What is Social Media Marketing?
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1. What is Social Media Marketing?
Social media marketing refers to the process of gaining traffic or attention through social media sites.
Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.
2. How are Search and Social Media Marketing Related?
Why would a search marketer — or a site about search engines — care about social media? The two are very closely related.
Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Social media can also help build links that in turn support into SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.
3. Why Social Media Marketing?
When we look at social media, it is important to understand why social media has become a crucial necessity, for most entrepreneurs and businesses.
1. Credibility to the Visibility:
Using social media as a medium, products and services get better visibility and credibility. This, however, is tricky because it is not just important to appear online, one must ensure to be included as a positive option in front of sites. Search Engines definitely give you good visibility but connecting your website to social media channels builds credibility.
2. Search enhancement:
This is an important part of using social media. When a user is searching for any information online, let’s say using search options like Google, it is very important that he/she get to your page as quickly as possible. This is because as much as the user searches for information, he/she is usually looking for top results and positive opinions. Today, people just do not search on Google or other popular search engines. Their search is extended to Facebook, Twitter, LinkedIn, Slideshare, Youtube and Flickr search.
3. Customer service:
Gone are the days when there are little or no communication exchanges between sellers and buyers. In today’s world people want to contribute to the growth of a product or service. Today, the customer wants to be a part of the developing process and also ensure that their voice is heard regardless of positive or negative. Social Media is extensively used for Customer Service.
4. Instant dissemination:
As much as your product may be great or useful, with all the inventions that are taking place and the competition that prevails in today’s world, it is up to you to ensure that your information reaches its appropriate or probable user; and more importantly reaches him/her as fast as possible. With an advent of Social Networking sites you can make your information reach to your target audience with few seconds. Whereas, Search Engine Optimizing your website may require a lot of time to obtain visibility.
4. Most Preferred Social Networking Site
When asked which platform they prefer, 800 users mostly prefer WhatsApp, 90 of them moderately prefer Snapchat, 650 respondents prefer Twitter the least and 300 respondents moderately prefer Facebook. When it comes to Instagram, 400 out of 1,000 mostly prefer Instagram. LinkedIn seems to be the least favourite as 500 respondents say they rarely check this platform. YouTube has 370 respondents moderately choose the channel.
5. Purpose of Using Social Media
It is also important to understand why people do what they do. When asked why they use social media, 790 respondents out of 1,000 go online to socialize. However, 590 respondents’ prefer to build their personal brand on social media. Six hundred respondents’ purpose on social media to expand their follow base is the least preferred reason. Social media has made it easy to do a background check of sorts. However, 800 respondents say that their purpose on social media to stalk a date is least preferred.
6. Social Media Marketing Trends in 2019
Social media is always evolving, and so are the content consumption habits of users. Marketers must keep themselves abreast of the latest trends so that they can equip themselves to better plan and devise their social marketing strategy.
1. The Rise of User-Generated Content
Today a customer conducts thorough research before she decides to buy what she needs. The buying process is no longer as simple as going to the brick-and-mortar store and picking up a product. People compare prices, search for deals, check with friends, and a lot more, before they hit the buy button.
2. Live Videos Gain Popularity
Videos offer what pictures and text cannot. And the upsurge of live videos corroborates the fact that humans love visual experiences, especially if they feel like ‘a part of the moment’.
3. Messaging Apps and Chatbots Gain Ground
Businesses are providing multiple channels for customers to reach out to them. The popularity of messaging apps like Facebook Messenger, Kik, WhatsApp, and WhatsApp for Business, etc. has made it simpler to connect to the customer. Also, chatbots are increasingly becoming a marketer's favorite tool to have one-to-one personalized conversations with their customers.
4. Augmented Reality Is Starting to Make an Appearance
Augmented Reality (AR) is taking baby steps in the social media domain in the form of facial filters, geo-filters, etc. Marketers should devise creative ways to take advantage of existing and upcoming AR features. As AR becomes more prevalent, it will provide a more engaging, interactive, and personalized experience to all your customers. Learn why AR is a game changer for marketers.
5. Trust and Transparency for Social Data Gains Importance
The Cambridge Analytica data breach shattered the faith of layman in social media, and everyone began questioning how their data was being used by enterprises like Facebook. The enforcement of the General Data Protection Regulation (GDPR) in the European Union did help in establishing transparent data policies, encouraging honest communication between audiences and brands.
Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine. Grow your business with result oriented & Social Media Marketing service from the best Digital Marketing Agency in Mumbai.
7. Social Media Marketing Strategy
A Social Media Marketing Strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should serve a purpose.
The more specific your strategy is, the more effective the execution will be. Keep it concise. Don’t make your plan so lofty and broad that it’s unattainable or impossible to measure.
Too many businesses go into social media marketing on an ad hoc basis. They know they should do something about social media, but they don’t really understand what they should do. Some firms just give access to the company social accounts to some junior staff member– merely because they are young, so should know all about social media.
However, in 2019 we are well past a social strategy of post and hope. All businesses need to create a social media marketing strategy and operate the business social accounts in a thoughtful, measured way.
The analysis shows you that exceeding 25 days for the Negotiation Stage will probably lead to a loss. By digging deeper into the data, you are able to help your lower performing reps who were spending too much time in the Negotiation Stage. You can now coach them to spend less time on accounts that are being stalled in negotiations to focus on new opportunities.
Your Win/Loss report monitored sales performance and raised the questions, while the analysis led you to an actionable result. Data reporting and data analysis must work together to deliver value.
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8. How to Create a Social Media Strategy
1. Set social media marketing goals that align to business objectives Set S.M.A.R.T. goals
The first step to creating a winning strategy is to establish your objectives and goals. Without goals, you have no way to measure success or return on investment (ROI).
Each of your goals should be:
2. Learn everything you can about your audience
Create audience personas
Knowing who your audience—and ideal customer—is and what they want to see on social is key to creating content that they will like, comment on, and share. It’s also critical if you want to turn social media followers into customers for your business.
Try creating audience/buyer personas. These allow you to think of your potential fans, followers, and customers as real people with real wants and needs. And that will allow you to think more clearly about what to offer them.
Gather real-world data
Don’t make assumptions. Think Facebook is a better network for reaching Baby Boomers than Millennials? Well, the numbers show that Millennials still outnumber Boomers on the platform.
Social media analytics can also provide a ton of valuable information about who your followers are, where they live, which languages they speak, and how they interact with your brand on social. These insights allow you to refine your strategy and better target your social ads.
3. Research the competition
Conduct a competitive analysis
A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.
This analysis will also help you spot opportunities. For example, maybe one of your competitors is dominant on Facebook, but has put little effort into Twitter or Instagram. You might want to focus on the networks where your audience is underserved, rather than trying to win fans away from a dominant player.
Engage in social listening
Social listening is another way to keep an eye on the competition. As you track competitor accounts and relevant industry keywords, you may notice shifts in the way these channels are used. Or, you might spot a specific post or campaign that really hits the mark—or totally bombs. Keep an eye on this information and use to it evaluate your own goals and plans.
4. Conduct a social media audit
Examine your current efforts
If you’re already using social media tools, you need to take a step back and look at what you’ve already done and accomplished. Ask yourself the following questions:
1. What’s working, and what’s not?
2. Who is connecting with you on social?
3. Which networks does your target audience use?
4. How does your social media presence compare to that of your competitors?
Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.
Look for impostor accounts
These imposters can be harmful to your brand, never mind capturing followers that should be yours. Report them. You may want to get your Facebook and Twitter accounts verified to ensure your fans and followers know they are dealing with the real you.
5. Test, evaluate, and adjust your strategy
Your social media strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try. As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.
Track your data
In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.
Re-evaluate, test, and do it all again
Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your strategy in real time.
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By now, I believe, that you have a fair idea why Digital Marketing is important for pharma sector. Some pharma companies have not yet fully embraced the digital revolution and changing times, while others have. Well, you should understand that it doesn’t matter to the patients out there, the patients are increasingly expecting, and rightly so, and demanding the pharma and healthcare industry to engage themselves and provide end-to-end services.
The pharma companies that are aligned to changing times, and are using digital mediums, are also the ones reaping the benefits. Big prizes are waiting for those who can cut through all the digital noise and come-up with sustained competitive advantage using digital mediums. The others will also align soon or go out of business.
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So, go ahead, learn Digital Marketing and shine on!
-Pharma must be in the conversation so to know how to develop better drugs.
-Digital marketing offers many ways to communicate with customers (HCPs and patients).
-Pharma must offer great content that interests customers and helps them do their jobs better. This type of content is easier to approve, less risky and leads to better long-term customer loyalty.
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