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Importance of social media marketing

While it may be a recent phenomenon, but social media is rapidly taking over our lives. Be it in terms of the way we interact with people, travel, search or buy goods, social media is playing a more and more relevant role in people’s lives today. Twitter and Facebook alone are two of the most heavily frequented social media sites in the world. They help the brand directly reach out to its clientele around the world, help engage them and also gives the brand an opportunity to increase its consumer base. With over 500 million active accounts on Twitter and upwards of 650 million daily active users on Facebook, it can be easily said that social media is the next big playground for marketing professionals.

Because of its rapid ascent, social media is scoffed at by many industry professionals as just a passing trend. However, it is anything but. In a research by Hubspot in 2014, 92% of marketers said that social media was important for their business. Moreover, more than half the marketers that have used social media for over three years have reported an increase in sales over that period. Social media, however, is evolving as well. There are newer and newer platforms coming up, all of which are catering to a section of demographic that is crucial to any brand. Be it Google+, Pinterest, Linkedin, or any other, it is essential for a brand to understand the importance of these platforms to their marketing and promotional efforts.

Perfect showcase for your brand

Social media gives a brand a face and a voice, in a manner of speaking. It allows the brand to directly engage with audiences and build a rapport otherwise unmanageable. Regular updates and information about the industry and the brands can not only build you a loyal following it also gives the brand an opportunity to keep a constant dialogue going with their audience. It helps a marketer put the brand across in exactly the way they want to.

Increase exposure

As is obvious, social media platforms attract millions of people every day. Effectively using the different social media tools and advertising options available, a brand can effectively add to their client roster and also increase the amount of positive exposure they are receiving. Putting out information that would be important to the audiences or simply entertaining enough to get their attention can work brilliantly for a brand.

Improved brand loyalty

Increased direct engagement with your audience leads to a higher sense of loyalty among them towards the brand. It is essential to connect with the audience, and social media helps do that in the best way in today’s marketing world.

Increased conversion rate

A simple gesture towards a dissatisfied client or effectively managing an online conflagration can help a brand win important brownie points in the audience’s mind. This goes on to help the brand increase its conversion rates and increase their customer base.

Boosts traffic and SERP rankings

One of the most important ways that social media can help brands is in terms of increasing the traffic towards their website. The website is the brand’s niche on the internet, directing more traffic there is going to directly affect the sales and visibility of the brand online. The more channels you participate in increases your chances of being ranked higher on search engine ranking pages.

Helps cut marketing cost

Social media marketing is one of the most affordable marketing tools available today. With just a little bit of innovative thinking it may very well turn out to be a cornerstone of your marketing efforts while still taking up only a fraction of your overall marketing costs.

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Getting the marketing mix right

A marketing campaign is as much about the brand as it is about the research and the marketing tools employed to achieve the results. Many brands fall into the trap of spreading themselves too thin on the marketing front and end up receiving little to no attention. It is important for agencies to understand the unique needs of every client and brand so as to provide them the best marketing mix. It is all very well to say that marketing is all about placing the product at the right place, at the right price and at the right time. But marketing has evolved way past these simplistic descriptions thanks to the many marketing tools available today.

Marketing is essential for a variety of reasons. The two most important reasons for marketing is for branding and visibility and the other is for increasing sales. It is important to note the reason to undertake a marketing campaign before setting out to plan it. Here are some important factors to keep in mind when deciding the marketing mix for any brand:

  • What message do you want to send:

This is a crucial aspect of any campaign. Understand the message, service or product you are setting out to market. This is the fulcrum on which you will base all your research and decide what marketing tools you want to go with. If an agency is marketing a new range of jewelry by a reputed brand then the idea is to use both print and digital marketing in equal measures and see that there is a certain amount of synchronicity to the message being conveyed.

  • Understand your budget:

Another important factor in any marketing campaign is to understand the marketing budget that you are working with. It is bad form to inflate the budget during the marketing process and will seem highly unprofessional. Ensure that you take into consideration all the factors as well as exigencies so as to best formulate a budget for the client.

  • Try different marketing tools:

It is important not to be limited by your own marketing arsenal. Explore different marketing tools be it TV ads, radio ads, flyer, digital media or any other media for that matter. The important part is to understand whether you are able to reach the target demographic of your client or not. If you believe that there is a certain marketing tool that can vastly reduce your client’s budget while giving them the same results, do not be afraid of taking that risk.

  • Know your audience:

Marketing is all about catering to your audience. Your product or service might be top of the line but if you are not marketing it in the right way it may completely miss the attention of your audience. If you believe your target audience is more tuned in to radio than digital media make sure you inform the client accordingly and utilize the media for the best results.

  • Set measurable goals:

While you may have a wonderful mix of marketing tools to help your client’s brand, the effort will come to naught if you do not have established parameters of success. There is a constant check that needs to be kept on all marketing efforts, it is this check and balance that helps ensure a campaigns success.