Whether you have a business to business (B2B) or business to consumer (B2C) orientation, marketing through social media is a must. According to HubSpot Blogs research, 72% of consumers have purchased a product or service after following a recommendation from a friend on social media. And what’s more, 59% of consumers would never even think of buying a product or service without first researching or hearing about it from someone else.
This trend is reflected in the success of brands like Dove, who saw a 500% increase in sales after launching an Honest Twitter account. Similarly, when P&G introduced their Colorful Reddit account, they saw their daily active users (DAU) increase by 28% in just seven days, and 47% in 21 days. These figures were even before the platform had launched.
The Rise of Social Media Marketing
The rise of social media has enabled marketers to have better reach and engagement with target audiences than ever before. Today, 59% of Internet users are on social media platforms, and this tendency is only increasing.
According to HubSpot Blogs research, 73% of consumers would rather receive product recommendations from friends or family, rather than from marketing or advertising. So, when a brand or business utilizes social media to recommend products or services, they’re tapping into this mindset.
Why Should You Market on Social Media?
There are numerous benefits to marketing on social media. First, because users can interact with you directly through the platform, you can engage with your audience more effectively than ever before. Second, with more than one billion users, there are thousands of potential customers just waiting to hear your pitch.
Further, HubSpot Blogs data shows that while younger consumers rely mostly on search engines to research products and brands, older generations often turn to word of mouth for research. So, if you want to reach the maximum amount of consumers, then social media is the place to be.
The Perfect Storm: The Combination of Social Media and SEO
Thanks to its interconnected nature, the perfect storm of social media, SEO (search engine optimization), and content can work in perfect harmony to achieve maximum potential.
For brands who want to invest in content marketing, creating and distributing relevant, engaging content is the key to gaining organic search traffic and establishing credibility with potential customers. But to make this content work for your business, you need to optimize your channel so that your content shows up organically in search results.
Additionally, by establishing yourself as an authoritative voice in your niche, you can use SEO tactics like keyword stuffing and building links to your site to improve your standing in search engines. When combined with a carefully executed content strategy, you can gain credibility quickly and gain maximum potential for your business.
What Should You Invest In?
When building a content strategy for social media marketing, you need to consider what type of content will perform best. Ideally, you want to create content that is both engaging and helpful to your target audience. To maximize your chances of success, establish the following guidelines:
- Create videos featuring experts who can educate your audience on complex topics.
- Publish blogs that contain in-depth information.
- Distribute infographics and spreadsheets to make your content easy to understand.
- Use social media to follow, connect, and engage with thought leaders in your industry.
- Create memes and other branded content to engage your audience.
How Can You Make Money From This?
As with any marketing effort, you can use analytics tools to track the success of your content marketing strategy on social media. The amount of money you make will depend on a variety of factors, such as:
- What type of content performed best?
- How much engagement did the content receive?
- How many leads did the content generate?
- What was the conversion rate like?
- What were the average order values?
- What was the average order value per visit?
By measuring the effectiveness of your strategy, you can determine how much money you should be spending, and what content is performing best.
Social Media Marketing Case Studies
To find the most effective ways to market on social media, you need to study successful case studies in your industry. Fortunately for you, we’ve curated a list of some of the most influential and best-known cases that demonstrate the power of social media marketing.
The Kia Motors Social Media Marketing Case Study
Kia Motors is one of the most prominent companies in the Korean automobile industry, known for creating some of the best cars in the world. With its roots in OEM (original equipment manufacturer), Kia Motors creates vehicles and then puts them into production with a third-party company. It’s fair to say that Kia Motors knows a lot about cars.
Let’s take a look at how they used social media to market their cars.
To start off, let’s take a look at the concept behind the account, which was launched in 2016.
When Instagram came out with its car filter, everyone was abuzz, and it wasn’t long before people were using the app to add a touch of Korean design magic to their photos. Inspired by the success of the car filter, Kia Motors decided to create an Instagram account to showcase their design prowess, and let users know more about their products. But the account didn’t just stop there.
In addition to the photo-based stories, the account is littered with videos that come in the form of animated slideshows and GIFs (short for “graphics interchange format”), which showcase the various designs and models of the carmaker’s vehicles. These videos have had more than 500.7 million views as of March 2019.
For those who want to learn how to market on social media, the best place to start is from the inside. This is where you’ll find experts sharing their best practices.
Let’s take a look at how Kia Motors managed to become so influential on social media.
One of the best things about the Kia Motors account is the way they executed their strategy. Much like other big brands on social media, they started small by documenting their work and sharing valuable tidbits about cars and design. Then, they started engaging with their audience through interactive features, such as challenges and quests.
Quests are essentially tasks that users can complete to earn points, which they can exchange for prizes. For example, users can answer questions about cars, or design, or they can take a survey to give insights into how others behave in certain situations.
By creating these quests and challenges, Kia Motors managed to gain almost 23.2 million followers, and became one of the most influential accounts on social media. This account also uses several other platforms, like WhatsApp and Snapchat, to connect with its audience, and make sure they know about all the latest news and happenings.
A key part of a case study is analyzing the results of the strategy, and measuring its effectiveness. To do this, you’ll need to look at both quantitative and qualitative data points.
The first thing you’ll want to do is look at the numbers. From a business perspective, you’ll want to study the following:
- The number of organic Instagram posts leading to a conversion (purchase, sign-up, or lead)
- The number of unique visitors to your website from organic searches (as determined through Google Analytics)
- The amount of money you’ve spent on organic Instagram ads
- The amount of traffic you’re getting from each of your social channels (Instagram, Twitter, and YouTube)
- The amount of time spent on your website per visit
- The average order values and conversion rates for each of your marketing campaigns (PPC, email marketing, and social media)
From a performance perspective, you’ll want to study the following: