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MARKETING: 10 Principles of Social Media Marketing
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10 Principles of Social Media Marketing
By Anne Shore

BT 201804 Marketing 11 编辑     互联网和移动技术的革新催生出了社交媒体,而社交媒体则开创了市场营销的新时代。随着国外脸书(Facebook)、推特(Twttier)等社交网络的盛行,国内互联网也紧随其后:过去人人网、开心网、微博等众多社交媒体不断衍生、爆火,现在微信和微博成为主流。大量社交媒体的诞生,不仅改变了国内人们的上网行为,同时影响着众多企业的营销模式,企业纷纷转向了消费者的新聚集地——社交媒体。

     社交媒体互动性强,每个人都可以自由撰写、分享、评论、转发,相互沟通交流。在自媒体时代,人人都是传播的介质,家事国事天下事,事事都可以分享评论。这里从不缺少正义的力量,也从不缺少各类社会热点话题,不管明星还是草根都能在这里找到自己的兴趣圈子,展示自己,分享心情等。

      社交媒体也正快速转变着企业与客户之间的交流方式。相对于像E-mail之类的传统交流方式而言,社交媒体作为一种低成本高效益的在线营销手段,为企业提供了更为广阔的交流平台。企业可以通过发微博等来推销其产品和服务,为用户提供及时的回馈和技术支持,为该品牌的爱好者在网上建群。在如今这个飞速发展的时代,企业必须充分利用社交媒体,才能在市场中保持竞争性。

       在用社交媒体进行企业营销和传播时,要注意为自己的内容设定目标——所有发出的社交圈内容都不是无目的的,而应该是精心设计的,可以吸引目标客户群注意力的内容。不论是文字还是图片,它的质量都直接决定了客户或粉丝的粘性,并且间接影响着大家的购买决策。多听、多看、多想有关客户关注的内容也是非常重要的。在社交媒体传播中,不仅仅要发送自己产品的信息,更重要的是构建一个自己目标客户的群体的画像,了解他们喜欢什么,他们关注什么,他们爱好什么,以此为参照在社交媒体中多多涉及上述信息,可以更好地吸引你的目标客户群忠实地关注你的媒体账号。

      耐心倾听客户的反馈,构建一个良好的互动关系也非常重要,这就是为什么很多售后客服和媒体公众号的运营人员,往往影响着目标客户群的购买与决策。

In today’s age where almost all businesses are obliged to become social, principles of social media marketing would just fit the bill. Not just one, but social media marketing offers a myriad of targeting ways, thus, making it an excellent marketing platform for almost all businesses.
 

Social media marketing needs to be adapted with a specific goal in mind. Aim to specialize and be focused in the field, rather than being a jack-of-all-trades.
 

Highly-focused and well-strategized social media marketing strategy has more chances of being successful than a broad strategy that is all over the place.
 

Social media marketing is an intimate way of communication and also one of the fastest growing sectors today. From increasing traffic, it further helps to boost patrons as well.
 

What makes it better than conventional marketing tools is:
 

• It’s highly interactive and allows two-way communication (one-to-one/one-to-many)
• Is comparatively inexpensive
• Provides immediate feedback from audience
• Easily adaptable and modifiable to boost success
 

Successful social media marketing will have a positive impact on lead generation, customer services, shareholder and customer satisfaction altogether, product/service development, and analytics performed in all of the departments and many more factors.
 

10 core principles of Social Media Marketing are as follows:

1. Set goals for your CONTENT

BT 201804 Marketing 01Relevant and valuable content earns the ticket for businesses to enter social media circle. Businesses need to frame introspective goals for their content like being in top results of search engines, providing leads and so on. Design captivating content such that it assists you in enhancing your business and is not just there without a reason.
 

Quality of the content decides whether a user will be engaged, become a potential customer or lifetime loyal customer. It ought to be unique, timely, insightful, specific, and actionable and hold some value for your audience. Moreover, it also needs to be entertaining.
 

Businesses are often deluded in seeing their content to be brilliant and out for strong marketing. But it might be actually far away from being valuable to your audience. Not everything about social media marketing has to be about selling a product or service. Directing your audience towards value-driven information can also be engaging.
 

2. Adopt Social Listening

BT 201804 Marketing 02Social Listening can prove to be very benefiting, assuming that you listen actively and take immediate action on what you discover. The main objective here is less talking and more listening. Learn online content of your target audience and interact with them to know what really matters. With that as a sound foundation, work on your content that will spark conversation and add value to your customer’s life.
 

