Social networks: the ideal place for innovative marketing strategies
Although social networks were originally conceived as places for users to socialize and connect, the brands quickly revealed their commercial potential when they began to invest in them.
Social networks possess several distinctive features that make them ideal platforms for more personalized and innovative marketing strategies.
By enabling direct interaction with their customers, social networks have brought with them a notion of immediacy and fostered brand storytelling. In order to build a loyal community while increasing their visibility, companies have every interest in adapting their marketing strategy to this new reality. In particular, this means creating content that maintains and enhances a company’s brand image. This strategy is particularly beneficial for promoting corporate culture and can also be very useful for boosting recruitment. In addition to the visibility benefits, social network users are also more inclined to share this personalized content.
When we think of social networks, we first and foremost think of “content”. Indeed, these platforms have rapidly become the ideal place to create engaging content, leaving room for creativity and attracting a target audience. The specificities of each platform have enabled more diversified content (photos, videos, etc.) and the ability to adapt strategies according to the choice of platform. Business‑to‑business (B2B) publications are preferred for a network like LinkedIn, while an Instagram publication is more visual and inspirational. This diversity of content enables a company to reinvent itself while targeting users more effectively with the right message.
Tailor‑made advertising strategies
The immediacy and accessibility of social networks also enable companies to listen to their customers better. By applying a community management strategy and monitoring their networks, companies can get even closer to their customers. This proximity also allows for more direct feedback on products or services, a greater ability to react quickly to problems or trends, and even to set up an after‑sales service.
Social networks also enable companies to explore new advertising channels. Whether you’re looking to raise awareness, convert, or generate new leads, social network advertising (Facebook Ads, LinkedIn Ads, Pinterest ads, etc.) is ideal for a tailor‑made advertising strategy.
Social networks are also a goldmine for data and behaviour. By monitoring data on your publications and campaigns through metrics and key performance indicators (KPIs), you can fine‑tune your strategies by targeting the right times to publish or replicating those that generate the most engagement,