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Digital First: Digital Marketing Strategies – Social Media

The new consumer spends much of their entertainment time on social media. We don't need to justify the need to associate brands with the leisure moments of the target audience, do we? Regardless of whether your company operates in the B2C (business to consumer) or B2B (business to business) segment, you need a social media strategy. What changes is which media to choose.

If you're from the 70-80 generation, you may have noticed that we no longer have any advertisers in traditional print media: Weekly magazines that were once bible-thick may now have almost no ads, other than luxury cars and apartments. To our 80-90 generation readers, we apologize. Magazines are sheets of printed paper, which helped with the devastation of our forests.

Learn more about Inbound and Outbound Marketing here: Matrix – Digital First : Digital Marketing Strategies, Inbound and Outbound

Currently, the scenario has changed and is more complex: you need to have a differential, because people don't just want to know the name of your brand and what you sell - be it product, service or experience.

Consumers are in a process of becoming aware of their responsibility in consumption, in which they really seek to know which is your brand and what it he does relevant behind the outdoors and the screens.

The quality of the product must be accompanied by technologies that ensure a Amazing shopping experience: extensive documentation, information, different means of contact available online (pre-sales), delivery facilities and means of payment (sales), in addition to a fast and assertive service to resolve any doubts or deal with problems (after-sales). 

Remember: content is everything. You can even pay to have traffic directed to your social media, but it's the content that determines your prospect's experience with the company. This includes new consumer choices such as the choice of raw materials from your suppliers to your company's internal human resources policies.

This new behavior is due to the ease of access to new markets and products. Consumers are increasingly researching before buying and their online journey is often the determining point when choosing between one brand and another.

One of the biggest challenges, considering this new situation with so many specificities, is knowing how to create an inbound marketing strategy that positively exposes your brand on social networks, an environment where the interaction and engagement of your audience are key pieces. for your sales.

As we know, advertising makes the difference between the behavior and attitude of your consumer. Therefore, you need to invest in a strategy that makes your audience take action and become a customer and, who knows, even an ambassador for your brand.

Now that you're more familiar with these characteristics, it's time to get your hands dirty to develop your networking strategy. Let's start with an important reflection: does your brand need to be on all social networks?

The automatic answer would be “yes”, but before making that decision, analyze your audience. In this analysis process, it is necessary to understand where he is present and in which environments it makes sense for you to be in order to persuade and serve him.

Brands often want to keep up with trends and end up contradicting their own identity, which makes customers uncomfortable. It is also common that some companies are betting on old-fashioned strategies for an audience that is more laid-back and modern, for example. So avoid this waste of time and money when putting together your strategy for networks.

This is the time to create your personas or, in other words, outline possible profiles of your audience considering their pain, their buying behavior and a series of particularities.

The basis of the marketing strategy on social networks is made from the moment you know which platforms you will be present on and the profile of your audience. After that, it's time to start planning content production that engages and makes sense to your audience.

At this stage, try to define the objectives of the marketing actions and which persona should be achieved in each of them. You can choose to get closer to your audience, strengthen your brand presence, increase your sales contact base, offer a direct sales channel and offer user support, for example. Have a calendar that includes the publication of these contents on each social network.

To ensure even more visibility in front of the public, you can work with paid ads on Facebook, Instagram or LinkedIn. These tools will increase the reach of your content and strengthen your brand image among consumers who have not yet had contact with your company.

Also, a good tool is the use of Search Engine Optimization (SEO) techniques to optimize website content with user needs. This optimization guarantees the improvement of the site's performance in search engines like Google and Bing, and puts your brand at the top of the search results in an organic way. 

The social media marketing strategy is not something that will show results in your company overnight, so the adoption of metrics and KPIs is essential to assess whether your strategy is well formulated. Do not underestimate this stage of the process, as this is where you will know how to assess whether your customer is being impacted by your content. 

Technology and social networks go hand in hand. If you liked to see this content here, help us to publicize our services there on Matrix LinkedIn! 

Alexandro Castelli
Product Director