The truth about Social Media Marketing

Here is a tough pill to swallow around Social Media: your customers don’t care about you, your products, or your services. They care about themselves, their wants, and their needs. You need to create interesting information your customers are passionate about so that they actually pay attention to YOU.

In the Entrepreneurship for the Digital Age course, the Social media module has a look at the tip of the social media iceberg. Social media, when used successfully, enables you to establish a connection with the client or group you have decided to serve.

We look at different types of social media marketing: specifically the difference between content marketing, and marketing content on social media. With the help of real-life case studies, we will be able to see these differences and the power each has towards their business profit margin as well as what value they bring to their customers.

“Traditional Marketing and advertising tell the world you’re a rock star. Content marketing is showing the world you are one.” – Robert Rose, Lead Strategist and Content Marketing Institute.

Content Marketing is owning media as opposed to renting it. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance consumer behaviour. It meets a customer’s need outside of actually purchasing your product.

We go a little deeper into the different types of social media tools, and how not all of them are suited to your business – just because it is there, does not mean you have to use it. What are the most popular social media apps currently being used by the population in South Africa? How much of that population is your target demographic?

We look at the type of content you post for each tool, we look at why people use each tool or “app”, and what they look for there.

We focus on quality over quantity – it’s not what you think it is. Think of Instagram – an app made famous for amateur photos with great filters, now moving into a field of candid “reels” and professional photography. Here quality is key, and we need to be sure to not add to the noise with large quantities of posts that no one cares about. Each tool or “app” looks at quality and quantity differently.

With all the above research, you need to decide what is right for your business. Where is your market sitting? What do you have time and energy for? Does it cost a lot of money? What resources can you use? What are the trends?

Don’t fear! All these questions and more will be answered and hopefully, some of the scariness and secrecy of Social Media marketing will be dispelled for you in our upcoming Entrepreneurship in a Digital Age course.

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Jessi Sunkel

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