Chapter 4: Using Social Media Marketing Effectively

A well-rounded, effective marketing plan puts social media to use

As the world around us changes, successful businesses are changing the way they engage with their consumer or client base. Even reluctant business owners are beginning to realize the need to market their services or products online, and what better wayto do that, than to make use of the very platforms where consumers gather every time of day, seven days a week?

Social media platforms that once catered only tonetworking among friends, family and colleagues now offer a variety of high tech and interactive advertising options to help businesses market their products and services. Of course, advertising is optional on these platforms, and there are a number of ways to build awareness (and an audience) without spending a penny.

Why is social media important?

Social media has become an important part of any business marketing plan. Why? Because this is where you’re going to find a large segment of your audience. As the number of people who own mobile devices grows, so does the amount of people using social networking websites.

If you’ve been paying attention, you’ve undoubtedly noticed the sheer volume of people who spend a good

Chapter 2: Effective Online Marketing Plans Include Social Media

5

deal of their day focused on a scrolling screen of some type of mobile device. These people are your audience and they are as varied in their interests and needs as are the amount of different products on the market. There’s someone for everything, and you’ll find them in social media apps and websites.

Do people follow businesses on social media?

They do when those businesses consistently offer content of value. The smartest businesses that are successfully making use of social media are those who are offering a variety of content that people want to see:

Beautiful Adorable Informative Useful Inspirational Comedic Entertaining

6

Going the Social Distance: Building a Sustainable Audience on Social Media

Everyone likes cute animal and baby pictures. If yours is doing something adorable, snap a pic and share it. People get a glimpse into your world and you’ve just become a more personable, relatable business.

Other ways that companies are successfully making use of social media to grow their businesses include sharing content that:

Speaks to their audience’s desires (fast, sexy cars gliding along winding beachside roads; or long, sleek, and glossy tresses flowing enticingly down a curvy backside).

Chapter 2: Effective Online Marketing Plans Include Social Media

7

Provides them with answers to their questions (how-to videos and DIY walk-throughs).

Find or create content that speaks to you in some valuable way and share it. It’s likely to hit a chord with other people too.

Sharing a simple photo that illustrates a beautiful moment you’re experiencing breaks up your content, making it more interesting and provides a peak into your life, values and interests.

8

Going the Social Distance: Building a Sustainable Audience on Social Media

How to attractconsumers to your website

Companies and individuals who are the most successful at selling their products or services are generally creating a wide and varied marketing campaign that includes social media, paid advertising, frequent blog or article posts, and email marketing. They also employ strategies for earning repeat customers and turning those customers into advocates.

Even small business owners with limited resources and time can make use of effective strategies that drive traffic to their website. However, a social media campaign alone is only going to be so effective without other pieces in place.

Getting people to your website, inspiring them to purchase and keeping them coming back is a large topic that requires a lot more time than this book can cover. However, growing a social media following is a large piece of your marketing plan, and doing it well is a big step toward making your business a success.

With that said, let’s take a quick look at some of the other pieces a well-rounded marketing plan might include.

Chapter 2: Effective Online Marketing Plans Include Social Media