What is social media marketing (SMM) and why do you need it?

Social Media Marketing, or SMM, is a tool for interacting with the target audience through social media.

The essence of social media marketing is the presentation of a product, service, or brand (both commercial and personal) on social platforms. In this case, platforms include Facebook, YouTube, Instagram, TikTok, X (Twitter), Pinterest, LinkedIn, and others.

SMM primarily involves:

  1. Content publishing: essential for increasing brand awareness, highlighting its uniqueness and value.
  2. Acquiring new subscribers – attracting potential users of your product.
  3. Communicating with the audience.
  4. Launching advertising campaigns on social media.
  5. Brand image promotion.
  6. Results analysis.

Why do we think every business should be visible on social media?

  • 4.48 billion people worldwide use social media today.

  • The average social media user uses 6.6 different platforms.

  • 60.99% of the world’s 7.87 billion people use social media, with 63% of users aged 13 and above being active.

  • On average, a person spends 2 hours and 24 minutes daily on social media; if a user creates a profile at 16 and lives to 70, they spend 5.7 years of their life on social media.

  • Facebook leads with 2.9 billion monthly active users, followed by YouTube (2.3 billion), WhatsApp (2 billion), FB Messenger (1.3 billion), and WeChat (1.2 billion).

If, after reading these statistics, you still doubt whether you need to start using social media to promote your product or service… consider what goals can be achieved using this tool.

We divide these goals into several types: business, marketing, communication, and media.

  1. Business goals – sales and profit growth, market position improvement. These goals are usually set internally within the company and may look like:
  • Increase sales and profit by 15%.
  • Become the number 3 in the segment.
  • Maintain profitability at 70%.
  1. Marketing goals involve changing the audience’s behavior to achieve your business goals. They should answer the question: How should the target audience change to achieve business goals? For example:
  • Strengthen the loyalty of customers with incomes above 35,000 monthly.
  • Gain a new audience willing to buy the product.
  • Increase the product usage frequency from weekly to daily.
  1. Communication goals are achieved through extensive coverage and building a community around the product. They answer the question: What steps should a consumer take after seeing the advertisement? In practice, these goals may look like:
  •  30% of the target group should visually recognize the brand.
  • A quarter of the target audience should consider purchasing the product after encountering the advertising message.
  • Encourage the habit of self-care: body lotion should be used after every shower.
  1. Media goals are expressed in the form of communication and other channels and key indicators. For example:
  • Ensure coverage of 80% of the brand’s target audience.
  • Engage communication channels with high engagement.

Long-term business goals serve as the foundation for these goals.

An entrepreneur has to travel a long journey from setting goals to their realization, but an effective SMM strategy will ensure that those goals are met.

If you are unsure about your capabilities, do not rush. First, realize the advantages and disadvantages of SMM. Social media marketing is not a magic wand. Presence on social media is crucial, but only in terms of quality. Poor social media marketing can be detrimental and may even destroy a company’s reputation. Which is why it is so important to have a plan.

Advantages of SMM

  1. Builds trust: Social networks are the cornerstone of trust in a business. If it is represented on popular social networks, speaks for itself, creates content, shares advantageous offers, and communicates with customers – it clearly indicates a live and active company. People may not want to visit physical stores or contact companies by phone. The path to purchase should be as convenient as possible for the customer. Ideally this path starts at home, on a mobile device, with a manager readily available to answer any online queries.
  2. Informs customers: New products, exciting promotions, company news – it is more convenient for customers to follow all this from their phones. Asking questions, taking a picture of a product, or saving a post with a service description – people use social media as the equivalent of Yellow Pages, which almost everyone has access to.
  3. Increases brand awareness and loyalty: When you present your company online, you are not just talking about individual products but the brand as a whole. With the right algorithm, people will begin to recognize it, share information about it, and associate it with certain values. The closer the connection between the business and the audience, the more satisfied the customer. Regular interaction shows people that you care about them and value them. They will be willing to share information about your product in the future. For example, after they buy a product or use your service.
  4. Simplifies communication: How do you find out what people are saying, how they rate, or criticize your product? Just look at the comments! Since almost everyone uses social media today, you have direct access to various user groups and their feedback.

Social media marketing may not always yield quick results. In general, it depends on various factors such as consumer needs, campaign budget, readiness for increased traffic, etc. Therefore, be prepared for regular work on social media. The best thing you can do is develop an SMM strategy, set metrics to track the success of your social media, and regularly analyze results to optimize your plan.

SMM strategy utilizes a plan: Publication, Integration, Interaction, and Organization of activities, all leading to a single goal. No unplanned actions are allowed – each post and story must have a clear purpose, as well as every other communication format, and even each response to a comment should bring you closer to the goal.

Marketing on social media is a business tool that can either exceed your expectations or, on the contrary, waste time and deplete your budget – if you don’t have a well-thought-out strategy.

Over the years, our agency has successfully implemented more than 30 SMM strategies. We are happy to assist with the creation and implementation of an optimized strategy for your project.