Social marketing must not be misconstrued with social media marketing. Social media marketing is simply the use of social media platforms like Instagram, Twitter, LinkedIn, etc., to Market a brand, whereas social marketing could be through any platform so long the ultimate aim is social good and not to market a brand. Dentist in New Jersey can get involved in social marketing to promote the health and lifestyle of New Jersey residents. By reason of their vast knowledge in health medicine, dentist can serve to promote social good by showing the public what they can do to maintain and improve their lifestyle.

Effective social marketing tips

To carry out an effective social marketing campaign, you must do the following:

• Mitigate barriers: To every change, there are barriers or oppositions. You therefore need to carry out in depth research on your audience to know what the things are that may likely hinder them from doing what would benefit them. The barriers hindering drug addicts from changing differs from those affecting reckless drivers. You must understand your audience and then look for ways to minimize the barriers so that they can readily accept the change.

• Create a catchy phrase: “Help an orphan.” “Say no to drugs.” “An apple a day keeps the doctor at bay.” All of these slogans are catchy, concise and easily understandable. Slogans are pivotal to the success of every social marketing campaign. The slogan you create must be simple and concise such that the audience can easily understand, memorize and recall it daily.

• Interesting visuals: To capture the interest of your audience, intriguing visuals should be used. The visuals should resonate with the audience and draw their emotions. Picture a child hawking food for daily survival. This immediately tells the audience to help the needy kids.

• Content is key to organic marketing. Engage your target audience by consistently creating and publishing blog posts, videos, newsletters, all relevant to your target audience. Such content should solve issues or answer questions on healthcare asked by your audience on the search engine such that when they search, your content is brought before them. By so doing, you are building a relationship with them and building your reputation as a trusted expert in the medical field.

What are the benefits of social marketing?

The benefits that comes with the use of social marketing can be overwhelming for a medical practice, but to ensure that it yields the best result, you have to ensure that it is used in the best way. As a Dentist in New Jersey, you can make use of this strategy to increase the popularity of your healthcare over the internet. This can be done with the aid of several social media platforms such as blogs, video and photo sharing websites, social marketing websites, etc.

• It helps promote consumption of socially desirable products.
• It helps enhance health consciousness in individuals and assist them to embrace a healthier lifestyle
• It assists in green marketing initiatives
• Social marketing helps to eliminate social crimes influences the society and quality of life.
• This marketing strategy is regarded as the cheapest of all marketing strategies

Social Marketing experts NJ

As a professional legal marketing firm in NJ, we offer assistance to organizations, dentist and other professionals in the mapping out and implementation of a social marketing strategy designed specifically for the target audience. We understand the dynamics of the society, and so we carry out updated and in depth research to know what works best for your firm, your motive (product), and your target audience.

Contact us for professional assistance with your social marketing campaign.

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Social marketing including other types of marketing strategy such as PPC, organic marketing, social media marketing, content marketing etc., aims to create a healthy rapport with customers so as to build trust and retain their loyalty.

Few years back, before digital technology was introduced, business owners used traditional marketing to publicize their business and practice. Then, traditional marketing was the only available and effective marketing tactic. There was also the word-of-mouth marketing but it wasn’t as effective as the use of TV adverts, newspaper adverts, radio adverts to promulgate ones business. As soon as the world became digitalized and digital marketing was introduced, traditional marketing began to lose its prominence. Currently, the most effective marketing technique that exist make use of digital tech.

For a business to succeed and become prominent, it must adopt a good marketing strategy. An effective marketing strategy would attract more customers to a certain business, it would also make it stand out among its fierce competitors.

Just like other industries, the legal services industry is crammed with lots of competition. Thus, as an attorney who wants to make headway, you need to adopt a marketing that can raise brand awareness and promote what you do. Failure to do so will result in your business being hidden in the shadow of your powerful competitors.

WHY IS SOCIAL MARKETING DIFFERENT?

