Social Media Marketing: Customer Engagement

• Social media tools can improve the management of social media activities

Customer Goals and Motivations

• Brands that share values or create relatable experiences motivate customers
• A fitness brand posting inspirational transformation stories can connect with its audience emotionally
• People engage with content that offer utility, such as tips, tutorials, or discounts
• A B2C brand sharing "how-to" videos for product usage can engage people
• Engaging, humorous, or creative content can break audiences seek monotony
• Viral challenges on TikTok or Instagram Reels are examples of entertainment
• Transparency and authenticity in communication motivate trust
• An NFP organization utilizing live streams to show how donations are being utilized demonstrates trust

Customer Goals

• Social media can assist with awareness, engagement, conversion, and retention

Brand Awareness

• Social media ads and organic content can expand the brand's visibility and reach among the target audience

Engagement

• Likes, shares, comments, and participation in polls or contests can foster interaction
• Tools like Hootsuite or Buffer can schedule and monitor engagement metrics

Conversion

• Drive actions such as purchases, sign-ups, or downloads boosts conversions
• Leveraging retargeting ads and platform integrations (e.g., Instagram Shopping) boosts conversions

Retention

• Personalized content and loyalty programs maintain relationships with existing customers
• Social media CRM integrations track customer interactions and preferences

Creation of Personas

• Personas are fictional profiles of ideal customers
• They are created by analyzing demographic, psychographic, and behavioral data

Benefits of Personas

• Personas Tailor content to resonate with specific audience segments
• Personas Improves targeting and messaging accuracy
• Personas Guides content creation for different platforms

Organizational Types

• B2B focuses on LinkedIn for professional networking and lead generation
• B2C emphasizes on Instagram and TikTok for visual engagement and direct sales
• NFP uses Facebook for community building and donor engagement

Support the Marketing Funnel

• Content can be used to support the marketing funnel

Top of Funnel (Awareness)

• Awareness content: blogs, infographics, social media posts, short videos
• Awareness Tools: social media ads, boosted posts, and hashtags for discoverability
• Example: skincare brand posts educational content about skincare routines

Middle of Funnel (Consideration)

• Consideration content: webinars, case studies, whitepapers, testimonials
• Consideration Tools: LinkedIn campaigns, email follow-ups, and remarketing ads
• Example: SaaS company shares a webinar on improving team productivity with its software

Bottom of Funnel (Decision)

• Decision content: demos, free trials, product comparisons, customer reviews
• Decision Tools: retargeting ads and landing pages optimized for conversion
• Example: A gym offers a 7-day free trial membership with testimonials

Keyword Tone of Voice

• Keyword tone of voice refers to relevance and consistency

Relevance

• Keywords and phrases should reflect the audience's vocabulary and preferences
• A travel agency targeting millennials uses phrases (e.g., "budget-friendly getaways")

Consistency

• The tone should align with the brand's identity
• Formal tone for B2B to establishes professionalism
• Conversational for B2C to appears approachable and relatable

Copywriting Techniques

• Copywriting Techniques refers to calls to action, understanding audience vocabulary, and emotional appeals

Call To Action

• Encourages users to take specific steps (e.g., "Sign up now," "Claim your discount today")
• A fitness app uses a CTA: "Join now and start your 7-day free trial."

Understanding Audience Vocabulary

• Relate to the audience by using familiar language and addressing pain points
• A parenting blog uses terms like "kid-friendly meals" or "parent hacks."

Emotional Appeals

• Evokes feelings like joy, urgency, or empathy to drive engagement
• An NFP uses a campaign titled, "Be the reason someone smiles today."

Social Media Tools

• Benefits of Social Media Tools in Managing Activities are scheduling and automation, analytics and insights, customer relationship management and real-time interaction

Scheduling and Automation

• Tools like Buffer and Hootsuite automate posting, saving time and ensuring consistency

Analytics and Insights

• Social media platforms provide detailed analytics to monitor engagement, audience demographics, and campaign performance

Customer Relationship Management (CRM)

• Tools like Salesforce Social Studio integrate social media data with CRM systems for personalized customer interactions

Real-Time Interaction

• Tools like Sprout Social enable immediate responses to customer queries or feedback

Explore how social media tools enhance brand management by understanding customer motivations and goals. Learn how shared values and engaging content increase brand awareness, engagement, conversion, and retention.