How does SMM differ from other tools? What are its goals and objectives? How long to wait for the result and how to understand that it is there? We are responding.
SMM stands for Social Media Marketing — marketing in social networks. The goal of SMM is to attract customers from Facebook, Instagram, and other social sites. Another important task of Social Media Marketing is to increase brand awareness and work on reputation.
According to Binary Digital Media Social Media Marketing Services (a social media management platform), there are 3.8 billion active social media users worldwide in 2020. This is 49% of the total population. This means that Social Media Marketing specialists are able to reach out to every second resident of the country.
What is SMM based on?
Social networks know a lot about their users: age and gender, country and city of residence, brand and year of release of the mobile device, interests, and behavioral characteristics. For example, Facebook knows which of its millions of users belong to the group.
The user provides all the information both by filling out their profile and through actions within the network: checking “Likes” on pages, logging in to the network from a mobile device, clicking on ads, and so on.
As a result, the social network can select people for your ads who, for example, have recently bought a smartphone, travel frequently, or will soon be celebrating a birthday. On Facebook, the necessary information about you as a user is stored in the preferences section.
The main thing when advertising on social networks is to determine your target audience as accurately as possible and interact with it through targeted advertising and high-quality content.
How does SMM differ from advertising in Google?
Imagine that you have a clothing store. On the Internet, you can also advance in search engines. For example, for the query “fitness clothing in Pakistan”
This way, your offer will appear to people who are already looking for it. But your circle will be limited to users who already have this need. Thousands of people who may find your product useful are left out, but they are either still happy with what they have, or they didn’t look for anything, but immediately went to a familiar store for clothes.
Social media marketing and advertising work differently. With rare exceptions, their task is to invite potential customers to think about their needs and make a purchase based on this. All this does not make SMM and targeting better or worse than the same contextual advertising. You just work with different types of audiences and solve different tasks.
What are the goals and objectives of SMM?
The main goal of SMM, like any marketing or advertising tool — is to increase sales of products and services. In General, using social networks can solve many problems; here are some of them.
Increase in site traffic. It is used as a step in the sales funnel or as a way to attract traffic to the site. This is often used by news portals to make the site’s numbers look more attractive to advertisers. For example, Lifehacker posts article announcements on Facebook
Informing about discounts and new products. Promotion of seasonal sales, sending out special offers via instant messengers… All this is especially valuable for your existing customers because it is always nice to get a product of your favorite company at a favorable price.
Appearance in the search results. Social networks are indexed by search engines in the same way as the official website. If a user enters your brand name, your social networks will also appear in the search results in addition to the home page. The user can subscribe to them and follow you wherever it is convenient for them.
Expand your target audience and increase brand awareness. In social networks, new potential customers from any social group can notice you. This happens thanks to the reposts of your subscribers, advertising in groups, targeting, and getting into different tops of publications.
The popularization of the company’s views and values. If you participate in charity events and do good deeds, then you should talk about it in order to win people over.
Improving the reputation, creating the desired image in the eyes of the consumer. You can post beautiful photos and high-quality videos, share positive customer reviews and photos of happy customers, and talk about awards and achievements. Or you can make jokes, respond to news feeds, and be closer to people.
Dealing with negative feedback. Customer complaints and negative experiences can be turned into positive ones if you respond to them correctly. Even a customer who is opposed to you can be made your most loyal customer.
The company responds that the advice was accepted and the entire team is being corrected. Subscribers highly appreciated this move.
Collect reviews about the product and the company itself. Social networks help you get feedback because people come here to communicate. Users can rate and recommend the company, share their opinions in comments and private messages.
Cross-marketing with friendly companies within a common target group. You can share each other’s publications, organize joint contests and events.
Track trends and competitors. You should subscribe to your “enemies” to track their promotions, chips, and new products. You can borrow good ideas, refine them, and launch them yourself.
Search for new employees. It is great when your loyal clients become an employee. It is often easier to find staff in social media networks than through job search platforms. After all, these are usually people who are interested in your business, who share your values of Social Media Marketing Services in Lahore Pakistan.
How long to wait for Social Media Marketing results
Depends on the scope. There are two main types of goods/services:
Limited or seasonal offers.
Those that are sold all year round.
The first category includes concert tickets, prom dresses, last-minute travel packages, New Year’s holidays, and other goods or services that can or should be purchased in a limited period of time. The second type includes food, appliances, office supplies, and so on.
The limited supply of goods to sell in the social media marketing services networks even from the first show. For example, if you advertise a ticket to an event to a user who is interested in attending concerts or an artist who will perform.
We find “our people” through targeted advertising, posting in relevant thematic groups, and successful content that users share. If our ads and publications attract potential customers, they subscribe to the page and trust us. If we were able to convince users of the quality of the offer, then they turn into customers: they order a product or service directly, choose a product of our brand in the store.
How is the effectiveness of SMM evaluated?
SMM is a work that is not conducted for the sake of likes and reposts (although it is also for the sake of them). A competent SMM analyst can receive and track not only user reactions but also real orders.
Commercial metrics — all of which is reflected in the income:
Number of clicks to the site from social networks.
Conversions: check-ins, purchases, calls, and event visits.
Average receipt of customers from social networks, total profit.
You can view this information using the Facebook pixels, Google Analytics tools. Some metrics are only available after end-to-end Analytics is implemented.
SMM metrics — everything that shows users ‘ interest in your content.
- Number of subscribers in different social networks.
- Reach — number of post views.
- Number of reactions — likes, reposts, comments.
- Number of incoming messages;
- Brand mentions and reviews are both positive and negative.
It is convenient to track SMM metrics in social networks themselves. For example, Facebook generates convenient reports about what happened in your account over the past week or month.
Briefly about the main thing
Almost half of the world’s population uses social networks. And they have an impressive amount of information about their users (gender, age, geo, devices, behavior, and so on). These features make Instagram, FB, and other platforms very attractive for business promotion.
As a rule, SMM and targeted advertising work for a long time: they offer a potential client to think about their needs, form demand, and only then give
sales. In other words, you can wait a month or a year for the result. Unlike contextual advertising, which is easily configured for those who are already ready to buy here and now.
In addition to website traffic and sales, social networks and SEO Services in Lahore Pakistan help you solve many other tasks: expanding your audience, increasing brand awareness, managing your reputation, collecting reviews, finding employees, and so on.
Social networks are not just posting, likes, and reposts. In addition to SMM metrics (reach, engagement, and more), it is good to measure efficiency by commercial indicators (by traffic, orders, calls, average receipt, and so on).