SOCIAL MEDIA MARKETING

2021
 SOCIAL MEDIA MARKETING

Social media marketing represents one of the sub-branches of digital

marketing. In short, we can call all digital marketing strategies and studies
done on social media sites social media marketing.

Why do brands have to implement social media marketing strategies?

What are the Advantages of Social Media Marketing?

Why do brands have to implement social media marketing strategies?

It is very important for brands to create social media marketing strategies.

First of all, thanks to these marketing methods, they are able to reach their
target audiences more easily with less cost.
One of the most important factors that distinguishes social media marketing
methods and even digital marketing from traditional marketing is reaching the
right target audiences.

How to reach the right target audiences with these methods?

Today, we spend a lot of time on social media applications (Facebook, Twitter,

Instagram).

Social media sites, on the other hand, follow what we do during the time we
spend in the application and group users according to their interests. In fact,
they group users according to not only their interests, but also various
information we provide while registering (such as demographics, age, gender),
our internet behavior after registration (with the help of cookies), pages we
like, businesses, articles, images, videos and many different variables. Again,
they cluster the application in many different ways, from the devices we use
and the types of advertisements we are interested in.

It enables these groupings (data) to be used by advertisers or those who want

to advertise, in order to advertise effectively and accurately.
The reason this;

These social media applications want to increase their retention time in the
application by showing relevant content to their users,

They want to benefit advertisers by placing accurate and effective

advertisements, and as a result, to encourage advertisers to advertise more.

What are the Advantages of Social Media Marketing?

Social media marketing has advantages over traditional marketing.

As we mentioned above, these are like determining the target audience

correctly. Apart from this advantage, it also has effective advantages for
businesses such as cost and communication.

To exemplify the advantages of social media marketing;

We can say that there is a relatively one-way communication in traditional

media. However, there is a two-way communication in social media or digital
media. In this way, brands can instantly follow the conversions of their ads,
products or promotions with the comments made by their target audience.

We can even analyze what target audiences pay attention to on the product
page, what they examine and how they complete the purchasing steps with
various tools.

In addition, by measuring which ads have more demand and which ads get
more interaction and conversion, more resources can be allocated to
marketing efforts in the right channels. It will be very difficult and costly to
measure which channels we receive more conversions from in traditional
media.

The cost advantages are much higher than traditional marketing methods and
channels. While high fees are paid by seconds, minutes or various other
factors in traditional media, you can evaluate the most suitable methods for
your own budget plans in social media marketing channels.
Another of the most important factors that distinguish social media marketing
from traditional media is the re-marketing advantage.

Remarketing strategy is indispensable for scaling product and advertising

work. The goal of every marketing activity is not to reach new customers.

It is necessary to remarket to users who have already shopped or interacted

with the brand by developing remarketing strategies. For new products or
updated products, it is aimed to reach users who have interacted with the
brand before.

Thanks to various features in social media applications, you can remarket to

users who have already shopped, added to the cart or spent time on the
product page.

The importance of establishing remarketing strategies: As a result of

marketing activities carried out in this way, the behavior of users turns into 7
times more purchases.

Remarketing requires retargeting these users.

Social media applications give you various analyzes by tracking the behavior of
users on your website or application. According to the results of this analysis,
it groups people who have completed the shopping, added to the cart and not
completed the shopping, or who have reviewed the product but have not
bought it. It allows you to re-targeting so that you can do advertising and
marketing activities specific to these people.

In this way, you can, for example, execute a different marketing strategy that
is specific only to people who have already made purchases.

As a result;

Social media marketing strategies have many advantages over traditional

marketing.

It has many advantages such as low cost, two-way communication,

remarketing and retargeting, reaching the right target audiences.

Social Media Marketing Channels

Channels for social media marketing, that is, the platforms on which we will
continue these studies, will of course be social media applications and
websites.
However, each social media application has a different content style and
algorithm. Therefore, it will be necessary to develop different strategies
suitable for them.

First of all, we should make our job a little easier by choosing the most used
and most active users among dozens of social media applications.

The most used of these applications are Facebook, Instagram and Twitter.

Applications such as Youtube and Pinterest work more like search engines.
Therefore, it would be more correct not to evaluate it in this category.

