Why Social Media Marketing Is Vital for Your Marketing Strategy

Social media has made it easier for brands to reach and connect with large audiences. But, despite the enormous value that it holds for marketers, brands must consider social media as one component of a larger, integrated digital marketing strategy.

Find out more about the role of social media in marketing with Kiara Havenga, Head Tutor on the Social Media Marketing online short course from the University of Cape Town.

Transcript

How exactly does a social media strategy fit into an overall marketing strategy? Unlike any other communication methodology that has come before, social media marketing has changed the fundamental nature of the relationship between brand and consumer. Social media has allowed brands to form and nurture relationships with their consumers in a genuine, real-time manner. 

This two-way exchange has forced marketers to think and operate differently in the social space. However, social media is usually just one component of an overall digital strategy that could include email marketing, online reputation management, public relations, pay-per-click advertising, or search engine optimisation. 

However, social media marketing is not a solo act. It’s best thought of as part of a band. That’s right: a band. A digital strategy is usually just one component of an overall marketing strategy that could include print advertising, radio broadcasting, and in-store promotions. Bearing this in mind, it’s clear that an integrated strategy, reflecting overall brand identity, is a necessity.

How social media feeds into a larger marketing strategy

A brand can run competitions and giveaways online using its social media platforms, which then result in an offline prize. For example, by hosting a selfie competition on an Instagram account, which then results in the winning photo being used in a more traditional marketing campaign, such as a magazine ad or in a brochure.

Events

Events. Using your social media platform as the method of inviting customers to events is far easier and more effective than handing out flyers or paying for printed ads. Sharing updates leading up to the event, posting behind-the-scenes videos, help create anticipation and a buzz around the event.

Advertising

Advertising. Most social media platforms now offer a wide variety of advertising options, such as boosted posts, sponsored stories, promoted tweets, etc. These ads can act as a key vehicle for traffic to places like your website, online shopping pages, and mailer subscription forms.

Market research

Market research could be the most untapped advantage of social media engagement. Information and feedback received from your customers on social media can have a huge effect on your business decisions. For example, if a popular milkshake brand asks their Facebook fans to come up with a new flavour, all other marketing channels like TV ads, mailers, and billboards will eventually reflect these market research results. 

Irrespective of the size of your brand or business, it’s critical to ensure that your social media marketing efforts are enhancing and complementing your overall marketing strategies.