What is social media marketing?

The Social media marketing, also known as SMM, is a tool used by companies, professionals, and organizations to find and connect with potential customers.

Furthermore,  social marketers create corporate Facebook pages and accounts on Twitter, Instagram, Pinterest , and TikTok, planning and publishing a series of interesting and representative posts to attract users.

Typically, it also involves generating visibility on social media through the optimization of web pages.

The goal of social media marketing is to be able to create conversations with consumers and establish a relationship of trust.

Benefits of Social Media Marketing

As we have already mentioned, businesses and organizations create and share interests and values expressed by the Company on social networks.

SMMs offer users interesting content in various formats: text, images, videos.

If managed correctly, SMM pages can bring several benefits to the brand:

• Improvement of customer satisfaction;
• Increased brand loyalty;
• Improvement of the Customer service;
• Increase in business contacts;
• Increase in sales;
• Growth in web traffic;
• Better positioning of the website on search engines;
• Increase in brand awareness;
• Increase in relationships with one's own target audience.

The platforms that can be used for a Social Media Marketing campaign vary depending on the target, audience, and goals.

Therefore, it is essential to plan all the activities to be carried out to achieve marketing objectives.

Social media marketing strategies

To structure a successful marketing strategy it is important to follow several points, namely: 

• Conducting a social media marketing audit: this means evaluating the digital assets available, such as blog, website, app. Generally, this assessment occurs in relation to the competition, in order to detect on each social channel what works and what does not work;
• Defining social media marketing objectives: namely which goals to set at the end of an SMM campaign, > customer loyalty, increase in sales, brand awareness and so on. These goals must be valid and achievable;
• Identification of the target audience: it is very important to find one's own target audience so that the message intended to be conveyed on social media is effective;
• Creation of a social media content strategy: namely, the contents to be published in order to create engagement and for achieving the preset marketing objectives.

Finally, it is very important to develop a buyer persona, which is one's ideal customer, to have an effective social media marketing strategy.