SMM (Social Media Marketing) is a type of marketing that focuses on attracting and retaining customers and driving sales through social media platforms.
According to statistics, for 95% of people aged 18 to 34, following a brand and interacting with it via social media is the easiest way to engage. This explains the high demand for SMM specialists. For many brands, social media is the only channel for growth online.
SMM is suitable for everyone: online stores, service providers, media businesses, and more.
There are several reasons why SMM is essential for businesses:
Promoting content: This can include blog articles, company news, YouTube videos, or announcements of new products on Instagram.
Responding to informational events: Companies often share their opinions on significant industry events or participate in social media flash mobs.
Running ad campaigns: This requires selecting the right audience, setting up ads, and calculating the budget. Sometimes a specialized expert, such as a targeting specialist, is hired for these tasks.
Businesses don’t always rely on highly popular social networks like Instagram or Facebook to promote themselves. Often, an SMM specialist selects niche platforms with a higher probability of reaching the target audience.
Popular social networks used by brands to promote products include:
Facebook
Instagram
YouTube
Twitter
VKontakte
Odnoklassniki
Moi Mir
LinkedIn
Pinterest
Discord
Reddit
SoundCloud, etc.
For local markets, regional social networks are also relevant. For example, in CIS countries, VKontakte and Odnoklassniki are popular, while in China, QZone is widely used. Considering regional platforms is important when targeting foreign audiences.
Increasing Traffic
Using social media publications, users can be directed to the official website, effectively increasing traffic. This can be achieved by posting article announcements, discussing promotions, and more.
Building Audience Loyalty to the Business
Several methods to work on loyalty in social media:
Show behind-the-scenes: Share photos and videos that demonstrate the precision of your work, such as how your staff assembles cakes or the organized state of your storage areas.
Share reviews: Positive reviews from real people with photos and videos work very effectively.
Show portfolios and case studies: Photos, videos, and before/after examples can convince potential clients to place orders.
Talk about employees: People connect with people—this is the motto of business social media. Sharing personal details about employees, like a waiter loving pets or an accountant studying abroad, makes your business feel closer to your clients.
Increasing Engagement
If your followers participate in contests and polls, comment on posts, or send direct messages, they are engaged with your company. For this to happen, social media content must be useful, interesting, and emotionally engaging.
Customer Search and Lead Generation
This is achieved through targeted advertising on social media. Ads can be directed based on:
Geolocation: Show to users near your café
Interests: Target users interested in anime, for example
Socio-demographic characteristics: Target women aged 20–40, for instance
Working on Brand Image and Reputation
Social media allows you to visually and clearly showcase your brand values. For example, if your employees attend training or participate in charity projects, share it: post photos from a scientific conference or a corporate visit to an animal shelter.