While traditional marketing uses television, billboards, radio and other forms of media to catch the attention of consumers, social media marketing is the process of gaining consumer attention through social media websites and apps.
Social media marketing can be a powerful tool for companies and organizations. In fact, a deep understanding of social media marketing is now considered a key skill for marketing leaders, as nearly 80% of Americans have a social media profile, according to Statista.
If you are planning to sharpen your social media marketing acumen, consider the online Master of Business Administration from Northern Kentucky University. This program offers multiple marketing courses taught by the same NKU faculty you’ll find on campus.
Why Is Social Media Marketing so Important Today?
Many companies rely on search engine traffic to attract customers. Marketing professionals can use social media to build links that support search engine optimization (SEO) efforts. With the right strategy, a company’s Facebook page could rise to the top of a consumer’s Google search, for example. Companies often use Instagram, Twitter, Facebook and other online platforms to drive consumers to their websites or to encourage visits to their stores.
Companies that relied on print ads and foot traffic to attract customers now compete for attention through social media. A social media presence has become crucial to staying afloat, and companies that fail to engage with consumers are more likely to lose revenue and customer loyalty.
According to the social media information website DreamGrow, 63% of consumers expect companies to provide customer service through social media. The article further states that customers who have a positive interaction with a company through social media are more likely to recommend that company or brand.
Benefits of Incorporating Social Media Into Marketing Plans
Companies use social media marketing to:
- Drive website traffic
- Communicate with customers
- Aid in customer service
- Build brand awareness
- Improve customer loyalty
- Reach new audiences
- Develop brand identity
How Does Social Media Fit Into a Company’s Larger Marketing Strategy?
How a company delegates resources and advertising dollars to print, radio or social media ads depends on the target audience and other variables. In general, the first step for a marketing team is to ask some basic questions:
- What is the goal of our social media marketing plan?
- Who is our target audience?
- Which apps are our customers using most?
- What type of messaging do we want to present via social media?
The online advertising agency WordStream offered these tips:
Draft a social media content plan: An example of a good plan is one that includes keyword research, content ideas and research on the competition.
Refine social media content: Graphics, messaging, videos and interactivity are all important details to consider. Content should be helpful, entertaining and engaging. As other companies continue to raise the bar for quality content, your business should be ready to match or surpass those standards.
Learn About Social Media Marketing Through NKU’s Online MBA
The 100% online NKU MBA program provides future business leaders with valuable tools for career advancement, including social media marketing skills. The AACSB-accredited program delivers a forward-looking curriculum in an accelerated format that will allow students to use social media marketing to develop new customers and revenue streams.
Learn more about Northern Kentucky University’s online MBA program.
Sources:
Search Engine Land: What Is Social Media Marketing?
WordStream: Social Media Marketing for Businesses
Statista: Percentage of U.S. Population Who Currently Use Any Social Media From 2008 to 2019
DreamGrow: 21 Social Media Marketing Statistics You Need to Know in 2019
