Social networks are still extremely widespread in our society. There is hardly a target group that is not represented on at least one of the numerous platforms such as Facebook, Instagram, Twitter, YouTube, Pinterest, LinkedIn, or Xing. This fact means enormous potential for companies. The following blog article will therefore deal in detail with how social media can be used for marketing. The goals of social media marketing are highlighted, as are its methods and risks. I also have three quick wins for you at the end of the day.
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What is social media marketing?
Social media marketing is fundamentally different from the private use of social networks. While networking with friends and acquaintances as well as the unstructured posting of experiences is in the foreground for private individuals, a more strategic approach should be used in social media marketing. Very different goals can be pursued, but in the end, all of them work directly or indirectly towards the economic success of a company.
Due to the global spread of social media, companies can find potential new customers, interested parties who have already had initial contact with the brand, as well as existing customers who may be looking for customer service among users. In principle one could say the majority of society can be found on social media. But in contrast to reaching this society via radio, print, or television advertising (with high wattage), the social platforms offer a decisive advantage: targeting options. It is, therefore, possible to address a specific group of society, namely the relevant target group, in a very targeted manner. And this limitation is not limited to demographic characteristics. With the help of Facebook & Co., companies can even reach users based on their user behavior and interests (behavioral targeting). Through this tailor-made advertising, content can be played out to the user that brings real added value for him and that is therefore perceived very differently by him.
The goals of social media marketing
Many companies approach their social media marketing a bit aimlessly and post without any strategy - just to entertain their fans and subscribers. For me, this is not social media marketing. Because this lives from setting goals that you want to achieve with suitable marketing measures and ultimately also measuring your success. It is also important at this point that the widespread goal of simply increasing the number of followers is not a strategic goal. What goals can you pursue with social media marketing instead?
Attention: This goal means that you will reach people with your content who did not know you before. So who are not yet your fans, followers, or subscribers? Instead, these people stumble upon your content because they searched for something on YouTube, for example, and you posted a video for this keyword. Another possibility would be that these users have risen to a trending topic on Twitter or that they receive content from you on Facebook even though they are not your fans or friends.
Existing customer care and customer loyalty: Many people use social media to get in touch with companies. For example, if your customers were dissatisfied with your product or if they have a question about it, they may contact you via Facebook or Instagram. Offering excellent customer service here should be an important goal of your social media marketing because there is a great return on investment in it. Make your customers feel that you are close and reachable and that you are not leaving them alone. Also, try to bind them to you after purchase so that you may be able to sell other products to them in the future.
Employer branding and image building: Social media are particularly suitable for reaching new applicants because they offer an opportunity to give an authentic insight into the corporate culture. But also regardless of new applicants, social media help to communicate your image. Let your employees take place on your social channels because this way you can show potential customers and applicants who you are.
Lead generation: Contacts can be collected via social media who may not yet be willing to buy, but for whom your product could become important in three months or six months.
Sales: Social media are also suitable for inspiring people with your product. So strong that in the end they really want to have it and buy it. Or you can help them by offering the solution that the person was looking for in a YouTube video with your product, for example.
For which companies are social media marketing suitable?
Social media marketing is suitable for companies of all sizes. I am contradicting both the large corporations who claim that social media marketing is not possible with them due to the complex processes and approval loops and also the small retailers who think that social media marketing fails because they lack the budgets and employees. I would advise big companies to think like a small hairdresser around the corner from time to time. And I would recommend the small hairdressers to orientate themselves a bit towards large corporations in terms of structure and objectives. Really good social media marketing lies exactly between these two extremes.
What are the different social media platforms suitable for?
I think it's a big mistake to separate social networks according to target groups. The idea that we are all wearing a tie in front of LinkedIn and our swimming trunks in front of Facebook is wrong. You should therefore worry less about which target group you want to reach via which platform, but rather which of your content fits which user behavior. Social media can be separated according to usage behavior:
With need: Users on YouTube have a need - they are looking for something and you provide them with the right solution with your video. So you are fulfilling their need. The same applies to blogs that can be found using Google search or Pinterest, where users search specifically for images on a specific topic. Your content for these platforms should provide an explanation or solution.
