Planning successful marketing campaigns with Social Media Marketing Team of Add24

Push to Pull Media

Traditional media such as print, TV and radio are push media — a one-way street where the information is broadcasted unidirectionally, from company to consumer, unless direct response or sales activation elements such as coupon codes are built in. In contrast, many digital marketing activities such as content, search and social media marketing involve pull media and inbound marketing. 

Inbound marketing is powerful since advertising wastage is reduced. It involves applying content and search marketing to target prospects with a defined need — they are proactive and self-selecting. But this can also be a weakness since marketers may have less control than in traditional communications where the message is pushed out to a defined audience and can help generate awareness and demand.

The wastage in traditional advertising where ads are either ignored or are not relevant for an audience is reduced in online marketing, and search marketing in particular. In pay- per-click (PPC) advertising, display of ads can be controlled according to user need based on what searchers are looking for, and cost is only incurred where interest is indicated by a click. Affiliate marketing is also a pay-for-performance communications technique where cost is only incurred where there is a response.

Interactive Dialogues

Creating a dialogue through interactivity is the next important feature of the web and digital media, which provide the company for two-way interactions with the customer. This distinguishing feature of the digital medium was proclaimed in the early days to be a significant benefit of the internet and digital channels and also as a means of developing long-term relationships with customers through what would later be defined as permission marketing.

From one-to-many and one-to-some and one-to-one

Traditional push communications are one-to-many (from one company to many customers), often the same message to different segments and often poorly targeted. With digital media ‘one-to-some’ communications, reaching a niche or micro-segment becomes more practical – digital marketers can afford to tailor and target their message to different segments through providing different site content or email for different audiences through mass customisation and personalisation.

Social Media Marketing Strategies Cycle

The use of social media is increasing day by day, and marketers should use different social media platforms for developing a perfect marketing strategy to accomplish different business goals.

Listen

First and foremost, you must pay attention to what your clients have to say about the business. By listening to your customers, one can develop social media objectives that are attainable for your business firm.

Listening also means keeping an eye on what others are saying about your rivals, the industry and the general tone of the community. Keeping an eye on each of the major social media sites may be beneficial, as you will discover that they all provide distinct outcomes.

Goals and Objectives

Setting objectives requires a thorough understanding of your intended audiences. For example, this process comprises identifying your target audience’s geography, preferences, requirements and habits.

SWOT analysis may also help you identify the organization’s strengths as well as weaknesses, as well as opportunities, and also threats in the present environment. Set your objectives based on the information you have gathered.

Develop Plan

A strategy is created for each individual situation. The facts you have at disposal about your unique aim will guide each method you use. Think of social media strategy as a blueprint or a road map at the beginning of the process.

The demands of your customers and your objectives must be taken into account while developing your strategy. After that, you need to figure out how to make them interact with your company. Consider the brand’s personality, the information you will be distributing, and also the platforms you are considering while deciding your strategy.

Develop Content

The next step is to work on the ideas you jotted down in your timeline. You may use these timelines to get an idea of the sequence in which you should begin creating your content. Understanding your target demographic as well as the brand is critical here. Many of your comments on social media might sound like your brand. Thus, creativity is really required here.

Use the keywords you want to rank for in your content. With a thorough keyword research report and appropriate categories, you must be able to come up with some amazing ideas for relevant content that resonates with your target audience .

Engage

You are now ready to share your advertisement on social media, armed with clear goals, a well-defined timeframe, quality content, and the appropriate social media platforms. Participate in the discussion and voice your opinion. Make sure you have the tools you need to react to criticism and also keep the dialogue continuing.

Measures

Any company’s marketing plan would be incomplete without the capacity to track the results of its various promotional efforts. Although it is more difficult to quantify the effectiveness of social media marketing than other forms of internet promotion, after defining goals and objectives, you should now have a good start in determining how to measure success.

You may want to take a look at the content consumption if your success metrics call for it. Who are the people who are interested in what you have to say? What is their place of origin? You may also check how much or how little is being provided and the number of visitors engaging with your material. Here are a few things to consider while doing your measurements.

• Voice-sharing
• Engagement
• Influence
• Awareness
• Popularity