When considering marketing in today’s world, it is impossible to ignore the significance of social media marketing. It is imperative to include social media marketing when creating a holistic marketing program. Executing a marketing plan needs a thoughtful marketing strategy. That is, who will the program be targeted at? Once the marketing strategy is in place, it is time to figure out a way to execute this strategy. That is where marketing tactics come into play. Moreover, this is where social media marketing comes into play.
Planning how to use social media marketing to its fullest ability is critical to maximizing budget dollars and executing the marketing program. However, the face of social media marketing has changed, according to eMarketer.com. They say that social media marketing has fundamentally changed. Originally, companies almost exclusively used organic marketing. Organic social media marketing is unpaid marketing. This is the traditional company that runs its own Facebook page and they write their own posts and are responsible for their own page and growing their following. However, this is no longer effective. According to Ogilvy’s Marshall Manson, “You might as well take your budget to the bank, cash it out in greenback $20s, pile it up in the parking lot and light the money on fire.”
While this is a bit harsh, he’s probably not wrong. Anymore, the amount of time and money that is required to maintain a competitive social media presence that is run in-house can be immense. Instead, companies can save time and money by moving towards the paid advertisement route. I’ve had some personal experience with this very problem. While working with Blue Rock Companies, we were weighing the pros and cons of the various social media marketing techniques. I argued that the time and money required to design and maintain our social media page would not be worth it. However, we did look into Facebook’s paid advertising. They did have some very affordable options that we had heard were also very effective. Although we weren’t ready to move to that stage, it did help us get a feel for where we wanted to go in the future.
Paying for social media marketing can be the easiest way to get people to “like” your page, visit your website, or purchase your product. There are plenty of ways to narrow down who will be seeing your ads, so it makes targeting your actual target market infinitely easier and more affordable. Nowadays, companies must pay for their advertising to have efficient and affordable marketing strategies.