Social media platforms are now an integral part of the online marketing mix as marketing channels. Both for local and global companies, Facebook, Twitter, and Co. offer attractive opportunities for customer communication. If you want to present yourself in social networks, newsrooms or blogs, however, you should not orient yourself exclusively to the strategies of classic marketing: The dialogues with customers, business partners, and interested parties have become faster and more intensive with the community management. And so-called viral marketing in social media and networks is becoming more and more important.

What is the difference to classic marketing?

In addition to placing advertisements on channels such as TV or print, important components of classic marketing efforts are also actively addressing customers through cold calling or the distribution of advertising brochures and flyers. Marketing professionals describe these efforts as outbound marketing. You approach the customer directly and advertise your product or service. However, the distribution of roles has changed due to content marketing, search engine optimization and, above all, social media marketing.

Inbound- vs. Outbound-Marketing

With inbound marketing, the interested party should find the company – and not the other way around. By creating a positive image, one tries to ensure that the customer actively approaches the company. Social media channels such as Facebook or Twitter, in particular, make it easier and easier for users to approach companies and give them direct feedback – this can be expressed through praise and interest, but also through negative opinions and critical questions. Community management has accordingly become more important within online marketing.

High reach through viral marketing

Only those who react quickly and appropriately for the target group can benefit from social media marketing. But with current and convincing content, the followers then independently ensure a high range and speed of information dissemination: Within a few hours, a video or contribution can be shared and commented on thousands of times. If you want to benefit from this virality in the social network, you should use it consciously, e.g., B. as part of an advertising campaign. With the help of viral marketing, it is then possible to generate an enormously high reach for your content at low cost. The aim is to attract attention – for your own company or its products.

Use social media marketing properly

Social media marketing is the modern form of referral marketing. Today, customer satisfaction is often expressed through the Like button on Facebook or a positive product post on Instagram. In this way, satisfied customers become advertising media who pass on their positive experiences to all users on the friends list.

However, there are many factors to consider for your own social media marketing campaign to be successful. If you want your company to be successful on the social network, you should.

Provide information

Companies can transmit information to their customers not only via their own website but also via social media. In addition to basic information such as opening times and address, social media can also be used to distribute important news. New dishes on the menu, a new collection in the clothing store or a new member of the team – the online bulletin board and timeline offer space for such information. Renovation work, opening times during the holidays or job vacancies can also be communicated via the social networks. Existing customers and “fans” always stay informed and keep the company in the back of their minds, and new customers also have relevant information always available.

Build a reputation

There is great competition in the online area – and through comparison platforms and review portals, the customer can quickly find out about your competitors. This is precisely why a company should attach great importance to a ” clean slate ” on the Internet and build a positive web reputation. This is achieved above all through good customer and image maintenance. Companies receive feedback from their customers directly via social media channels. Good community management demonstrates that customer opinions are taken seriously in the corporate culture. A transparent, open style of communication in social networks creates a positive reputation with customers.

Maintain contact

Social media marketing is the perfect tool for customer loyalty. Fans and followers have basically already expressed an interest in a company – which they also communicate to their own friends and followers. Now social media management has to use this network sensibly. Pictures, postings and information are worthless if they don’t provoke reactions. The more people like share or comment on a post, the more awareness the company becomes. The direct online dialogue creates proximity to the customer. The social media profile is increasingly becoming the point of contact for questions and complaints, which may require real-time interaction.

Maximize the range

Used correctly, social media marketing enables a very high reach. Good posts with added value or entertainment factor are liked and shared – this in turn can be seen by friends of the user, which quickly multiplies the readership. Here, planning and strategy very important. With the help of practical social media tools, companies can plan their social media activities and target them. The financial investment is usually low compared to other marketing channels. Success or failure can also be accurately measured.

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Use the possibilities of the canal

The social media channels offer numerous opportunities to arouse curiosity in users and thus acquire new customers. The company becomes a topic of conversation with special offers and campaigns. If you invite to events or events via pages like Facebook, the followers also develop a strong community feeling. Social media also gives you the chance to get to know your own target group better. Based on the shared content, conclusions can be drawn about their preferences and interests. In this way you can see which interaction rate individual posts have and which contributions are particularly well received. This means that later key topics can be designed better and more successfully. Social media tools also help.

Switch advertising

Of course, it is also possible to place advertising via social networks. With Facebook Ads, for example, you can precisely define the target group to which the ads are to be displayed. The user metrics of the social network are valuable for all online marketing. Through targeted targeting, i.e., target group-specific advertising, the wastage is only minimal.

Which social media platform is the right one?

When talking about social media, Facebook is always mentioned as the first example. Not without reason, because Facebook is the social network with the widest reach worldwide. But of course, there are also numerous other platforms through which customers can be reached. YouTube, Twitter, Instagram, or LinkedIn also offer interesting options. In our guide, “The most important social media platforms,” we present the options you have as a marketing manager.