Social Media Marketing and Your Audience

Name: Social Media Marketing and Your Audience
Author: Carol Vollmer Pope

Discover the power of social media marketing

Preview the first lesson free — get full access to all 4 lessons.

Course: On-Demand

The power of social media marketing lies in the relationships you build with the right audiences. It also depends on determining how you will reach them. In these lessons, you'll learn the benefits of relationship marketing in social media marketing, how to select the right audience, and how defining your goals will guide your social media marketing campaign. Have you ever received a reward for being a loyal customer? For example, a 2% cash reward for using a specific credit card or travel miles to use for your next vacation? Do these types of rewards lure you to use one credit card over another? These are examples of relationship marketing. How might your social media marketing benefit from rewarding long-term customer satisfaction? The key elements of relationship marketing involve putting your customer first, which builds trust between you and your customer, and rewarding their loyalty to your brand. By putting your customers first, you indicate that the fact that they chose your brand over others is meaningful to you. Prioritizing your customers means earning their satisfaction by listening to and answering their questions and ensuring that your product or service provides the high quality they expect. Your focus is on customer retention. It has long been held that the 80-20 rule, 80% of the consequences come from 20% of the causes, applies to relationships with customers. Also, approximately 80% of the sales of your products or services come from 20% of your customers. And those 20% also create about 80% of the buys about your product or service online, meaning that it's crucial to retain these loyal buyers to continue your relationship with them. Building trust with your customer means providing excellent customer service. Providing excellent customer service can mean communicating with transparency, asking for customer feedback at each step in the sales and marketing process, being professional in all aspects of customer interaction, answering customer questions, addressing product or service complaints, taking the time to understand your customers' needs and desires, and educating your customers to use your product or service. Once your customers believe that you have their best interests at heart, they'll keep coming back. Trust is the most important element of relationship marketing. Rewarding your customers' loyalty also adds another building block to your marketing relationship with them. By providing cashback or mileage rewards, you incentivize your customers to repeat buying behavior with your brand, which equates to long-term customer retention. This touchpoint builds brand awareness and solidifies your relationship. Loyalty programs were initially developed to build competitive advantage among a sea of look-alike products and services. Customer retention is much more cost-effective than obtaining new customers. In fact, the cost to acquire new customers has increased 60% in the last six years. As you can see, it's much more cost-efficient to keep your regulars coming back.

Beginner Provider : Carol Vollmer Pope 4 Lessons · 14m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

Social media permits instant communication with friends and family around the world. It also makes connecting with your customers and target audience just as easy. Once you understand the basic elements you need to run an efficient online marketing campaign, you can begin to define your audience, prepare your social media marketing plan, and select the social media networks and programs to best meet your brand’s needs. With the right tools and techniques, you can create and schedule engaging content to further connect with your customers and broaden your brand’s online community.

This Social Media Marketing and Your Audience course introduces relationship marketing and social media marketing. It also introduces primary and secondary marketing research and the role such research plays in defining your target audience in terms of demographics and psychographics. You will learn how to develop a social media or digital marketing strategy based on a situation analysis and definition of your goals.

What You'll Learn

Explain relationship marketing and how it applies to connecting with customers
Describe the uses of social media marketing for building a brand's online community
Define your target audience using primary and secondary marketing research, demographics, and psychographics
Set clear social media marketing goals based on a situation analysis
Develop a digital or social media marketing strategy aligned to your defined goals
Create and schedule engaging content to connect with customers and broaden your brand's community

Key Takeaways

Social media makes connecting with customers and a target audience as easy as communicating with friends and family.
Understanding the basic elements of an online marketing campaign lets you define your audience, prepare a social media marketing plan, and select the networks and programs that best fit your brand.
Primary and secondary marketing research helps define a target audience in terms of demographics and psychographics.
A digital or social media marketing strategy is developed from a situation analysis and a definition of your goals.
The right tools and techniques let you create and schedule engaging content to broaden your brand's online community.

Frequently Asked Questions

What does this course cover?

It introduces relationship marketing and social media marketing, covers primary and secondary marketing research for defining your target audience by demographics and psychographics, and teaches how to develop a digital marketing strategy based on a situation analysis and your goals.

Who is this course for?

It is for people who want to connect with customers and a target audience through social media and run an efficient online marketing campaign, including defining an audience, preparing a social media marketing plan, and selecting suitable social media networks and programs.

What skills will I gain?

You will gain skills in relationship marketing, social media marketing, social media strategy, social media analytics, social video marketing, and student marketing.

What topics are taught in the lessons?

The lessons cover the power of social media marketing for relationship marketing, the power of social media marketing, defining your audience, and defining your goals.