Social media

What is social media marketing? The direct line to your target groups.

Social media channels have become an indispensable part of marketing.

No matter how "grown up" the target group seems, LinkedIn, Instagram, Facebook and - yes, even TikTok are part of modern corporate and product communication. We plan an individual presence with our customers, create and share the content and maintain the channels. These are important factors in communicating with your customers and leads at eye level and creating emotional connections in addition to cognitive ones. In doing so, we make sure from the very beginning that we develop a strategy that can be implemented with your human and financial resources.

What is social media, anyway?

Social media refers to digital communication channels in which users network, communicate with each other by creating or sharing content. This makes social media marketing an ideal tool for companies to improve their image and promote their products.

Particularly in the B2B sector and in niche industries, social networks can be used to achieve strategic corporate goals in a comparatively resource-saving manner:

  • Through effective lead generation
  • Retention of customers and employees
  • Long-term strengthening of the brand through employee advocacy and social customer service

Think of social media as the emotional flank of your communications. While the website and brochures focus on factual topics, you use social media to speak specifically to the limbic system of your target groups, which to a large extent influences our purchasing decisions. So social media is a fundamentally important part of your sales strategy.

What is social media marketing? The direct line to your target groups.

Social media channels have become an indispensable part of marketing.

No matter how "grown up" the target group seems, LinkedIn, Instagram, Facebook and Co. are part of modern corporate and product communication. We plan an individual presence with our clients, create and share the content and maintain the channels. These are important factors for communicating with your customers and leads at eye level and creating not only cognitive but also emotional connections. From the very beginning, we make sure that we develop a strategy that can be implemented with your human and financial resources.

What is social media, anyway?

Social media refers to digital communication channels in which users network, communicate with each other by creating or sharing content. This makes social media marketing an ideal tool for companies to improve their image and promote their products.

Particularly in the B2B sector and in niche industries, social networks can be used to achieve strategic corporate goals in a comparatively resource-saving manner:

  • Through effective lead generation
  • Retention of customers and employees
  • Long-term strengthening of the brand through employee advocacy and social customer service

Think of social media as the emotional flank of your communications. While the website and brochures focus on factual topics, you use social media to speak specifically to the limbic system of your target groups, which to a large extent influences our purchasing decisions. So social media is a fundamentally important part of your sales strategy.

Who should Social Media operate?

Any company that has the capacity to do so. After all, business life has long been played out online - especially in the DACH region:

of all 30- to 49-year-olds are registered with at least one social network

of all 50- to 64-year-olds are logged on to at least one social network.

of all B2B companies use social media.

of all B2B brands are positively influenced by social media.

of all B2B buyers are influenced by social networks.

of all B2B companies use LinkedIn to present themselves as employers.

How do I optimize my social media activities?

With these 6 steps you will quickly achieve success.

Before you start your social media activities, you should clarify who your target audience is and which platforms they use most often.

Think about what you want to achieve with your social media activities. Do you want to raise awareness of your brand, generate new leads, or strengthen customer loyalty?

Create a plan that describes how you will achieve your goals. Consider your company's specific strengths and weaknesses, as well as the needs of your target audience.

Think about what kind of content you want to share on the different platforms and create it accordingly. Make sure that the content is relevant to your target audience and shows the benefits of your business.

Measure and analyze the results of your activities to find out what works well and what can be improved.

Use the insights from the analysis to adjust and improve your strategy.

You want to be more successful in social media? Here's how we can help you:

Campaign development

Social media campaigns are ideally closely linked to the existing brand presence so that all media are interlinked. Users go from the website to Google and to the social media channels. The question of what they expect there is the focus of our campaign development. We then define our campaign goals, find the necessary content and implement it.

Target groups definition

Do you want to attract and retain employees, customers or partners with your social media activities? Depending on the goal, we define the target groups and refine them as needed. Overall, each social media channel provides a good overview of your entire spectrum: as a likeable employer, attractive solution partner or fair partner.

Find channels

We check every social media channel for its usefulness for your purposes. Statements like "Facebook is dead!", "Instagram is only for B2C!", or "TikTok is only used by kids." are generalisations that, in the worst case, hinder the growth of your own business.

