Social media are web-based platforms that provide users a chance to create their profile and share
and promote content. These social media platforms provide an opportunity for people and companies to establish
their social presence and let other know about their product and services. Social media platforms facilitate the
creation or sharing/exchange of information, ideas, careers and other forms via groups and networks.
Through social media companies can reach out to millions of people worldwide, increase their customer base, get
noticed and improve their product’s service and sales. Right from a small store in India to multi-million-dollar
company in the US, everybody is using the power of social media to create social brand.
WHY SOCIAL MEDIA MARKETING
If your business is not on social media, you're invisible. It is a shift from "push" marketing, where we are pushing a marketing message at people, to "pull" marketing, where we are attracting people towards us with engaging, interesting and valuable content that people will seek out.
It is a shift from shouting your message at a heterogeneous mass of people who may or may nbot be interested in what you have to say. By using social media, you are making yourself visible to people who are always interested in what you have to say. You can tap into these communities of interest, engage them with useful content, and build relationships with them.
Social media marketing is the process of creating content specifically targeted for your audience tailored for
each social media platform in order to drive user engagement and sharing. More than 97% of marketers use social
media to reach their target audiences. Marketing through social media is the most cost-effective strategy that
small businesses can use to reach their potential customers and increase their sales.
YOUR CUSTOMER
With the ease of Internet access and Digital India initiative by the government, the
number of social media users in India is approx. 400 million in 2020 and is expected to be almost 450
million by 2023. With so many consumers using social media platforms every day, and accessing their social
media sites over five times in a day, you could be missing out on an important chance to connect with your
customers.
RECEPTIVE AUDIENCE
Users follow brands and engage with them because they find their social media campaign
valuable. Social media allows businesses to be more conversational, share new and valuable content, and a
medium to get to know their audience better.
BRAND RECOGNITION
Users can learn more about your brand and value you provide through social media
channels. By posting engaging content that adds value, you are making your brand more familiar,
recognizable and familiar for new leads and existing customers.
INBOUND TRAFFIC
By responding on social media platforms, businesses can drive traffic to their website.
By optimizing your profile on social media and providing link on profiles, users can visit to your website
to know more about your offerings. By announcing exclusive deals on new product offerings on social media,
your fans get the exclusive perk and your brand gets traffic.
PRESENCE ON SOCIAL MEDIA
The key to getting most of your social media marketing is to strategically target
different audiences based on channels you plan to invest your time, money and effort in. Create a persona
of your target audience – their age, location, interest, brands they follow, hobbies, gender etc. Knowing
these values will help you in creating content and will give you more idea on which social media channel
you should use to reach them. The more relevant your content and channel is, the more likely are your
chances of increasing conversions.
COST EFFECTIVE
Social media is cost effective as compare to traditional printing advertising. By just
spending an hour daily in social media in creating content and having conversations with your fans and
followers, marketers can generate increased traffic and leads. Depending on your goals and scope of your
ad campaign, it is relatively inexpensive to run ads on social media channels. The cost per thousand
impression (CPM) on social media can be as low as $2.50 which is 3X less expensive than advertising
through traditional media.
BOOST SEO
Your social media presence impact SEO. Search engines pay attention to your social
media behaviour, especially links to social content and social signals like likes and shares. Content with
more likes and shares tend to have higher visibility, traffic and inbound links. The more likes, shares
and inbound traffic, the higher search rankings.
YOUR COMPETITOR
If you don’t have a social media presence, that doesn’t mean your competition don’t
have either. Chances are they’re investing their time and resources into building a social reputation and
a community around their brand. Take a look at what they’re doing on social media and see what you’re
missing out. Chances are few of your customers might be engaging with your competitors.
RECOMMENDATION
Consumers trust reviews on social media. They often check them out before making a
buying decision. They are more likely to buy from brands that have been most recommended, have positive
reviews. Encourage your happy customers to leave a review on social media and recommend your products and
services to friends, family member and co-workers.
