When Apollo Media is in consultation with new clients, we often like to explain some of the key differences between Social Media Marketing (SMM) and more traditional forms in order to emphasize some of the strengths of our approach.

The following are several key points to consider when going forward with this innovative internet marketing strategy called social media marketing:

SMM avoids ‘hard-sell’ techniques. Unlike the more direct advertisements you would see pitched on television or in newspapers, effective SMM requires careful marketing strategies that appeal directly to your client base – give them room to comment and ask questions, prompting further exploration into your company’s services or products. Hard sell techniques on the web can be seen as vapid and irritating, so an intelligent SMM campaign that appeals to specific needs rather than forcefully pointing out your company’s superiority will better your online reputation.

SMM relies on community involvement and interaction. Let others sing the praises of your company rather than pouring all your resources into single advertisements. Creating blog entries or articles that are funny, controversial or authoritative will encourage users to share them with others, spreading your brand name across the Internet. If, for example, you sell pet products, you could have an article about proper grooming methods – with links to your online catalogue. As intrepid pet-owners share your valuable pointers, they will stumble upon your products as well. As users begin commenting on your articles, you can better understand the needs and concerns of your client base as well.

Social Media Marketing has a wider distribution. Because the Internet is global and gathering more users everyday, the online marketplace is virtually limitless. Social media marketing allows your brand to achieve widespread recognition in a speedy fashion as you invite your potential customers to take part in your promotions. The more open your campaign, the more attractive it will become for well networked web communities.

Social Media Marketing hones in on your niche market with ease. Sure, a newspaper ad may be viewed by a large readership, but if your company has a very specific product or service, you want to get to your client base as directly and effectively as possible. Because web communities are so niche oriented, you can use SMM techniques to hook those who you know will need your company, rather than taking a huge shot in the dark with traditional media. For example, if your company does custom framing, why not make a post or create a banner on a fine art forum? While the forum may only consist of a few hundred readers, you know from its content that they will find value in your contribution. This method is far more captivating and cost-effective than taking a scattershot approach.

SMM gives your company a more personable image. At Apollo Media, we like to stress the importance of company blogs (like this one). Having a blog will give that company a more personable and authoritative voice and will appeal to your potential customers’ concerns. It’s important that this blog doesn’t just recite company news and press releases – as most people won’t care - it has to show value to the average user. This blog should provide tips, strategies and news relevant to your industry to attract casual readers. If your information is truly useful to them, then your brand will be associated with helpfulness, openness and expertise. Simply making these impressions can be just as effective as any forceful demonstration of your company’s products or services.

At Apollo’s Blog, we want to help you better understand the nuances of internet marketing. We’ll also share some of our most effective blogging strategies so you can get your voice heard and your message out there. So stay tuned, there’s a lot more to come!