In 2021, are two main social networks – Facebook and Instagram. Social media marketing (SMM) is ideal for products and services without strong customer demand.
Imagine, that seven years ago you opened a store selling wireless speakers and headphones. Most users simply do not know that you can listen to music without using wires. There is simply no generated demand for such a product.
That is why it will not be possible to get traffic from SEO or contextual advertising for search queries at the initial stage. And it is precisely for such an area that targeted advertising on social networks is ideal.
Advertising, in this case, takes the form of ad units in the news feed, in Instagram stories, and, even, in Facebook Messenger. Often, advertising is indistinguishable from a regular post with a picture or video, by clicking on which the user is taken to your site, page, or message.
When promoting on social networks, special attention should be paid to the design of advertising posts or videos that can convey the novelty or uniqueness of your products.
Pros of SMM:
- Usually, CPC (cost-per-conversion) is cheaper than PPC (pay-per-click) advertising.
- Suitable for both goods with formed and unformed demand.
- The retargeting feature will allow visitors who have been on your site to remind themselves by showing the product or service they were interested in.
- Very large reach audience. This type of advertising works well for brand awareness.
- Lots of tools and the ability to fine-tune the interests of users and even the radius of their location.
- In addition to targeted advertising, you can work with popular bloggers and opinion leaders.
- It works great in conjunction with SEO promotion or contextual advertising, increasing the number of touches with the client.
Cons of SMM:
- It does not always give an instant result, since ads can be shown to users who are not currently looking for a product or service.
- Not suitable for all business topics.
- More thorough moderation of advertisements for content that violates Facebook policies.
- It needs to attract additional resources to create videos, photos, and texts.
- Constant monitoring of comments and messages is required.
- When maintaining pages requires systematic posting.
Email Marketing
The first place to start implementing email marketing is with your subscriber base. If you don’t have it, start creating it now.
This can be your customers who left their emails in your CRM system or on a form on your website, or blog, or the ability to sign up for discount notifications in your online store when registering.
Pros of Email Marketing:
- Very cheap cost to send an email.
- A quick way to notify a large number of customers about promotions and news.
- Newsletter subscribers are a very loyal audience.
- Great for commercial and informational projects.
- The possibility of deep analytics of the opening of letters, their delivery, and clicks.
- Almost every internet user has an email address.
- Easy setup and integration with email marketing services.
- It can increase the number of repeat sales, which increases the ROI on user acquisition.
Cons of Email Marketing:
- The costs of content, design, and layout of letters.
- Emails may not end up in the inbox, but end up in promotions or spam.
- Time spent collecting and segmenting subscribers. Without an established base, you simply will not have anyone to send letters to.
- Negative response when mailing to purchased databases.
The main advantage of Email Marketing is the ability to send automated threads or trigger messages.
For example, you want to conduct a paid training in a month. On the landing page, you can create a lead form, when filling out which, during the week, the subscriber will receive five letters with tips that will help in deciding to sign up for your training. Or you can create email notifications about products that the customer added to the cart and didn’t buy.
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