市场营销

What Is 社交媒体 市场营销?

Caitlyn布莱尔

How to Utilize Popular Digital Platforms to Meet Your Brand's Goals

社交媒体营销是与你的受众互动的最有效和最廉价的方式之一. 在美国.S. alone, there were 233 million social media users this year. To put matters in perspective, the number of social media users in the U.S. is nearly equal to the entire population of Indonesia. 你可以看到为什么品牌想要接触尽可能多的客户,利用这些平台是如此重要, and why 92% of marketers use social media as part of their marketing efforts. As of this year, the most commonly used social media platforms are 脸谱网, YouTube, 和Instagram, with TikTok and Snapchat following closely behind.

Through social media marketing, brands can utilize these platforms to market their products or services. 社交媒体营销为客户提供了与现有客户接触并接触新客户的机会. 社交媒体营销的主要目标是创造消费者可以与家人分享的信息和内容, 朋友, 和同事. 当你开始利用社交媒体营销的力量时,你的品牌可以体验到一些其他的好处,包括:

Increasing Brand Awareness

社交媒体是让你的品牌出现在更多人面前的最好方法之一. 当更多用户与你的内容互动时,你的声誉就会自然发展. 你的数字营销努力将有助于这一过程,让消费者与你的品牌互动,并将你的内容暴露给更广泛的受众. 社交媒体营销也可以建立你的品牌的基调和整体的公众形象, which can help instill trust and familiarity in your audience.

Increasing Website Traffic

The more people you have visiting your site, 你就会有更多的能力去获得新的印象,从而转化为客户和提高品牌知名度. 事实上, 来自社交媒体的网站访问占所有网站流量的4%以上,占所有移动访问的5%, 根据 Merkle’s Digital 市场营销 Report for Q1 2019. Because your social media pages can link out to your website, they can help generate qualified leads and build new relationships.

Promoting Products or Services

For most businesses, 他们营销策略的最终目标是推广特定的产品或服务. Because social media marketing expands the reach of a business, it increases the odds that your future customers will find you. 你推广产品或服务的一些方法包括吸引注意力的比赛, paid social ads that can get your offerings in front of more eyes, and through deals and promotions. It is common for brands to create modern-day sweepstakes on social media, where individuals are required to reshare their post, follow the page, and tag a friend for a chance to win. 这既提高了品牌知名度,又让你的目标受众对你的产品或服务感到兴奋, so it serves a dual purpose. 下面是水瓶品牌the最冷的水(the cold water)的示例, 她在ins上策划了一个聪明而及时的文字游戏“12天的赠品”:

这是一个社交媒体抽奖的例子,通过Instagram赠送社交媒体活动的成功

What to Consider When Creating a 社交媒体 市场营销 策略

Before you can start reaping the benefits of social media marketing, 你将需要执行一个与你的业务目标一致的坚实的战略. 必威下载链接建议在执行创造成功社交媒体内容的策略时,考虑你的品牌的以下方面:

Your Brand Voice

社交媒体广告与传统广告的不同之处在于,消费者必须感觉他们在个人层面上与你的品牌产生了联系. 正因为如此,最好是建立你的品牌声音的基调并与之保持一致. When building this kind of brand awareness, 你应该考虑你的目标受众是谁,用一种能引起共鸣的声音和他们说话. This process might take some trial and error, 但是能够在最重要的地方接触到你的用户将是非常值得的.

Consider the age, 位置, 性别, 收入, and education levels of your ideal customer base, 以及你自己的价值观,以及在制作这方面的内容营销时,你与其他品牌的区别. 冥想应用程序“Calm”的社交媒体页面显然掌握了这一点. As you can see below, 他们总是以一种抚慰人心的方式和听众交谈,表现出他们的关心, which aligns with the mission of their brand. What is your brand’s mission and how can you convey it to your followers?

这是一个品牌的例子,它具有强烈的语气,并理解其追随者的核心需求

Your overall goals

Now that you have a good idea of who you are speaking to, 很重要的一点是,你要清楚你想用你的社交媒体内容来完成什么. Whether you want to gain more followers, increase your website traffic, or focus on lead generation, 对自己的期望有一个明确的想法可以帮助你评估自己的进步. 这也将帮助你决定自己应该转向哪种媒体以及在何种平台上发展. 例如, 如果你是一名刑事辩护律师,你的目标是展示你对司法系统的知识, 你可以考虑写一些信息丰富、有帮助的博客文章,并使用你的社交账号来推广它们.

你的预算

如果你想知道你应该分配多少钱为你的社交媒体营销活动, there is no single right answer. It will depend on the size of your business, the size of the audience you would like to reach, and how you will be sourcing your content. When it comes to budgeting for your social media marketing, you have quite a few options, 但重要的是,在考虑所有这些问题时,把你的终极目标放在首位. 例如, 你可以雇佣一个营销专家在你身边工作,自己制作内容, or you can outsource content from a professional marketing team. The industry average for a social media budget is $200-$350 per day, which comes out to $4000-$7000 per month, but this is not a “hard and fast” rule.

对品牌来说,社交媒体营销的一个最有价值的优势是与你的粉丝联系的能力, 社交网络, and potential future customers in an authentic way. In order to be able to do this, 对于品牌来说,了解他们的目标受众是至关重要的, the platforms they use, and how they like to be communicated with. Once you have a solid understanding of this, 你可以开始接触各种各样的社交渠道, either through your own efforts or through that of a marketing team. Navigating this realm might seem intimidating at first, 但请记住,社交媒体只是将你的品牌信息传达给那些将从你的产品和服务中受益的人. When you have a strong idea of what that means for your brand, the keys to social media success will quite literally be a few clicks away.

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