AUTHORITY
The more valuable content you share on social media, the more opportunities you have to
demonstrate your expertise and build a reputation as an industry authority-leader in your field. When your
fans and followers share your purposeful content to others, new audience members will follow your company
to get updates and insights.
CUSTOMER INSIGHTS
Through social listening you can monitor the comments posted by your customer,
understand their challenges, concerns and what they care most about. Social media marketing gives you
valuable opportunity to gain new insights of your customer - what they think of your brand. You can use
this insights to make changes to improve customer satisfaction and increase conversions.
Let’s start by looking into individual social media platforms.
FACEBOOK
Facebook is the world’s biggest social networking website with more than 1 billion
users that login on a daily basis! Not just that, it also invites a billion likes a day and millions of
comments on the different posts. So, it would be a no-brainer for you to have a Facebook account in lieu
of your company if you wish to reach out to billions
FACEBOOK PAGES
Facebook gives you the option of creating a separate Page for your company. You can use as a platform to
tell your customers about your products, services, schemes, promotions and offers
Here is a step by step guide for you to get started with Facebook Page.
The very first step of the process is to visit this Facebook Page There, you will be
able to create the page for your company. Before creating a page you need to have a profile account
(personal profile) on Facebook.
The first message that gives the company on Facebook is your Profile Picture, make sure it is
visible, is a well-designed logo that reflects your business.
Add meaning to your account by uploading Cover Photo. It is the first thing people see when
they visit your page. This photo is usually used by companies to show their brand creatives, show
benefits of your products or services, promote special offers, discounts or announce a contest,
highlight their teams and their achievements, show social proof and testimonials, highlight upcoming
events, show support for a cause, tell what your page is about etc.
You need to carefully write a few sentences to describe your business so that people know what
the company is about. Include keywords as it will show up in search results when people look for you
online. Think about what makes you unique, what differentiates you from other pages,
Your User Name is the name displayed in the URL, it begins with the @symbol and is displayed
below your page, making it easier for customers to find your page. Keep the name as close to your actual
business name. If desired include keywords relating to your business
Choose the correct Category for your business as it helps you to market yourself on pages that
are relevant to whatever you are promoting. Right categories help you suggest correct Facebook Page
Template
From your page you can select friends to whom you want to send Invites to like your page.
Similarly, you can Invite people who react to your page's posts.
Add Call to Action button on your page which will allow customers to do: download the
application, purchase products or services etc., or add a link to your website, video or another landing
page.
When readying your Facebook page, you will probably work with many other business partners. You can
assign roles to each one. There are five different roles on Facebook page – Admin, Editor,
Moderator, Advertiser and Analyst. Each of these roles has its own rules for how to keep Facebook
working to make it ideal and helpful.
One useful part of marketing yourself on Facebook involves customizing a page that is designed
to help visitors find quickly what they are looking for. Choose a template that suits to your business.
There are number of tabs for each of templates that you can drag and rearrange it. The tab order
determines the order of the sections people see at the top your page.
People can become eligible for a top fan badge on your Page by being one of the most active
followers on your Page, which can include liking or reacting to content, and commenting on or sharing
posts. People who qualify for and then accept top fan badges will have a badge next to their name when
interacting with your Page's content.
Create Posts that are sensible, easy to read and is relevant to your business. The posts your
produce must draw the visitor’s attention and interesting enough to make people to forward your
messages.
Join Facebook Groups devoted to specific products or industries that you are associated with.
Get your existing Facebook page exposed to group, educate them about your page.
One of the best ways to use Facebook for your marketing needs is by using special Paid Ads.
Facebook ads let you get your message out to a larger number of people and generate traffic on your
page. You can target people within a certain location, are in a particular age range, speak specific
languages or region, choose gender and enter keywords that relate to particular interests.