Apart from Facebook, Instagram and Twitter, Snapchat also has a significant
number of users, but due to the rise of Instagram, the importance of Snapchat
in the first place may not be right for every business or product.

Facebook, Instagram and Twitter have different functions and dynamics from
each other, but if we have to say a common feature among all three, we can
say that video and visual content are effective.

Therefore, by creating video and visual content about your brand or product,
you can carry out a less laborious work for all 3 platforms. (Rather than
producing different content for each platform) Of course, the user groups of
these platforms differ. Therefore, you need to share the message of your
content on these platforms according to the audiences you address and by
adapting them to their algorithms.

While producing social media content, you can increase your brand awareness
in these applications by using infographic content, content that you can
communicate with your target audience in the form of questions and answers,
or gamification and competition-style content, unlike video and visual
content.

Social Media Marketing; It is the whole of digital marketing done through

social media platforms such as Facebook, Twitter, YouTube, Instagram and
blogs. With social media marketing, brands can have the chance to present
their products or services to their audiences creatively and outside of
traditional methods by offering a more personalized experience. The global
budget created by social media marketing, which has started to experience its
golden years since 2010, now competes with traditional media sources. The
reason for the spread of social media marketing so fast is that people want to
prefer channels where they create their own content instead of traditional
media.
Social media marketing is suitable for almost any product and service group. It
is presented to a wider audience as a personal experience compared to
traditional advertising models. Due to this feature, social media marketing
campaigns have the chance to reach more potential customers with a low
budget. The use of social media as the most active marketing wing in the
elections in the USA is the easiest example to explain how influential social
media marketing is. After determining the appropriate social media strategy
for each product and service group, marketing can be done using low budgets.
Especially the guerrilla marketing method and viral advertisements are the
main prominent knights of social media. This means that despite low budgets,
both advertising methods can achieve high returns that cannot be achieved
with traditional media.

Social Media Marketing Strategies

Before any product or service is marketed through social media, a strategy

must be determined and acted upon. Because, unlike traditional advertising
models, it is easier to be successful in social media, but it is important to be
able to make fine calculations and point shooting. Approaching every product
or service with the same social media strategy is similar to a clothing store
offering one type and one-size-fits-all products to every customer, whether it
suits them or not. Each product or service is unique in itself and a social media
strategy should be determined by considering these unique points.

The key to social media marketing is not to put the marketing on the counter,
but to succeed in placing the product on the right counter with a social media
strategy that will sell. For this, statistical research should be done on the
target product or service, and which channels the consumers prefer should be
researched. For example, when 70% of your target audience is on Instagram,
and you target Facebook, where 30% of your audience is with a solid social
media strategy, you are opening a counter to the wrong market. In order to
determine these channels correctly, you must first know your product or
service sufficiently and then determine your target audience. When you
determine your target audience, you need to decide on which channel or
channels you should focus a potential marketing.

The mass of products and services do not always tend to be concentrated on a

single social media platform. As in the example of 70% - 30%, which we have
just given, there may be an unbalanced and sometimes a balanced
distribution. In such cases, it should be calculated from which platform the
best return can be achieved by considering profitability. Now that we've got
all this data for the social media marketing strategy, you can work on the
hardest part, the marketing = content equation.

What we've done up to this section is simply targeting the right audience in
the right place. You can think of it as if we set up a counter in the right market
to sell our products. Just as being in the right market and on the right counter
will not sell as long as you have the wrong product, we can talk about the
same for social media marketing. Presenting the product or service to the
users with the right content is the "x" that determines the fate of the whole
equation. Finding the X is all about using your own talent and creative side as
well as all the data you have obtained.

Finding the X of social media strategy is just as important as capturing our

previous life-dealing values. In order to offer personalized content, we must
start from the big picture by revealing all the data we have obtained. For
some audiences, creative content and unique ideas may be retained, while for
others, content that resembles a PSA may receive higher engagement. You
should analyze this thoroughly and when you are sure that your social media
strategy is complete, you should roll up your sleeves for marketing action.
How is Social Media Marketing Done?