Editorial plan

No plan, no success. We create an interactive editorial plan that our clients can easily access directly. In this way, we provide an overview, order and continuity. The plan is based on your capacities and ensures that both your topics and spontaneous flashes of inspiration are played at the desired pace.

Content creation

Creativity, intuition and continuity are the keys to successful social media marketing. Content development should always focus on the question of the user and their benefit: How do we generate real added value and for whom? After we have defined your goals and added values with you, we also use our content squeezer to create texts, images, films or animations that tell your content in an exciting way for users.

Measuring success

Numerous key performance indicators (KPIs) are available for measuring success. They are as individual as your company. Therefore, it is advantageous to define your KPIs in detail. We support our clients in analysing current activities and setting measurable, realistic goals based on the results. During the campaign, we regularly check the development of the KPIs. Depending on what worked well and what did not, the campaign is optimised on an ongoing basis.

Start with a workshop

A workshop is a great way to optimize your social media activities. Especially when participants from many areas of your company come together and contribute their ideas.

REQUEST NOW

4 Chief objections quickly refuted.

"What is with Shitstorms?"

A shitstorm may be unpleasant, but it usually doesn't have a lasting impact. As long as you are well prepared, the fear of a shitstorm should not be a showstopper.

  • Prevention:
    • It succeeds through good community management: As long as regular users identify with your company, a one-sided excitement turns into a dialog at best.
    • So look at "shitstorms" as an opportunity, too!
  • Reaction:
    • If there is a real fire: proceed quickly, honestly and, above all, in a solution-oriented manner.
    • A contingency plan with a lean information chain extended to include affected stakeholders brings calm to the ship.
    • In case of an emergency, create a dedicated section on your website that contains all the information about the crisis and your countermeasures. Then, when you reply to your critics, you can redirect directly to the appropriate URL to speed up communication.
    • If the shitstorm reaches the mainstream media, you should explain yourself publicly and restore trust with an open dialog. Here, too, there is an opportunity to use the dialog to your advantage in a way that attracts public attention.

"I want here no Cyberbullying!"

According to a study by the Alliance Against Cyberbullying, one in ten adults between the ages of 20 and 30 have been or come into contact with cyberbullying. The number of unreported cases is likely to be much higher. You should take the following protective and countermeasures:

  • Prevention:
    • Designate a contact person in the company for those affected and train your employees who are involved in the network for your company.
    • Do not engage in counterattacks or discussion skirmishes when provoked. This will only heat up the atmosphere even more.
  • Reaction:
    • In case of emergency, contact the site operators to have photos or videos showing employees without their consent deleted.
    • Block the attackers on social media.
    • Collect evidence if you want to file criminal charges. (Screenshots etc.)
    • Get the police involved and report the perpetrator.

"Us knows but eh Nobody knows us anyway."

Especially in the niche sector, social media can be used ideally because the target groups can be addressed more specifically.

"What is with the Confidentiality?"

Before topics are created, all confidential content is defined and eliminated. Each contribution is checked before publication to determine the extent to which it offers critical attack surfaces. If in doubt, do not touch any hot potatoes.

Conclusion: This is why you should use social media.

1.

Most of your target audiences are already on social media and expect you to take an active role.

2.

You can reach users worldwide at a moderate cost.

3.

By building an online community, you significantly increase reach and awareness.

4.

Good for your product development: Being close to the target group allows you to identify moods at an early stage.

5.

Competitors are probably already active and building their online community.

6.

Applicants make up their minds about new employers on social media in particular.

7.

Existing employees are increasingly defining themselves through social channels.

8.

It is work, but also mega fun!

Conclusion: This is why you should use social media.

1. most of your target audiences are already on social media and expect you to play an active role.
2. you reach users worldwide at a moderate cost.
3. by building an online community, you significantly increase reach and awareness.
4. good for your product development: the closeness to the target group makes it possible to recognize moods at an early stage.
5. competitors are probably already active and building their online community.
6. applicants form an impression of new employers, especially on social media.
7. existing employees define themselves more and more through social channels.
8. it is work, but also mega fun!

Interested?

I am Yvonne Willmer, Project Manager at Blaupause and I am very much looking forward to your inquiry.

CONTACT