How many times have you stopped following an Instagram account, even though you liked the company’s products, just because the posts were bad? And how many profiles do you follow just because you love publications? That’s the power of social media marketing. An example of good work in this regard is NuBank’s Instagram which has far more followers and engagement than traditional banks.

According to data released by Agência Brasil, Brazilians spend around 3 hours and 40 minutes a day using applications. The study also highlights that the country is in one of the first positions when we talk about the use of entertainment-oriented networks.

Therefore, investing in social media marketing (SMM) is essential for companies that want to stand out on the internet. To understand what SMM is and how to create a consistent marketing strategy, read on.

What is social media marketing?

Social media marketing is the set of strategies used to promote a brand on social media such as Facebook and Instagram. Thus, are the videos, photos, animations, illustrations and texts used to interact with the public?

When people think about digital marketing or inserting your company into digital, it is common that the first action is to invest in social networks. So, it is something disseminated, but it is trivialized and used in any way, which hinders the results.

Therefore, just as billboard advertisements are well thought out, social media marketing actions should be too. This can increase the conversion rate from followers to customers, given the potential of this strategy.

What are the benefits of social media marketing?

Make the company known

A survey released by Hootsuite revealed that, in 2018, there were more than 3.2 billion users on social networks around the world. Certainly, this number only tends to grow, as technology has penetrated even further into people’s reality.

That’s why investing in social media marketing means being seen by billions of people. Therefore, it is important that your “virtual showcase” is always organized to attract new visitors online.

Increase customer relationship

Netflix is ​​a successful example in the application of Social Media Marketing | Image: Reproduction

Imagine telling your grandfather that you can talk directly to his brand of television? That will seem very far from reality to him, doesn’t it? However, social media allow us this proximity.

One company that stands out in this regard is Netflix. She usually responds to her followers, especially on Twitter, in a personalized and humorous way, which increases customer engagement with the brand.

So, even if your brand is small, take the time to value those who are interacting with you: answer question boxes, comments and private messages. Make your customer feel valued. This relationship is very important for converting to sales.

How to use social media marketing in your business?

Buyer Person

There is no way to define marketing strategies without knowing who you want to communicate with. So start by studying what the ideal customer profile is. That way, you’ll know which social networks to focus on and what to post.

To do this, define at least the following characteristics about your customer:

  • Age;
  • Places you frequent;
  • Marital status;
  • Hobbies;
  • Tastes and customs;
  • Social class.

Brand persona

The more social media conveys the “face” of the company, the better will be the engagement of people. So, build your Brand Persona and give your business personality. See how to do it:

  • List the brand pillars;
  • Define, in one sentence, the essence of the brand;
  • Have your mission well defined;
  • Building on the previous topics, bring the Brand Persona to life—tone of voice, slang, personality, etc.

Determine which platform will be used

We have several social networks on the market and they keep popping up — as was the case with the recent success story, TikTok. Unless you have a large team working on social media in your business, you need to focus on where your customer is and where they might be in the future.

So, think about how many channels you can manage. If it’s just one, no problem. It’s better to be in one place and do a good job than delivering bad content across dozens of platforms.

To help you decide, see what the main audience of each network is:

  • Facebook — Generation X and Y;
  • Twitter — Generation Y and Z;
  • Instagram — Generation Y and Z;
  • LinkedIn — Baby Boomers, Generation X and Y. Important for B2B;
  • YouTube — Generation Y and Z;
  • Pinterest — Generation Y.

Organize an editorial calendar

Consistency and quality is essential for good social media management. In this sense, it is ideal to have an editorial calendar, as it allows you to carry out a defined schedule and prevents unforeseen events from interfering with your content production.

See what should be in it:

  • Frequency of publications;
  • Social media where the publication will go;
  • Content categories — there are 3 to 4 main themes from which your posts will come out;
  • Responsible and deadline for each step;
  • Schedule.

Create quality content

Social media is very popular, so a plethora of brands in the same industry you already produce content for. So, your work must be unique and of quality for the audience to be interested in it.

Publishing is not enough, it is necessary to involve and be useful to people. One tip is to be creative, give exclusive tips and make the most of available resources, such as live videos and Reels. Thus, it is likely that more visitors will follow you.

Extra tip: count on experts

Let’s say you are an entrepreneur who sells courses online. Thus, it needs to create the course content, choose the video hosting platform, the online payment method, deal with bureaucratic issues and, among many other things, still be the brand’s social media.

Of course, this will take up a good deal of your time and you may be frustrated with the result. That’s why we recommend that you hire someone — even a beginner — to manage social media. This way, you will be able to focus more on the strategic part of the business.

Properly done social media marketing will leverage your brand and attract good customers over the internet. So, don’t neglect this marketing strategy that is so important to maximize your results.