You are no longer sitting alone in the social media marketing chair. Your own
skills and experience alone may be sufficient for social media marketing with
low competition or at entry level. But in areas where competition is high, you
will need to seek help from a self-taught expert in social media marketing.
Before you roll up your sleeves for a social media marketing campaign, you
need to think through the basics of social media strategy that we mentioned
in the previous topic. In order to sign a campaign that hits the target from 12
on social media, you need to act in line with a strategy instead of random
moves.

After you have determined your strategy, the bend lines of the road you will
move forward will have appeared. However, you may want to take a look at
the steps below for examples of social media marketing and a few
conventional marketing methods.
Social media marketing with social news sites

Think of the websites that suddenly pop up on the internet, that you don't
plan to leave when you enter… These are usually social news and listing sites
that manage to knock our attention with their social news. With the content
marketing method you will do from such sites, you can present your own
advertisement attached to useful content to people. You can even sprinkle
your content with creativity to create content like this one that has a high
chance of going viral and being remembered for years to come.

Social media marketing with blogs

Blogs are sure to bleed after vlogs, yet people visit vlogs for content they don't
have in mind. When you want to reach a solution to a problem, the ball
automatically falls into the court of the blogs. For example, it's easy to drop by
a blog page to get reviews about a new book you want to buy, a movie you
want to watch, or even a new computer you want to buy.

As such, blogs are still the backbone of social media marketing. Thanks to
these promotional articles, you can also carry out SEO-based studies for
search engines such as Google, so your social media marketing through blogs
offers products and services a chance to be valuable and viral. Let's not forget
to add to these the unconventional fact that promotional articles are long-
term.

Having a blog of its own is also an effective social media marketing. Imagine
that you are an automobile manufacturer… Have a blog where you publish
content about what makes your car different from others, its advantages and
what type of car consumers should buy. With the help of this blog, you can
reach your potential customers and make them your regular customers.

Social media marketing with Instagram

Instagram is the most painless way to reach a large audience for many brands.
It is easier for users to follow content on Instagram compared to other social
media platforms. Naturally, this advantage makes Instagram an exquisite
platform for social media marketing. Moreover, when you follow a successful
marketing scenario on Instagram, it is easier to get the chance to go viral. By
reducing your content to the explore menu, except for the rich advertising
options, you can ensure that your brand will be remembered by millions of
users the next day, while no one knew about your brand yesterday.
It is a fact that with the new sales modules added to Instagram, the platform
has turned into fertile ground for social media marketing. If you think that
Instagram is the right platform for your products and services and one of the
platforms where your customer base is located, you should definitely do social
media work on this platform.

Social media marketing with Facebook

Although Facebook has lost some of its user share to its competitors, it can
still be a goldmine when used with the right audience. All you have to do on
Facebook is to produce your content according to the right equation and then
choose the right ad models. Facebook is the platform with the widest variety
in terms of advertising options. This feature makes it a great candidate for
social media marketing.

When you create the right content, you can bring fans to your Facebook page
by using the right advertising budget, drive traffic to your website with the
posts you prepare, and increase your brand's social awareness with viral ads.
Social media marketing with Twitter

With its growing user base, Twitter is an indispensable platform for almost
every brand. Don't worry about it being more formal, what you do on Twitter
has a chance to go viral easily from language to language. As a matter of fact,
Twitter comes to life when a post called RT is shared by someone else so that
it can be seen by all of its followers. The more users RT your content, the
faster your content will spread from people to people.

When it comes to social media, Twitter is a thin bridge made of hair. The trick
is to use the right strategy and the right mouth to match the frequency with
your audience. If you support them with Twitter's advertising models, you can
create an exemplary social media marketing example on Twitter.

Social media marketing with YouTube

With its focus on being viral and familiar to millions of people, YouTube is by
far the most important pillar of social media marketing. With the support of
Influencer Marketing, you can present your brand, products and services
directly to your users in your target audience. However, you should not
overlook the fact that social media marketing on YouTube will cost more than
on other platforms.

Do not picture YouTube only as advertisements for other users. By creating a

successful YouTube channel and supporting your channel with your other
social media profiles, you can gain a completely organic and open audience.
Viral series such as Apple's "I'am a Mac" or Microsoft's "I'am a PC" will give
you a lot of ideas on this subject.