Social Media Marketing -- ORM, Native Advertising & Influencer Marketing - Ramdas Shenoyy19/11/2020 Ramdas Shenoyy - “Performance Marketing”
IBGR.Network - PROFIT Radio. Everything a business owner needs to start, grow or exit a business. GROW WITH US. Introduction Today we are going to be talking about ‘Social Media Marketing?’ By the time we complete the sessions, we will be gearing ourselves with enough capabilities to not only understand the digital marketing concepts but will know what and how we could plan for our digital marketing strategy to build our businesses, specifically the social media space. Show Objectives By the end of our time together you will gain enough insights on what is critical in generating business for your digital marketing efforts. Key Issues When one talks about Performance marketing with respect to effective use of social media, you need to look at the gain drivers--
What You Need to Know Using social media platforms to reach your audience for brand building and drive your sales and business is known as Social Media marketing. It involves various aspects of listening and engaging with your audience, sharing consumable content and running social media advertisements that help you build your brand but ultimately generate more leads and business. But with so many social media platforms how do you manage them? The answer is there are a range of social media management tools that help businesses to get the most out of the social media platforms. Social media as an idea is to help build your organic reach or build your earned media. Building your organic reach is critical for any business or individual. As a business owner, you will hear conversations like “We are not interested in brand building, what excites us is more business leads and growth. If a brand gets built in the process, it is a bonus!!”. Social media is an effective tool to connect with the target group where you are able to connect with the current context. Example during Covid many people lost their livelihood. Facebook in India ran an advertising campaign where they showed a Dairy shop owner who employs a lot of unemployed youth and then creates traction for walk-ins for her shop. What You Need to Do One will appreciate that to devise any social media marketing strategy it needs to follow the ‘GOLIBEAN’ {Goal Setting- Listening-Build-Engage-Analyze & Optimize}
Online Reputation Management (ORM) Online reputation management (ORM) is when, in order to address any negative or false comments, you actively need to monitor mentions of your brand on websites and social media. ORM mainly works by responding to negative customer comments online and reacting to stories in the media (both social and traditional) that paint your organization in a gloomy light. The difference from traditional PR Online Reputation Management is also important for establishing transparency of the organization in this instant gratification ecosystem that we live in. Given the sheer number of social media sites and options available where the brand could be mentioned, online reputation management can seem daunting. The 5 Magical principles for ORM:
INFLUENCER MARKETING. Influencer is often used terminology where you see a lot of people who claim to be influencers across different domains. Many people though will have different opinions about influencer marketing. If you have not heard about the term earlier, you will start wondering ‘who are these influencers?’. Influencer will be the one who:
WHERE CAN YOU USE INFLUENCER MARKETING? One of the aspects of efficacious social media marketing is to have continuous engagement with your target audience. It should align with the business goals and a good influencer marketing strategy will ensure that:
Native Advertising Native advertising which looks like a normal advertisement in terms of look and feel and does what advertorial does in the traditional media parlance. You may ask then, that if it looks like normal advertisement then the reader or the target audience is actually fooled thinking they are actually reading a neutral editorial content. Native advertisements camouflage smoothly into the main advertising listing and there will be some signs calling it as a sponsored feature but it is more like a Red Herring prospectus where the target audience will miss the signs. Some of the signs which tell you that it is Native advertisements
These are some of the ways which indicate that they are native advertising. Depending on the platforms where they are showcased their definition may change. Why you cannot ignore Native Advertising
In the B2B world where you have white papers, used cases, blogs, product videos etc, native advertising plays a role of a supporting actor to substantiate the claims made in the above marketing collaterals The What of Native Advertising? Essentially native advertising provides feed of content that provides benefit to the consumers. The various formats like animations, videos, podcasts and image carousels can be quite engaging. One has to also appreciate that one single individual will be present on different social media platforms and the mind share, presence and consumer behaviour will be different on different channels. While designing content of native advertising you need to ensure that you adapt the content as per the flavour of the medium. Your digital marketing strategy is an important piece for generating leads and improve your engagement with the customer. A digital ready organization is important in today’s context. It is a dynamic landscape and you need to constantly evolve and learn to improve. Getting more business is essential for success and performance marketing plays an important role. Ramdas Shenoyy is a Performance Marketer, Senior Marketing and communication professional, Founder of www.Stirfrymba.com – a media portal which features business, life and young leaders across the globe, Senior thought Leader in the B2B domain for Asian Markets and CMO at Silicon IT – a SaaS based CRM solutions Company.
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