Digital Marketing has been around for 30 years now. We have seen many changes and upgrades in this industry in all those years. If we talk about the current scenario, there’s been a huge spike in the numbers of internet users as most of the world population is stuck inside their houses, having nothing to do. On the other hand, it’s a great opportunity for brands or companies to improve their digital marketing strategies.
And in today’s article, we are going to talk about two of the digital marketing strategies, that are in trend these days i.e., Content Marketing & Social Media Marketing (SMM).
It is a form of marketing that involves creating and sharing online material to simulate the interest in the brand’s services or products. The content can be in the form of:
- Case Studies
- White Papers
- Press Release
You can share or use these materials on your website so that people can have a look into them and share them with their common circle. You have to create quality content so that people have a better understanding of your product or service.
Content Marketing Process
Following are the steps involved in content marketing strategy:
Step-1: Decide on your goal that you want to achieve by starting the content marketing campaign.
Step-2: Define the buyer personas i.e. the product or service you are creating to determine the audience you want to target and is best suited for your content.
Step-3: Run content audits for determining the suitable content that you can use (The content that people are already sharing, viewing, downloading, and posting). You have to understand it so that you can use it for your benefits.
Step-4: Select a reliable content management system. For example, blogs, video content, etc..
Step-5: Go through with brainstorming sessions to find new ideas for the content. Setup a content calendar also.
Step-6: Choose a particular content type and start creating it.
Step-7: The last step is to publish and manage the content you created.
Tools for Content Marketing
Following are the tools that you can use for content marketing:
Let us take an example of WordPress. You can use it for blogging and its easy-to-use interface is what makes it reliable. You can edit the post, attach whitepapers, infographics, add videos, add images and use the SEO plugins to check the quality of your content. It is easy to customize with Plugins and Themes, and can handle different media types. You can SEO plugins like Yoast to optimize the blog for a particular keyword, which is quite handy. The point is, you can convey your ideas about your product or service through blogging to your target audience that why they shall consider your brand.
Another example of content marketing is video content. You can upload the video to popular video sites like YouTube, Dailymotion, Veoh, etc., or you can also post it on your site. You can optimize the video with title tags, use hashtags, and description. Social media platforms such as Twitter, Facebook, LinkedIn can be also used to post video content. It is a very powerful tool to send your message to the audience.
Social Media Marketing
It involves creating content like videos, blogs, etc. for multiple social media platforms to increase user engagement, awareness about the brand, user traffic, and to achieve other marketing goals set by you.
You can share content such as:
- User-generated content
- Interactive content
Social Media Marketing Process
Following are the process involved in social media marketing:
Step-1: Decide on your goal that you want to achieve by starting the SMM campaign. Because posting content for content’s sake is not going to generate anything for you.
Step-2: Acquire a deep understanding of the content that will be helpful for your target audience. For example, if you want to generate brand awareness, then iconography could be the best choice (based on the platform).
Step-3: Check your competitor’s website or social media accounts to find what type of content they are posting, and what’s the reaction of the public. From there, you will get the idea for your next move.
Step-4: You can conduct a social media audit to see what type of content is trending on social media and what will work for your brand. In digital metrics recall, you can get instant metrics stats. It means if you posted something last year and want to post it again, then you can run the audit to analyze what type of posts did well at that time.
Step-5: Select the social media channels or platforms you want to use and determine the strategy accordingly. For example, if you want to create video content, then YouTube and Instagram is the best choice.
Step-6: See the case studies of your competitors and other famous brands and take inspiration from them. There are plenty of small, medium, and big companies who have experienced high growth-rate by using social media. You will get plenty of ideas from their posts.
Step-7: Create a social media content calendar to keep in check the type of posts you are posting on multiple social media channels.
Step-8: Publish and manage the content. Test, adjust and evaluate your strategy accordingly.
Tools for Social Media Marketing (SMM)
Following are the tools you that can use for Social Media Marketing:
There are plenty of tools to choose from, and just like Search Engine Optimization you will need a platform to work with. With SEO, you can Moz, SEMRush, etc.. For SMM, we’ll take the example of Sprout Social. If you have a content calendar and other different assets, you will need to organize the content and assets across multiple channels.
The best thing about the social media content calendar is that you can publish and organize your posts accordingly. You can also list keywords, audiences, different brands and industries in conversation bases on the specific topic. Sprout Social also have Reports feature which is necessary to check the performance across different social media platforms.
Additional Important Points about Social Media Marketing
- You can pay for the content to get posted on various social media platforms like Facebook, Instagram.
- You can run a paid campaign to target a particular audience. Facebook and Instagram give you the ability to put your content on your target audience.
- With the help of Facebook Ads Manager, you can create a paid campaign according to your budget.
- You can choose your objective of running paid campaign. It can be about brand awareness, getting more traffic, driving conversions, etc..
- You can choose the audience type that you want to target based on the age group, gender, etc..
If we look into the stats of brands using content marketing and social media marketing strategies, almost every brand has made its online presence known to everyone. And if you are one of those still prioritizing traditional ways of marketing, then you are still way out of the big leagues of branding. Well, there’s still time to change your gears and speed-up the wheels. So, get going with it.