SOCIAL MARKETING

Accelerate your business with these expert tips on "Social Marketing". Analyse and discover this TIP!

Social marketing is the process by which commercial marketing techniques are applied to modify a target's voluntary behaviour.. In order to improve personal and societal well-being.

Social marketing is often part of corporate social responsibility, but also CSOs and the government itself can run social marketing campaigns.

Within companies, social marketing is generally aimed at generating sales and enhancing corporate reputation.

When should it be used?

In social marketing, there are two main criteria for deciding: effectiveness and timeliness.

Effectiveness

The drawback you may face here is one of the big differences with traditional or commercial marketing: antiquity. There are not many case studies of private for-profit organisations that allow conclusions to be drawn without extrapolating some variables beyond what is advisable.

Depending on the case, there are three questions we need to ask ourselves:

•  Is it really social marketing or, for example, a simple communication campaign?
• Does it pursue objectives in terms of behavioural change or is it more concerned with attitude towards or perception of the product?
• Can the influence of social marketing on results really be demonstrated?

For example, we can see that social marketing has played an essential role in the decline of tobacco consumption, if we look at a rather long time series. But can we measure the effectiveness of specific actions, such as price increases, the imposition of certain explicit pictures on packs, etc.?

Opportunity

Even if it is clear to you that social marketing is going to be successful, there are still two factors to consider:

• Is it within the bounds of ethics to apply its principles?
•  Is this the best approach, given the context?

How to implement social marketing in your business?

#1 Choose a cause

You are probably thinking of several causes that need support. But, try to choose a social problem The aim is to help you focus, set goals and develop and follow action plans to achieve a given objective.

#2 Define well your actions

With a chosen cause, it is much easier to think of actions that you can apply in your business to help the given social problem.
Think about actions that have a link to your business. This makes it easier to act, as you become a benchmark in your area of activity.

#3Engaging your audience

It is very important to achieve engage your audience with the actions you propose.
Think of strategies that attract people's attention not only for what you are doing, but above all for the cause you are supporting. Once people understand the value of your actions, it will be easier for them to actively participate in your projects.

#4 Invest in campaigns

Invest in campaigns to promote your social actions.. Even if you have a very engaged audience, when thinking about social causes, we don't want to reach only the people who already know our brand. Therefore, set aside time and money to be able to invest in advertisements to publicise your actions.

#5 Looking for partners

It tries to seek out other companies and entrepreneurs interested in this type of action.
It will help you reach your goals faster, as well as being beneficial to the social problem you are trying to solve. In the end, the more people involved in a cause, the more likely it is to be solved.