Social media has become an eye opener for people in digital marketing. Nowadays, the success of a commercial activity must depend on marketing strategies on social media marketing being built with the right strategy.
Conventional media is losing blood day by day against digital media. Newspapers turned into e-newspapers, and many magazines and newspapers now publish only on the internet. Television broadcasting is rapidly shifting to internet platforms. The advertising capacity of classic TV channels and programs does not cover the expenses of TV companies. On the other hand, thanks to smart televisions, it has now become a social media medium on television. Youtube channels have taken over programs such as news, entertainment, news, which are indispensable broadcasts of TV channels.
In short, digital transformation continues rapidly, and this has completely changed the world of marketing and advertising. Now, the fastest way for companies to reach target customers is to exist on social media. The digital world is an ever-growing ocean, you can’t sail without a social media strategy.
Social Media Is a Jet Plane; Not A Station
The difference between the traditional and momentary changes is increasing day by day. Is this sentence confused? Let’s explain with a simple example, whether a traditional company markets a traditional product as follows: We have been selling the same product for 50 years and our address has never changed. If you ask what is this company, I can say that this company no longer exists or is about to disappear. The world is changing faster than ever before.
You need to build an engaged community and maintain relationships with your social media visitors to evaluate them to followers.
Although digital marketing strategies have overlapping aspects, they contain techniques that are very different from conventional marketing strategies. What is marketing? What are the marketing strategies? We will talk about the basic elements of marketing in some parts of our article, but if you are going to do business in digital media, you should be aware that you are stepping into a different dimension.
A strong Digital Marketing strategy can be defined as your success in bringing more traffic to your website, web stores, engaging incoming visitors, and creating the cycle to turn the traffic you capture into sales.
WHAT IS MARKETING?
Marketing; This is the entire process involving planned actions that all commercial organizations, from large companies to small businesses, offer to the consumer group in the best way and to increase their sales potential.
Marketing is the whole of the organizational activities that direct goods and services from the producer to the consumer or the user in order to fulfill the business objectives and satisfy the demands and needs of the existing and potential customers. According to this definition, marketing activities are a very comprehensive business function that starts before the production process and continues after the sales activity.
Classic Marketing Process
a) Research Stage
Opportunities, competitors, advantages, disadvantages regarding the market in which your commercial business will operate are investigated.
b) Targeting Stage
The target audience is determined at this stage according to the type of your product. The acceptance of the product before the customer, the differences, and the advantages of the product are evaluated. At this stage, the main target is to position the product.
c) Tactical Marketing
At this stage, the structure, model, and features of the product are discussed. Pricing is made by taking into account many factors such as the audience, competitors, and socio-economic market conditions.
At this stage, all processes such as the process, distribution, advertisement, customer relations that will pass until the product reaches the market shelves are planned. Tactical marketing includes the promotion processes necessary to sell a product to a certain audience in a particular market with a targeted profit margin.
Digital marketing has deeply affected all processes of tactical marketing. All processes, from the presentation of the product to its shipment, promotion, and advertising activities, are different from the classical marketing processes.
At this stage, the product is now on sale, advertising, and promotion activities continue. Necessary revisions are made to the product and marketing processes by evaluating every data that can be obtained such as reactions from the market, feedback, likes and complaints, sales figures, sales process, & statistics about buyers.
E-Commerce & Marketing
We can say that e-commerce is the general name of the system that allows trade to be done online. According to the characteristics of the sales platform, the identity of the buyers and sellers, the sales marketing activities in e-stores, which we call retail sales B2C or inter-agency sales B2B, constitute e-commerce.
Any marketing technique that serves e-commerce under the phenomenon of the virtual world can be included in the digital marketing category.
If e-commerce is built with a correct e-marketing strategy, big things can be accomplished with very small budgets. You can sell all over the world from a warehouse in a single physical location. So how will people find you?
WHAT ARE DIGITAL MARKETING TECHNIQUES
Social media marketing is called SMM as a short form. SMM is the new platform of the world of marketing and advertising. The followers of SMM platforms with billions of subscribers have become more loyal to these channels than television. Platforms such as Instagram, tweeter, Facebook, Youtube are used by each user many times during the day. In the EU and the USA, especially the young generation has screen usage statistics of 4-6 hours a day. In other words, SMM contains potential platforms that allow you to reach many users in a short time, but it is not enough to reach people, you should affect them in a few seconds and you can turn them into followers with a few posts.
a) Content Marketing
Popular search engines, especially Google, have an algorithm that is written to move the most useful content to the top. Accept that Google can have as much information about your product as what is written or drawn. Therefore, content marketing is one of the most important stages of e-marketing.
b) Mobile marketing
Computers and tablets are still primary tools for classic office work. However, if the topic is Social media use, e-commerce, mobile device usage is far ahead. Considering this, companies are building their e-commerce and social media marketing strategies mostly with mobile marketing methods.
c) Email Marketing
E-mail marketing is one of the oldest e-marketing methods, but it is still popular, and contrary to popular belief, poor quality spam methods are not used.
d) Affiliate Marketing
We can define affiliate marketing as a “sales partnership” You share content with a link and promote your products on some kind of web sites like blogs.
e) Influencer Marketing
Social media phenomena with a large number of followers to share posts that contain your products for some sort of advertising fee.
f) Search Engine Optimization (SEO): The process that is carried out for the search engines to determine the keywords that will highlight products and services by determining the optimization and improvement works, is called SEO.
g) Search engine Marketing (SEM):It is a process that allows your company’s web page to appear at the top with the wording of advertising when searching in search engines.
