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What is Social Media Marketing?

Written by @justusclark


Social Media Marketing 101

We know how powerful social media can be. How it reshapes the behavior of your consumers, and how companies can use it to turn markets in their favor. 

Regardless of the sheer amount of information on the internet, so many executives struggle to understand “social media marketing” and how it functions.

That’s why we decided to create an all-inclusive guide that will break down social media marketing for those finding it difficult to develop successful marketing strategies. 

In 2021, social media hosts over 4 billion users who truly love to share and sometimes create information.

As a B2C business owner, you need to utilize this network in a way that produces great results for your business. 

Social media platforms have quickly become inseparable from the foundation of your business development strategies. You can’t ignore the power of “social” when it comes to creating real connections with your consumers. 


Why is Social Media Marketing Important?

Here’s what Investopedia had to say:

“Social media marketing (SMM) is the use of social media websites and social networks to market a company’s products and services.”

This definition is close but it is missing something important. Let’s bring it down to the basics.

“Social media marketing is the process of creating tailored content for each social media platform to drive engagement and promote your business.”

Social media serves one purpose, connecting your business, with its audience or customers to guide their understanding of your brand. It is one of the most beneficial aspects of growing or sustaining a business in 2021.

Let’s say you’re meeting someone for the first time with the intention of building a good relationship.

What would you do to make this person like you instantly? You’re not going to get a second chance, so what will you do to make that first impression count? Will you win their affection if you meet them and can’t talk about anything but your FLASH SALE!? 

People like it when you make them happy, no matter how the weather is outside.

Just like IRL, your social media marketing success is contingent on your capability to find and your target audience, and make them happy. The goal is to think of social media as a phone call, not a television. What value can you provide for free, that your consumers would be willing to share with others?

Social media marketing efforts fail if your story is a monologue of last-minute discounts repeating in perpetuity.


Why Social Media Marketing is Important Today?

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Today, consumers rush to scroll through social media when there is something they want to know more about. Be that an organization or product, social media is where consumers find others talking about your business.

If you don’t have a social media presence, you’re missing your opportunity to make a good first impression. 

Let’s look at these stats from Oberlo to get a feel for the importance of having a solid social media marketing strategy is imperative to business success in 2021: 

  • 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
  • 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users.
  • Facebook alone has over 2.7 billion monthly active users.

Your prospects are using their phone on average, 5 hours a day.

Social media is a great place for brands looking to gain insights into their audience’s behavior. Smart companies continue to invest in social media to achieve business growth far into the future. 

Want to launch a new product or a business, social media is the perfect starting point to create hype around your mission. As the internet continues to mature, it’s clear that social media marketing & the future of e-commerce, isn’t just an option, it’s a necessity. 

In a highly competitive space, your business can’t afford to miss out on social media marketing. 

It’s an especially competitive influencer space, where there are thousands of new social media influencers starting brands every day.  If you’re trying to become a social media influencer, the time to start is now, and here are 5 reasons why.


5 Benefits Of Social Media Marketing 

The idea of social media marketing has developed over the years. Just a few years back, the only real purpose of social media channels was to generate link clicks.

Today, it has evolved into something far more powerful than just a place to broadcast content. 

You must have a social media marketing strategy in place to achieve business success in 2021. Social media has given business owners direct access to consumers. These two-way conversations expand the reach of whatever you’re selling. Let’s take a closer look.


1. SMM Earns The Attention of Your Audience

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There’s nothing more difficult than facing a new audience of people who haven’t engaged with your brand in the past.

Social media marketing gives business owners the tools and tactics that make it easy to introduce your brand to a new audience for your business. 

Facebook and similar platforms like Instagram & LinkedIn, allow you to share content & connect with potential prospects to warm them up. While getting people’s attention is hard, you can easily break through the noise with entertaining content.

Ex. creating a “value upfront” Facebook video ad can drive people to know more about you.


2. SMM Creates Deep Connections between Business Owners & Consumers

Think social media marketing is all about selling and promoting? It’s time to head back to the drawing board.

Brands connect with their social media audiences to create sustainable relationships.

For example, when you share something on a platform, you need to start responding to whoever leaves a comment or question. Provide them with first-hand assistance, and you make them feel important.

