Social media has rapidly swept the world with its strong development momentum, reconstructing the traditional ecological order of media communication. Facebook, Twitter, Weibo, WeChat, etc., the rapid development and popularization of these social media platforms have effectively promoted the social trend of corporate marketing.
Generally speaking, social media marketing is an important direction for the transformation of corporate marketing strategies in the mobile Internet era, and can create more business value for companies from many aspects. Specifically, it mainly includes the following 7 aspects.
?Create the company’s online exposure
Popular social networks such as Weibo and WeChat have a large number of users, and these users can use social media platforms to achieve Rapid sharing and dissemination of information. For enterprises, the huge user traffic in social media such as Weibo is not only the target group for their marketing push, but also can realize the “viral” spread of corporate marketing information with the help of the interactive sharing and rapid dissemination of these social users.
To put it simply, social media marketing not only provides enterprises with a large target group, but also can achieve word-of-mouth communication and community effects based on fans’ attention and sharing, thus greatly increasing the visibility and influence of enterprises. .
On the other hand, interactive communication on social media platforms is more immediate, equal, convenient and direct. This enables companies to use social media platforms to provide timely interactive feedback with consumers and provide better product or service experiences, thereby establishing strong relationships with customers and improving user loyalty.
? Increase website traffic and registered users
In the PC era, companies pre-place marketing information on official web pages or vertical portals, and then use keyword searches to push marketing advertisements . The accuracy and effective conversion rate of this online marketing model are very low, and the rigid push of information can easily arouse users’ disgust.
The popularization of social media in the mobile Internet era has freed enterprises from the constraints of search portals. They can achieve more humane, personalized and interactive communication with users through social media communication platforms such as Weibo and WeChat. Diversified real-time interactive communication. Through this, companies can not only spread marketing information to a wider range and increase their visibility; they can also attract more social users and accumulate fans of the company with accurate marketing information and services.
?Attract more business partners
The huge user traffic of social media has also attracted more and more corporate users. With the help of social media platforms, companies can, on the one hand, provide customers with more humane and high-quality services and conduct social media marketing, thereby gaining more attention and loyalty.
On the other hand, with the increase of corporate users in social media, different companies can also achieve more convenient and effective communication, thus promoting win-win cooperation between them. Moreover, the sharing, openness and transparency of social media allow cooperative companies to obtain more comprehensive information through multiple channels and make relevant evaluations and judgments. This will help enhance trust between enterprises and reduce cooperation costs.
?Improve search rankings
The advertising model that relies on keyword searches to achieve information diffusion is, on the one hand, in a “passive” state (requiring users to actively search), which is not conducive to information Active promotion; on the other hand, its content update frequency is very low and cannot provide users with the latest information they need, so it cannot effectively attract users’ attention.
Different from this, social media, due to its strong interactivity, is much more frequent and proactive in updating and sharing content. Therefore, with the help of social media marketing, companies can not only provide users with the latest content information in a timely manner, thereby attracting more attention; they can also achieve active search and diffusion of marketing content through fan users’ word-of-mouth sharing and community communication. Greatly improve the search ranking of information.
?Bringing high-quality sales opportunities
Promoting the improvement of sales performance is one of the goals of corporate marketing. The success of many fields such as retail, tourism, and finance on the Facebook social platform has strongly proved the huge role of social media marketing in purchase conversion.
For example, many retail companies in the United States not only publish marketing information through Facebook accounts, but also use the interactive features of social platforms to actively guide users to participate in related topic activities, obtain more user interaction information, and thus have more Targeted marketing push to different target groups to create more high-quality sales opportunities.
?Reduce the overall marketing budget investment
The value of social media marketing also lies in its ability to effectively reduce the company’s marketing costs and achieve optimal allocation and efficient use of corporate resources. On the one hand, the huge traffic base in social media provides a large number of target groups for corporate marketing, allowing companies to convert social users into their own fans; on the other hand, the sharing and communication characteristics of social media enable companies to use Word-of-mouth communication and community effects enable rapid diffusion of information at lower costs.
For example, in March 2011, KLM (KLM Royal Dutch Airlines) launched a new route to Miami. In order to successfully launch this new route, KLM launched a related topic about the route on the Twitter social platform. And share videos through the Youtube website. With the help of topic discussions and video sharing that users are interested in, KLM successfully achieved the viral spread of new route information with minimal investment, greatly increasing the company’s visibility and brand influence.
?Promote specific business transactions
Compared with previous marketing models, the advantage of social media marketing lies not only in more extensive and rapid information push and dissemination, but also in the ability to realize merchants’ Direct interaction and communication with consumers can help companies tap and develop more potential customers.
On the one hand, companies can use direct communication on social media to obtain more user data and instant feedback information, so as to continuously optimize products and services based on consumer demand and pain points, and improve customer stickiness. On the other hand, continuous interactive communication with a large number of potential users can promote these users’ attention to the company’s products or services, thereby turning potential users into actual fan customers and promoting business transactions.
Generally speaking, social media marketing is a new mobile Internet marketing attempt by enterprises in response to the rapid rise of social media platforms. In essence, social media marketing is an interactive marketing model based on UGC (user-generated content) and multi-channel integration. It requires grasping two key nodes:
First, brand reputation. The biggest feature of social marketing is to use social media platforms to allow users to actively share information and spread word-of-mouth. Therefore, companies first need to use high-quality brand services and unique value concepts to create a brand image that allows users to have a high degree of trust and belonging. In this way, users will be willing to actively share and disseminate brand information and realize the company’s social marketing.
Second, social media marketing also needs to be effectively integrated with other marketing channels, so that marketing goals can be better achieved. Generally speaking, in order to reduce interference to users, social media marketing mostly adopts flexible content push and “wet marketing” strategies, mainly to shape the brand image, spread brand influence, and accumulate more fans rather than Direct product or service promotion.
Therefore, social media marketing also needs to be combined with email marketing, blog marketing and other methods to form a mutually coordinated and integrated marketing mechanism, so as to optimize the marketing effect.