Facebook Page Analytics: Tracking Your Success. How effective are your Facebook marketing and
communication activities? How many of your fans are seeing your posts? Which posts get more engagement,
and why? What can you do to improve your results? Facebook offers a wealth of statistics and insights
into the performance of your Page and posts. By reviewing these, you can learn what your fans respond to
and don’t, what’s keeping you from getting more responses, and how to improve.
Socialize with Facebook Social Shares Make your site social, personalized, and familiar.
Demonstrate to new visitors that their trusted friends already like your website or have shared the
content. Connected users can view what their friends have viewed, commented on, or reviewed on your
site. Social proof builds trust quickly.
YouTube
Another highly valuable option for social media marketing is YouTube. With more than
1.8 billion monthly users and more than 1 billion hours of video watched per day, it is the second largest
search engine. YouTube is a great platform that you can use to promote your company, products and
services. It can be incredibly valuable to your business by producing videos that are exceptional
informative, educational or how-to-video. YouTube’s viewers come from all ages and demographic groups.
To start working with YouTube, you have to go through several steps to help you get on the site and
produce videos.
Create a Profile Log into your Google Account. Go to YouTube and create channel. Channel name
should be your company’s name. Add a profile photo, header image, you can use company’s logo or your
personal avatar to make it easy for people to identify your channel. Edit your profile on the Profile
Setup page. Here you can add a picture, a personal description, a link to your own website, and fill out
lists of personal details, location, career, education, and interests — all the standard social
networking details.
“Customize Homepage” provides you with a number of modules for displaying YouTube-chosen
“Spotlight Videos,” the latest video from the channels to which you subscribe (more on this later),
videos that the site recommends based on your activities, subscriptions, and recent activity, top videos
being watched right now, the most popular videos, “Videos Near You,” and others. Click these boxes if
you want these items displayed for you on your home page.
“E-mail” options allow you to enter a new e-mail address. “Manage Account” allows you to
change your password and delete your account, and it shows your account status items, such as the
standing of your account in relation to community standards and how many third-party sites are
authorized to access your account.
You’ve created a YouTube account and a channel. A YouTube channel is the page that displays the
information you've decided to share with the public from your account, including your profile, your
favorite videos, your subscriptions, etc. When you manage the details of your account, you're setting up
your channel.
Visit your Channel Settings' "Advanced" menu again and you'll see an option to associate your
channel with a website. Doing so will help YouTube to improve the quality of its search results
and verify your channel as the official representation of your brand on the site.
Whatever else you decide to do, be sure to take a moment to consider your privacy settings. You
have the option of deciding who sees what, and you should make a conscious choice here. You can decide
to allow only friends to send messages or share videos with you; to let others see your “channel” on
YouTube
You’ve produced a one or more brief video that you want your audience to get it seen. We recommend
picking an account name that reflects, directly or indirectly, your organization or brand.
Right Title People navigate the web using search. Instead of typing www.klick-digital.in into
their address bar, they simply search for digital marketing or social media marketing agency. And video is increasingly important
to SEO, so consider the title of your video carefully. Make the title descriptive and meaningful.
Description Write an accurate, keyword-rich description for each of your videos. Describe what
is video all about. Don’t ignore your YouTube account’s “About” section. Use it to sell your channel and
it benefits to subscribers. Fill out a keyword rich description that will tell people all about your
channel, what they will gain from it, and why they should subscribe.
Category and Tags Assign a category and tags to a video when you upload it. Choose the category
that fits best – that fits the metadata. Apply relevant tags to all of your videos that are relevant to
your industry terms and are targeted keywords.
Read and reply to all the comments that your channel and videos garner. Be as interactive as
possible. Similarly, watch other users’ video, provide feedback, rate their videos and mark them as
favorites.
Organize your videos. Create a playlist so that videos can play one after another in your
channel. That way, your customer does not have to navigate through your videos to watch them. The power
of suggestion always works and you will see that your audience has started liking your videos.
