Social media specifically refers to websites or apps that foster social interaction online. They’re also called “social media channels”, “social media platforms” or “social networks”. Some examples are:
Social media marketing means that you’re using social media channels to promote your products or services.
Digital Marketing includes much more than just social media. Every way that you spread your message through digital devices is digital marketing. This mostly includes online marketing channels, and it also includes a few offline platforms, like apps and texting.
Some forms of digital marketing:
- Your website
- Email marketing
- SMS (text message) campaigns
- Online paid advertising
- Social media marketing
- Online promotional videos
- Blog articles written for your target audience
- Content marketing
- Search Engine Optimization (SEO)
There is some overlap in these terms. For example, writing a blog article on your website would also be considered content marketing, because you’re creating content for awareness and promoting your business. A blog post would also increase your website’s SEO, especially if you use keyword research to focus on specific topics.
I often hear small business owners say, “I need someone to run my Instagram.” However, it’s better to think about a specific social media site as a part of your overall digital marketing strategy.
Your “marketing mix” is the list of marketing channels that you decide to include in your digital marketing plan. Some of these may be social media platforms. The marketing mix you choose should be based on the goals of your business and who you’re trying to reach.
It’s better to start small and build gradually than to spread yourself thin. This is especially true if you’re starting out with a small budget or limited time.
Also think about how people use each social platform and imagine how someone might use the platform to learn about your business. Have you seen any of your competitors successfully integrating certain social media channels into their digital marketing?
Once you’ve chosen a social media channel or two to focus on, take time to map out your entire digital marketing ecosystem. Imagine all the ways that someone could find out about you and eventually become a customer.
For a business that sells its services to other businesses (B2B), the map could look something like this:
It’s important to see how your marketing mix will drive people to complete the goals you set, like calling you or purchasing through your website. Bigger companies might launch a digital marketing campaign just to drive brand awareness. However, for small businesses it’s important to see how digital marketing and social impacts the bottom line.
Article from Zenbox Marketing Blog