Social marketing is a new marketing tool and can benefit any business if properly utilized. This marketing strategy is quite different from other marketing strategy. Its aim and tactics are different from strategies such as PPC, organic marketing, social media marketing and the likes. So, what makes this marketing tactic different from others?

First, let’s take a look at the aim of social marketing. The aim of this strategy is not to make profit but to stimulate social change in a community that is crammed with individual who exhibit a plethora of bad habits. For instance, this habit could be smoking in public areas, failure to use sit belts when driving, or any habit that could be one that endangers the life of individuals or one that puts the society of community at a certain risk.  

Other marketing strategies adopted by business around the globe aims to increase sales by raising brand awareness but social marketing has diverse objectives and that is why it is often utilized by non-profit organizations.

WHAT IS SOCIAL MARKETING?

This type of marketing adopts a customer-oriented approach, and uses the tools and ideas utilized by commercial marketers to implement social goals like anti-drug campaigns including fund raising for non-government organizations.

Social marketing adopts a tactics that helps implement social change, not to the direct benefit of a business or an organization like commercial marketing. This doesn’t denote that commercial marketers can’t contribute to the achievement of social good.

With the aid of traditional marketing methods, this strategy helps in increasing the awareness with regards a particular issue or case, with the goal of convincing an audience to drop their unhealthy behavior.

Social media marketing can be used to promote your law firm or practice but you have to understand that for it to well for you, it must be well implemented. This type of marketing also help  businesses including websites to gain prominence over the internet with the aid of diverse social media available, like video, photo, blogs, sharing sites, etc.

SOCIAL MARKETING AND ATTRONEYS

As an attorney residing in New Jersey, you can start a charity campaign in your community. Ensure that this campaign is one that encourages social change. This is a good way to give back to your community while also making your law firm or practice prominent.

 Several law firms do this and it has helped them attract customers. Rather than making use of the common marketing strategies which some people find boring, you can adopt something as unique and new as social marketing.

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Social marketing explained

Social marketing is all about effecting a change in the behavior of your audience for their own benefit, and not for a brand. Social marketing is bringing about social change. Sometimes, it is not only to change the behavior of people, as in the example above, but to sustain such behavior so long it benefits the society at large. Social marketing does not market a product or service — social marketing markets ideas, thoughts, and social change.

Who does social marketing?

Social marketing is done by people or organizations that care about social good and improving the lifestyle of a people. Such organizations may include non-governmental organizations, fire-fighting companies, road-safety, drug enforcement agencies, etc.

Examples of social marketing

Social marketing is often carried by the above organizations in the following forms:

• Discouraging the use of harmful drugs
• Discouraging smoking
• Discouraging drinking and driving
• Discouraging deforestation
• Discouraging littering
• Discouraging racial segregation
• Discouraging gender discrimination
• Encouraging safe driving
• Encouraging personal hygiene
• Encouraging physical exercises for healthy living.

Importance and goal of social marketing

You will agree that most stereotypical ads you see turn you off. Most times you just sift through until you find something that speaks out to you, appeals to your emotions and personality. This is what social marketing does. Telling someone to stop smoking is not enough. It must be presented in such a way that captures the person’s attention and appeals to their emotions, before hoping to effect a long-lasting change in the individual. Social marketing presents these ideas in dramatic style, both entertaining yet educating the individual about the reality of their actions and its consequences. Some people are not actually aware of the harmful effects of the drugs they use, yet they have some unpleasant experiences. But when these experiences are explained through social marketing, the individual understands fully the scope of their action and its consequences. Through its compelling and simple style, social marketing is able to “market” ideas for social good.

Social marketing is entirely different from social media marketing

Social marketing must not be misconstrued with social media marketing. Social media marketing is simply the use of social media platforms like Instagram, Twitter, LinkedIn, etc., to Market a brand, whereas social marketing could be through any platform so long the ultimate aim is social good and not to market a brand.

