Social Media Promotion 2022 Full Guide for Beginners

Social Media Promotion 2022 Full Guide for Beginners

SMM Promotion A Detailed Guide To Social Media Promotion


Social Media Promotion 2022 Full Guide for Beginners


Social Media Promotion 2022: Today SMM is not only memes, cats, and likes but also a natural tool for increasing sales, building a brand image, and attracting new customers. 


We will tell you in our article how to draw up an SMM strategy correctly, what content to publish, what tools to use, how to work with comments and reviews, and how to increase the audience of communities.


  • What is SMM

  • Who is SMM promotion suitable for?

  • Determination of goals

  • SMM strategy. How to develop it

  • Choosing a social network

  • Basic SMM tools

  • Creating content for social networks

  • How to organize a discussion

  • Working with comments and reviews

  • How to increase the audience of social networks. SMM promotion methods

  • Explicit and native advertising

  • Viral marketing in SMM

  • Promotion in social networks

  • Promotion in VKontakte

  • Instagram promotion

  • Facebook promotion

  • Working on SMO

  • Typical mistakes of SMM-specialists


What is SMM


The abbreviation SMM stands for Social Media Marketing (Social Media Promotion 2022). Let's talk about the meaning of the term. SMM is one of the types of Internet marketing aimed at interacting with potential customers using social networks and instant messengers.


SMM promotion allows you to:


  • increase brand awareness;

  • attract new customers;

  • increase sales;

  • increase audience loyalty;

  • build brand image;

  • learn more about your target audience.


Who is SMM promotion suitable for?


More on Social Media Promotion 2022, the presence of the company pages on social networks has become almost a rule of good form. Not only do commercial companies have pages on social networks, but also nearly all state and municipal organizations. And for B2C businesses, it has become a necessity. Among these B2C segments:


  • medium and small companies selling inexpensive products (clothes, accessories, household goods, educational courses);

  • companies providing services to individuals (beauty-sphere, repair work, etc.);

  • catering establishments (coffee houses, restaurants, bars, etc.);

  • Stores and companies from the B2C sphere want to reach the Internet audience (shops of large household appliances, furniture, cosmetics, building materials, etc.).

SMM promotion is a universal tool for companies of any size and field of activity.


Determination of goals



Social Media Promotion 2022 Full Guide for Beginners


Each company determines the goals of SMM promotion independently, depending on the tasks of the business. It can be:


  • increase in brand awareness (attention to the number of subscribers and coverage);

  • creating a community around the brand and increasing engagement (analysis of audience reaction and interaction with content);

  • collecting leads and increasing sales (transitions to the site, orders with promotional codes are taken into account);

  • Analysis of your target audience (surveys, analysis of mentions, reactions to content, etc.).

There may be several tasks. And to solve each of them, you must carefully consider the tactics of maintaining pages, that is, an SMM strategy.


SMM strategy How to develop it


In this article Social Media Promotion 2022, a well-developed strategy will save you from the chaotic maintenance of pages on social networks, help determine the goals of your presence on social media, ways, and tools to achieve these goals, set priorities, and most importantly, predict the potential effect of SMM promotion.


Before you start developing a plan, you need to:


  • Define business goals that SMM must solve. They should be clear (increase the VK group by 500 subscribers) and limited in time (2 months). Of course, goals must be achievable and realistic;

  • Assess the current position of the brand in social networks: the number of subscribers and their activity, the content of the pages, its frequency, types, and reactions of the audience to various post formats;

  • Find brand mentions in social networks, and evaluate the tone of these mentions;

  • To analyze the pages of competitors;

  • Make a portrait of your target audience on social networks;

  • Formulate a unique selling proposition, prescribe the possible strengths and weaknesses of the product;

  • Determine the format of presence in social networks (which social networks will be involved, what designs, frequency of publications, and so on);

  • Determine the budget for SMM promotion.

The strategy includes the community's design and concept (whether it will be a blog with helpful information, a “selling” page, or, for example, an entertainment platform) and a content plan built on this concept. 


