Why Social Media Marketing?

A question that we receive more than any other is: “Why should my business be using social media marketing?”

The simple answer is that, according to the recent South African Social Media Landscape 2016 study conducted by World Wide Worx and Fuseware, millions of South Africans are on at least one form of social media. This is a pool of millions of potential clients or customers. This answer on why you should be using social media marketing starts to make more sense, however, when you go a bit deeper into how social media can help your company to grow and generate leads – in other words, make money.

Using the platform that you use to share funny videos of cats may seem like a strange place for you to advertise your business. The fact is, however, that it is actually one of the best ways to get your message directly to your target market. The beauty of social media is that it is a multi-dimensional tool that is used for a wide variety of activities. Social media platforms allow the user to do more than one thing at a time, in the same place, without having to toggle between programs or devices. For example, you can post a picture of your baby and rant about Donald Trump within seconds of each other. Then, if you feel like it, you can advertise that your car is for sale and after that rally your friends to attend a save-the-whales march that you are organising, all while drinking a flat white and eating a croissant (of which you can take a picture and upload it to your social media). It is the ultimate multi-tasking tool. This is where your business comes in.

Most social media platforms frown upon shameless advertising and spamming. In order to limit this kind of behaviour, they have built extensive algorithms that can distinguish between different types of posts and act accordingly. For example, if they sense that you are being too “spammy” they can limit who actually sees those posts. As of late, it seems as though Facebook in particular, with other platforms following suit, has used these algorithms to limit posts that advertise businesses in general, whether you have been over-posting or not. To get around this, you have to pay.

This is where you need to be smart. On Facebook, there are advertising options that can seem cheap and end up costing you quite a lot of money. The trick here is to figure out what your target demographic/s is/are. One nice thing about Facebook’s advertising is that you can focus your advertisement to specific demographics. You can aim your posts based on elements such as interests, relationship status, age, and location, among other things. You are therefore more likely to connect with people that will use your business better than a generic advertisement that is just sent out without much strategy. The latter would be fine if you have a massive budget but most businesses do not have that luxury.

I have come across too many people who have complained that they have spent way too much money on Facebook advertising and showed me a bill of thousands of Rands. The problem here is that they cannot show any tangible results to justify the amount of money that they had just spent. Knowing what you are doing, as with anything money related, is key in this instance. You need to know who to target, when to target them and how often to do so. Just throwing money at any problem doesn’t necessarily solve said problem.

What we do for clients is get their products or services directly to their target market at minimal cost. We also improve their reputation and growth. That may sound simple enough, but it takes a lot of practice to get it right seeing as the aforementioned algorithms change every so often. Once you have a good strategy, however, the chances are that you will be reaching your target market in no time. Our social media marketing strategy involves monitoring user behaviour and advertising accordingly. We have developed a basic strategy that we customise for each of our clients that make use of paid and organic posting as well as maximum customer interaction. This strategy uses the behaviour of the social media user to our advantage. We are able to use their behavioural patterns to generate leads for your company using paid advertising as a supplement, rather than a tool. We firmly believe that our strategy is able to achieve the required results without having to break the bank.


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