The 5 Ps of social marketing

There are 4 Ps associated with traditional commercial marketing viz.: Product, Price, Place, Promotion. Social marketing includes a 5th P i.e. Policy, in its approach.

Product: The product in commercial marketing is what the market sells. It is the same way with social marketing but here, the product is not a tangible object or services, but an action or behavior that offers benefits to the society. The product must be delivered to the audience in such a clear and captivating way such that the audience understands and accepts the change and its benefits.

Price: In commercial marketing, the price refers to the financial cost of the product. In social marketing, it refers to the difficulties and barriers faced by the individual in making the desired change. It is often quite physically and emotionally difficult for someone to stop smoking, carry out physical fitness training and hygiene, and that is why social marketing must rely on making the benefits to far outweigh the “price”.

Place: This is how and on what platform you want to reach your audience. Where is your audience likely to receive your message, and what efforts must you make to ensure that your message reaches and is accepted by your audience? Ambassadors can be put in place to directly liaise with the audience.

Promotion: This refers to the media you use in capturing the attention of your audience. It could be through radio or television channels, newsletters, bill boards, rallies, etc. The medium must be one that is easily accessible to the audience.

Policy: Policies are created in a social marketing campaign to encourage the audience to make the desired change. The policies do not serve as a punishment when they refuse the change, but as a way to drive them to change.

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What is Social Marketing?

Social marketing is a strategic marketing approach aimed at positively influencing the way people behave, thus benefiting them and the society at large. It involves critical and in depth research into the behavioral practices of the target audience, and evaluating measures which can be employed to cause a change or sustenance in their behaviors.

What Is the Goal of Social Marketing?

The goal of social marketing is to change or maintain the behavior of the target audience, thus benefiting the society in the long run. It is not just aimed at increasing awareness about a topic, but imploring people to change or maintain a specific behavior for their own good.

How Does Social Marketing Relate to Dentists?

As have been said, social marketing is not about selling your business or product. It is about caring for the audience by altering or maintaining their behavior for the purpose of improving their long-term general well-being. As a dentist, it is paramount to go into social marketing because there are many practices and actions which can damage one’s dental health. People involve in common daily activities that damage their teeth without knowing it. As a dentist, it becomes important that you care for these people by making them understand the implications of what they are doing, and spelling out what they can do to better improve the health of their dentition. By offering ideas and instructions on how to care for their teeth, you are changing their behavior for their own good — this is what social marketing is all about.

Social Marketing Techniques for Dentists

Social marketing employs the same techniques used in commercial marketing i.e. the “4 Ps” approach. The four Ps are Product, Price, Place, and Promotion. In addition, social marketing includes an addition P, Policy, to make it the “5 Ps” approach. All these are explained below:

Product: Product, as in commercial marketing, refers to what is been marketed — the object. In this case, the idea or behavioral change is the product. As a dentist, the product of your social marketing campaign could be brushing twice daily, or disposing a toothbrush after 3 months of usage. The product is solely for the benefit of the audience and the society.

Price: in commercial marketing, the price is the cost of the goods or services; but in social marketing, the price is seen as the inconvenience or barriers to that change in behavior. This can be explained by the fact that individuals find it difficult to throw away old habits (old habits die hard, as the saying goes). Social marketing must be done in such a way that the audience realizes how beneficial the change in behavior is to them. The benefits must outweigh the cost before the audience is expected to consider the change.

Place: This refers to where and how the target audience can be easily accessed. It could also be seen as the efforts made to ensure that the audience accepts the change. Such efforts, as par social marketing for dentists, could include providing free toothbrushes and toothpastes to the audience in a geographical area.

Promotion: The ways or media through which the messages are sent out to the target audience are referred to as promotion. This could be done through television and radio adverts, social media campaigns, bill boards, etc.