Apart from creating good content for your video, you need to post you channel link under other
people’s videos or asking them to subscribe your channel. Simply put, the more views your video gets,
the more often it will be viewed by other people and ultimately more subscribers. It is important to
provide useful, informative, valuable video content that is findable and pass-on-able by the communities
of interest you want to reach.
Add graphics and include your logo on your video thumbnail. Thumbnails grab your viewers and
subscriber’s attention. Click for Thumbnail Inspirations
Videos help you to reduce the amount of time you spend on customers support and queries by
providing all the instructions your customers need in video tutorials. Useful if you sell software or
other technical products.
YouTube also gives its members free access to some great performance statistics about their videos
with YouTube Insight. This is a reporting tool that tracks how popular your videos are, how often
people view them, what types of people view them, which countries are generating the most traffic, and
other statistics. You can use a unique URL in the description of your YouTube video and measure who took
action as a result of watching your video.
INSTAGRAM
Instagram is all about visual effects, with more than 800 million monthly active users,
makes it a great platform. First things first: decide if you want a personal account or a business
account. A personal account is useful if you plan on building a personal brand – personal blog,
occasionally sell affiliate products etc. It is an ideal place to promote your business when targeting
younger audiences. Let us look at the different things you can do to increase your Instagram following..
Create a Profile Start by visiting this Instagram page. You have two choices
when the application opens: Login with Facebook or sign up for e-mail or phone. Create a business page
devoted exclusively to what you offer. Your page will not only display photos and videos you add but
also contains details related to your business.
Choose a username that matches your profile name, and ideally that also matched your branding
across the web. The aim is to try and make sure your brand is everywhere.
One of the easiest ways to get Instagram followers is to optimize your bio. Give your would be
followers a reason to follow you, tell them what makes you unique, remind them about special offers and
promotions, first to get a sneak view of new product, have first chance to win competition. And don’t
forget to add the URL of your website in your bio section.
Getting your Instagram account connected to Facebook is a valuable idea. You can get your
Instagram account linked to share your posts on Facebook.
Now that you have a business-oriented Instagram account, you can add photos and videos to the account.
Photos need to be of high quality. You can use various effects and filters options to add an
outstanding look to your photos.
Instagram is the best platform for business categories – restaurants, travel and fashion. For
busy small businesses also it’s exciting as you can share your product photos, video’s, on the go – from
mobile.
Similar to Twitter, Instagram uses the @symbol to tag other users, and the #hashtag
symbol to tag categories and keep track of them for later. Using #hashtags in your Instagram captions
will have the content placed with other photos with the same hashtag and turned into clickable links.
People use hashtags to search for content on Instagram, so using the right hashtags can help to put your
content in front of people searching for keywords and phrases associated with your business.
Make the most of the photo caption. Examples of photo caption include adding a description of
the product, asking a question or starting a discussion and adding a call to action.
Instagram allows you to geo-tag your photos with the location at which they were taken, which
are then added to a Photo Map. When a photo is tagged in this way, Instagramers who are close to your
location or who visit it at a later date will be able to view your photos.
Replying to comments on your Instagram posts with a thank you or a friendly message and
commenting on other Instagrammers' work is a great way to pepper your username around the app,
especially if you are complementing a customer who is featuring your brand or product.
Don’t make it about your product, but instead about the emotions your product evokes. Use
contests to elicit great fan photos.
LinkedIn
LinkedIn https://linkedin.com is the oldest and largest
social network developed specifically for business and professional networking. LinkedIn is the world's
leading social networking service for business people and professionals. LinkedIn boasts 160 million
professionals and business users. If you’re in the business-to-business space, it’s well worth looking at
specific targeting options on LinkedIn.
LinkedIn membership is free, as are memberships in most of the leading social networks, but unlike
Facebook, LinkedIn is focused on career and business connections. This is the network you join to promote
your career, find a sales lead, connect with business partners, supplement a job search, offer job
opportunities, and just generally nurture your relationships with professional colleagues, customers,
clients, and enterprise associates.
