Social media marketing is gradually gaining preference among modern day businesses. B2B and B2C social media marketing are proving to be cost-effective, thereby drawing the attention of businesses that are targeting branding themselves across the market. When it comes to social media marketing, the opportunities available are gradually positively influenced and affected by the emerging game-changing trends within the industry. With the increased preference for the use of social media channels, marketers are finding new opportunities and exploiting them while targeting increasing their reach in the market. Here are 8 game-changing trends in social media marketing evidenced today.
Increased use of promoted posts
Businesses targeting exposing themselves optimally in the market are increasingly exploiting the option presented by various social media channels whereby they can pay to have their social media posts boosted for viewership. Facebook, in particular, is at the forefront in offering such businesses the opportunity to showcase their social media posts and pages. Statistics by the Facebook Company show that an ordinary post that is not promoted is normally viewed by 16% of the page’s followers.
Facebook encourages businesses to promote their pages as a way of expanding the potential customer base that would have access to the said post. Promoted company posts on social media also experience an extended duration of time for which followers of the page can visualize them. Other social media companies including LinkedIn and Twitter are working towards giving businesses an option to have promoted posts.
Increased use of one-click purchasing
As the preference for the use of social media increases across the market, businesses increasingly prefer to utilize this opportunity to help translate their social media traffic to purchases. To achieve this seamlessly, businesses using social media are integrating “BUY NOW” buttons within their social media pages. To enhance the precision of the one-click purchasing concept, the businesses target marketing individual products and services in a more proactive manner where each marketed item is accompanied by a “buy” button. This concept is projected by e-commerce entrepreneurs to facilitate impulse purchasing.
To increase return on marketing investment, businesses are exploiting targeted marketing as a way of ensuring efficiency the marketing initiatives put in place. Among the effectively targeted marketing concepts employed across social media today is geofencing marketing, where businesses sieve through their potential customers and target those located in a specific area.
Targeted marketing is particularly effective in e-commerce businesses where they can influence individuals living in an area to visit a store located nearby. Businesses are therefore becoming more specific in terms of the advertisements they create targeting specific individuals. To enhance the effectiveness and accuracy of such marketing, the businesses use individual’s profiles such as relationship statuses, age, location, and gender among other customer-specific demographic profiles.
Use of social media for customer service
As more customers turn to social media to engage businesses and companies, the said businesses and companies are inclining their customer service to social media platforms. Social media platforms’ peer-to-peer messaging gives businesses the accuracy and privacy required to handle individual customers queries when the need arises.
The availability of 24/7 customer service agents on social media platforms gives businesses the opportunity to accurately channel customer specific information where necessary. Businesses are taking this concept to another level by developing and employing chatbots that are capable of autonomously answering customers’ questions, especially those that are of a general nature.
Increased use of video marketing
Social media platforms have been known traditionally to support text-based content. Across all social media platforms, including Facebook, Twitter, Instagram, and snapshot among others, developers have made it possible for users to share a wide spectrum of messages including text messages, videos, and pictographs. The expanded type of message that can be channeled across social media pages has made it possible for businesses to prefer using short videos as a way of communicating effectively to customers. Such videos are particularly effective in conducting brief and precise product reviews which customers can view while on the go.
Enhanced preference for influencer marketing
Businesses are now considering working with influential personalities across social media platforms as a way of reaching out to wider markets across social media platforms. When it comes to influencer marketing, businesses choose influential personalities across social media platforms based on the individuals’ following and influence. Influencer marketing is particularly effective in cases where the said influential persons make social media posts designed to give a perception of brand endorsement, thereby influencing their followers to prefer the particular business’s goods and services.
Use of social listening
Businesses competing for customers across social media channels utilize social listening as a way of generating competitive advantage. Social listening is applicable in various instances where business takes note of competitors’ operations across social media platforms and using the collected data as a benchmark to help improve on its operations. Social listening is also effective in instances where businesses use social media to spy on particular customers’ preferences and trends in the market, thereby helping in the development and availing of specific products and services.
Preference for user engagement rather than going viral
Before, businesses using social media for marketing preferred creating advertisements that were meant to reach out to as many people as possible. This, as experts later realized, did not turn out to be fruitful as anticipated, especially in cases where people were reached out to randomly. The concept of adverts going viral is, therefore, becoming less preferred at the expense of the creation of marketing initiatives that enhance social media user engagement. User engagement is now assessed in terms of the number of users who express interest by either liking or commenting on social media posts. Brands now realize that reaching out to 100 targeted leads is more effective than reaching out to 1,000 random persons virally.
Social media marketing is the way to go for businesses targeting reaching out to a wider market. Businesses actively using social media to market themselves are gradually coming up with revolutionary ways of increasing their efficiency. Such initiatives are centered around making marketing cost-effective while reaching out to more potential customers. The trend created as a result of the increased research is anticipated to change with the changing social media marketing features.