Social media marketing is a new and highly effective method to boost sales through the creation and subsequent promotion of a business, product, or service on the Internet. While the words digital and e-marketing are more often than not associated with the field of marketing, social media marketing is quickly becoming more prominent for both researchers and practitioners alike. The Internet has allowed for immediate communication between individuals, groups, and companies that used previously unavailable and highly cost prohibitive methods to communicate and to build relationships.

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Studies have shown that consumers prefer to interact with those that they feel they can trust and that offer a certain degree of credibility. Digital marketing and e-commerce businesses have begun to take advantage of this concept by employing it in a number of different ways. One way that digital marketing and e-commerce businesses have utilized social media marketing for their businesses has been through the development of an interactive website called a social networking website or social network. The idea behind these websites is to provide a place for the user to be interactive and to connect with others in the network who also may be interested in the same business or service as the consumer. This type of website allows users to create their own profiles that can include information about themselves, their interests, and other vital information about the business or product that the user is promoting.

As more digital media platforms are developed and more people become active users of these platforms the need for ways to determine the effectiveness of these platforms begins to emerge. Businesses that are developing and implementing these platforms will need to rely on social media marketing analytics tools to help them understand user behavior and the types of content that are most effective when promoting their products or services. These tools can provide valuable insights into what types of content are most appealing and what types of content do not convert as well. Social media marketing analytics can also provide users with a means to see how their content is impacting the search engine results which can prove to be very beneficial in improving their search engine rankings. Ultimately these data can prove to be invaluable to a business and can give them insight as to what types of content, features and activities are drawing in customers, and which ones aren’t.

Beyond engaging in online conversations and providing content, another way to engage a potential customer or client through social media marketing platforms is through the development of a website or a number of websites that target a specific group of people. For example, a website could be developed that targets college students, and the articles and other content could be geared towards the needs and concerns of this target audience. A website could also be developed that targets mothers in general, and would focus on the concerns, hobbies, and work of this particular target audience. Once again, the purpose of these websites is to engage the target audience and to provide a venue through which they can be reached and to which they can give input and information.

In addition to engaging the target audience, it has been found that social media marketing can also help to strengthen a brand’s reputation. It is true that a brand may enjoy some success within its own industry and that customers may have a positive reaction to its products and services. However, a negative perception about a brand can undermine the efforts of the brand and its products in the long run. Therefore, by engaging and communicating with the target audience as well as engaging with the potential customers, brands have been found to increase customer loyalty, and the resultant customer loyalty creates a more profitable environment for a brand. Furthermore, engagement and communication not only provide a platform for dialog between a brand and its customers; but it can also result in greater loyalty from existing customers to a brand. This ultimately means a higher level of brand equity.

Engaging in social media marketing does not necessarily require a great amount of time, money, and effort. Instead, it requires strategic planning, creative thinking, and the provision of resources available. HubSpot, one of the best known and popular social media marketing resources available today, can provide a platform for creating a brand, one that is both compelling and resourceful. As a result, many businesses today find that HubSpot’s tools and services are effective in increasing customer loyalty, generate increased revenue, and enhance a brand’s reputation.