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Social Media Marketing – What is it and Why should you be doing it?

Social media marketing (sometimes referred to as SMM) is a form of marketing that involves creating and sharing content on social media platforms such as Facebook, LinkedIn and Instagram. It’s not just about gaining followers or likes but about sharing valuable content and information. The content can be an article or blog, an image or a video depending on the information you are trying to communicate to your audience. Engagement is key, if you are not connecting with people then your marketing will not be successful.

What social media platforms are there?

  • Facebook
  • LinkedIn
  • Twitter
  • Instagram
  • Pinterest
  • YouTube
  • Snapchat
  • TikTok

The SMM platforms that you choose will depend on your business and target audience. Here at HSE People we focus on LinkedIn and Facebook, this is because our target audience is health & safety and PPE specialists and they use LinkedIn and Facebook to network and find information. We use our LinkedIn company pages and groups to share news and information about events and jobs, as well as to promote other relevant companies and content as that provides the best engagement. Facebook is also useful for raising the profile of our business and connecting with a younger demographic.

What SM platform is best for my business?

It is a good idea to research and find the platforms that your audience are using, read existing information and statistics, many studies have been carried out on the subject of marketing and how to choose which channels work best. For example if you run a travel agency then Pinterest and Instagram could work well as they are focused on images and visual marketing so photographs of beaches and luxury hotels work well.

Create a social media marketing plan

In order to be successful you need to be sure about what your objective is and who your target audience is. Think about the following points –

  • What are you hoping to achieve through social media marketing?
  • Who is your target audience?
  • Where would you find your target audience and how do they use social media?

In the beginning it may be that you post different content to gauge responses and reactions. Also look at your competitors, what are they posting and what levels of engagement do they receive?

Social media marketing tips – 

  • Follow trends and be as relevant as you can, for example if there is a certain news story that is related to your business then create content around that subject.
  • Make sure you keep a good balance between promoting your business and providing information, if your content is too salesy people will lose interest.
  • Use analytics to measure how your content is performing and what is working with your target audience.

HSE People is the safety and PPE industry’s largest online network with over 300,000 members worldwide. We provide a variety of marketing and advertising solutions including social media marketing and management. Get in touch to find out how we can help you.

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