Social media opportunities help businesses accomplish several things such as contact with the audience. Platforms allow direct interaction with audiences in a comfortable environment that creates a sense of connection with a friend. Direct selling is also possible. Social media used to work primarily on media exposure, that is, increasing brand awareness. That’s all changed now. Lead generation, sales, and conversion rates have become some of the main metrics of a successful SMM strategy. Companies can run targeting ads for social media audiences.
Targeting allows you to hit targeted users, lowering the cost of a subscriber, an application, and even the final purchase. There are also certain cons of social media in business but you will get more benefits than issues.
Reasons to incorporate social networks
Social networks love business. If we talk, for example, about business promotion on Facebook, this social network is constantly developing its tools, providing obs updates for entrepreneurs. There is even a whole community for the development of business on this site. Broadcast their values in language understandable to the audience.
It is one thing when a brand declares on all channels that it is environmentally friendly, and another thing when it shows it in practice: in content, communication with the audience, and news. Increased visibility is also crucial. A lot of people have probably had it that you see some new brand everywhere on social media, so it starts to seem like they’re talking about it from every angle. That’s the media outreach you need to build brand awareness.
Analysis of the audience
This is an in-depth process which takes a lot of time. It takes from two weeks for marketers to build portraits and identify pain points. But to understand which social network your audience sits in, you need to do a little research covering gender, age, location, interests, income level and ability to pay.
Where to look for information
Research users manually (active commenters, competitors, forums, audience of groups of fans of something, etc.); Use services TargetHunter, Trendhero, etc.;
To look through the research of the audience of social networks on the topics.
Let’s look at an example of a company that roasts coffee beans, and how to do an analysis.
The target audience is young people aged 25-40, men and women in the 40/60 ratio, who live in million-dollar cities, have an average or above-average income, like social events, and watch movies or videos on popular streaming platforms. In order to understand which social network is best suited, you need to know where the target audience with this profile sits. All of this gives us an indication that, with a high degree of probability, the coffee roasting brand’s audience is actively using social networks like Instagram and TikTok. The same principle should be used to calculate the audience of other social networks and draw conclusions. To find data on social networks, research on audiences of different niches.
Competitor analysis
Competitive analysis will give you an understanding of which social networks are popular among your competitors and are effective in terms of promotion and sales. First of all, identify for yourself the priority platforms that your competitors use and study their statistics. Popsters, LiveDune, Brand Analytics, Dspoiler, ADLover, Telegram Analytics, etc. will help.
However, do not rely on bare statistics. If all the competitors have a large outflow of audience, it does not always mean that the social network is not advantageous for them.
