Why Social Media Is Important for Business Marketing
Let’s start with one simple fact: your business needs a social media presence.
It doesn’t matter if you run a small local shop or a big national company. Social media is an essential piece of your business marketing strategy. Social platforms help you connect with your customers, increase awareness about your brand, and boost your leads and sales. With more than three billion people around the world using social media every month, the users and engagement on major platforms just keep increasing. What you might not know is that you’re ready to get your company’s social media off the ground right now. You don’t need to know every intimidating buzzword or have the magic number of followers. You can get started immediately—and even enjoy yourself in the process.
Social media provides immense potential for businesses because consumers habitually log on to it daily and are exposed to companies. It also presents huge challenges for businesses, however, because it’s an ever-changing space that is extremely noisy and crowded.
52 percent of social media marketers believe social media positively influences their company’s revenue and sales.
The five most valuable social media platforms:
Facebook (89 percent)
LinkedIn (83 percent)
YouTube (81 percent)
Twitter (80 percent)
Instagram (56 percent)
Nearly 80 percent of companies share mostly original content on social media.
The most important metrics for companies are engagement (36 percent) and conversion rates (35 percent).
Social media is more valuable to B2C (58 percent) than B2B companies (46 percent).
The biggest challenges with social media are:
Not having enough human and financial resources (26 percent)
Not having enough time to post (26 percent)
Lacking a formal strategy (24 percent)
Building a community of followers and influencers (24 percent)
If you’re still not convinced, here are six things you can try out yourself to realize that social media is a wise business move.
1. Get Attention and Build Awareness If people don’t know about your business, they can’t become your customers. Social media boosts your visibility among potential customers, letting you reach a wide audience by using a large amount of time and effort. And it’s free to create a business profile on all the major social networks, so you have nothing to lose. Here’s a fact: social media content gets attention. However, it’s really easy for a consumer to become overwhelmed on Facebook, Twitter, Instagram and other social media platforms filled with noise from companies trying to promote their brands. How can a company create relevant content in such a crowded space? In the above survey, articles, videos and images were most successful at engaging customers and breaking through that noise.
This is where original content intersects with quality design. Between GIFs, memes, Facebook Live and more, a content strategy has to be carefully thought-out and executed. What message do your customers want to see, how are they going to identify with your brand, and what will get them to click on your post or comment on it to garner a conversation?
Define what you want to get out of social media to develop a social media strategy for brand awareness. Do you want new customers to discover your services? Do you hope to bring more local shoppers into your stores? By keeping your strategy specific, you can determine which social media channels are the best fit for your business.
2. Communicate Authority Customers are increasingly savvier and more discerning about which businesses they support. Before making a decision, they’ll do a quick search to browse your website and social media. Will they find an empty storefront or a rich source of information? Setting up robust profiles that you update frequently with relevant content will build your brand’s authority and make sure you make a positive first impression through social media, showing that your business is trustworthy, knowledgeable, and approachable. Look for ways to demonstrate your expertise as a thought leader in your industry—like writing pieces related to your expertise or expanding on your company’s mission. By showing what your business offers and values, you will establish confidence in potential customers.
3. Show Authenticity Customers aren’t interested in businesses that publish dry, corporate-style social media posts. Instead, let your brand's personality shine through in everything you share on social media. What does your brand voice sound like? How does it represent who you are? While brands need to be polite and empathetic to their audiences, it is more important to find a voice and take a stand. Practice getting your tone just right, whether it’s casual and funny or formal and friendly. Be true to who you are, not who you think you should be. Followers want to see real people behind your social profiles. Show them.
4. Encourage Engagement Sometimes, a seemingly simple social media post, such as one promoting a pair of shoes, can receive several likes, comments, and shares. People can even ask strangers in the feed if they have received their shoes, how long the shipping took, if they liked them, and other questions. Social media opens the conversation for instant interaction, relationship building, and customer loyalty. “It’s really important that companies have the right organizational structure to support social media,” said a founder and CEO of a successful company. “A customer support team and a product development team tends to be extremely effective.” Social channels evolve, constantly releasing new features, and this rapidly changing environment can be intimidating for some business owners. But remember: you don’t have to do everything. Play with new ways to connect with your audience, and give yourself permission to learn as you go. One day, you could post a series of Instagram Stories to give customers a behind-the-scenes tour of your office. The next, you could host a quick Q&A session via LIVE video streaming. Over time, you’ll get a better idea of your followers’ preferences. You can create engaging video content for social media with a simple setup—good lighting, a smartphone, and a tripod. Also, do a test run before you go live to make sure your internet connection or hotspot has enough speed to avoid delays and interruptions.
5. Grow Affordably Yes, social media isn’t a place to be overly salesy, but after all, it’s a marketing channel and you need not ignore the opportunity to make sales, should it present itself. 6. Provide Support Social platforms have successfully broken down barriers between companies and their customers. Now, instead of calling a customer service line, many people turn to Facebook or Twitter to solve problems or find information. Develop your reputation as a responsive, caring brand by offering support through social channels:
Create a system for tracking customer comments, questions, and complaints on social media.
Respond as quickly as possible to questions and concerns.
Go out of your way to be positive and helpful.
Listen to criticism and make customers feel heard.
Know when to resolve public conversations in private messages.
Social Media is Essential for Businesses
Social media is a crucial part of your business marketing, but it doesn’t have to be stressful to manage. Take the first step, create a profile, and start engaging with your customers. As it continues to weave itself into the daily patterns of our lives, more consumers will go to new and upcoming social platforms for purchasing decisions. Those who have a strong social media presence and branding will increase conversion rates, while those without active social media campaigns could lose potential customers. Which company do you want to be?
How has social media proven to be a wise business move for you? Tell us in the comments below!