While the hype surrounding Social Media Marketing can make it seem like the be-all and end-all of digital marketing strategies, how do they compare to other digital marketing strategies like SEM (Search Engine Marketing)? Well, the consensus is that different strategies are required depending on the kind of business you run and what kind of results you are looking for and ultimately, it's more than likely that both could achieve your goals in some form or fashion.
Social Media Marketing is all about driving highly interested and high-quality traffic to relevant pages of your website through targeted advertisements on Social Media platforms like Facebook and Instagram. These are normally targeted to audiences via demographic information like age, location, income, and interests, which makes it easy to identify and target large numbers of people who are interested in your industry, or similar industries. Traffic and conversions gained from Social Media platforms are traceable and give you a clear insight into your campaign’s overall ROI, with most platforms offering analytical tools to gauge exactly how successful individual ads are performing.
The way a marketer is charged for interaction with these ads can vary. You have the option to optimize for clicks, which means you will only pay when somebody clicks on your ad, per like, where you are charged every time somebody “likes” your ad or what is known as CPM (or Cost Per Impression) which is charged for every 1000 times it is displayed to a user.