Policy: Policy, the 5th P, is peculiar to social marketing as it is not involved in commercial marketing campaigns. Policies are put in place to encourage the people to make changes in their behavior but are never a means to punish defaulters. The policies are reached by an in depth understanding of the people’s lifestyle.

What are the Benefits of Social Marketing?

When people’s behaviors are changed for the better, the general social status of the society is improved. For example, people who care for their teeth daily are less likely to spend money removing and replacing damaged teeth. By promoting a positive change in the lives of drug addicts, there will be less mental and psychological disorders. Social marketing produces change with very little cost.

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You see a poster while driving back from work. In this poster, there are two girls standing side by side. The first girl has a bad tooth and above her head is a tag which reads “I consume candy frequently”. The other girl with a nice looking tooth has a tag over her head and this tag reads “I regulate my consumption of candies”.

What do the above-mentioned illustrations share in common? They are all a typical example of social marketing, which can also be regarded as “marketing for good”. You should have at one point, come across one of these scenarios.

DEFINITION OF SOCIAL MARKETING

The illustrations described above would have provided you with a little insight into what social marketing is. To make the picture clearer, we are going to provide you with a better definition of this marketing strategy. What is Social Marketing? Who adopts this marketing strategy? What are the important elements and tactics to adopt if you decide to use social marketing for your dental clinic?  The answers you seek is here, let’s begin!

Social marketing is a tactics that is designed to implement social change, not to the direct benefit of a business or an organization. With the aid of traditional marketing methods, this strategy helps in increasing the awareness with regards a particular issue or case, with the goal of convincing an audience to drop their behavior.

Rather than promoting a product-like other marketing tactic-social marketing enlighten the public of the dangers that are attached to a certain behavior to create a change. The society benefits from this in several ways. And rather than urging the audience to purchase a particular product, social marketing urges the audience to change their bad habits or behavior.

This strategy is typically utilized for causes such as:

Safety and Health, such as:

• Putting a stop to excessive smoking habit
• Putting a stop to excessive drug use
• Infirming the mass about the benefit of exercising and healthy eating
• Driving appropriately

WHO UTILIZES SOCIAL MARKETING CAMPAIGNS?

Social marketing strategy is mostly utilized by non-profit organizations, emergency services, including charities and government organizations. One thing you should be aware of is that, a. commercial business like a dental clinic can run a social marketing campaign. As a dental clinic, you can decide to run a social media campaign for something you are very passionate about.

WHY IS THIS MARKETING STRATEGY SO IMPORTANT?

Social marketing is significant for some reasons. Simply imagine utilizing traditional adverts for your products or services. Sometimes, online users aren’t often propelled to check out a product via an advert alone.

 So, how does an attractive advert gets your notice? It either has an appealing design that wows you, or it is one that is quite hilarious. People often click on ads that are different from what they see each day-ads that inspire people take that brief action of checking out the product or service it promotes.

This is just similar to social marketing. Individuals don’t like to be pushed around, they like to act based on their will. The news they watch each day may not be enough to change their view about a certain social issue. Or these people may be in the dark regarding the problem or what it entails.

Some people may also find it quite difficult to break free from some habits, such as smoking, excessive drinking, etc. But a properly implemented social marketing attracts the attention of the people, and enhances their awareness regarding a certain issue, via emotion and a touch of creativity. Most importantly, this marketing strategy helps to make the world a better place.

Social marketing is an ideal tool for charity organizations. Such organizations leverage on this tactic in propelling people to make donations. And it really works because people want to change the world (positively) in the smallest way they can.

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For instance, this could include asking people not to litter the streets, asking them not to drive when drunk or prompting them to always drive with their seat belts on.

The main goal of this marketing strategy is “social good”, but in commercial marketing the goal is mainly “financial”. This doesn’t denote that commercial marketers cannot add to the achievement of social good. 

It is worthy to note that the primary aim of social marketing is to influence action and change behavior.

WHO USES SOCIAL MARKETING?

