Twitter, Whatsapp are already part of everyone’s daily life, regardless of age, income or social class. In the context of digital marketing, however, social mia appears as a great potential opportunity for companies. Why? Because people use it . They spend many hours on these channels. And everyone who sells something wants to be in this environment and try to show their products to these potential customers. In any case, it is crucial to establish the reason why people use social networks , and how this can be a barrier and/or make it difficult for some companies to enter this field. Users of Facebook, Instagram and the like use these channels primarily for entertainment, to connect with friends and sometimes with companies. But the watchword is engagement.
They are not there looking for products
They are not there looking for products, they are relaxing and wanting to know what’s new from the people they know. 7.2. What is the objective: Can promoting your company on social mia work? Maybe yes. But there are caveats. First of all, it is necessary to separate two common contexts: advertise on social networks; disseminate content on social networks. Advertising on social networks, in our opinion, is the same logic as sponsor links. You are targeting, creating ads and chasing conversions. Of course, this approach is closer to interruption marketing (unlike Google, where the person says what they want), but in practice your company new data is advertising , paying per click. Content dissemination is different. What will be attempt here is to produce material that wins people over, that generates engagement.
Very close to the entertainment context
And as they are in an entertainment context, there is no point saying that your product is wonderful or that it is on sale. They will listen to you if you focus more on relationships and try to discuss their pain. Still, the result your company will achieve if it connects with the user is a like, a share or a comment. In other words, engagement metrics. So, for most companies, investment in social networks is the opposite of that in sponsor links. You won’t bring visits and leads: you will bring engagement and brand return. 7.3. When to invest: There are indesegments where sales-orient work on social networks is very powerful. This is more common in B2C and retail businesses, such as clothing stores, personal trainers, healthcare Phone Lead professionals, beauty professionals, etc. These are organizations whose product is very close to the entertainment context.