Social media marketing (a subset of digital marketing) is evolving at breakneck speed. When I started marketing on the web in 1996, hardly anyone had a website, much less an email address. Marketing on the web was referred to as “Internet marketing” then “online marketing.”
Now we are more specific and refer to “digital marketing” and “social media marketing” as strategies, tactics and tools are created and change. You can drill down even further into different types of niche marketing: relationship, viral, joint venture, email, cause, viral, etc.
It can be confusing on this crazy journey of marketing on the web. Later in this post, you’ll find a list of articles to guide you in areas of social media, social networks and a couple on email marketing. Before we get there, I want to share the results of my recent survey about digital marketing.
To get a handle on the various types of marketing strategies and to get a sense of where digital and social marketing fit it, check out the Slideshare presentation below to learn about 52 Types of Marketing Strategies.
In a recent survey of my audience (January 2017), I asked what specific topics related to digital marketing, they wanted to learn and master.
As you can see, the clear winner (only one option could be selected) is Social Media Marketing which is using social media networks for marketing purposes. The second choice is Email Marketing and the third is a 3-way tie between Content Marketing, Video Marketing, and Product Launch Marketing.
Social media marketing refers to the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.
The second thing I wanted to know is what specific topics my audience wanted to learn about:
- Creating content upgrades and lead magnets
- Short form video and live video
- Creating a launch plan
Social media networks in order of learning preference are Facebook (no surprise here), LinkedIn, Instagram and YouTube (tied), Pinterest and Twitter.
Third, I was interested in knowing preferred learning styles to make sure I create future content and programs in a way they most want to absorb the information.
You can see the top three are how-to articles, webinars, and on-demand video training. This is interesting because where I see the best results with clients and students is when they invest in 30-Day Challenges, group coaching or masterminds and one on one mentoring (yeah, I’m biased since it’s how I make my living!). The likelihood of actually implementing what’s learned is significantly higher when you have support, accountability, and attention to your unique business and challenges.
And, I get it. Many people prefer DIY and can easily get enough info to implement from articles and other free content like podcasts, ebooks, and webinars. Of course, not all webinars are free and on-demand video training can be free or fee. For example, several of my clients offer on-demand training via platforms like Teachable.
As I dig deeper into the survey results, I’ll be developing an editorial calendar with more how-to articles and programs to focus more specifically on how to master social media marketing. In the meantime, the following are articles you can start with to begin or expand your adventure with social media marketing.