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Social media marketing has been the talk of the town for quite some time now. Its growth has prompted many organizations to adopt different ways of marketing their products or services using such mediums. Social media is basically the use of various social media platforms and sites to advertise a product or a service. While the traditional terms such as e-marketing and web advertising are still quite dominant in academe, social media marketing has been getting more popular for researchers and practitioners alike.

An ideal social media marketing strategy should address the need of your target audience, which is by and large the target market of your product or service. Moreover, it should be able to provide the answers or solutions to the questions posed by your audience. It must also answer the needs of the current marketplace and enhance the experience of your audience. Lastly, it should make your audience to participate and build a community of followers. Basically, this strategy revolves around building a connection with the audience so that they can trust your brand.

Research has shown that more people are turning to social media for help, rather than going directly to a brick and mortar store to buy products and services. The reason behind this trend is that most people prefer to have more control over how they would like to engage with a brand. Therefore, an effective social media marketing strategy should address these concerns of your target audience.

Currently, there are various types of social media marketing strategies that you can choose from. You can choose between PPC, SMS, Facebook, Twitter, YouTube, LinkedIn and a lot more. Each platform has its own advantages and disadvantages. If you are planning to go for PPC, it would be better if you have a test group before you proceed. The reason for this is so that you can determine which platform works best for you. Usually, social media marketing experts recommend that marketers start by using PPC and then after seeing that platform brings in more traffic, they proceed to the next level, which is SMS.

On the other hand, social media marketing experts advise marketers to take an example from Instagram strategy. This strategy shows that a brand can effectively engage their audience by posting user-generated content. In fact, experts say that a brand can effectively use Instagram strategy in two ways - by building a fan base or by promoting products and services. In fact, one of the easiest ways to get a fan base is by posting content related to your product and services on your Instagram page. For example, if you are promoting a birthday party, you can upload pictures of your brand's latest offers or products.

As mentioned above, there are different ways of using different platforms. There are marketers who would opt for PPC in order to reach a large number of customers at a short period of time. However, these platforms are quite expensive as compared to other methods of promotion. Moreover, there is also a disadvantage with PPC campaigns. Namely, most of the PPC advertisements that come up are not ranked well in search engines which prevents users from finding them easily.