What is SMM and how does it work?
For modern businesses, social media has become an important means of communication. SMM (Social Media Marketing) is a direction of digital marketing through which a brand presents its products and services on social media.
Over the past 10 years, the number of social media users has almost doubled. At present, about five billion people use social networks, which makes up around 64% of the world’s population. This is why social platforms and SMM are considered an important tool for business promotion.
One of the primary components of SMM is the development of a content plan. This is done based on the analysis of the target audience and includes texts, images, and videos. At this stage, the order and frequency of posts are determined.
Main goals of SMM
Social Media Marketing solves several important tasks for a business:
- Increasing brand awareness
- Creating direct communication with the audience
- Increasing visits to the website or online store
- Attracting new customers
- Boosting sales
In addition to organic reach, targeted advertising is also widely used on social media. It allows advertisements to be shown specifically to users who are most likely to be interested in the given offer. As a result, the business gains greater reach, higher engagement, and growth in customers.
- Brand promotion on Facebook
Although Facebook and Instagram belong to the same ecosystem, they are often used for different purposes in business promotion.
Facebook is considered an informational platform. Here, users often read content, explore opinions, and participate in discussions. Therefore, Facebook is a good environment for building brand reputation, providing useful information, and communicating with customers.
- Brand promotion on Instagram
Unlike Facebook, Instagram is more focused on visual content. Photos, short videos (Reels), and stories play a major role here.
Instagram is often used to showcase the brand’s style and emotional identity, as well as to engage a younger audience.
- Promotion on TikTok
In recent years, TikTok has become one of the most effective social platforms for brand promotion. Its short video format and platform algorithms allow even newly created accounts to quickly reach a large audience.
While on Facebook and Instagram the focus is often on an existing audience, on TikTok a video can quickly spread to users who do not yet follow the brand. The key feature here is the platform’s content distribution algorithm.
- Video promotion on YouTube
On YouTube, brand growth is achieved through useful and engaging videos. Businesses can publish educational videos, showcase their products, provide expert advice, or share the brand’s story.
One of the key advantages of the platform is that videos can remain relevant for a long time and appear in search results. Properly optimized videos can continue to attract new users and generate views even long after publication.
It should be noted that all the platforms mentioned also have advertising formats that allow brands to run targeted ads. As a result, you engage customers who are genuinely interested in a specific topic, product, or service.
Promotion on business maps
Map services are an important informational tool for local businesses. They help users find a company’s location, contact information, and key details about its services.
Brand promotion on maps includes creating and optimizing the company’s page, adding accurate information, publishing photos and descriptions, and managing customer reviews and ratings.
In Armenia, the most commonly used services are Google Business, Yandex Business, and 2gis.am, which are integrated with their respective maps.
- Google Business allows a business to appear on Google Maps and in search results. Here, companies can add their address, working hours, publish photos, and communicate with customers.
- The Yandex Business platform enables businesses to share their information within the Yandex ecosystem. It helps users easily find the company’s address, contact details, basic service information, and products. Customers can also share their experiences, such as service quality and other impressions.
- 2gis.am is a map service and business directory that collects information about various businesses. Users can find company addresses, working hours, and contact details.
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By increasing brand visibility and engaging the target audience, SMM boosts business growth.
It provides feedback and valuable insights on audience behavior.
Results:
- New customers;
- Improvements based on feedback;
- Higher brand recognition;
- Increased sales.
SMM ensures and develops a business’s digital presence on social media.
In Armenia, over 2 million people use social networks daily, and businesses can reach them through SMM without large expenses. With SMM you can:
- Create and share engaging, useful content.
- Boost brand awareness with aesthetic videos.
- Communicate effectively with potential customers.