SMM means marketing on social networks or promoting goods and services through digital media. Learn how to run a promotional campaign and increase traffic to your website.
Basic terms and ways of promotion
Social Media Marketing (SMM) is a type of internet marketing that uses the benefits of social networking sites to promote websites, thus increasing traffic towards them and learning from users’ direct reactions.
SMM is rooted in the principle of organic search, where an active website or connected social network page leads to higher visibility on search engines. This results in your brand appearing among the top search results, guaranteeing maximum exposure and visibility.
Because 90% of users searching the internet do not look any further than the first page of the search engine, and 70% click on the first three results only, the position on the first page of the search engine is the only goal to strive for when optimizing a website.
For what is SMM used?
The main goal of SMM is to improve communication with users, increase brand visibility, and reach more (potential) customers.
SMM is achieved by crafting compelling and high-quality content that resonates with users of social networks. As they share this content with their friends, the power of Electronic Word of Mouth (eWoM) comes into play, effectively spreading information across digital platforms.
The point of SMM is to obtain direct feedback from users (or potential customers) so that the company gets a personal stamp simultaneously, i.e., it appears more human-like.
By using interactive features on social networks, customers can voice their opinions, ask questions, or lodge complaints. This form of SMM is known as Social Customer Relationship Management (Social CRM), which enhances credibility and boosts return on investment (ROI). Customer satisfaction with the content and the company’s services strengthens the relationship between users and the brand.
How to use SMM?
Social Media Marketing runs on the Social Media Optimization (SMO) principle, which focuses on enhancing a company’s image and presence across social networks.
Similarly, to Search Engine Optimization (SEO), SMO attracts new, unique visitors to the targeted website.
Why would search engines care for social networks?
Simply because many people use their social media to search for things, share links, and thereby take part in building a solid network of connections (link-building campaign).
SMM, also known as Social Media Marketing, can be do through two primary ways:
- Active SMM promotion
- Passive SMM promotion
Active SMM promotion
Active promotion involves incorporating links (applications) that connect website content to various social networks, like RSS feeds and social media share buttons. The following social networks are effective SMM tools:
- Google+
- YouTube
Each social network has its Terms of Use, different for natural persons and legal entities, i.e., companies.
Only companies can launch a paid ad campaign to reach wider audiences, thus improving traffic toward a website or a targeted web page.
Passive SMM promotion
Passive Promotion means promoting activities on social networks by updating statuses and publishing images, tweets, or blog articles.
Analyzing users’ reactions allows problem-solving, addressing dissatisfaction, and enhancing their brand experience.
The real-time capture of information makes it particularly valuable, which accelerates the entire process and
unlocks a new realm of collaborative possibilities.