The term ‘social Media Marketing’ (which is abbreviated as ‘SMM’) is a type of digital marketing which uses the profits of social networking sites as a tool to promote websites. SMM increases the traffic that a website gets.
Social media marketing is based on the principle of organic search
‘Organic search’, which is also known as ‘natural search’, refers to search results that are gained through unpaid means. This is different to paid search results (pay-per-click advertising) which are populated using an auction system. Organic search results are founded on relevance to the user’s search query, links and domain authority as well as other organic ranking factors.
This basically means that when the website, or its connected social network page, is more active the website’s position on search engines rises. It is more likely that the website will be seen on the first page of Google’s Search Engine Results Page (SERPs). Given that 90% of users searching the Internet do not look any further than the first page of the SERPs, and that 70% of Internet users click on only the first three results, it is self-evident that the position on the first page of SERPs is the only goal to strive for when optimising a website.
What is social media marketing used for?
The main goal of SMM is to:
- Better communication with users,
- Increase brand visibility, and
- Reach more (potential) customers.
The practice of social media marketing is being performed by creating superior content that the users of social networks share with their friends. The goal of SMM is to gather direct feedback from users (or potential customers) so that the organisation becomes personalised at the same time, in other words that it appears more human.
Social Customer Relationship Management (Social CRM)
Using interactive options on social networks, the customers get the opportunity to be heard by either asking questions or complaining about something.
This type of SMM is known as Social Customer Relation Management (Social CRM). The term ‘social CRM’ refers to customer relationship management and engagement that is fostered by communicating with customers by means of social networking sites, such as Twitter and Facebook.
Social CRM assimilates social media platforms with customer relationship management (CRM) systems. This takes place in order to provide insight into customer interactions with a brand as well as to enhance the quality of customer engagement.
Social CRM techniques use the following metrics to measure the level of fruitful customer engagement:
- Social CRM gauges traffic as well as conversion rates from social media platforms. This enables a business to ascertain how many customers visit sites in addition to how those clicks translate into value.
- Social CRM allows you to measure not only clicks but user engagement with the sites as well.
- Level of followers. Social CRM assists with identifying active followers as well as how they do or do not relate with the business’ content.
- Brand mentions. Social CRM assists with measuring how many followers are talking about a company or brand as well as if those customers are sharing their experiences via social media platforms.
Ultimately social CRM can further lead to enhanced credibility and return on investment (ROI) of course only if the users are satisfied with content, relationship with the business and the service provided. Similar to other really big and established brands, you can strengthen yourdigtial brand image and show your audience behind the scenes of your business by using SMM.They’ll appreciate it. In addition, they might even buy from you because they now trust you and identify with you.