SMM: What It Is and Why Businesses Need It

SMM, or SMM marketing, is aimed at attracting customers and increasing sales through social media.

MarketingSherpa notes that the majority of people aged 18 to 34 prefer to obtain information about brands specifically through social networks. Almost every company is now present on one or more social media platforms.

McDonald’s account on Twitter (X).

For many brands, this has become the primary method of online promotion in various sectors, such as B2B, e-commerce, and media.

Why social networks are important for business:

Social media marketing is used to achieve the following goals:

1. To share information: This includes various types of content such as blog posts, news, or videos.
2. To follow trends: Companies often express their viewpoints on important events.
3. To launch advertising campaigns: It is crucial to correctly choose the target audience, set up ads, and determine the budget.

Promotion on social media doesn't always involve using giants like Instagram* or Facebook*. SMM managers often choose more niche platforms where they can better interact with their target audience.

Here are some social networks you can use: Reddit, Threads, YouTube, Twitter (X), and LinkedIn. There are also local social networks, for example, VKontakte in Russia and Weibo in China.

Weibo.

Goals of SMM

Obviously, SMM aims to boost profits. But don't anticipate instant financial gains (not even within the same month). When someone checks out your account, they won't immediately make a purchase. Most likely, they'll begin scrolling through posts. That's why it's essential to manage the account systematically and effectively—only then will you see positive outcomes.

Now, why do brands leverage social networks?

1. To boost traffic: Posts on social media guide users to your website. Incorporate links to new articles or products.

Dior shares a link to their website.

2. To build audience loyalty: Winning over your users is key. Here's how to achieve it:

• Give them a peek "behind the scenes." Share photos or videos showcasing the inner workings of your company. For instance, if you specialize in crafting wooden figurines, highlight the skills of your top woodcarver.
• Share genuine, positive reviews from satisfied customers. The more detailed the review, the more impactful it can be.
• Showcase enticing photos of your products to engage and captivate your audience.

Starbucks and their new Chai Latte.

• Introduce your team. After all, people prefer to buy from people. Share amusing anecdotes or life stories.

3. To boost engagement: When followers like, comment, or even send you personal messages, they get closer to your company. That's why it's crucial to craft posts that stir up an emotional response.

4. To attract buyers: Utilize targeted advertising. It's a breeze to tailor it based on location, interests, gender, and age.

5. To manage your image: Share your company's values, and what you stand for. For instance, if you're involved in charity, showcase it through videos.

KPI in Social Media

SMM is a complex field. Let's delve into a crucial aspect: KPI.

Key Performance Indicators help you gauge the effectiveness of your marketing strategy.

For example, in Instagram’s* "Insights," you'll find information on reach, new likes, and followers. It's also a great place to understand your target audience.

Instagram* Insights.

Let's dive into the three types of KPIs:

1. Engagement.
2. Reach.
3. Conversion.

Now, let's break them down.

Engagement:

It's crucial to monitor how users interact with your social media—tracking likes, shares, and comments. Here are a few key metrics:

• Engagement rate: This is the ratio of reactions to the number of subscribers over a specific period.
• Amplification rate: It measures how willingly users share your content.
• Virality rate: Identifying which posts go viral.

Reach:

If you've delved into your social media analytics or insights, you've likely come across reach. It represents the number of people who have seen a post. There are two types:

• Organic reach: This doesn't involve paying for promotion.
• Paid reach: Achieved through advertising.

Launching your campaign on X.

• Viral reach: Views generated through reposts.

Now, let's delve into the reach metrics that serve as key performance indicators (KPIs):

• How many people saw your post at least once.
• The pace at which your page is gaining subscribers.
• How frequently your brand is mentioned in comparison to other companies.

Conversion:

Even with solid reach and engagement, it's crucial to grasp the benefits for your business. Analyze figures such as:

• Conversion rate: The number of people who became customers because of your post. To calculate, divide the number of people who took the desired action (e.g., made a purchase) by the total number of views. Then multiply by 100 to get the percentage.
• Click-through rate (CTR): How many users reacted to your call-to-action (CTA). To calculate CTR, divide the number of clicks by the number of views, then multiply by 100 to get the percentage.

Who is an SMM Manager and What Are Their Responsibilities?