Social marketing is mostly adopted by nonprofit organizations, law firms, charity foundations, including government agencies. This marketing tactics is also utilized by emergency agencies like the police and fire dept. Sometimes, a few commercial establishments adopt social marketing tactics.

HOW IS SOCIAL MARKETING APPLIED

Social marketing is adopted by several businesses in several industries or niche. Lawyers, and law firms are not exempted. Below are a few ways social, marketing is applied.

• Health promotion
• Anti-tobacco campaigns
• Anti-drugs campaigns
• Anti-pollution campaigns
• Road safety campaigns
• Anti-dowry campaigns
• Protection of girl child campaign
• Human right violation campaigns
• Campaigns stopping the use of plastic bags
• Green marketing campaigns

                          WHAT ARE THE BENEFITS OF SOCIAL MARKETING

Several people are unaware of what social marketing is, they are also in the dark regarding the benefits that comes with using this marketing tactics. Well, unlike other prominent marketing strategies, social marketing is quite new. If well utilized, this tool can be a great asset.

The benefits that comes with the use of social marketing can be overwhelming for a business, but to ensure that it yields the best result, you have to ensure that it is used in the best way. As an attorney, you can make use of this strategy to increase the popularity of your business over the internet. This can be done with the aid of several social media platforms such as blogs, video and photo sharing websites, social marketing websites, etc.

There exist about six advantages of social marketing that makes it one of the best tool to any marketing campaign.

1. It helps promote consumption of socially desirable products.
2. It helps enhance health consciousness in individuals and assist them to embrace a healthier lifestyle
3. It assists in green marketing initiatives
4. Social marketing helps to eliminate social crimes influences the society and quality of life.
5. This marketing strategy is regarded as the cheapest of all marketing strategies
6. Social marketing strategy can be adopted by anyone right from the comfort of their home; this remains on of the best advantages of this marketing tactics. 

                               SOCIAL MARKETING FOR ATTORNEYS?

From the definition of social marketing, you should be able to deduce how social marketing assist attorneys. Social marketing helps attorneys increase brand awareness and promote their law firm or the service they offer.

These individual make use of social media platforms to promulgate their business so as to attract potential clients.  Also, and most importantly, they use it to impact on the social environment in a positive way. The services these attorneys render is usually free.

         WHY SHOULD YOU RELY ON THE SOCIAL MARKETING APPROACH?

• This unique tactic influences a huge percentage of the priority population
• It spurs behavioral change over a certain period of time
• Facilitates change with little resources
• Helps in the creation of amazing ideas
• Community collaboration becomes a huge value that compensates for restricted funds
• Increases the voice of the priority mass and raises community identification
• Affects policy and enhances positive social change

Social Marketing functions within limits

Social marketing doesn’t always turn out to be a success. If the behavioral changes you are clamoring for are deemed to be unbeneficial, unacceptable, and unattainable by the priority population, it may not be worth it to develop a social marketing campaign at that particular period. In a situation like that, it is advisable that you introduce a behavioral change recommendation. The behavioral change recommendation should be done by creating connections with community then afterwards striking an agreement  on a particular goal before you go ahead to make plans regarding a social marketing campaign.

The post WHAT DOES SOCIAL MARKETING MEAN? appeared first on Online Marketing Company in NYC.

Facebook marketing for lawyers will not only increase the law firm’s internet exposure but also allow prospective clients to gain insight into the lawyer’s knowledge and professionalism. Our social media service helps you generate increased leads, meet new markets, and clients who want to recruit and contact your lawyers.

Social marketing tool

Social marketing is one of the best ways to slowly increase your website rating and boost your practice exposure. Social marketing tools are organic marketing types that help expand your practice by continuously engaging your audience. Organic marketing is best used for creating brand identity, encouraging authentic customer experiences, informing and converting customer and growing traffic to landing pages, websites and other online tools. Organic marketing strategies will give your company the exposure needed to attract more quality leads to hiring your services or your firm’s lawyer. Efficient organic marketing approach ensures constant access to your website, resulting in increased sales and clients joining your profession.

