What is Social Media Marketing?

SMM - is the process of driving traffic or attention to a brand or product via social media platforms. It’s a set of measures on the use of social media as a channel for the promotion of companies and solutions to other business tasks.

SMM focuses on creating content that people will spread through social networks on their own, without the participation of the creator (share, likes). It is believed that the messages on social networks have more credits of trust among potential consumers of goods or services because people feel the engagement with each others. Also it reaches people immediately, helping to stay in contact directly. It communicates with the advisory scheme spread on social media at the expense of social relationships that underlie the interaction.

Social media

You need to have a clear, understandable strategy in this fast growing field. The Social Media become an integral part of our lives. It could help you to develop your business. So find some tips below!

1. Stay active!

You should be available within one click, so any person could reach you!
Now, people don’t have much time so they don`t want to waste it! So, if there is no response- there will be no action. If you show your customers that they are important, it makes them stay with you.

Communicate! Respond to comments because it encourages users to continue the discussion. And it also gets them involved into the name of your bran. The bigger your audience, the more subscribers you will get. Provoke the audience. Think about how you can do it! Do you have any suggestions?

A great example can be found on Twitter. Look how it’s done by Bill Gates He responds directly and gets a lot of comments and likes. He publishes valuable content and reacts if gets any sort of feedback. So, it’s essential to stay in touch with the followers.
If you are not able to directly communicate with your audience, teach your team how to do it. And follow consistent rules.

Stay active

2. Adjust your content.

You don’t have to be on every single social media platform to be successful.
Focus on the most important ones and engage fully into engaging your audience.

Each social media website serves a slightly different purpose.. For example, Instagram audience looksfor visual content, which is pictures and short vidoes. That’s why, Ecommerce focusing on clothes, traveling or food would be using Instagram as the channel to get to their target audience.
In the same time, LinkedIn tends to have a more business-focused audience looking for an in-depth piece of information on work and Facebook is oriented for personal contacts and organizing events.
Find out which platform meets your needs and use it to get to your leads.

Adjust your content

3. Who's your audience?

Who is your customer and what does he want?
How do they live?
What interest do they have?

Gather data which helps to understand your clients better.We could get data such as: email, gender, country, referer and other. This information helps us to understand what market segment is more active and who ready to spend money.

It helps to create certain proposition or discount. If we know that our visitors come mostly from Facebook, let’s create a campaign, which will be oriented for them, and automatically show up when user comes from Facebook. Having a data base of a clients or potential customers helps send them remainder and attract them again with new proposition. In the same time if your target are women so could think what you can implement to satisfy them.

Proper audience targeting

4. Do blogging!

Get more subscribers with valuable information on your blog. If you provide visitors with useful and interesting information they will try to check you blog all the time. Give your social followers a reason to check your website. Blogs provide another source for the connection with your customer.

By posting topics which relevant with your market and show your knowledge. Well written articles demonstrate your company as an industry leader. Made a keywords, which will helps to find your article in web.

5. Fast sharing.

We’re living in a fast-paced world. So, your content should spread fast too!

Cause everything is changing all the time! You need to be on a TOP post all the time! More repost, likes and comments! Getting popularity helps you to promote your products or service.
Nice, but how to do it?


Do you know how to make people share? Basically you need to gently ask them to do so. Definitely, you need to come up with strong headline and grap their attention, make them read, open and check your information.
Provide your readers with exclusive information, something valuable! Add pictures!
Really, it helps.
According to Social Bakers, 93 percent of the 5,000 most shared posts on Facebook last spring were photos. Only 3 percent were status updates.

6. Video and audio content is what you need.

Do you have a story of your company or product? Do it, make people feel it too. Nowadays, after watching video people become more confident in thier choose of purchase, constumer would rather watch a product video than read a product description. Demo video could be your key to success.

Provide visitors with tutorials. If you sell software, how to use it. If you sell clothes, do a fashion video, how to get a perfect look. Sometimes, there is a lack of personal interaction. Adding a video helps not to feel that customer is alone. It is very important to add videos to mobile version of a webpage.
So will you dare grab their attention on you page?

“No matter how good your current conversion rates are, they can always get better. And improving your conversion rates dramatically improve profits.”Dave Lavinsky

7. The evaluation of promotion

The effectiveness of the promotion on social networks is important to learn at least to know what tools should be used, how to adjust the progress of the company and, of course, how to evaluate ROI in this method of promotion in comparison with other marketing activities.
The source of information for this evaluation should serve as monitoring data, statistics, communities and blogs, web analytics data or special marketing events.

But the number of criteria (both quantitative and qualitative, on which you can judge the effectiveness of the company) quite a lot and you need to choose the ones that meet their stated objectives. The evaluation criteria are:

  • the number of subscribers;
  • compliance with the portrait of the target audience;
  • number of visitors to the page (or group);
  • the number of actions in the network (comments, "likes", participate in promotions and contests);
  • resonance and / or background information of the brand;
  • quantity and quality of traffic to an external site;
  • the number of target actions committed by users (go to the page contacts, registration on the website, call or online consultation, the newsletter subscription);
  • the number of sales.

A final word

To sum up, let me quote Dave Lavinsky:

Increasing Online Conversion Rates

  1. Social Proof: adding social proof, via customer testimonials and/or case studies, to your website virtually always increases conversions.
  2. Clear Contact Information: clearly showing contact information, perhaps a phone number and/or live chat options, typically increases conversions by giving visitors confidence that your company is “real” and is there to answer any questions they have.
  3. Credibility: Having “trust” seals, such as from the Better Business Bureau or from web security firms like Verisign, will nearly always conversions.
  4. Guarantees: offering a guarantee gives customers more confidence in your offering and thus generally increases conversion rates. Likewise, having a longer guarantee (e.g., 365 days vs 30 days) will generally increase conversions even more.
  5. Headlines: the headlines on your website pages are typically the first thing visitors read, and often compels them to read more or exit your site immediately. The right headline could dramatically increase your conversion rate. So test new headlines frequently.”

So, you need to create compatible content, some video need huge investment, but in the same time you could do it simple and understandable by your own. If people write reviews, it means that you start to be visible! So information starts to circle around. Of course, great advice is not enough. You need to know how to apply it. Start with data collection to see what kind of tendencies your users have on the website. Having the tool, you know a referrer of a person.

Planning a campaign needs estimating goals. You need to have clear plan. Also decide what tool to use to collect the data. Check the time limit, when everything begins and ends. Made accurate desidions. Social Media Campaign has three phases the before, during and after. Each of these periods is highly important to the success of your campaign, and each contains a number of tasks that need to be done.

Feel free to create!

Your business idea should be more than just a work! Remember that you can do this!

Maria Basyk Customer Success Manager

Posted on July 4th, 2016