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Whether it is a competitor company or a millennial user, a variety of social media marketing makes marketing officers overwhelmed. The influence of social media marketing has allowed many brands to achieve three-fold growth with their original investment. According to an Emarsys report in 2019, there are approximately 3.2 billion active social media users worldwide, equivalent to 42% of the global population. In addition, 90% of users contact the brand through social media and interact with the product. In order to maximize the utility of social media, various brand tricks have emerged one after another.
In order to attract users, a two-pronged approach is the main strategy of the digital world to make the brand have a personality, keep up with current events, give benefits, and maintain interaction with the audience. There have been many innovations in social media strategies in 2019. In order to compete for the attention of users, there is fierce competition between all parties, and you must be consistent in every aspect of contact with your target audience. You need to take the necessary measures to gradually bring benefits to your brand. The following five tips can help you surpass your opponent.
Venture capital expert John Doerr once said that the next frontier of the network will be user-created content (UCG). Perhaps through promotional activities, you have delivered a lot of brand information, but now you need to become more authoritative. You must let your customers know how your business works and how other customers perceive your service. UCG is to display company information from the perspective of customer experience. It is mainly about brand content created spontaneously by some fans, followers or customers. UCG can not only improve the overall reputation of the brand, expand the brand’s network reach, but also increase the click-through rate of marketing advertisements. Instagram is a typical UCG gathering center, with more than 60 million photos uploaded here every day. According to a survey, 60% of respondents are more willing to make purchase decisions based on UCG.
GoPro is a well-known camera manufacturer that has expanded its user base through UCG. The company has opened a series of YouTube channels to upload various user videos and photos by using its own wearable devices. In just a few days, GoPro has greatly increased its influence.
To really play social media marketing, you must learn to lay a good relationship with the trusted influencers in the segmented field. Don’t spend huge sums of money to invite big coffee to advertise your brand. The influence of a celebrity is not determined by the number of fans. One potential customer is better than ten sales leads. Internet consumers generally pay attention to influencers in a certain field to collect the most authentic evaluation and feedback. According to Izea’s report, online users trust these influencers more. In addition, Adweek’s report also shows that although the number of fans is small, the interaction rate of Internet celebrities is higher.
Airbnb’s strategy is so wonderful, whether it is a very influential or small Internet celebrity in the subdivisions. Celebrities with personality like Lady Gaga, or well-known local bloggers and famous travellers, have promoted the company. The company has more than 25 million followers on Instagram. As early as 2017, Lady Gaga stayed in an Airbnb guest room in Houston and posted a tweet, which brought huge exposure to the company. She received more than 4,000. Comments, 500,000 likes.
A sense of humor is indeed the spice of life, and if you use it properly in advertising, it can increase its exposure. A sense of humor can effectively promote user engagement. If you find that your product is too hard-core technology or traditional, you can use some humorous ways to emphasize its selling points and performance, so as to narrow the distance with customers. Humorous advertisements can attract 36% of customers on social media to make a purchase.
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The marketing of American FMCG chain Taco Bell is known for its sense of humor. Because its target audience is relatively young, the company uses brisk, fresh and exciting content, which has unexpected results. Over the years, it has used a sense of humor to gain more attention. In 2014, Taco Bell introduced a well-known marketing campaign called Blackout, mainly to create momentum for this APP. Within 24 hours of its first introduction, it became the APP with the highest downloads of APP STORE.
About 75% of orders now come from this APP, which completely subverts the traditional rules of the game, so if the goal is more ambitious, you need to dare to take different measures.
By improving the level of customer service, some entrepreneurs have tasted the sweetness brought by social platforms. Some high-quality brands make full use of business growth and let customers get closer to them. Just by improving the interactivity and professional customer service quality, the company can achieve revenue growth, enhance brand online exposure, and expand audience reach. High-quality customer service can directly interact with customers and promote brand promotion. Transparency is a key factor in improving service quality. Listen to your customers and let them view every video or every PO article you have at any time. According to the survey, the faster a brand responds to consumers, the interaction rate between consumers and the brand can increase by 20% to 30%.
Starbucks has done a great job at this point. Its account will be updated in real time, while notifying customers, interacting with them, and answering their questions is the main purpose of Starbucks. Starbucks uses the power of social networking sites to get inspiration through meaningful feedback. Another account called MYSTARBUCKSIDEA is dedicated to receiving inquiries from each customer, and now has 55,000 fans.
Artificial intelligence is now a powerful machine that not only guarantees prosperity, but also brings irreversible progress, and now it also touches social media platforms. In the past few years, AI has truly had a transformative impact on social media marketing. Whether it is performing behavior detection or capturing the needs and attention of the target audience, it brings new opportunities for brand prosperity. For many e-commerce platforms, the activation of chatbots has also brought about changes in customer service. Marketing officers continue to understand user preferences and gradually form a general trend of providing personalized services.
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In addition, 80% of marketing officers began to use pictures to achieve social connections. The use of pictures on social media platforms prompted the birth of picture recognition software to assist marketing officers in their work. The robot will analyze consumer needs to help you customize the service. Many companies look to AI to boost performance. Sephora is a cosmetics retailer that uses AI information robots to contact customers. The company is able to serve thousands of customers accurately.