Search engine optimization plays a significant role in social marketing. When correctly used, the practice will hit target audience. Via Google’s local page, potential clients who need to contact them can do so. The top of these search engines is therefore essential for your website.

How to develop and kick start a social marketing campaign.

Before starting out using social media platforms to increase your website ranking, you need to understand some important things. First, you need to know who your target audience are; what social media platform is most appropriate to engage your audience and lastly analyze your potential client’s needs or service requirement. Our social marketing law experts would provide a social media strategy to help you analyze all these important details.

Create a social media marketing plan

Once our social marketing expert has reviewed your existing online prowess, social media activities as well as customer internets behavior, we proceed to creating social marketing strategies that would help you meet your target of new clients and also overall growth of your practice.

Prepare and execute your social media strategy

While executing the social marketing plan, we ensure that your website gains more visibility, well optimized to attract new audience, convert quality leads to sales as well as engage potential clients. Also, for effective execution of these social media plans, your lawyers should engage new clients in professional manner and provide necessary answers to questions asked on social media platform.

Guide for a successful social media marketing

To ensure that you make the most of the social media to influence your practice, you need to consider the following

Selection of appropriate social media platform

While, twitter, Facebook and instagram maybe the popular social media platforms in this present age, you need to select the most appropriate to hit your target audience. For business to business campaign, or business to consumer, LinkedIn could be more appropriate. However, all these platforms has its strengths and audience. To reach a wider range, you law firm can incorporate all these platform and management it dealings with potential clients. What is most essential is that you meet the audience with exquisite professionalism. While most users may feel uneasy sharing legal experiences on social media platforms, they could contact your service if they know you have the solution to their questions.

Create target content

The saying content is king is not odd. With a target content, easy to read and a tone of professionalism available on your social media platform, you would attract more clients and create the right exposure for your practice. The right content, supplying quality details and answers to question would increase the reputation of your practice.

Create a backlink to your law firm website

Social marketing is not complete without creating a backlink to your website from your social media platform. Potential clients who reads up your social media content, would be excited to know more about your services and also wants to contact you right away, thus, you need to make your website available. An easy to navigate website would provide a smooth costumer experience.

Our social media experts can help handle the technical aspect of social media marketing. Contact us right away.

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Organic marketing is essential for your website and practice.

Over time, an organic approach attracts clients to your practice. Instead of advertising directly to your target audience, you’re getting them in by providing the information and they’re looking, often by well written and targeted content. Through this, you will market your brand and expertise and gain your customers’ trust and confidence. Organic marketing is the best way to improve customers’ true beliefs and tell your history in solving customer needs. This helps build a network of loyal fans and customers while also communicating your brand.

Strategies for organic marketing.

An organic marketing strategy convinces search engines that your website is relevant to your audience. So using the right marketing strategy would ensure proper performance. When building a long lasting source of traffic, you need to look out for your content and assets hosted on your website, social media post and lastly guest post. The content posted on your website would be the first thing to pop up in any search engine, thus it should be well suited to attract quality leads.

New strategies to boost your online presence.

Analyze your target audience

Most people when in need of the services of a lawyer prefer to hire local law firm’s attorneys so they can easily schedule meetings. Using this information, it is easy to analyze and explore customer patterns for contacting and hiring a lawyer. Furthermore, often times when someone needs the service of a good lawyer, they probably just search through the internet on their smartphones. Your law firm needs to appear on the first page of the local Google listings. Considering that only 55 percent of all internet clicks comes from the first three organic search results. With this knowledge and SEO, you would attract more audience.  SEO means search engine optimization; it ensures that your site appear higher in search engines.

Build quality content library – content is key.

