Introduction to social media marketing | Google Digital Marketing & E-commerce Certificate

What is Social Media Marketing?

Definition and Importance

• Social media encompasses digital tools that allow users to create and share content publicly, with platforms like Facebook, Twitter, YouTube, and Instagram being widely used.

• It serves various purposes such as staying connected with friends, researching products, and keeping up with current events, providing businesses a chance to reach a vast audience.

Key Components of Social Media Marketing

• The discussion will cover five key pillars: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.

• Understanding how different types of digital media fit into social media campaigns is crucial for guiding customers through the marketing funnel.

Benefits of Social Media Marketing

Brand Awareness

• Social media significantly increases brand awareness by making potential customers familiar with a business or product.

• With over 70% of users checking their accounts daily, brands can connect with audiences effectively when they log in.

Customer Relationships

• It fosters stronger relationships by building trust and addressing customer needs directly through engagement on these platforms.

Website Traffic & Lead Generation

• Sharing website content on social media drives traffic back to the site; including website links in profiles enhances discoverability.

• Leads are generated when users take specific actions (e.g., filling out forms), which many platforms facilitate through targeted advertising formats.

Insights from Analytics

Audience Understanding

• Social media provides valuable insights into target audiences' preferences that can inform marketing strategies.

Competitor Research

• Observing competitors’ activities allows businesses to adopt successful tactics while improving upon less effective ones.

Cost Effectiveness of Social Media Marketing

Budget-Friendly Options

• Most social networks offer free profile creation; targeting options based on user demographics help optimize budget allocation towards ideal customers.

Real-Life Application at Google

Case Study Example

• A recent product feature launch at Google utilized social media for sharing digestible information that increased user awareness effectively directing them to further resources.

Core Principles of Effective Campaign Management

Five Core Pillars Overview

Social Media Marketing Strategy Overview

Importance of Social Media Campaigns

• Social media campaigns can enhance brand awareness, drive website traffic and sales, provide customer support, and foster community engagement.

• The purpose of a campaign is influenced by broader marketing goals and business objectives, necessitating research on the most visited platforms by the target audience.

Content Strategy Development

• Understanding audience preferences is crucial; some may prefer educational content while others seek entertainment.

• Deciding on content formats (images, videos, articles) is essential for effective communication with the audience.

• Consistent posting schedules are vital to maintain visibility without overwhelming followers.

Planning and Publishing

• Utilizing social media scheduling tools can automate post publishing at optimal times for audience engagement.

Listening and Engagement

• As brand mentions increase with a growing following, social listening becomes important to gauge public sentiment about the brand.

• Engagement metrics reveal how audiences interact with posts through likes or shares; responding to comments enhances customer experience.

Analytics and Reporting

• Collecting data from social media platforms allows businesses to analyze campaign performance effectively.

• Sharing reports with stakeholders helps in monitoring various metrics like follower growth and engagement rates.

Paid Social Media Strategies

• Developing a paid social media strategy complements organic efforts by allowing better targeting and wider reach.

Types of Digital Media in Social Media Campaigns

Earned Media Insights

Understanding Earned, Owned, and Paid Media

The Role of Earned Media

• Earned media is generated when customers create content about a brand, such as reviews or social media mentions. It is a powerful marketing channel.

• Sources of earned media include customer testimonials, shares, retweets, and user-generated content (UGC), which can be text, images, or videos created by consumers rather than brands.

• An example of UGC is customers posting pictures wearing a company's products on social media; this showcases the organic nature of earned media.

Advantages of Owned Media

• Owned media refers to digital content that a brand fully controls, including websites and social media profiles. This control allows brands to dictate the conversation around their image.

• Consistent publication of engaging owned media can lead to increased earned media opportunities.

Insights into Paid Media

• Paid media encompasses any digital promotion for which a brand pays. Examples include ads in various formats like images and videos.

• Paid social media helps reach audiences who may not actively seek out the brand while also driving traffic to owned properties.

Integrating Media Types for Effective Marketing

The Importance of Combining Media Types

• A strategic combination of earned, owned, and paid social media enhances brand awareness and can lead to increased leads and sales.

Navigating the Marketing Funnel

Stages of the Marketing Funnel

• The marketing funnel consists of four stages: awareness (initial encounter with the brand), consideration (searching for more information), conversions (making a purchase), and loyalty (repeat purchases).

Social Media's Role in Each Stage

• In the awareness stage, brands should capture attention through targeted content that resonates with potential customers' interests.

• During consideration, providing detailed information like case studies or testimonials builds trust as potential customers compare options.

Building Familiarity Through Repetition

Social Media Marketing Funnel: Key Stages

Conversion Stage

• The conversion stage focuses on capitalizing on the interest shown by potential customers, often through paid remarketing campaigns targeting those who have previously engaged with your brand.

• Remarketing, or retargeting, involves using paid ads to reach customers who have visited your website, app, or social media profiles. This strategy aims to encourage purchases by offering incentives like discounts or free shipping.

Loyalty Stage

• Retaining existing customers is crucial as it costs five times more to attract new ones than to keep current ones. Nurturing relationships during this stage helps maintain customer loyalty.

• Engaging existing customers can be achieved through social media content that resonates with their previous purchases, fostering a sense of community and encouraging repeat business.

Summary of Key Stages