BUS166W Social Media Marketing | Get Solution
Answer:
Introduction
Social media marketing is the use of social media avenues to reach out to existing and prospective clients. Social media platforms have allowed businesses to have faster and more meaningful communication with clients hence they are able to give better services to a target market (Berthon, Pitt, Plangger, & Shapiro, 2012). By creating a strategic marketing campaign on social media platforms like Facebook, Twitter, Instagram and Snapchat, you can relay relevant information to a targeted audience and influence their perspective towards your political campaign, business, products or services.
The need for businesses to leverage on social media platforms has become more imminent following the staggering statistics of internet and social media users. The estimated number of internet users was 3.58 billion as of December 2017. Facebook has over 2.23 billion active users, Instagram has over 1 billion active users, Whatsapp has over 1.5 billion active users and Twitter has over 336 million active users worldwide.
The major advantage of social media marketing over mainstream marketing is the in-built analytic capabilities of the platforms to analyze your marketing content in terms of relevance, engagement, progress and success of the campaign (Kim & Ko, 2012). With real time feedback from the analytical tools, one can constantly change their marketing strategy to suit their specific target market. Needless to say, all this comes at a cheaper price than mainstream media marketing.
Social media pages recommendations
I would recommend Facebook and Twitter social media platforms to kickstart our marketing campaign. The two platforms have two major advantages over other social media platforms.
Number of users
Facebook has over 2.23 billion active users while twitter has over 336 million active users. This is a large market base that the company can tap and increase sales significantly (Mangold, & Faulds, 2009).
Analytical tools
Whereas Instagram and whatsapp has more users than Twitter, they do not have analytical tools that one can use to evaluate progress of a marketing campaign. There is no feedback on how the campaign is fairing on (Hoffman & Fodor, 2010).
Paid adverts
With Facebook and Twitter, you can pay for targeted adverts and build the demographics of the kind of clientele you want (Michaelidou, Siamagka & Christodoulides, 2011).
How it works
I have formulated the most optimum strategy to maximize the effectiveness of your social media campaign. The following requisites will enable you get the most engagement from your existing and prospective clients.
The content should be engaging and resonate with the target audience. Memes are the most shared and liked content on Facebook and Twitter. The advertising content should be as creative as memes and instantly capture the targeted client’s attention.
Articles about your business or product
With sufficient engagement from your side, we would develop content that would showcase your superiority to other competitors (Lipsman, Mudd, Rich & Bruich, 2012). The articles would be based on the information that you would want to publish.
Advertising material
Apart from advertising the above stated articles, other pictorial material with relevant catch phrases will be developed to be marketed on the social media platforms (Thackeray, Neiger, Hanson & McKenzie, 2008). This would be a major part of the marketing campaign since pictorial adverts are viewed more than adverts with only writing.
Promotional campaigns
We would develop promotional campaigns which would enable engagement with the social media users (Kirti? & Karahan, 2011). We can give offers or tokens via our social media pages which clients can redeem while purchasing our product.
Video creation
We would create a short video preferably less than one minute. With the video we will introduce our company, what we do and why the targeted viewer needs our product.
Website (optional)
We can also build a website where we can direct your clients to get more information about your business, product or political aspiration (Mangold & Faulds, 2009). You can also opt to use our website to market your content.
Budget
Below is the expected pricing of the services. The costs are relatively lower than mainstream media advertising.
|
Service |
Quantity |
Cost in USD |
|
Articles |
each @ |
75.00 |
|
Pictorial adverts |
each @ |
50.00 |
|
|
|
|
|
People engaged |
1-20,000 |
200.00 |
|
|
20,001-50,000 |
300.00 |
|
|
50,001-100,000 |
500.00 |
|
|
100,001 and above |
1000.00 |
|
Service (optional) |
|
|
|
Website |
|
1000.00 |
References
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing?. MIT Sloan Management Review, 52(1), 41.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
Kirti?, A. K., & Karahan, F. (2011). To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession. Procedia-Social and Behavioral Sciences, 24, 260-268.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising research, 52(1), 40-52.
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health promotion practice, 9(4), 338-343.
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