Next, you must decide how to promote the content and page. Promotion channels, necessary tools (retargeting, advertising with bloggers, targeted advertising, contests, etc.), and campaign budget are determined. 


The critical part is analytics. You need to identify the monitored metrics (reach, engagement, clicks, brand mentions, etc.) and select analytics services.


Social networks often change algorithms and add new tools, and the Internet audience is changing. So, the SMM strategy should be regularly reviewed, adjusted, and improved.


Choosing a social network



Social Media Promotion 2022 Full Guide for Beginners


It is rare to find a user registered in only one social network. According to VTsIOM, about 7% of Russians surveyed have four or more social media accounts, 12% have three versions, and every fifth respondent (22%) has two charges.


Conventionally, all social networks can be divided into several groups:


  • Universal social networks – Facebook*, Instagram*, Vkontakte, Odnoklassniki, Twitter;

  • Video social networks - YouTube, TikTok, Vimeo;

  • Messengers – Telegram, Viber, WhatsApp;

  • Photo social networks - Pinterest;

  • Business social networks - LinkedIn;

  • Niche social networks - Reddit, Habr.

When choosing social networks for SMM promotion, it is essential to consider several factors:


  • Business goals. What do you want to achieve with SMM (increase sales, build image, increase brand awareness)?

  • Interests and socio-demographic data of your target audience.

  • Content types that you intend to use the most.

For example, if you are interested in the young mothers' audience, you will most likely find it on Instagram*. If you want to reach an audience under 18 with short videos, you can find them on TikTok.


Basic SMM tools


Content marketing. The main reason users subscribe to a business page is quality content. It includes text, videos, images, stories, podcasts, and other possible forms of information presentation.


They are holding shares: Flash mobs, webinars and live broadcasts, sweepstakes, promotional codes for subscribers, and special discounts. The main thing is to observe the transparency of the conditions, not to miss the deadlines (for example, when announcing the winners of the competition), and to be technically prepared (if it is the use of promotional codes on the site or live broadcast).


Working with opinion leaders. Publishing guest posts, collaborative videos, direct advertising, special promotional codes with discounts that bloggers provide to their subscribers, initiating a controlled “leakage” of information about new products into the blogosphere, and so on.


Personal branding - promotion through the unique brand of the leader (or private brands of employees), getting to know the team, projects, and success stories.

Use promotional characters (for example, SberKat or Red and Yellow M&M's).


Communication with customers. This can include prompt responses to user questions and comments, conducting polls, and engaging posts that help organize the discussion.


Advertising mailings. Some social networks can create newsletters. For example, on VKontakte, you can offer users to subscribe to news. So you can inform the interested audience about discounts, promotions, and assortment updates. Subscribers to such mailing lists can be offered special promotional codes or other bonuses.


Advertising in groups / on the pages of thematic communities. Large communities often offer promotional services. For a fee, they re-post your post or create their promotional post about your group. 


This method is more suitable for completely “fresh” groups and pages and if you are promoting a Telegram channel since there are simply no alternative options for launching ads.


Targeted advertising. Today, this is one of the most effective promotion options. Thanks to the settings and selection of the target audience, you can show your ads only to people who may be potentially interested in your products, services, or the social network page itself. So you can avoid paying for wrong impressions and more effectively attract customers.


In our detailed instructions, we have described how to launch targeted advertising on Facebook*, Instagram*, VKontakte, and MyTarget.


Creating content for social networks


There is a “golden content formula”: 40% of the materials on the social network should be entertaining and communicative, 30% branded and reputational, 25% educational and expert, and only 5% promotional content.


Entertaining content engages and retains the audience. He can revive the community and attract new subscribers. In addition, if the community has its pronounced style of texts and design, it will be easier to “recognize” such posts in the feed. 


Entertainment and communication content includes memes, games, comics, quotes, short videos, collections (of videos, books, services, places, etc.), ratings, news, polls, chats, contests, and sweepstakes.


Educational content will help to form the status of an expert in your field on the network and solve users' problems or tasks. These can be instructions, studies, guides, tips, reviews, interviews, answers to questions from subscribers, or collections of blog articles united by any topic.


