2. MARKETING TECHNIQUES IN SOCIAL
MEDIA MARKETINGARE:
1.TARGETING:
• Social media marketing involves the use of social network suchas Facebook and Twitter
which provide advertisers with information about the likes and dislikes of their consumers.
This technique is crucial, as it
• provides the businesses with a “target audience”.
2. COBRA’S:
•Consumer’s online brand related activities (COBRAs) is another method used by
advertisers to promote their products. Activities such as uploading a picture of your
“new Converse sneakers to Facebook” is an example of a COBRA.
3. LIMITATIONS OF TRADITIONAL
MARKETING:
• Timing
• Traditional marketing uses static text or advertising commercials to
promote a product. If an ad is placed in the newspaper, it can't change until
you place another ad.
• Costs
•You must pay for ads in newspapers or mailers every time you run a new campaign.
Traditional marketing companies may charge per delivery area for fliers or mailers.
On the Internet, your ad is accessible to the entire World Wide Web.
• Customization
•With traditional ads, it is difficult to target a specific customer. Specific market
segments can be targeted, but not an individual.
•Pricing Options
•Traditional marketing can present special sales and pricing. However, it is typically
more difficult to offer complex bundle pricing. Most print marketing doesn't have
the space to explain all the different pricing variations that may appeal to buyers.
4. COMMON FEARS ABOUT SOCIAL
MEDIA MARKETING:
• Time consuming;
• Big implication if facts gowrong;
• Negative comments about the products by a consumer can affect the
sale;
• Can hamper business since standardisation cannot be adopted as
different individual customer may demand for different things;
• Some Consumer’s may hate frequent message which they receive from
companies which can also have a bad impact on the companies.
5. HOW TO OVERCOME THESE FEARS
• Most importantly, businesses should make sure that they are aware of the SMART
(Specific, Measurable, Attainable, Relevant, and Time-Specific) technique during
social media marketing. Precise boundaries are to be kept in mind while setting
SMART goals.
• Before you start, it is vital for you to set goals that are attainable, and not include
anything that is impossible to achieve. It is better that your aims are in line with the
company’s mission statement. A major mistake that most businesses make is blindly
following the methods used by competitors.
6. STEP BY STEP PROCESS OF FORMING A
SOCIAL MEDIA MARKETING PLAN
• Reviewing Social Media Network: The essential step in creating a solid marketing
plan is to properly audit existing work on social media. This means that you should
have a look at the audience engagement, and competitor actions. This will help you
analyze the relationship between the business and its consumers on social media
platforms.
• Setting Goals According to SMART: Most businesses have the primary aim of
profit maximization. Therefore, it is vital for a company to set all the targets
according to SMART, e. Specific, Measurable, Attainable, Relevant, Time-oriented. A
business owner should not look at what other companies are doing and should try
to establish goals according to their own business requirements
7. CONT………………
• The Increase in Social Media Accounts: The third step is to make the existing
accounts better. Moreover, established businesses should try and create new
accounts on different platforms to increase customer reach. However, companies
should be quick to make decisions so that if any platform does not prove to be
beneficial for the business, they can try investing their time and effort in another. In
this way, you will be able to determine which social media site is the most suitable
for your needs.
• Forming a Content Marketing Plan: Content is one of the most important things
in a robust marketing campaign. The key to success is using quality content. Create
a plan that includes all the content strategies, content creation, and content
calendar-building aspects and follow it religiously
8. CONT……………
• Social Media Editorial Calendar: The next step is to create a social media editorial
calendar. The calendar will include the schedule for publishing various videos,
photos, blogs, and links on different social media platforms.
• Don’t lose hope and keep trying: The sixth and the final step in creating a social
media marketing plan is to continue trying. This process is continuous and you
should keep on testing your plan and keep analyzing the campaign results and
reach on a daily