SOCIAL MEDIA INTERACTION & BRAND VALUE
Today, the magic word of digital marketing is “interaction”. The main target in effective marketing communication is to develop marketing strategies that will increase perceived brand value, brand loyalty, and brand awareness by using social media channels correctly. To be clearer, the target is now determined based on how our product is listed on e-commerce sites, how it is promoted on Instagram, what audience is attracted to Facebook, and the number of views and likes of Youtube videos.
“Watching, sharing, and commenting on a product on social media” refers to the image of a brand built by the consumer. In the period when the classical media and advertising industry prevailed, consumers were passive. Social media has changed all roles in the past decade
In short, “5p” (Product, Price, Promotion, Place, and People) of marketing is still in place, but digital media has moved the cornerstones of marketing.
SOCIAL MEDIA METRICS
Social media metrics are the use of data to gauge the impact of social media activity on a company’s revenue. Marketers often use social media monitoring software to observe activity on social platforms and gather information about how a brand, product, or company-related topic is being perceived.
Social media metrics are the process of converting the interaction of social media channels into data that will be used to measure the impact of the company on revenue. The better way is creating a Spreadsheet to Track Key Social Media Metrics in the meantime using effective software to monitoring and analyzing data.
Your prospective customers visit daily on popular platforms such as Facebook, Instagram, Twitter, Youtube, there are parallel relationships and similarities between visit times, visiting hours, reasons for visiting, but there is no standard template. In addition, these social media channels are constantly changing, new features, tools are added, updates are made, algorithms are changing. Therefore, you should establish your social media strategy in a way that can perceive this change.
Social media metrics allow you to track, classify, and understand your customers’ activities on social media. So we can talk about dozens of metrics, but we prefer to explain the topic in 5 basic headings.
a) Social Media Reach
It is the basic media analysis metric that shows the number of users who come across certain content on social platforms like Facebook, Instagram, Youtube, Twitter. What days and times are talked about your brand the most, knowing this will help you determine the most accurate interaction and advertising time.
The main actions to be taken: Identify the actions that will increase your number of visitors, take action when you get the most feedback, post the most interactive types of posts, constantly optimize your social media profiles.
b) Social Media Engagement
This metric helps you to make sense of the numbers and understand what’s going on. How do people interact with your brand, how do they get involved with your company? The most important point is the determination of users who not only speak but give meaningful reactions to those who speak. Also focus on the most produced answers and retweets.
c) Social Media Acquisition
It means customer acquisition costs. A commercial enterprise sometimes benefits from sharing only through its employees for social media activities. it is recommended to establish a professional department or work with a digital agency, which is more costly. In addition, the frequency of the shares can be paid to repeat, and paid advertising can be published. The point to be considered is that if the cost of all these activities is lower than the income of the customers you earn or there is no meaningful difference, your social media marketing strategy is wrong. Briefly at this stage, the consistency between your activities and their results is tested.
d) Social Media Conversion
The action that your company targets through social media channels is called Conversion. The goal may differ depending on your business type. for example
E-commerce sites and brands target to make sales, get regular followers to watch video sites, videos, get regular followers of magazines, websites, and blogs sister. In other words, if you want to make a profit by making direct sales, some companies are looking for followers who will be interested in their products and services.
e) Social Media Activity
While performing social media activities, you can follow the balance between your company’s performance and those who are misled as a result of this metric file.
Various Indicators (APIs) can be used to measure the time spent on activities, labor costs, and performance in return.
SOCIAL MEDIA MONITORING
Social media monitoring is the basic act of monitoring your social media channels and also related social media networks for getting and reacting instant information relevant to your company, business, brand, product, services, etc ….
Media monitoring is a common way to track social metrics.
It is the follow-up and analysis of the shares made about your brand and your company on visual platforms such as social media channels, blogs, forums, and online platforms based on interaction and sharing.
How does Social Media Monitoring work?
Social media monitoring is the basic mechanism of regularly scanning and analyzing selected keywords on the followed social media channels.
The success of social media monitoring depends on following the right words, the right channels, and analyzing the findings correctly.
The Social Media Monitoring Steps
1) Determining the most appropriate keywords for your company or brand. Sometimes, users can search with words, sentence patterns, and questions that you cannot predict. Therefore, a current and detailed study should be done for keywords.
2) Scanning the selected keywords with social media metrics, and listing the data obtained.
3) Separation and processing of logical data as a result of the analysis made on the relationship between the data obtained and your brand. This stage is the stage where positive or negative determinations will be made about the data you obtain. Your social media marketing team and the software you use have a great role in making accurate determinations.
4) Reporting. The report prepared at the last stage. It provides resources for determining your company’s social media marketing strategies. Regular reporting. According to the results of the report, the revision of the marketing strategies and steps to be taken is important.