Select the Page type you’d like to create from the following options:
Small business
Medium to large business
Showcase page
Educational institution (high school or university/college)
Enter your Page identity, Company or Institution details, and Profile details information.
Check the verification box to confirm you have the right to act on behalf of that company or
school in the creation of the page.
Click Create page.
A LinkedIn Company Page is a place for companies to provide more information about themselves,
their products and services, job opportunities, and where they can share expert insights.
Provide interesting and value-added updates that resonate most with LinkedIn Users. Share
company expertise, industry insights, talk about company developments, new products etc. Use questions
or ask for feedback to drive engagement.
When you’ve built up a thriving network of connections, and to maintain that reputation, remain
consistently visible, update valuable content, participate in all areas of LinkedIn. Respond in a timely
manner to most interactions from your network.
When you post update on your page, it’s known as organic update and it is shown on your page
and to followers of your organization. However, you can sponsor an ad to your organic update to reach
beyond the page followers.
LinkedIn’s Targeted Company Page updates is to tailor content to specific audiences and
existing followers. You can also boost a post from a LinkedIn page to extend reach through an
advertising campaign.
You can see how many impressions, clicks, and social interactions your Direct Sponsored Content
is getting in the Direct Sponsored Content tab on your LinkedIn Page or Showcase Page. All
advertising-related metrics are viewable in Campaign Manager.
Google My Business
Google My Business is a service provided by Google allowing local business to display
their local information on “Google My Business” Pages. Google My Business (GMB) is the premier free,
multi-featured business listing that local business can use to connect with their customer and be found on
Google Search and Google Maps.
Times have changed, Malls are shrinking by the year, the reason is PEOPLE SHOP on their mobile devices or
computer. If they need a mechanic, or restaurant or any other local services they search on their phone
from where they are located and if you’re not present on GMB, you’re not visible. Benefits of GMB.
GMB shows description of your business, hours of operations, directions, photos and a call now
button for immediate contact.
Your business location and address will be pin-pointed on a Google Map, Directions are one
click away.
At the top of every search results usually 3 GMB local business listings and their information
appear: This is where you need to be.
GMB allows customers to leave reviews that you can interact with and post photos about your
business and its product and services. More positive reviews more sales.
GMB offers you to promote special offers, coupons, appointments and events. You can also add
SMS text messaging function.
Find insights to learn how customers search for your business, and where they come from. You
can also find information like how many people call your business directly from the phone number
displayed on local search.
Setting up a GMB listing. Here are important points you want to make sure you do when you set up your
GMB listing
Name, Address and Phone Number (NAP). Make sure you’ve entered complete business information,
so users know what you do, where you are, and when they can visit.
Choose the category that fits your business best. This helps customers find you if they are
looking for a business like yours.
Help customers to call you or visit your website by adding a contact details and website URL
on GMB.
Input your business hours of operation – the days of the week that you are open.
Product and Services – Here add your product and services relevant to your business. Optimize
each individual product or service, add a price and description. Anybody searching for those services,
Google is going to show it to people searching close to you.
Enter a brief description of your business: what you offer, what sets you apart, your
history.
Optimize your company logo, interiors and exteriors of your business and geo location. Google reads
the meta data embedded in photos and keeps track of it and will make connection to your
business and your brand.
You can add in the SMS function. This is great for service type businesses, if your number is
busy, customer can text you to call them back when you are available.
Use Google posts to boost conversion and showcase your brand to your target audience. You can
announce an event, special sale, offer discount, hours update, Covid-19 update etc. But the most popular
is “What’s New”.
Hope you have learned about the benefits of social media and how to make it work to your advantage. Take advantage of all these social media platforms to market your business. Social media marketing is all about getting people to see what you have to offer, getting people to hear you, establish friendships, encourage conversations and create relationships.
Let us know if you have any question. We offer a range of tailor-made affordable services to build and manage social media marketing for your business.
If you would like more information on pricing or would like to get me on board to help you with social media in any way, please email me on klickdigital@klick-digital.online
