What is social marketing? Social marketing is a form of marketing, which seeks to create community within the user community. The term community is used broadly to refer to people or groups who share the same interests. The focus of this type of marketing is increasing the visibility and relevance of the users within the user community. It also attempts to establish and build trust in the users.
The primary aim of social marketing is to achieve “social good.” This is achieved by providing an experience which encourages the user to engage with the product or service. Traditional commercial advertising aims are mainly financial, although they can also have positive social impacts as well. In the case of public health, social media would promote general wellbeing, increase awareness about diseases and motivate individuals to take control of their life. Below we look at four PSH goals for an individual or company social media campaign.
The first of the four Ps for what is social marketing is to define and create a memorable symbol or brand. The purpose of creating a brand is to associate the product with a specific experience. This creates a bond between the user and the product, in a way that is non-obtrusive but powerful. Branding helps establish and support a positive reputation. For example, a video posted on YouTube can quickly gain more than a million views, driving the company exposure and helping create a positive reputation and influence.
The second of the four Ps for what is social marketing is to engage users. This requires that your marketing campaign and your target audience have become real, as opposed to an abstract concept. For instance, the use of a graphic image in a tweet may not be appreciated by everyone, but it can convey the desired message to those who do. A video may not be suitable for all types of internet users, but a well-designed commercial can be made to cater to any demographic.
The third of the four Ps for what is social marketing campaigns is to be consistent in the message you deliver. In other words, if the target audience already understands what is expected of them, then it is unnecessary to provide additional information or detail. Likewise, if your product or service is not valuable to the audience, then providing this information will have little benefit. Therefore, sticking to the same old thing and repeating it will help establish a better reputation.
The fourth of the four Ps for what is social marketing campaigns is to ensure that what is being offered is of value to the audience. In other words, customers want to know that they are getting something of real worth. Therefore, a great promotional method is to offer a product or service that solves a problem and thereby leaves the audience with a real good reason to buy or use the product or service. For example, a promotional campaign to raise money for a local cancer research center could feature a family doing a car wash for a benefit, which would provide much needed financial incentive for the audience.
The fifth of the four Ps for what is social marketing campaigns is to know the audience and what works for them. In other words, if an established marketing strategy is not working, then simply change it to incorporate social media marketing. There are many tools and platforms available to test and tweak anything you are doing online. In fact, even if a social media marketing campaign is not immediately effective, it can be used to improve the site’s popularity, which will lead to more audience visitors and more positive reviews.
Lastly, remember to reward customers who contribute to the success of a social marketing campaign. This can be done through various forms of payment including PayPal and Google Checkout. Also, consider adding a donation button to the site or donate information form, which allows viewers to leave their contact information. The more useful the donation bins and donation page became, the more likely that viewers will be motivated to contribute to your cause.
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