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Is social media restricted to facebook ? How relevant is personal Facebook with respect to business products marketing ? How serious is the buyer on Facebook ? Does it social media plays a role in purchase path besides being an influencer at an ulterior level ?
One of the most effective ways that I have seen is creating a promotional post in which you encourage people to share/like/comment on a post/tweet in order for them to win a prize from the company. This of course increases your exposure without having to pay for post boosts. However, if you're looking to market a service, video production is one of the most effective tools to use. Nowadays, people are sharing videos in amazing numbers. If you can create a creative advertisement that makes your customers want to watch the entire video and it puts a smile on their face towards the end, they will most likely share the video with other people on their social media platforms.
Teaser ads/videos are also a good method if done correctly because it will keep people waiting and anxious to find out what's coming next (product release, announcement, etc.)
Relevancy and the idea of appealing depends on your target audience. Where do they go online, how do they surf the web, what kind of topics or issues are trending now in their space, who are their influencers...etc
For example if you're tailoring to a generation Z crowd Snapchat would be one of the media channels you should use since that's where they'll be.
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