicate with the audience, solve problems and customize advertising. If you have a small business and limited resources – SMM marketing can be a daunting endeavor.
Prepare for negative comments. If someone doesn’t like your product or service, it takes a minute to share your dissatisfaction in the comments. In a way that everyone can see it.
Social media platforms are a kind of exhibition of complaints and negative feedback. People more often write about bad experiences than good ones – sometimes, a client just needs to talk. And some perceive it as a social obligation – so that others “do not step on their rake”. Of course, negative reviews can affect business: new users see reviews, ratings or comments. They trust other people’s experience if they are hearing about a new project for the first time.