'Everyone is on Facebook/Twitter/[insert social name here] these days' is probably one of the phrases I hear most commonly whilst working in digital marketing. Social media is considered something of a phenomenon at the moment and whilst lots of people are itching to learn how to get involved, not many people really ask if they should be getting involved. Social media can indeed be a powerful tool when used correctly, but there are some things to consider before you dive in so that you save valuable time, resources and money and maximise your ROI when it comes to social media marketing.
Social Media Marketing is a Part of Digital Marketing
Yes, that's right. The very first thing you must learn about social media is that it is not a marketing discipline on its own (at least not yet) but it is a part of the umbrella of digital marketing. Translated into plain English, this basically means that you should never approach a project with the sole aim of applying a social media marketing strategy to it, rather you should approach a project with an arsenal of digital marketing tools and then apply the relevant tools to the job in hand, this could be social media or another tool.
So What Are the Digital Marketing Tools?
Well, that is a good question! As I am sure you can imagine, this really is a big question and one which I am sure people will be finding new answers for every day. Digital marketing is perhaps the younger, more savvy sister of traditional marketing. There are endless new ways to digitally market your new web design, product or service. There are of course a few key digital marketing 'tools' that are established and followed by most who carry out the discipline and these are:
Pay Per Click Advertising
E-Newsletters
Search Engine Optimisation
Affiliate Marketing
Social Media
Banner Adverts
Web Design
This is by no means a definitive list of digital marketing methods but the above six disciplines, or tools are certainly among the most established in the fledgling world of digital marketing. Think of the traditional marketing equivalents like newspaper adverts, poster ads and PR.
Only Use the Tools Relevant To You
So, now that you have a list of digital marketing tools in your hands, you should look at the project you want to work on. Work out what your end goals for the project are, find out who your target market is and where they go and what they do online. Only now are you ready to start applying digital marketing tools to your project.
So, is Social Media Worth Using?
Well, this question can only be answered when we have reviewed all of the possibilities. First of all you must find out which (if any) social media tools your target market are using. Let's say for example that you are going to be selling holidays for over-60's. The liklihood is that, at the moment the over 60 age market generally do not engage with Twitter and so as a route to market, Twitter would be of little or no value to you.
Consider the social media networks and tools as routes to market, you wouldn't put a billboard for a Guernsey web design agency up in Texas, US now would you? Similarly, you shouldn't make lots of noise on social media when your target market are simply not there to listen.
Conclusion
So, to clarify, social media certainly is a very powerful tool for marketing but always use it as part of the larger digital marketing agenda rather than on its own. Consider all of the options and only invest time and money where you are sure that you will get a response. If used correctly, social media can transform your company circumstances, but get it wrong and you won't get the time back.
Indulge Media are a Guernsey web design and digital marketing agency. If you would like to speak to Indulge about how they can help you with your web design and digital marketing strategy please visit the contact us page.
