Social media is the blanket term used to reference several different internet-based communication channels or platforms. Common ones used for marketing purposes include Facebook, Instagram, X (formerly known as Twitter), and LinkedIn.
Using these channels as part of your social media marketing strategy allows you to promote your products or services, engage with customers or those who may become customers, and develop brand awareness. Brand awareness helps social media users connect with the look, feel, and purpose of your business.
How To Use Social Media Marketing
How should you use social media for marketing? Let’s look at the top trends currently in use in Australia.
Video Content
Video content attracts a lot of attention among Australians. It is probably at the top of the list for engagement so this would be a critical component in your marketing efforts. As for which video channels fare best with an Australian audience, TikTok holds more attention than Facebook.
Social Media Communities
Like-minded people gather in what is known as social media communities. These groups share everything from experiences with a specific brand to reviews, suggestions, and other ways to form connections. These communities tend to appear as Facebook groups, Reddit subreddits, and X Spaces.
Social Commerce
In Australia, e-commerce has graduated beyond shopping websites and online marketplaces. Shopping online has shifted to include purchasing products directly from social media posts and online ads. To give you an idea of how popular this is, social commerce generated $4.55 billion in Australia during the 2024 calendar year.
Influencer Marketing
This has been around for quite some time and that is because it works. Essentially, brands that form partnerships with celebrities or other well-known people brings a level of trust to their brands and Australians will respond to the recommendations made by these sources. The influencer marketing industry leaped recently adding $24.62 billion to its market value in 2022.
AI (Artificial Intelligence) Tools
The Australian business community has discovered the game-changing possibilities of AI tools when applied to social media marketing. Roughly 9 out of 10 businesses are already using them, which means your competitors could be using AI to gain an edge in your market. AI tools allow you to create personalised content and give you the power to analyse big data to determine where it is working and where it is not.
Creating a Social Media Marketing Plan
How do you create a social media marketing plan to utilize these trends? Here’s a quick look at what you can do to make it work for your business.
Develop Your Content Strategy
Define what you want to achieve and design your content with that goal. Use a calendar to map out a schedule and create an outline of what types of content you will use, when, and where.
Include User-Generated Content
Positive feedback posted online about your products and services gives you a lot of content that you do not have to create. Plus, it acts as testimonials coming from people already familiar with your brand. This becomes influencer content that is great for marketing purposes.
Consider Pay-Per-Click (PPC) Advertising
PPC ads give you direct access to online users interested in what you have to offer. They are also affordable as you only pay when someone clicks your ad seeking more information. PPC tools let you target specific demographics, geographic locations, and more to narrow down your audience.
Use Automation
There are automated posting tools. Once programmed with your schedule details, you can let them take care of your marketing while you take care of your business.
Focus On Trends
To stay current and to not appear outdated, it is important to keep pace with trending topics. By jumping on them early, your marketing efforts will ride the wave while it is popular which increases your audience reach. It also shows potential new customers that your brand is constantly in touch and actively aware of what is happening.
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Conclusion
Social media marketing is the most effective way to reach your customers, new and current. As most Australians spend time online, it only makes sense to promote your brand where they are. But you can’t just post random things about your business. You need to create a strategic plan on what to post, when, and where. With a solid social media marketing strategy, your business will grow.