Social Media Marketing Overview

What is social media marketing?

1. Purpose
 Create brand awareness
 Build relationships with:
o Customers
o Partners
o Suppliers
o Employees
 Improve business processes:
o Collect customer feedback
o Provide customer support
o Research the market and competitors
o Increase discoverability
 Drive sales

2. Benefits
 Inexpensive
 Advanced audience targeting capabilities
 Flexible

3. Common platforms for business

 Facebook
 Instagram
 Twitter
 Pinterest
 LinkedIn
 YouTube

How to create a social media marketing plan

1. Step 1: Define your goals
 Increase traffic
 Build awareness, branding
 Improve processes
 Increase sales

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 2. Step 2: Define your audience
 Location
 Age
 Gender
 Income
 Pain points (Unmet needs your business can solve)
 Interests
 Preferred platforms

3. Step 3: Create Compelling Content

 Develop a voice
 Be relevant and timely
 Make it visual
 Prioritize quality over quantity
 Plan your content using a calendar

4. Step 4: Engage Your Audience

 Listen – monitor and respond to your audience’s activity
 Build relationships – be present and engaging

5. Step 5: Measure Success

 Monitor metrics
o Reach – potential number of people who see your content
o Engagement – number of interactions with your content (likes,
shares, comments, replies)
o Engagement rate – a rate for the number of engagements
generated from each time a post is viewed
o Conversion rate – the number of users who complete your intended
goal
 Track over time
 Make changes
 Ladder up to business goals

Implement Your Plan

1. Create a content editorial calendar

2. Create a response plan

 Prepare responses to common questions
 Monitor activity

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  Respond in a timely manner

3. Consider paid promotion

 Types of paid promotion across social media
o Boosted post
o Sponsored dark post
o Right rail ad

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