This practise promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
If you’re new to social platforms, you can use tools like HubSpot to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once, and monitor analytics from the platform as well.
On top of connecting social accounts for posting purposes, you can also integrate your social media inboxes into HubSpot, so you can get your direct messages in one place.
The channels you can use in social media marketing include:
- Facebook
- Twitter
- LinkedIn
- Instagram
- Snapchat
- Pinterest
Many marketers will use these social media platforms to create a viral campaign. Partnering with a popular content creator or taking part in a trend that’s currently resonating with a wide audience is a strategy of viral marketing. The purpose is to create something share-worthy in the hopes that it will organically spread across a social media channel.
Pay Per Click (PPC)
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked by someone. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
- Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the news feeds of people who match your business’s audience.
- Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplishing a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
- Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
Native Advertising
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook advertising and Instagram advertising, for example.
Marketing Automation
Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:
- Email newsletters: Email automation doesn’t just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes.
- Social media post scheduling: If you want to grow your organization’s presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy.
- Lead-nurturing workflows: Generating leads, and converting those leads into customers, can be a long process. You can automate that process by sending leads specific emails and content once they fit certain criteria, such as when they download and open an ebook.
- Campaign tracking and reporting: Marketing campaigns can include a ton of different people, emails, content, webpages, phone calls, and more. Marketing automation can help you sort everything you work on by the campaign it’s serving, and then track the performance of that campaign based on the progress all of these components make over time.
Email Marketing
Companies use email marketing as a way of communicating with their audiences. Email is still the top choice to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
- Blog subscription newsletters.
- Follow-up emails to website visitors who downloaded something.
- Customer welcome emails.
- Holiday promotions to loyalty program members.
- Tips or similar series emails for customer nurturing.
Online PR
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space. The channels you can use to maximize your PR efforts include:
- Reporter outreach via social media- Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company.
- Engaging online reviews of your company- When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews help you humanize your brand and deliver powerful messaging that protects your reputation.
- Engaging comments on your personal website or blog- Similar to the way you’d respond to reviews of your company, responding to the people who are reading your content is the best way to generate productive conversation around your industry.
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