Without a need: In contrast, users on platforms such as Facebook, Twitter or Instagram have no need. Users are not looking for anything specific here, they are simply there to be showered with content and stumble across interesting things by chance. Your content should provide inspiration here.
What methods are there in social media marketing?
Owned Media: This term includes your own media, i.e. your own Facebook page or your own YouTube channel. Here you are responsible for the posted content and you have to create it yourself. The range is usually limited to your own fans and followers.
Paid Media: If your fan base is not really big yet or if your fans don't look at the posts you have posted, you can help with paid media. You use social networks as an advertising platform, for example by placing ads on Facebook, Instagram or YouTube. The possibilities here are enormously good - you can achieve a lot with a small budget and simple means, determine your target group in great detail and, for example, address a large number of potential new customers.
Earned Media: With this method, you let others talk about you well or have you worked for others to talk well about you voluntarily. For example, enthusiastic customers may refer to your company on social media. Or you can ask them to do so, perhaps by telling your guests in your restaurant that they should share their dish under your hashtag. Paid influencer marketing also falls under the area of earned media.
What are the risks and dangers lurking in social media?
Copyright infringement: If you do not have enough of your own content for your channels, you can easily be tempted to use other people's images, music, etc. for your channel. However, this is not permitted without the consent of the author. Even if guests post pictures of your restaurant, you are not allowed to simply use them without asking the authors beforehand.
Imprint obligation: In addition, each of your social media channels needs an imprint to show who is behind this page.
Shitstorm: Many companies are very scared of a shitstorm in their social media activities. Often the shit storm is actually just a storm in a water glass. Occasional users are dissatisfied with your performance and vent their anger on social networks. Here it is helpful to enter into a dialogue with these people, to be understanding, and to try to solve their problems. However, you should ask yourself the following questions to find out whether you can solve the problem or whether you are perhaps not part of the solution after all:
- Are you the problem?
- Is your product the problem?
- Or does the user have a problem?
You should also try to identify whether it is a single user, whether the user has already teamed up with friends, or whether the topic has already attracted attention outside of the social platform. As long as the case relates to a smaller group of people, you should definitely communicate with them and try to find a solution together. If, on the other hand, blogs, newspapers, and numerous unknown users are already involved, a suitable crisis communication strategy must now be found.
How do I measure my success in social media marketing?
In social media marketing, it is very easy to get an overview of your successes. However, the measurement of success should definitely go beyond counting fans, followers, and subscribers. Because generating fans is not a sensible marketing goal. Rather, you should be aware of the actual goals of your social media marketing and define suitable KPIs for this
Attention: How many people I wanted to reach did I reach? You do not count fans or followers for this, but look at the views or impressions of a post, for example, and relate them to the length of stay. In this way, you can find out how intensively the people you reached dealt with your content (Facebook / YouTube video, blog article ...) and how strongly you were able to convey your core message and thus generate attention.
Image improvement: The best thing to do is look at the sentiment: Do you get more positive than negative comments?
Leads/sales: How many people did you originally reach? And what percentage of this group followed you through the funnel and left their contact details, registered for an event, or bought your product?
3 quick wins for your social media marketing
Spontaneity needs to be carefully considered: I strongly advise against generating any content on a daily basis. Instead, you should come up with theme worlds that fit your brand. Think about who you are, what you have to offer, and what your users might want from you. You can then move easily within these theme worlds. You can plan your content so wonderfully in advance and do not have to be overwhelmed by a supposedly required spontaneity.
Starts with a single piece of content: Many companies believe that for a newly established channel you have to gather fans or followers first and then start with the content. That's nonsense! You can also just start with a single piece of good content and test it on the basis of this: Is there anyone who needs this content and have you been able to inspire someone? If your content is good, it automatically generates interactions, fans, and subscribers. On the basis of this first test run, you can then decide whether it is worth building a channel on this topic.
You don't have to master every platform: You should also ask yourself whether the chosen platform works for you at all and whether you have the necessary knowledge for the respective platform. If this is not the case, consider joining forces with other people who are very knowledgeable about the platform and whose channels and pages work well. Maybe they can carry your message out into the world for you on the platform by hiring them as influencers.