A website with little to no quality content would affects quality lead and potential customers who may need your services. Quality content for law firms generates 55% more website visits, and 67% more leads. Thus, you create a trustworthy law firm with reputation by providing reliable content required to promote your services with potential clients. If a client visits your company or not, the content you build on your site can be responsible. It’s essential; you build content easy to read, easy to navigate on your website with a list of all your activities. Often, your contact details should be put strategically so that prospective clients can easily find your lawyers.

Grow your practice with organic marketing.

Organic marketing is best used to build brand identity, authentic customer interactions, inform and convert blog readers, drive traffic to landing pages, the website, and other online properties. Organic strategies are normal, authentic and value-based. Businesses’ benefits from these strategies over longer periods of time, eventually helping you create a brand that consumers want to visit regularly. While you do less pushing with organic marketing, when done right, you can still produce a steady stream of loyal traffic. Note: it is about building high-value brand identity and credibility with your customers. You’re not just trying to drive sales, you’re working hard to engage and educate your target audiences.

Contact an expert to market your practice and grow your online presence.

Chances are, even if you do not know it, you are still engaged in organic marketing. Understanding the strategy and putting together a strategy to meet the needs of your brand would make it all the more successful. If you are looking to develop into a more successful and productive business, it is crucial that you not only have these ideas for marketing laws in mind, but that they are actually enforced by your firm.

Contact us today to arrange a chat with our experts, and create a strategic marketing strategy for your practice to expand.

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Social marketing is the systematic approach geared towards changing or maintaining the behavior of a group of people for their own good and ultimately for the good of the general public. It involves marketing activities carried out in order to influence the behavior of members of the society. Social marketing combines ideas from the social sciences and commercial marketing and has over the years become an effective and sustainable tool for influencing human behavior cost-effectively.

The objective of social marketing

Social marketing should not be confused with social media marketing that is all about utilizing the social media for promoting a brand. On the contrary, social marketing has nothing to do with promoting a product or brand. The aim of social marketing is to improve the lifestyle of individuals by positively altering their behavior. For example, TV commercials about the harmful effect of hard drugs are done for the primary purpose of improving the lifestyle of drug abusers. There are also commercials about the use of seat belts. That is social marketing. The purpose of such a broadcast is not to draw customers to patronize your brand, but to persuade them to refrain from what harms them, and do what benefits them instead. By so doing, drug addicts may change their habits for good, death by accidents will be reduced, thus improving people’s lifestyle and benefiting the society as a whole.

What social marketing is not

Social marketing is never about raising people’s awareness about a topic. If your marketing campaign is only to explain an issue to raise people’s awareness and influence how they think without affecting how they act, then that is not social marketing. Social marketing must be about changing or maintaining how people behave.

Negative social marketing

Negative social marketing is aimed at making people aware of the harmful effects of some of their actions. For example, the harmful effects of eating insufficiently cooked food, canned foods, improper disposal of wastes, etc. By being aware of the harmful effects of their habits, individuals are encouraged to change.

Questions to ask before embarking on a social marketing campaign

Before embarking on a social marketing campaign, you should ask yourself the following questions:

1. How much do I know and view issues from the point of view of my target audience?
2. That thing I want my audience to do or not do, how realistic is it?
3. Are the costs and barriers to doing that thing outweighed by the benefits?
4. What activities must I carry out to motivate people to do what I want them to do?

When you ask yourself the above questions, it puts your social marketing campaign at an advantage. These advantages are as below:

Advantages of social marketing

1. Ensuring that your policy is based on how well you understand the lifestyle of the people, thus making it easier to achieve the desired change.
2. It helps you strategize and harness your resources cost-effectively. You may even bring in interventions if needed.
3. When you fully understand the life of your target audience, it helps you understand what they want and what they need, thus enabling you to develop a product or service that satisfies that need.

What organizations is social marketing best suited for?

Social marketing is best suited for non-profit and non-governmental organizations, road safety agencies as well as government agencies. It is also often employed by fire-fighting agencies, charity foundations. Occasionally, corporate bodies also employ social marketing.

