What is social media marketing?
Social media marketing deals with the strategic use of social media (e.g. Facebook, Instagram, YouTube) for communication and interaction with users. The main focus is on promoting one's own brand, products and services as well as direct exchange with various stakeholders.
The platforms differ primarily in terms of the implementation of content (e.g. in the form of text, image, video), but also in functions, the type of interaction and the predominant target group. Similar to search engine marketing, social media marketing also offers the possibility to carry out both organic and paid measures.
What are the goals of social media marketing?
Every measure in social media marketing pursues the overriding goal of attracting attention and interest for one's own company and, if applicable, products or services.
Organic social media is ideal for promoting the branding of a company in a cost-effective way. The exchange with one's own target group strengthens trust and the bond with them and creates the opportunity to provide insights into the company beyond economic interests.
Building a community is a long-term undertaking and requires a large and regular commitment by the respective company.
Paid social media is similar to SEA - but via social media platforms - and is suitable for short-term advertising campaigns, with the aim of generating additional traffic and conversions.
How does social media marketing work?
Organic social media marketing
Organic social media marketing is characterised by the free publication of content. Content is shared publicly without first selecting a specific target group with special characteristics. The intelligent algorithms of the networks decide which users the content is shown to, or the users themselves determine from whom they would like to have news shown (e.g. through a subscription).
By "liking" and "commenting" on the company's contributions by the users, an interaction between the participants is created, which in the context of professional community management has positive effects, especially in the areas of branding and customer loyalty.
Organic social media marketing is therefore particularly interesting for users who are already in some form of contact with the company.
However, organic reach for a company reaches its limits at a certain point. This is exactly where paid social media marketing can be helpful.
Paid social media marketing
Paid social media marketing is the technical term for the targeted and paid placement of content in a social network. In contrast to organic social media marketing, it is possible to determine exactly which users are to be targeted with the desired advertising message on the basis of certain characteristics. With so-called targeting, differentiation can be made according to age, gender, place of residence or interests, among other things, whereby a high relevance of the advertisement for the user is achieved.
Social ads - in contrast to search engine ads - address users without a specific search intention. The recipients are in a more cognitively relaxed state and tend to be more receptive to brand messages. The ad is intended to place the desire for a brand or a product in the consciousness so that an immediate or downstream interaction such as a purchase action occurs.
What our clients can expect from us in the area of social media marketing.
Regardless of whether you already run social ads or have no experience in this area: Depending on your individual requirements, we will find the optimal social media marketing strategy for you.
Social media consulting
We would be happy to provide you with comprehensive advice in the areas of organic and paid social media. We carry out a complete analysis of your previous activities and potentials as part of a company analysis and take into account the market and your competitors. We then develop suitable goals, content and timeline recommendations for the various social media platforms.
Social media organic
In the field of organic social media, we also base our activities on a comprehensive analysis of the situation. We then plan a suitable strategy together with you and implement it for you after consultation.
Social media paid
Our support in the area of paid social media differs from organic activities only in the concrete design of the strategy implementation. We take over the set-up and management of the underlying advertising accounts, including the setting and fine-tuning of the planned campaigns. We also take over the continuous monitoring and carry out the corresponding optimisations for you.
Feel free to contact us. We look forward to hearing from you.
Please also have a look at the areas SEO and SEA to discover the full range of our portfolio in the field of Online marketing.
Your Contact.
Do you have questions about social media marketing or about elio in general? Get in touch with Emelie Dietrich. She will be happy to help you.