Instead of selling your products or services, ask your social media followers questions about your services or share something that provides value directly to your audience.

This will help you build trust and show your consumers you care about their input.

You must serve people first, before asking them to invest in you. It is the way of life, and it’s exactly the same as treating someone with respect when they visit your brick and mortar.

A Facebook group will aid you in growing a loyal audience of niche consumers who will promote your business for life.


3. SMM Generates More Leads, Conversions, & Sales

Facebook, Instagram, Twitter, and Linkedin allow businesses to generate leads. You can use paid &/or organic tactics to boost clicks, and ultimately, sales.

Video content, ad campaigns, free content, and email/sms opt-ins are some of the best strategies to get prospects into your pipeline.

For example, running a giveaway campaign on Facebook can help build both Brand Awareness & qualified prospects. 

Everything happens online, SMM is measurable, quicker, and easier than TV & Radio. Plus, for new businesses, it’s a great way to build a database of prospects. Increased visibility gives your business a platform to influence others & find new opportunities.

Emotionally intelligent content can lead your followers from social media to your company’s website where they are turned into loyal customers.


4. SMM Gives You A Leg Up On Competitors

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Your competition has basically handed you their analysis if they too have a social media presence. If you’re just getting your business started, you will find tons of value in the social profiles of others who offer similar products or services.

Future thinking companies constantly monitor their competitors to see what’s working for them and what is not. Analyzing what your competition is up to should be a part of your daily social media marketing strategy. 

Let’s say that paid Facebook ads are yielding amazing results for your competitors. It would be smart for you to try it too. You shouldn’t copy your competition in a way that might damage your reputation. Make sure to be unique! 

Would you like to know what type of Facebook ads your competitors are showing their audience? You can see everything they’re up too when you visit Facebook’s ad library, here.

The ad library gives you access to advertising transparency by offering a comprehensive, searchable collection of all ads currently running on Facebook or related apps and services, like Instagram.


5. SMM Is Cost-Effective

Social media marketing is the most cost-efficient way of promoting a business.

First of all, it cost nothing to create a profile on most social networking sites. If you want to run paid ads to boost your content, the cost can be as low as $.07 per click. We’ll, for our clients at least. 

If done well, your chances of producing higher ROI are greater. If paid ads are a part of your social media marketing strategy, make sure you start small and work your way up as you become more comfortable with your audience, and the targeting options available on the platform you choose.

There will always be something you can do to become better at digital advertising. One of the key benefits of social media marketing is the ability to track your performance down to seconds of attention paid to your advertisements. This helps you fine-tune your strategy using real-time data. 


What The Heck Is The #R3MAT Method

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While social media can generate a variety of advantages for businesses, it’s imperative you have a result-oriented strategy to lead the way to success. Let’s find out what #R3MAT has to do with your marketing campaigns. 

Modern marketers have to create personal experiences for their audience. While growth is virtually endless, you have to consistently deliver the right message to the right audience at the right time (#R3MAT).

If you judge a fish by its ability to climb a tree, it will spend its whole life believing that it is stupid. In other words, if you try to sell meditation crystals on a weapons & ammo blog, you’re going to have a bad time.


Globally, more than 3 billion people use some form of social media. These people leave breadcrumbs of data everywhere they go, creating billions of signals which include both context and intent. 

Effective SMM relies on clear context. In other words, you must understand the psychology of an audience’s behavior on a particular platform, because each platform encompasses a unique version of user behavior.

To determine the proper context, you must discover what mindset your audience is in when they scroll through Facebook?

Become aware of that context when creating content, and don’t disrupt the UX (user experience). Just like your regularly scheduled TV shows from 20 years ago, there is a rhythm that the majority of people tend to follow. For example, a travel agency wouldn’t want to send ads about vacation deals to business owners on a Monday morning. Further, SaaS companies wouldn’t want to send software bundle ads to those same business owners on a Friday evening. You want to provide value to the experience your consumer is currently having, not one they will generally have at some point in time.


If you found this article helpful, subscribe to our free newsletter for weekly updates about the latest in Social Media Marketing, straight to your inbox, every Monday morning!

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