Social Media Marketing All-in-One For Dummies, 4th Edition.
You sat back, sighing with relief that your website was running faultlessly, optimized for search engines, and producing traffic, leads, and sales. Maybe you ventured into email marketing or pay-per-click advertising to generate new customers. Then you thought with satisfaction, “I’ll just let the money roll in.”
Instead, you were inundated with stories about Facebook pages, Twitter and tweets, blogs and podcasts, Pinterest, Instagram, and all other manner of social media buzz. By now you’ve probably tried more than one of these social media platforms. Perhaps you haven’t seen much in the way of results, or you’re ready to explore ways to expand your reach, increase customer loyalty, and grow your sales with social media.
Much as you might wish it were otherwise, you must now stay up to date with rapidly changing options in the social media universe. As a marketer, you have no choice when more than 75 percent of Internet users visit blogs and social media and when your position in search engine results may depend on the recency and frequency of social media updates. Social media marketing is an essential component of online marketing.
The statistics are astounding: Facebook has more than 1.18 billion daily active users as of the third quarter of 2016; more than 2.7 million blog posts are published every day; more than 300 million tweets were sent per day on average in 2016; and nearly 5 billion hours of video are viewed each month on YouTube. New company names and bewildering new vocabulary terms continue to flood the online world: Periscope, Snapchat, pinning, location tagging, and sentiment monitoring, for example.
Should your new business get involved in social media marketing? Is it all more trouble than it’s worth? Will you be hopelessly left behind if you don’t participate?
About This Book.
The philosophy behind this book is simple: Social media marketing is a means, not an end in itself. Social media services are tools, not new worlds. In the best of all worlds, you see results that improve customer acquisition, retention, and buying behavior — in other words, your bottom line. If this sounds familiar, that’s because everything you already know about marketing is correct.
Having the most likes on Facebook or more retweets of your posts than your competitors doesn’t mean much if these achievements don’t have a positive effect on your business. Throughout this book, you’ll find concrete suggestions for applying social media tactics to achieve those goals.
If you undertake a social media marketing campaign, we urge you to keep your plans simple, take things slowly, and always stay focused on your customers. Most of all, follow the precepts of guerrilla marketing: Target one niche market at a time, grow that market, and then reinvest your profits in the next niche.
About the Authors.
Jan Zimmerman has found marketing to be the most creative challenge of owning a business for the more than 35 years she has spent as an entrepreneur. Since 1994, she has owned Sandia Consulting Group and Watermelon Mountain Web Marketing (www.watermelonweb.com) in Albuquerque, New Mexico. (Sandia is Spanish for watermelon.) Jan’s web marketing clients at Watermelon Mountain are a living laboratory for experimenting with the best social media, search engine optimization, and other online marketing techniques for bottom-line success.
Her consulting practice, which keeps Jan aware of the real-world issues facing business owners and marketers, provides the basis for her pragmatic marketing advice. Ranging from hospitality and tourism to retail stores, B2B suppliers, trade associations, colleges, and service companies, her clients have unique marketing needs but share similar business concerns and online challenges.
Throughout her business career, Jan has been a prolific writer. She has written three editions of Web Marketing For Dummies, four editions of another book about marketing on the Internet, as well as the books Doing Business with Government Using EDI (Van Nostrand Reinhold) and Mainstreaming Sustainable Architecture (High Desert Press).
Jan can be reached at [email protected] or 505-259-2528. Your comments, corrections, and suggestions are welcome.
Deborah Ng is a freelance writer, published author, and social media consultant specializing in online community development. She blogs about books at www.BooksandChardonnay.com and shares tips for people who telecommute at www.telecommunity.net.
When Deb’s not writing or boosting Facebook posts, her favorite things are nagging her family, vacuuming dog hair tumbleweeds from her tile floor, and climbing mountains of laundry.
Just kidding! She loves none of those things!
Deb is always up for a good binge-watch, passionate about books, and her famous sangria brings all the boys to the yard.
Book 1. The Social Media Mix
Book 2. Cybersocial Tools
Book 3. Content Marketing
Book 4. Twitter
Book 5. Facebook
Book 6. LinkedIn
Book 7. Getting Visual
Book 8. Other Social Media Marketing Sites
Book 9. Measuring Results and Building on Success