SOCIAL MEDIA MARKETING
QUALITY GOES FIRST
Social Media Marketing (SMM) Or Search Engine Marketing (SEM)
Whos deciding whether you should use search engine marketing (SEM) or social media marketing (SMM)? It’s not me, not you. You customers behaviour decide where you should do your marketing. Let put ourselves in a customer shoe. If I am looking for professional services like auditing, I would search for auditing on Google when I need this service. If an auditing firm promotes their services on Facebook at 24/7. I still would not call them up because most of the time, i don’t have a need. However, if an electronic company is launching a whole in products which haven’t exist in the marketing. Customers would never know what to search on Google because they don’t even know it exists. So Facebook is a channel for you to proactively spread the news to potential customers.
Let answer a few questions below and you may have an idea whether search engine marketing (SEM) or social media marketing (SMM) suit your business more.
- Are your services or products for B2C only?
- Are your services or products classified as luxury products or leisure use purposes?
- Are branding and customer engagement necessary for your industry?
* If all the answers are yes, then social media marketing (SMM) is a good fit to promote your business.
Does Social Media Marketing (SMM) Equal To Content Marketing?
Content marketing is one of the ways we used in social media marketing (SMM). However, social media marketing (SMM) is not limited to this only. It offers a very wide range of advertisement services. To some extent, it is similar to the use of Google display network (GDN). The largest difference is the display channel. Facebook has the largest traffic in the world even larger than Google. It has a very long duration per session. Therefore most of the display advertisements are remaining on Facebook itself. In order to catch potential customers’ attention, we can use post which is part of content marketing and we can also use display advertisements. The methodology is very similar across Facebook, Instagram and Linkedin. To decide which to use, age group and purposes is the largest classification.
How To Analyse Social Media Marketing (SMM) Performance?
Social media like Facebook, Instagram and Linkedin offer company pages for businesses. From a digital point of view, those are just a channel to redirect potential customers to your own website. Because you can only identify who are real customers from their action on your website. In most cases, Google analytic is the tracking software for websites. However, Google analytics doesn’t work easily with other companies like Facebook and Linkedin. To extract detail performance from social media, utm parameter is used to do cross-platform tracking. Once we have all these data, we can analysis bounce rate and duration per session. All these data are shown on Google analytics campaign section (Acquisition > Google Ads > Campaigns).
