How to Integrate Social Media in your Marketing Strategy ?

More than 53% of the world’s population will be using social networks in 2020, that is more than 4 billion users ! This rate increases from year to year. In France, we are connected to our accounts on average 2h30 per day. With all these figures in mind, it seems obvious that entering the digital market represents real opportunities for companies.

How to integrate social media into your marketing strategy and what benefits to get from it ? Here is everything you need to know about professional social networks.

How to define a social media strategy ?

The strategy social media The most important thing for a company to do is to implement specific actions on social media, always with the aim of reaching its commercial and marketing objectives. Effective in the short term, the strategy social media must also be thought in the long term: in order to adapt to therapid evolution, sometimes unstable, of social networks, the company must be very reactive.
To know what marketing strategy to adopt in social media, the company in question should first :

• define the business and marketing objectives to achieve on social networks (measurable thanks to numerous indicators);
• rely on social media market research to know your current competitors and to position yourself against them; to study the trends of the moment and to choose the adequate social media; to segment and know the consumers, their needs and their desires;
• bring together its resources (human, material and immaterial): which tool or software to use ? Which employees will be concerned ? Do they need to be trained in digital tools ? Is it necessary to procure computer equipment ?
• integrate the mobile marketing to its strategy social media more 98% of social network users connect via their mobile. The content published must be well thought out, of quality (relevant and useful information), clear, designed and readable on a smartphone (responsive) for an optimal user experience;
• vary the messages relayed so as not to tire Internet users: informative (history, values, anecdotes), tutorials, photos/texts, contests, prize draws, current events (annual events such as Mother’s Day, Valentine’s Day, etc.) ;
• establish a editorial calendar content publications: with reliable and regular posts, the community will be there and will even look forward to the next publication;
• optimize its website and social networks for better referencing (SEO, choice of photos, description and complete information about the company, etc.).) ;
• continuously adapt its strategy to the evolutions of the digital world.

Once this assessment has been made, the company can defining a marketing strategy prepare your action plan (budget, time, resources, etc.).).

Why integrate an efficient social media strategy ?

Integrate a strategy social media to its global marketing strategy is a key issue for a company that wants to “stay in the race” without being overtaken by competitors more involved in social networks. This strategy also represents many other advantages :

• most visibility strategy: close to 76% of French people used social networks daily in 2020 (figure constantly increasing). The impact of the company will be easier and more regular with its acquired targets (with loyalty) and it will also be able to reach potential customers thanks to the sharing and the massive diffusion (no geographical limit for example);
• strengthening the image of the company through an effective and controlled communication, easy to access, offering the user a pleasant experience ;
• reduced marketing costs (social networks are mostly free), increasing the rate of engagement, conversion and return on investment;
• time saving thanks to the use of scheduling tools for example and the implementation of a solid editorial calendar;
• permanent quantitative and qualitative analysis of consumers (profile, needs, requests, etc.).), in real time, thanks to the many statistics available (chat, click rate, number of “like” and shares) ;
• differentiation from the competition, providing real added value, strengthening the company’s e-reputation, the trust of Internet users and therefore, customer relationship improvement ;
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• increasing traffic company’s digital.

Social media are numerous and varied. The choice of the platform is very important and depends on the use that will be made of it, according to the objectives and targets defined upstream: share (sharing) like Facebook, Twitter, Instagram; networking (networking), very useful to establish the network marketing like LinkedIn; discussion and chat like Skype and Messenger; publishing (publishing) command like WordPress; collaboration (collaborating) like Slack.

To achieve its commercial and marketing objectives, a company can also combine a campaign ofemail marketing to its strategy social media.