In a nutshell, social media marketing is all about two-way communication loop. Listening to your audience is just as important as conveying your brand’s message.
 

3. Engagement With The Right Audience

social media engagement 300x202.jpg 1024x690Once the content is published, engage with your audience effectively in order to get real time results. Imagine creating amazing content and delivering it to the wrong audience. How exactly will your audience see it and engage with you? If your content is reaching the wrong audience, it's a complete waste of time and effort altogether.
 

• Every social media platform has its own style of content, signatures, and language, and businesses need to utilize them appropriately.
 

• Some platforms might have a professional tone to it, whereas others happen to be more casual. Being oblivious to the behavior of your target audience and how different social media platforms really work can be an unwise approach.
 

4. Holding Conversations

BT 201804 Marketing 12Holding conversations with the audience is very crucial. Users replying and sharing your content on their social media profile is an indication of their interest in your brand. Businesses are expected to be authentic and interactive.
 

• Modern users might be gone in a flash if they sense slight unresponsiveness and insincerity from you.

• Every customer needs to feel valued and your brand must come out to be very easy-going with its audience.

• Develop an environment of honesty, warmth, and genuineness in your brand’s culture.

• Any information that you get from your audience, be it good, bad or inattentive, businesses ought to collect it, collate it and perform analysis on it.

• Such database can further assist you in studying customer psychology and customer behavior.
 

Once you gain trust of your audience, they will happily hand over their information to you, further helping you in creating leads.
 

5. Build a Social Community

BT 201804 Marketing 13This has to be the most important principle of social media marketing - building a social community. Instead of having a one-to-one conversation with your audience, you could always be more successful if you create an environment of active community. This way, customers feel like they are a part of bigger communication platform. For this, demographics of your audience would play a vital role.
 

• Study your target customers’ demographics and then initiate conversations with them directly;

• Write open-end content and post it on your social media platforms so as to prompt natural responses;

• Ask questions and instigate your audience to actively participate;

• Even though social media can be used by people of all ages, generally it appeals more to tech-savvy young generations. Consider this fact while strategizing your social media marketing campaigns.
 

6. Utilize Visual Marketing Approach

BT 201804 Marketing 05Visual social media ads highly contribute to increasing sales, boosting reach and creating leads due to their effectiveness. Instead of reading long-winded content, modern users are more inclined towards and impressed with short-term visual ads. Innovative marketing campaigns that revolve around creating enticing visual content can be really persuasive. Combining visuals, audio and texts is a great way to entertain your brand followers.
 

Another very powerful social media marketing tool is interaction via video. Getting your brand message spread across audience becomes effortless, smooth and extremely responsive through video interaction.
 

7. Measure Your Marketing Campaigns

BT 201804 Marketing 14Measuring your firm’s social infrastructure and each and every social ad is a must. Find out what content converts best and try to improve it continually.
 

Few things to keep in mind here are:
 

• Is your brand easily found on social media?
• Does your content offer value-driven info and is building trust?
• Are your lead generating tools and landing pages intuitive enough?
• Have you planned a strong plan to track and boost leads, once they are generated?
• Are your social media links precisely directing audience towards landing pages/lead generating tools?
 

8. Smooth Workflow And Automation

Plan a process that will cause all departments in your firm to actively participate and be a part of social business and marketing systems.
 

9. Embrace Multiple Channels

BT 201804 Marketing 13 编辑To spread your brand’s message, try and use multiple channels for effective social media marketing. In today’s age, a brand’s presence on just one platform is not enough, and companies need to be ubiquitous throughout the day. Make use of all popular social media channels to explore new opportunities for marketing and enhance your social infrastructure.
 

Apart from this, businesses could also publish their content in different formats and not just in boring wordy form. Examples of multimedia formats could be podcasts, videos, photographs, infographics, eBooks, whitepaper and so on. A quick overview of how exactly your product/service has worked for other customers also works like a “social proof”. This can further gain credibility, trust and immediate action from your audience.
 

10. Don’t Forget To Include Call-to-Actions (CTAs)

Adding a call to action with your content might potentially generate leads and even drive-in sales. CTAs need to be concise and to-the-point. Avoid being overly promotional or completely dry by not including any CTAs at all; keep a balance. Use CTAs in the content of your website, social posts, social ads, photos, social profiles, almost everywhere!

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