As a rule, such content is often even more viral than, for example, entertaining. A selection of valuable tips, ideas, recipes, and life hacks motivate readers to like and repost.


Reputational content builds trust in your company, works with subscribers' doubts (for example, Social Media Promotion 2022 about product quality), and increases loyalty. You can publish case studies, customer reviews, company news, achievement reports, photos and “inner kitchen” news (for example, tell about the production itself), information about products and their updates. Content created by the employees themselves is also good.


Advertising content is aimed at selling, but it may also interest users. Publish news about upcoming promotions and special offers, posts about the choice of goods, product selections, and information about possible payment and delivery options.


Do not forget about the tone of voice (the voice of delirium). The brand company's communication style in social networks should not differ much, even if 20 specialists of the SMM department are simultaneously engaged on your pages. For example, the tone of voice of "Burger King" can be immediately recognized:


How to organize a discussion


This is a real art. Of course, at the end of posts, you can ask questions to subscribers, but it’s not a fact that they will answer them if the post didn’t hook them.


The way out can be the search and discussion of newsworthy events (events that interest and attract the public's attention). Among the "permanent" newsbreaks:


  • State, world, professional holidays.

  • Major social events (Oscar, Fashion Week).

  • The sensational news, political, public life, science, and cultural events.


Working with comments and reviews


Every day, 2.1 million negative brand mentions appear on the web. You get a huge number if you add to this positive and neutral mentions, likes, and marks on the photo. 


And the fact that 70% of the people a brand has reached out to or reacted to are more likely to use a product or service underscores the importance of responding quickly to user feedback. Of course, within the social networks, there are notifications about new messages, comments, and likes in the management sections.


But keeping track of all this is difficult when a company runs several channels simultaneously. For example, the average number of mentions of Sberbank in Russian-language social media is 100,000 posts. And in this case, you can’t do without special services for tracking mentions, comments, and other audience reactions.


In addition to detailed analytics, such services provide access to various tools. For example, users do not always tag a brand, geolocation, or hashtag. According to the Youcan service, more than 80% of images and videos on the web are posted by users without text or even hashtags. 


In this case, artificial intelligence will help to recognize the brand logo. In addition, the service allows to understand the visual environment of the brand, i.e., where, how and by whom the products are used.


The services also offer text recognition in stories if, for example, the user has not set a hashtag, brand page mark, or geolocation. The Brand Analytics service has such an opportunity.


You can learn more about valuable tools when working with the audience in our article "Overview of services for social media analytics."


“Social Media Marketing, like any other Internet-marketing tool, will be effective when the company's work is established in all rules. If managers are rude to customers, and delivery is delayed for a week, then social networks will not only not help, but will only become a place for negative reviews.”


Sometimes even the users themselves understand this:


How to increase the audience of social networks. SMM promotion methods


Unfortunately, no one has come up with universal recipes yet. And without the method of trial and error is often not enough. You can motivate users to subscribe to a page in paid and freeways.


Paid methods include:


  • Targeted advertising.

  • Advertising with influencers.

  • Promotions, contests, and games with prizes.

Free ways to promote in social networks:


  • Bartering with bloggers is when you offer your product in exchange for a social media post.

  • Mutual PR with other companies of similar subjects.

  • You are using customer photos with your product. This can motivate other customers to take similar photos, put tags and hashtags and post them on their pages.

  • Viral content (content that users like so much that they share it on their page. Useful collections, exciting videos, and instruction cards work well here).

  • Thematic hashtags (it is important to add only relevant hashtags. And, of course, do not overdo them with the number).

  • Geotags (if your business is tied to offline points, then geotags are a must).

  • Commenting on posts with brand marks (this will increase loyalty and increase brand trust).

All of these methods are "white" methods of promotion. In addition, there are “gray” methods, such as the mass following, spam in comments, and indirect. There are also “black” ways: hacking accounts and cheating bots. 


Using these methods may result in your account being permanently banned. So, it's better not to risk it.


Explicit and native advertising


Explicit or direct advertising is a specific offer to purchase a product or service. In social networks, it is most often presented in the form of targeted advertising. Direct advertising brings sales only as long as you do it. 


As soon as you stop showing, sales drop. Explicit advertising contains bright and clear calls to action (“buy,” “order,” “go,” and so on).


Native advertising, on the other hand, is more careful. This full-fledged content contains helpful information on a topic related to the promoted product. In some cases, influencers are involved in brand promotion through native advertising.


What difficulties may arise when choosing a native format:


  • First, this is not a new tool. Users are already accustomed to valuable content with veiled advertising messages, so it will not be difficult for many to scan the text and calculate ads.

  • Secondly, creating the creative takes more time, as the materials are prepared for each platform or blogger. For example, one of the most common brand mistakes is the text sent to bloggers to advertise on their pages. As a result, such messages cause only irritation and negativity among subscribers. Accordingly, advertising cannot be considered adequate.

  • Thirdly, some bloggers put a particular label or hashtag when placing native ads, indicating that this is sponsored content. This can scare off users, and as a result, the material will be left without attention.

However, the native format has more advantages:


  • Increasing user loyalty. If the content seems exciting and valuable to them, then interest in your brand will only increase.

  • Lots of presentation options. Instructions, games, cards, guides with the ability to add photos, videos, and links - and this is not the whole list of possible formats.

  • High chances of creating viral content. Since native advertising does not directly sell anything and is often presented in exciting formats, users are more willing to share this information with friends on social networks.


Viral marketing in SMM


Viral marketing involves the target audience as distributors of information about the brand. The advertising message, in this case, is to hook the user so that he wants to share it with his friends on social networks.


Depending on the goals, viral marketing in SMM can be:


  • entertaining;

  • useful and educational;

  • scandalous and provocative.

In what formats does it appear on social networks:


1. Images. One of the quickest and easiest ways is to go viral with the latest trending meme. It is difficult to count how many companies have created memes with Zhdun. 


True, be careful, as using an image or image in an advertising campaign without the copyright holder's permission can lead to fines, as happened with the meme about Zhdun. Funny infographics and tables also work well. 


As an example, the use of tenses in English from SkyEng clearly showed this with the help of Victor the cat (the cat that Aeroflot did not let into the aircraft cabin).


2. Video. It can be a short video with a widespread challenge, a video that touches on social issues, a mini-series, or a humorous sketch. 


Depending on the specific product and target audience, there can be many options. For example, luxury products will look strange in short drawings on TikTok.



3. Text. Valuable text content can go viral. Instructions, guides, and helpful tips are the most popular formats.


4. Flash mobs. A company can join an existing flash mob or create its own. The Russian manufacturer of toothpaste Splat launched a social flash mob on the Internet, which reached more than 50 million people. 


Users posted photos and videos of brushing their teeth with the hashtag #Helpforbeginner. For each post, the company transferred 10 rubles to the fund for helping children with cancer.


5. Use engaging social media formats (quizzes, masks, stickers, and so on).


6. Bonus for feedback or repost. For example, often applicable content is distributed in this way (e-books, booklets, and so on). 


Also, some companies may discount the user if he has already used the product or service and wrote a review on his page on the social network.


The main difficulty with viral advertising is that its effect cannot be predicted. In addition, there is no complete control over the advertising campaign. 


However, it is often cheaper to create and, if successful, increases user loyalty to the brand better than the usual advertising formats.


Promotion in social networks



Social Media Promotion 2022 Full Guide for Beginners


We talked about the launch of targeted advertising and the features of each social network in our long read. Therefore, this article will focus on essential tools and innovations that should not be ignored.


Promotion in VKontakte


Recently, VKontakte has added many useful features that you should use:


  • Stories on VKontakte are now available to all communities, regardless of their size. This means that another channel of interaction with users has appeared.

  • The social network has opened access to verification even for small profiles. For small companies, this is an opportunity to get priority in the search and gain trust from the audience of the social network.

  • Adding products to posts, which are also available, will help increase sales.

