It is impossible to imagine marketing today without social media. These are platforms that enable users to exchange information and network widely through digital channels. WhatsApp, YouTube, Facebook, Instagram, Snapchat, LinkedIn and Twitter are some of the most popular social media in Switzerland and therefore the most important platforms for social media marketing. Social media also include blogs, podcasts and wikis, however.
Raising A Company’s Profile
Social media enable companies to increase the visibility of their business and/or their brand. Disseminating information on products and services raises their profile – which, in turn, has a positive impact on their success.
Benefits of social media marketing:
- Raise awareness of the company, products or brands
- Increase reach (potential customers)
- Build and maintain image
- Customer acquisition, customer retention
- Monitor and research markets
- Improve search engine results
- Increase the number of visitors to the website
- Gain insights for product development
- Increase sales
Share Relevant Content
Of greatest importance is what is shared on social media. Users wish to consume relevant content, i.e. information that is personal, interesting and important to them. Useful information demonstrates competence and creates trust. In order to produce relevant content for the target audience, it is necessary to listen. Only someone who is familiar with their customer’s problems and needs can approach them in a focused manner. Users are especially allergic to being flooded with information.
The Power Of Influencers
Influencers are people who have many followers – that is, users who follow them – on social networks. Influencers are often personalities in the public eye (e.g. sports people, actors/actresses, bloggers). Due to their reach, influencers have a certain influence over people who follow them. Working in collaboration with them, companies leverage this benefit of a high profile to advertise a product or service.
Social Media Marketing
“Only success counts” is Google’s basic slogan. This principle also applies to social media use: measures must be reviewed and, where necessary, adapted. Every penny invested in advertising should yield a return. Ideally in the form of binding orders.
Measures in social media marketing can be evaluated using analytics software (social media monitoring and analytics platforms). Regular reports help to compare data.
Key performance indicators for social media marketing may include:
- Impressions (number of times an ad was displayed)
- Clicks (number of times an ad was clicked)
- Cost per click (average costs for one click)
- Click-through rate (number of clicks on an ad as a percentage of the total impressions)
- Interactions (number of times users interacted with a post)
- etc.
