Introduction
Social Media Marketing is the utilization of social media platforms to interact with the audience to create your image, increment sales, and drive site traffic.
It is the step of publishing a good content on social media platforms such as Facebook, Instagram and many more to draw some engagers and analyze your outcomes. It is one of the most important and effective platform to work on as it also offers to run Social-Media commercials.
Nowadays, it is used in very different ways. For instance, a business that is concerned about what people are saying about its brand would monitor social media conversations and response to relevant mentions (social media listening and engagement). A business that needs to see how it’s performing through social media would break down its span, commitment, and deals via online media with an analytical device (social media analytics). A business that wants to reach a specific set of audience at scale would run highly-targeted social media commercials (social media advertising).
Zomato, a food delivery company that turned into a unicorn in 2018, is still showing consistent growth.
Their revenue increased by 225% from the first half of 2019 to first half of 2020 and they reduced their EBITDA losses by 40% from Sept’19 to Mar’19.
So now let us understand what are the Marketing strategy of Zomato which make it hot selling brand:-
Strategy
Before publishing anything on social media, Zomato took a step back and looked at the bigger picture.
What are its goals? How can social media help Zomato to achieve its business goals? Zomato used social media for increasing their brand awareness, driving website traffic and sales. Social media can also helped Zomato to generate engagement around its brand, create a community, and serve as a customer support channel for its customers.
Planning and Publishing
By being present on social media, you give your brand an opportunity to be discovered by your future customers.
Similarly, Zomato used this platform very effectively to create a brand awareness among the audience.
Zomato looked after the publishing of content on its social media account consistently which helped it to raise and increase its brand awareness. Publishing to social media is as simple as sharing a blog post, an image, or a video on a social media platform. It’s just like how you would share on your personal Facebook profile.
But you will want to plan your content ahead of time instead of creating and publishing content spontaneously. Also, to ensure that you are maximizing your reach on social media, you need to publish great content that your audience likes, at the right time and right frequency which Zomato followed wisely, and made it a trendiest brand on social media.
Analytics
Along posting and publishing, Zomato always looked after its performance on these platforms. Zomato analyzed proper reports which includes all the data like, how its social media marketing is performing? Does the engagement is increasing from last month? How many good and bad comments does it get in a month? Zomato clearly looked after all these parameters and analyzed the outcome and took appropriate steps for that.
Zomato always analyzed its outcomes and took appropriate steps along with posting and publishing which made it a hot selling brand.
SEO
For a company to grow, it has to look after its SEO so that it can perform well. Posting on social media would be waste if you’re not performing SEO and working on it.
Similarly, Zomato regularly works on its SEO and organic search. For every company it is an indeed and important step to grow and develop.
More than 90% of Zomato’s traffic comes from organic search gorm Google and this is not an accident but the result of their proper SEO performance and strategy.
Zomato had made many SEO strategies to grow organically and thus worked on that. At present time, Zomato ranks high in search results for more than 900K keywords.
Content Marketing
Zomato has always used social media for communication and not just for promotion.
In an interview with Social Samosa, Mr Pramod Rao, Zomato’s VP of marketing, said that they have always focused on being original on social media. He said, “Being original is the key. Most successful brands on social media interact with their users as friends would converse with each other”.
Zomato uses twitter to communicate with people. Mr Pramod Rao says that they use Twitter to respond to people’s queries, and run some contests.
Zomato is a brand which is hyperly active on all the social platforms whether it is Facebook, Instagram or Twitter. Zomato used Facebook and Instagram to post about their brand and create awareness, on the other hand Zomato was also active on Twitter for the content posting. Tweets helped Zomato to create its recognition among the audience.
Google Ads
There are many Google searches happening every month. People usually come to Google to solve their problems. For instance, people might be looking for restaurants nearby or they might be looking for online food delivery services.
These searches make Google a perfect platform to advertise. Also, you can guess the user’s intent by the keywords they are using. For instance, when people search for “order pizza online”, they are looking for Pizzas but want someone to deliver it to their home.
Here, Zomato studied and understood the need of showcasing google ads about its brand. Google ads not only helped to Zomato to generate the website traffic but also helped it to increase its sales and gave many monitory benefits.
Lessons to take from Zomato-
1. Make eye catching, inventive pictures
2. Know about what’s going on around you and how you can utilize it for your potential benefit – it very well might be current information, a debate, an emergency circumstance, etc
3. Draw in buyers and furnish them with customized client support
4. Utilize an easily proven wrong point to cause to notice your image
5. Make online media posts fresh
6. The quantity of dynamic clients on Zomato’s online media accounts is continually on the ascent. What just remaining parts not yet clear is the manner by which the organization makes an interpretation of its social accomplishment into business leads.
