Guide To Social Media Marketing

Michael Lane

Description

In 2020, if you lack a credible social media presence then you will be missing out on potential business growth Social media is the first location that people look to when it comes to discovering new businesses. If you are not part it then you will miss out. Essentially, if you want to remain competitive in a busy market place the you need to stay ahead of the trends in social media. In this comprehensive guide you will discover what is involved in putting together an effective marketing strategy, how each platform can be incorporated into your plan and what you need to be doing to stay effective and relevant.

Sujets

• Gestion et management

Informations

• Publié par: Straightforward Publishing
• Date de parution: 26 janvier 2021
• Nombre de lectures: 0
• EAN13: 9781913776619
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

A GUIDE TO SOCIAL MEDIA MARKETING
THE EASYWAY
MARKET AND ENHANCE YOUR BUSINESS THROUGH SOCIAL MEDIA
MICHAEL LANE
Editor: Roger Sproston
Easyway Guides
Easyway Guides
Straightforward Co Ltd 2021
All rights reserved. No part of this book may be reproduced in a retrieval system or transmitted by any means, electrical or mechanical, photocopying or otherwise, without the prior permission of the copyright holder.
British Library Cataloguing in Publication data. A Catalogue record of this book is available from the British Library.
ISBN: 978-1-913342-76-0 ePUB ISBN: 978-1-913776-61-9 Kindle ISBN: 978-1-913776-70-1
Cover Design by BW Studio
Derby
Printed by 4 Edge www.4edge.co.uk
Whilst every effort has been made to ensure that the information contained within this book is correct at the time of going to press, the author and publisher cannot accept responsibility for any errors or omissions contained in this book.
Contents
Introduction to Social Media Marketing
Chapter 1-Facebook as A Social Media Marketing Tool
Introduction to Facebook
How Facebook Began
Key Features of Facebook
Introduction to Facebook pages
Creating a Business page
Options to choose
Posting profile pictures
Updating your picture
Cover photos
Adding a Call-to-Action button on your Facebook page
Posting on your Facebook business page
The Technicalities of posting content
Posting from your desktop
Posting from your mobile device
Upload a photo or a video
Add text to your post
Technical specifications
Posting content to a page-Bring Your Page Alive!
Strategies for Facebook Pages
Facebook groups
Facebook Analytics
Chapter 2-Paying For Advertising -Facebook Ads
Thinking things through
Set goals for your Facebook Ads
Create an account with Facebook Ads Manager
Creating an ad through Facebook s Ads Manager
Choose your audience
Set your budget
Schedule
Optimization Pricing
Delivery
Create your ad.
Monitor your ad s performance
The Campaign, Ad Set, or Ad Level
Reporting on Facebook ad performance
Facebook and Instagram
Chapter 3-Facebook Marketplace, Stores and Facebook Shops
Facebook marketplace
Facebook stores
Add a store Section to your business page
Set up your payment options
Finish Set Up
Set up Facebook Shops in Commerce Manager
Overall summary of the main points from Facebook as a Social media marketing tool
Chapter 4-YouTube as a Social Media Marketing Tool
The benefits of YouTube to your business
Using YouTube Live
Creating a YouTube channel
Get started
Create a Google Account
Channel art
Channel description
Optimising your YouTube account
Upload your first video
Make your video public
Add the video to a playlist
Promoting your YouTube channel
Share on social media
Embed your videos
Use Google AdWords
Videos-the practical side
The recommended format for a video
What equipment do you need to make a video?
Using a camera
Online advice
Analysing and your performance
YouTube Analytics
Watch time
Other useful metrics
Collaborating with other YouTube channels
Advertising on YouTube
Summary of the main points from YouTube as a Social media marketing tool
Chapter 5.-Social Media Marketing Through LinkedIn
Overview of LinkedIn
How to Use LinkedIn
Getting started
Step-by-step instructions for creating a LinkedIn login
Creating a LinkedIn Profile
The importance of key words
Components of a LinkedIn Profile
After Your Profile Is Complete
Keep Your LinkedIn Profile up to Date
Building a Business brand on LinkedIn
LinkedIn Ads
LinkedIn ad types
LinkedIn advertising costs
LinkedIn advertising targeting options
Summary of the main points from LinkedIn as a Social media marketing tool
Chapter 6. Social Media Marketing-Using Twitter
Twitter for business
Benefits of Twitter for business
Challenges of Twitter for business
Set up and run a Twitter account for business
Choosing your name and customising your profile
Posting content
Twitter interactions
Hashtags
Twitter polls
Tools to manage Twitter
Twitter Ads-running an advertising campaign on Twitter
Targeting by Keywords
Targeting by Interests and Followers
How to Promote a Tweet
Measure and monitor your Twitter activity
Twitter metrics
Summary of the main points from Twitter as a Social media marketing tool
Chapter 7-Social Media Marketing Through Instagram
Instagram
Setting up your instagram account
Optimising Your Instagram account