  • Podcast hosting works based on the platform. As VK writes, the platform makes it possible to contact the 97 millionth audience and access detailed listening statistics. To become a member of the forum, you will need to apply. Consideration of the application takes about a week.


Promotion on Instagram


Instagram has long turned from a platform for publishing photo content into a full-fledged communication channel with the user. That is why more and more emphasis is placed on the following things:


  • Text quality. Today, it is not enough just to post a photo. Subscribers are waiting for an exciting and inspiring story.

  • Quality, not quantity. Gray cheating methods, such as the mass following, mass liking, and mass looking, work worse and worse. Yes, and the brands themselves refuse them since it is not the number of subscribers that comes to the fore but the coverage that can be obtained only through quality content and well-tuned advertising.

  • Gamification. Many tools in stories (voting, tests, countdowns, and maxi) allow brands to show their creativity and engage the user in a dialogue.

  • Focus on stories, not posts. Of course, both formats are essential for successful promotion, but the trends are such that more and more users are limited to viewing stories. If, at the very beginning, this tool was perceived as a place where you can post photos and “unworthy” tapes, now it is a separate communication channel with the user, which requires a different content plan.


Facebook promotion


The Facebook* chatbot is a must-have for many companies. With the help of a chatbot, you can partially automate customer support. Write frequently asked questions and auto-answers to them, and add a connection with the manager to the chatbot for complex and individual questions.


The video format has also caught on with Facebook*. For example, you can now invite your followers to watch and discuss your videos together in real-time.


Increasingly, in the Facebook* feed, you can see that posts from personal pages are prioritized over company pages. In 2018, Mark Zuckerberg wrote that “public content—messages from companies, brands, and the media—crowd out the personal moments that make us connect more.” 


Over time, one could notice many more personal posts in the feed than branded content. The way out can be the promotion of the individual brands of employees and, of course, targeted advertising.


Working on SMO


Social Media Optimization (SMO) is optimizing a site to attract users of social networks, communities, blogs, forums, video hosting, and so on. Successful work on SMO will help you get direct user traffic bypassing search engines and attracting new customers. 


Such optimization involves changing the site in several directions at once:


1. Thoughtful site architecture. Visitors should quickly find the information they need, not be annoyed by constantly pop-up windows with a call to subscribe to an email newsletter, and quickly transfer the selected content to a social network.


Check if the page is overloaded with too bright blocks and too many links. Also, find the right combination of the background of the site pages and fonts so that the user does not get tired of reading.


An example of a too "bright" page


2. Engaging content plays an equally important role. In addition to exciting texts, special attention should be paid to their design. Add more images to your materials, infographics, and videos. 


Post a list of the best materials and announcements in the most visible place on the site. Then there is a chance that the user will spend more time on the site.


3. Install plugins and widgets to integrate the site and social networks of the company. This includes devices for subscribing, sharing content (“Share”), “Like” buttons, the ability to leave comments, log in through an account on a social network, participate in surveys, send messages, and so on.


In general, social media optimization is about "transforming" the site. Text content, illustrations, and video materials make users want to share them on their social networks and bookmark the site.

Typical mistakes of SMM-specialists

What can reduce the effectiveness of SMM marketing:


  • non-compliance with the rules of the sites, the legislation of the Russian Federation;

  • publications on controversial topics (health, appearance, politics, religion, and so on);

  • too frequent publications in the feed and stories;

  • deleting negative comments and reviews or ignoring them;

  • lack of interaction with subscribers;

  • the wrong proportion of information and entertainment content;

  • publication of posts during periods of low user activity. To choose a good time, look at the movement of your audience by day and hour. Such statistics are available in the settings of the social network pages themselves:

  • creating content that is too similar when the subscriber can already predict what the next post will be about;

  • publication of the same content in all social networks (cross-posting).


Conclusion


If you want to establish contact with potential buyers, then social networks are the most suitable platform. Here it is convenient for users to receive information and for companies to maintain communication using various formats and tools. 


In addition, this is a universal channel that suits both small and medium-sized businesses and large corporations.


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