An SMM manager is someone who oversees the company’s social media accounts. Virtually every company has its own SMM manager. You can find numerous online courses or study social media promotion independently.

Here's what an SMM manager does:

• Oversees the online presence of your brand.
• Decides on weekly, monthly, or even yearly posting plans.
• Takes charge of content creation: writing posts and producing visual materials.
• Stays updated on the latest news.
• Responds to comments or personal messages from subscribers.
• Launches advertisements and negotiates with influencers.
• Monitors metrics.

In small companies, they handle all aspects of social media. However, in large brands with a significant budget, they share tasks with a team of writers, designers, and marketers.

Key Approaches to SMM

SMM offers a variety of approaches. Explore different methods and select those that fit within your budget.

1. Targeted Advertising:

• Showcase ads to your specific audience.
• Clearly define your ad goals: whether it's attracting website visitors, boosting engagement, or getting feedback.
• Implement retargeting to display ads to those visitors who have added items to the cart but failed to complete the purchase.
• Utilize various ad formats, such as banners, feed posts, or stories.
• Craft compelling offers and visual content to distinguish yourself from competitors.

2. Advertising in Groups or Communities:

• Identify groups/communities frequented by your target audience.
• For instance, if you're selling cat food, advertise in groups dedicated to cat lovers.
• Engage in negotiations with group administrators to launch ads, like a post featuring a photo and an exclusive discount code.

3. Influencer Marketing (Instagram*):

• In the absence of groups or communities on Instagram*, the spotlight turns to influencers.
• Collaborate with popular influencers.
• They'll share information about your product in their stories or posts, drawing in potential customers.

4. Content Marketing:

• Tailor your strategy to align with current business goals, be it enhancing awareness or engagement.
• Develop your content strategy by defining goals and target audience, and select suitable social platforms. Make your brand unique and memorable.
• While content marketing may not always result in direct sales, its aim is to cultivate a positive brand image.

Creating Your SMM Strategy

Here's a guide on leveraging SMM:

1. Content Planning:

• Develop a monthly plan tailored to each platform.
• Adjust your style to fit the vibe of each social network.
• Streamline account management with autoposting.

2. Optimizing Posting Frequency:

• Maintain a consistent posting schedule to captivate your audience.
• Aim for at least one post per day to keep the content flow steady.
• Repurpose older content to sustain activity.

3. Using Hashtags:

• Utilize hashtags strategically to enhance visibility.
• Stay tuned to trending hashtags in your niche.
• Craft your unique hashtag for brand recognition.

4. Visual Content:

• Share a mix of images and videos.
• Experiment with diverse formats to keep your content engaging.
• Even simple videos can significantly boost engagement.

5. Exploring Varied Formats:

• Tailor your approach to different platforms' preferences.
• Experiment with stories, photos, and videos.
• Identify what suits your brand.

6. Audience Engagement:

• Prioritize interaction with your audience.
• Respond promptly to comments and questions.
• Address negative feedback rather than ignoring it.

7. Injecting Entertainment:

• Embrace the appeal of fun content.
• Share jokes, games, polls, quizzes, or contests.
• Keep entertaining content at around 20% of your posts for a well-rounded feed.

Examples of SMM strategies

Wendy's Twitter is well-known for its sarcastic style. They interact with followers on an equal footing, respond promptly, and even playfully tease competitors. Their tweets are laced with humor, and they actively engage in trending topics. And, of course, they post memes.

In 2015, REI launched the hashtag #optoutside, granting all its employees a day off on Black Friday. This was unprecedented in the retail industry. While other companies were promoting shopping and long working hours, REI adopted a more humane approach.

Starbucks introduced a special drink—pink iced coffee (complete with a generous amount of glitter). It looked absolutely fantastic, inspiring many cappuccino lovers to share their photos under the corresponding hashtag.

Conclusion

Social media marketing is a vital component of business promotion for almost every company. Regularly creating posts is essential to maintain your online presence.

SMM establishes a unique identity for a company, reflecting its values and character. Interacting with the audience, which includes responding to comments and communicating with customers, enhances loyalty and nurtures a sense of community around the brand.

* Products of Meta, recognized as an extremist organization in Russia.