Do you know what is the most important thing in SMM? The most important thing is what the last letter of the abbreviation SMM stands for.

If you use only pictures, texts, promo posts, targeted advertising, but do not know basic things about marketing, this will lead to a drain on the budget. In other words, there will be no result if you do not monitor conversions, do not keep in touch with the director and do not know if there are appeals (applications and leads). The engagement index turns out to be completely irrelevant if there are no requests and sales in the end.

What should an SMM specialist know about a product?

First, pay attention to the product or service that you plan to promote: whether the price of the product corresponds to its value. Many will say that the SMM specialist has nothing to do with this, it is not. When our agency takes on a project, we always look at whether success awaits us, so as marketers we pay attention to whether these two indicators coincide. If the value of the product is significant, and the price is not high enough, a potential buyer may think: "What a suspicious cheapness, there is probably something wrong here." This happens, for example, when you talk about yourself very nobly and powerfully, makes beautiful visuals, but you were ashamed of the price tag. In the opposite direction, the situation also develops quite often: the price is too high or average, but the value of the product or service has not been twisted, so people do not understand why they are being asked to pay so much. In both cases, any SMM is useless (and not only SMM): it is necessary to work on increasing value, reflect on a unique sales offer, positioning, use cool ideas in promotion, and so on.
Let's talk more about competitors. We need to analyze their competitors, see how they conduct social networks. In addition to the product or service, also study their content plan, pay attention to various digital indicators. And, of course, it is necessary to understand that it is better to build up from competitors not only in terms of cost, but also in terms of service: for example, by some unique characteristics.

Don't forget about variations for different needs. Provide options for your products or services for people who need a more advanced or, conversely, a light option/version.

Another important parameter is the timeliness of the offer. It makes no sense to promote an event two weeks before it starts if it is paid. This free event can be announced, for example, in 1.5 weeks, and it makes sense to launch a large paid conference in 3 months.

The same story with all sales. A person, before making a purchase decision, goes a certain way. And this decision-making scheme should be understood not only by the director or the seller, but also by the SMM specialist, because it directly affects the content that he will post. For example, if a client compares you with competitors and in general doubts very much about coming to you, you need to write about the key differences of your product, lure him with different selections, honest advice. For loyal customers who are already your customers, you need to develop a loyalty system, for example, include it in a referral sales system.

If you are entering the market for the first time, it is necessary to analyze the demand. There is a good tool called WordStat, it is mainly used by contextualists to find out the following: which words are requested for a certain product category, how often competitors are requested, what questions are asked, etc. Even in WordStat, you can find out the seasonality of key queries and understand how the dynamics of demand changes depending on the month or season of the year. By the way, WordStat is also useful for a content plan: by entering targeted queries into it, you can specify what else, besides price and service, your potential buyers are interested in. You can also study the unusual situations that the buyer finds himself in, and the questions that typical buyers ask. It's good to take note of all this and include it in the content plan as useful tips, answers to questions and other headings.