Create your Instagram bio
Managing Your Instagram settings
Adding Additional Instagram Accounts
Types of Instagram posts
User-Generated Content
Capturing and Editing Instagram Photos
Taking a Photo With Your Smartphone
How to Add Filters and Edit Photos
Videos
Boomerangs
Instagram Stories
Using Hashtags on Instagram
Instagram marketing strategy
Grow your Instagram follower base.
Summary of the main points from Instagram as a Social media marketing tool
Chapter 8-Social Media Marketing Through Pinterest
What is Pinterest?
Home feed
Pins
Boards
Profile
How to Get Started Using Pinterest
How to Save a Pin From the Web
Follow individual boards
Account Info
Summary of the main points from Pinterest as a Social media marketing tool
Conclusion
Useful Websites
****
INTRODUCTION TO SOCIAL MEDIA MARKETING
A typical and very general definition of social media is:
Forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos).
This more or less sums up the nature of social media. Forms of electronic communication.
Social media, particularly in the 21st Century has taken off massively and is rapidly becoming the dominant forum for all those people and businesses who wish to promote their products. This book, aptly entitled A Guide to Social Media Marketing, The Easyway, sets out to show how a business can set up social media sites and target those sites so that they achieve the most effective coverage and promotion.
The main thing is to understand the exact nature of social media, what it is and how best to utilise it. There are some grandiose claims about how social media has reduced the need to go out and find customers as customers are now all connected. To a limited extent that is true, but social media platforms should be seen as an adjunct to all other forms of marketing. The main point is that to reach customers you need to know how to set up and utilise pages on the various social media sites.
Traditionally, those wishing to promote a product would use (still do very much use) the more established methods, such as newspaper, television and radio. However, if you have deep pockets you are OK but, in the case of existing small businesses money is tight and your marketing cannot stretch to this. What you can do is to effectively utilise social media platforms, which are largely free. That is the beauty of social media! Whilst it is still difficult to compete with big business at least you can be in there with a fighting chance if you do it yourself.
The advantage of small businesses and start ups is that they can, in the world of social media, respond more quickly than larger businesses, as larger businesses, encumbered that they are with layers of bureaucracy, can be slow to change thereby losing the competitive edge.
Social media influencers
Social media influencers are users with large followings on major social networks, primarily YouTube, Instagram, Snapchat, Facebook, Twitter, individual blogs or, most likely, some combination of these. Social media has created new opportunities for marketers to expand their strategy beyond traditional mass-media channels. Many use influencers to increase the reach of their marketing messages. Online influencers who curate personal brands have become marketing assets because of their relationship with their followers.
A word of caution. As has been pointed out, and is worth repeating, don t be blinded by people waxing lyrical about how social media is going to take over the world. The reality is that it sits alongside other forms of marketing. The world is full of social media marketers who, for a (usually large) fee, will set up pages for you and formulate a campaign. However, given that social media is awash with people promoting products, quite a lot of those ineffectively targeted, you have to be very careful. Basically, you could end up throwing a lot of time and money away and achieve very little, as people have been doing for years with the more traditional forms of marketing. With time and effort, you can set up your own campaign, at minimal cost.
What you need to clearly understand at the outset is:

the nature of your product
how to target the product
who the end users are,
and then find your audience (know who will buy it) and, of course, make sure you have a functioning business.
You then need to understand the nature of the major platforms in the world of social media and how they operate and how you can set up your own accounts with them and then begin to utilise them effectively. In this book, we will concentrate on setting up the following 6 platforms:

Facebook
YouTube
LINKEDIN
Twitter
Instagram
Pinterest
There are others, with more developing all the time, but I will be concentrating on the more established ones. You will find that this is enough to be getting on with, as setting up these accounts and using them effectively for business takes time and effort. It is highly advisable to set up one main site first to get into the swing of things and raise your awareness. If and when you feel ready you can progress through the sites.
This practical guide should enable you to assemble an arsenal of marketing tools, through social media, that you can develop