Charity foundations often carry out social marketing to indulge people in donating funds for the less privileged. Government agencies, health and emergency units use this marketing strategy to encourage people to engage in safe practices like wearing of seat belts, avoiding alcohol before driving, driving below speed limit, etc.

Large corporations also employ social marketing to encourage people take part in donating to the charity foundations they support.

Who are the target audience?

Simply speaking, the target audience of a social marketing campaign is the society at large. It then depends on the specific society in question, whether local or global.

A social marketing campaign may be directed at the behavior of people regarding local issues, or it may be directed at changing the world.

Social marketing offers individuals an opportunity to actualize an inherent desire they never knew they had: the desire to change and do good — to make a difference. When individuals change habits for the better or are involved in contributions, they develop a feeling of self-worth. This is a major benefit of social marketing.

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What is content marketing?

Content marketing is a strategic marketing approach through the use of consistent, relevant and valuable contents such as blogs and videos to address the problems faced by a target audience, with the ultimate aim of building a relationship with the audience, drawing their attention to a lasting solution to their problems in form of a product or service, thus obtaining customer patronage.

Content marketing does not have to do with simply advertising your product. In fact, content marketing does not put your product in the forefront of the content it distributes. The content created is such that helps answer the questions of users and solve their issues.

How to carry out content marketing

As have been implied, in content marketing, one does not just advertise a product. Content marketing is all about story telling. It is all about relationship building. To do content marketing is to offer content that have relevance to your target audience on an incessant basis, such that they turn to you whenever they run into a jam in that given field. Take for instance, you are an app developer. Your target audience would be those who have passion or need for apps and technology. What you then have to do is to distribute captivating content about apps and technology, answering frequently asked questions on app development, how useful it is, and how to go about developing an app. You have to release new content about new and diverse issues regarding apps and apps lovers consistently. By answering their questions and solving their problems, you show you care about them and not just your product.

By so doing, you are building a long-term relationship with your audience. Whenever they have questions concerning apps, they run to you. Eventually, when they need to make a purchase or develop an app, their loyalty already lies with you and so would rather patronize you than your competition.

Content marketing is a strategy used by world renowned brands

Research shows that content marketing is wildly used by prominent companies like Microsoft, Orbit media, Investopedia, Cisco Systems, TED, John Deere, GoPro, amongst others. It is highly noticeable how Investopedia comes up on the search results whenever a user makes a search relating to investments. Content marketing is not only used by big corporations — it is also very much effectually used by individuals, start-ups and SMEs.

Content marketing is what Jay Shetty does with his videos.

The 3D content model

As have been mentioned, content marketing is all about making your audience your prime focus rather than your product. To do this, you can apply the 3D content model:

1. Find a problem or “pain-point” peculiar to your audience
2. Structure your content to address that problem
3. Then map the content to the purchasing pattern of that particular audience.

When your content is tailored towards the right audience who have the problem that your content addresses, then your content marketing becomes a success.

Content marketing is unified into all other forms of marketing for optimum results

There are several marketing tactics used by different individuals and corporate bodies. You can employ as many strategies as relevant to you. But contrary to what one might think, content marketing should not be treated as a separate marketing technique but as a part of the whole process. In fact, quality content marketing makes up a huge chunk of marketing as a whole in this digital age.

This can be seen in the following:

• Social media marketing: to market via social media, you have to create quality and relevant content for your followers to build a long-lasting relationship.
• SEO: search engine optimization involves creating top quality, relevant content as these are what search engines give precedence.
• Digital PR: strategic Public Relations is about caring for the customer and not just the product.
• PPC marketing: PPC will not work without quality content behind it.

Content marketing drives traffic to your page, and ultimately customer-action in form of a purchase.

Benefits of content marketing

The three core benefits are:

• Cost-effectiveness
• Increased sales
• Acquisition of loyal customers.

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